Political Parties and the Media

1
Political Parties and the Media

• Study theme 1D

2
Campaigning

• A well organised campaign is very important in
  the media age
• Parties spend a lot of time and money planning
  their campaigns
• Compromising manifestos, billboards, newspaper
  adverts, PEBs, internet

3
Negative Campaigning

• Means parties stress their opponents bad points
  rather than focusing on their own strengths
• It can work if it catches the popular mood

4

• Can come across as nasty and immature
• Puts voters off
• E.g. 1997 Conservative evil eyes campaign
  reflected badly on their party
• Scotland 2007, Little Alex and other negative
  campaign materials reflected badly on Labour

5
Party Election Broadcasts (PEBs)

• An important media tool
• 58 of voters said they paid attention to PEBs
  during the 2005 election campaign
• Over 50 of voters felt that PEBs influenced them
  to some extent
• Mostly at election time but appear throughout the
  year
• But who actually watches them?
• PEBs are viewed most by people who already
  support the party so it might be they only
  confirm existing voting intentions

6
Spin

• putting a particular angle on a story to show
  your party in the best light
• spin doctors manage media encounters

• New Labour, Kings of Spin
• Alistair Campbell chief spin doctor for after
  1997. Most powerful man in politics?
• Who elected the spin doctors? Is there a problem
  here?

7
Sound bites
Education, education, education

• catchy, concise statements designed to sound good
  on TV
• used to get prominence in the news
• Do soundbites simplify issues too much?

8
New Media

• Using internet to get their message across
  websites, youtube, facebook, online TV channels

• 2007 Scottish Election when Elections went
  viral use of satirical cartoons to undermine
  the opposition Little Alex

9
Media events

• Parties take part in events making use of
  celebrities and the resulting media circus to
  raise their profile and promote a positive image
• E.g. Joanna Lumley and the Ghurkhas

absolutely