Does the mass media

1
Does the mass media

• Shape public opinion?  

2
Newspapers

• Newspapers are very bias, especially tabloids
  who boast a large number of readers.
• Those favouring one political party can
  influence peoples votes.

3
In what ways do the newspapers influence public
opinion?

• By tradition the British press has been
  pro-Conservative e.g. in 1992 Labour only had
  support from the Guardian and Daily mirror
• However after Major they shifted their allegiance
  to labour with the exception of the Mail and
  Telegraph

It was the Sun that won it
4
In what ways do the newspapers influence public
opinion?

• Tabloids such as the Daily Record can be
  extremely influential in raising public awareness
  of specific issues.
• e.g. during the 1997 referendum they
  campaigned vigorously for Home Rule.
• They also campaigned for Section 28 to remain in
  place.

5
In what ways do the newspapers influence public
opinion?

• Both broadsheets and tabloids carry out opinion
  polls and can gauge public reaction to government
  policies.
• The media in general can be used by pressure
  groups as an outlet for their views.

6
Ownership and control influence media messages

• Newspapers make substantial profits this severely
  prejudices claims to objectivity in reporting
  news
• 80 of newspapers are in the hands of 3
  conglomerates
• Mirror (late Maxwell), United and News
  International(Murdch, Sun, Times, News of the
  World as well as sky TV)

7
Ownership and control influence media messages

• Maxwell did support Labour but did not exhibit a
  socialist ideology
• Murdoch supported the Tories then changed to
  Blair
• Both exert strong personal editorial control

8
Government influence media messages

• The Lobby system favours the government of the
  day
• 150 political journalists at Westminster
• Receive special briefings from government
  spokespersons in exchange for keeping quiet about
  their services
• Important way of obtaining information

• However political commentator Howard states that
  like prostitutes they become clients and become
  lazy taken their copy from bland briefings
• The Sun, Guardian and the Independent have
  withdrew from the lobby system

9
Does the mass media influence decision making?
10
the mass media does shape public opinion

• In 1997, 60 of the press backed the winning
  party-labour
• No party in the last 30 years has won a general
  election while facing concerted personal
  opposition from The Sun.
• The paper cannot get people elected, but it is
  believed that it can do immense damage by running
  "knocking campaigns"

11
the mass media does shape public opinion

• Number of floating voters has increased and
  therefore the capacity to influence opinions has
  also increased
• All political parties employ spin-doctors e.g.
  Alistair Campbell to encourage the media to
  portray a positive party image

• However the media is independent of government
  therefore they may be more able to question
  actions of government than MPs

12
the mass media does shape public opinion

• Large number of people read papers and have
  access to 24hr TV which means they are able to
  influence voters
• A great deal of time and money is still invested
  into party political broadcasts, surveys show
  that 2/3 of respondents believe PPBs affect
  voting behaviour

13
the mass media does not shape public opinion

• Newspapers do not influence political attitudes
  as readers tend to buy newspapers that support
  their views e.g. guardian- labour,
  telegraph-Conservatives

14
Summary the mass media does not shape public
opinion

• Other factors that are significant in shaping
  views e.g. where you live, race, gender etc
• Many voters try to avoid election saturation
  coverage

• Many people dont watch Westminster coverage or
  programmes about politics eg the week following
  the 2001 election, 52 of viewers had hardly seen
  any coverage
• Less people are voting suggesting mass media is
  not shaping attitudes