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 starter activity

 starter activity. 2001, New Labour election poster showing Hague-Thatcher hybrid. 1997 Tory election poster showing dangers of voting New Labour.

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 starter activity

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  1. starter activity 2001, New Labour election poster showing Hague-Thatcher hybrid. 1997 Tory election poster showing dangers of voting New Labour Why were both these election campaign posters criticised by the public and politicians alike? Do you think those in media are more closely in touch with public opinion than Westminster?

  2. How ‘mass’ are the ‘mass media’? To assess the influence of the media on campaigns and voting behaviour

  3.  Your task • Look at copies of the Daily Telegraph &/or Daily Mail, and copies of the Guardian &/or Daily Mirror. • From the choice of headlines, selection of stories and the way in which they are treated, do you detect ant leanings towards one party rather than another?

  4. Media bias – the press • Press is not legally required to be impartial • Papers indicate support during election campaigns, e.g. 1992, The Sun, ‘Will the last person to leave Britain please turn the light out’ • Neil Kinnock / Norman Tebbit cited press support as reason for electoral failure / success • Rupert Murdoch, press baron courted by New Labour & Conservatives in 1997 • Paul Whitely estimates The Sun’s support for New Labour in 1997, lost Cons. 500,000 votes esp. in key marginals

  5. Media Bias - Broadcasting • BBC & ITV controlled by Royal Charter & TV & Broadcasting Acts – maintain impartiality • What is impartiality – right to respond, equal air-time, quality news coverage • Accusations of impartiality – Today programme’s coverage of run-up to Iraq War

  6.  Your task How can the media have an influence on voting behaviour? Daily newspaper circulation, March 2003

  7.  Your task • List different examples of media in modern Britain. • Assess which politicians target most in campaigns.

  8.  Your task • Read Watts pages 31 & 32. • What theories about media influence are the most convincing. Explain your answer by referring to: • Reinforcement Theory. • Agenda setting Theory • Independent effects Theory.

  9. Reinforcement Theory. • Lazarsfeld suggested that rather than change public opinions media reinforces them. • Minimum effects theory means that voters already have preconceptions which prevent messages from the media having any influence. • Media may firm up previously held views but does not mould them. • Birch suggested the people expose themselves only to things with which they are likely to agree.

  10. Agenda setting Theory • Stressed by GUMC in 1970’s. • Media have subtle influence by determining what is seen and heard. Don’t determine what they think but what they think about. • Hidden bias a result of backgrounds of journalists e.g. white, middle-class, males. • Reportage of news tends to make us sympathetic toward moderate attitudes and critical of those which challenge society e.g strikers, extremists etc.

  11. Independent effects Theory. • Common sense suggest that media must have an influence due to amount of television watched. • Saturation of politics in the new during election time means there is little escape from the barrage of news & views. • Television expands our knowledge. • Effects different e.g. little impact on passive spectators but greater impact on the more openly involved. • Voter allegiances can be more easily influenced as party loyalty is no longer as strong.

  12. How influential is media? • Psychologists challenge influence of media - Festinger (1950s) & Denver (1980s) • Selective exposure – individuals choose to expose themselves to certain types of bias • Selective perception – individuals mentally edit news to fit their ideas • Selective retention – forget content that challenges their idea

  13.  Your task Produce factoids on recent Conservative or Labour ‘spin doctors’ .

  14. Homework • “Television sets the agenda for much of our political discussion”. In the same evening listen to a news bulletin on the BBC, ITV and Sky News. Compare the top five stories. Is there agreement on the main news stories? Do you notice any differences or bias in the coverage?

  15. Plenary • Is television in any way biased towards one party or another? • Does media bias really matter? • Do the media have a significant impact on voting behaviour?

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