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Analyse the influence of the media on voting behaviour - Scottish Highers Modern Studies - Question b - 2018
Question b
Analyse the influence of the media on voting behaviour. You should refer to voting behaviour in Scotland or the United Kingdom or both in your answer.
Worked Solution & Example Answer:Analyse the influence of the media on voting behaviour - Scottish Highers Modern Studies - Question b - 2018
Step 1
Analyse the influence of the media on voting behaviour in the UK
Answer
The media plays a crucial role in shaping political perceptions and influencing voter behaviour. In the context of the United Kingdom, especially during elections, various forms of media—including newspapers, television, radio, and social media—are pivotal in determining how individuals engage with political content.
Newspapers
Newspapers have traditionally held significant sway over public opinion. For instance, many newspapers endorse particular political parties, thereby influencing their readership's voting behaviour. In the 2019 General Election, certain newspapers were crucial in shaping narratives around major parties, impacting voter turnout and choices.
Television
Television remains a dominant medium, with political broadcasts aimed at informing voters about parties' manifestos. Programs like 'Question Time' and election debates are vital as they allow voters to see candidates in action, influencing perceptions and decisions. The coverage given to different parties often reflects an implicit bias, which can sway voters.
Social Media
The rise of platforms like Twitter and Facebook has transformed the political landscape. Social media allows for direct engagement between politicians and the electorate, creating a more dynamic environment. Campaigns often utilize targeted ads based on demographics, increasing engagement among younger voters who are more likely to use these platforms.
Analysis of Influence
The combined effect of these media types can substantially influence voter turnout. For example, the 2014 Scottish Independence Referendum showed how social media mobilized younger voters, contrasting with traditional media’s influence on older demographics.
Conclusion
In summary, the media's influence on voting behaviour in the UK is multi-faceted, ranging from traditional newspapers to modern social media platforms. Each plays a unique role in shaping public perception, which ultimately translates into voting decisions.