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Does the mass media

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Newspapers are very bias, especially tabloids who boast a large number of readers. ... parties employ spin-doctors' e.g. Alistair Campbell to encourage the media to ... – PowerPoint PPT presentation

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Title: 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
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