Contemporary sociology: false news spreads faster than true news

A recent MIT study led by Sinan Aral, published in the journal Science in early March (2018) found that ‘false news’ spreads much more quickly than real news—and it seems to be humans, more than bots, who are responsible for the imbalance.

Fake political news stories spread the fastest, but the findings also applied to stories on urban legends, business, terrorism, science, entertainment, and natural disasters.

Aral’s team of researchers looked at sample of 4.5 million tweets created by about 3 mmillion people over an 11 year period. Together these tweets formed 126,000 “cascades” of news stories, or uninterrupted retweet chains. The researchers compared to spread of false vs. true news stories, verified by using sites such as factcheck.org.

The main findings

Fake News Twitter

  • false stories were 70% more likely to be retweeted,
  • while true stories never reached past a  ‘cascade-depth’ of 10, false stories spread to a depth of 19,
  • false studies reached a cascade “depth” of 10 about 20 times faster than true ones.
  • true news stories about six times as long to reach 1,500 readers as false ones did,
  • “False political news traveled deeper and more broadly, reached more people, and was more viral than any other category of false information,”
  • humans were more likely to spread the false news than bots,
  • Fake news tended to be associated with fear, disgust, and surprise, whereas true stories triggered anticipation, sadness, joy, and trust.

Why do people spread fake news?

The authors of the study offer a ‘neutral’ explanation – simply that fake news is more ‘novel, novelty attracts more human attention, and ‘novel news’ is more valuable – individuals gain more status for being the ones who share novetly (or at least peopel think they will gain more status) and novel information tends to be more useful in helping us make decisions about how to act in society.

Ironically, spreading false news tends to have the opposite effect: it makes individuals who spread it look stupid and may lead to us taking fewer risks and to a misallocation of resources as we attempt to mitigate this (non-real) risks.

Relevance to A-level Sociology?

This is a great example of hyperreality…. to paraphrase Baudrillard, False News never happened… but it has real consequences.

It’s worth noting the limits of the study too… it’s limited to Twitter and doesn’t really help us to understand where fake news comes from, for example.

The fact that it’s humans, not bots spreading false news means that interventions will be more difficult and more complicated, because it’s unlikely that we’ll be able to find a technological fix for the problem.

I could imagine that Gomm and Gouldner would criticise this study as being ‘too neutral’… it could have looked more at the ideological bias of the political fake news stories, and the profiles of those spreading fake news, for example.

Sources 

The Spread of True and False News Online – Science, March 2018

Fake News Spreads Faster than the Truth on Twitter – Forbes

 

Homophobic Friends?

It’s almost 15 years (!) since the hit T.V. show ‘Friends’ went off the air. The show has been voted the best sitcom of all time, but since it started streaming on Netflix this month, many millennials have been shocked by its themes, perceiving the show as somewhat homophobic and transphobic.

Friends gender

Most of the criticism focuses on the way the show deals with sexuality and gender: younger viewers are offended by the recurring jokes about Ross’ Lesbian ex-wife, for instance, and Chandler’s cross-dressing father.

They have also criticized the show for ‘fat-shaming’ Monica, following the flashbacks to herself as an undesirable fat teenager, and the lack of diversity in the show: it is, to say the least, very white!

It’s amazing how our sensitivity to such issues has changed in the space of just one generation. 

NB – here’s an article defending Friends, suggesting that it isn’t actually homophobic etc.

Sources:

The Week, 20th January 2018

The Church of Stop Shopping – A Sociological Analysis

Reverend Billy and The church of stop shopping are critical of our addiction to shopping – especially at Christmas. They suggest we are facing a ‘Shopocalypse’ – arguing that over consumption fuels the debt crisis, global warming and destroys local economies and communities if products are purchased from TNCs.

Instead, they suggest that we should use Christmas as a time to develop positive new low-consumption habits – learning to be happy with less! The video below – ‘What Would Jesus Buy’ is an excellent documentary outlining their ‘activist performance art’ and their general critique of consumption at Christmas.

The Church uses its performance art to protest more widely than just at Christmas – they target unethical companies, such as banks who fund logging in the Rain Forest, and target their lobbies to protest their involvement, and get arrested a lot in the process!

There’s all sorts of links with the A level Sociology syllabus:

  • Linking to sociological theories… the Church is coming from a broadly leftist, Marxist perspective in its criticisms of our consumption habits.
  • Linking to Crime and Deviance – obviously what they are doing is deviant! More interestingly, it’s interested to note how their dealt with by the state – during many of their protests, they get arrested, spend a night in jail, then they’re back out again… while the far more harmful practices of the Corporations they protest against just carry on.
  • These activists are protesting what they see as ‘Green Crimes’ – companies which harm the planet, but of course these acts are not defined as such by the state.
  • Linking to Methods – you could argue that what they are doing is a form of ‘ethnomethodology?’ (look it up, it’s not a core part of the A-level syllabus!)
  • Linking to the Family – Personal Life Perspective maybe?
  • Linking to Education – well it’s educational!
  • And linking to religion – I dunno, I’m a bit confused about this! Possibly nothing at all?

Merry Christmas.

And don’t forget to slow down your consumption, Ahmen!  Although it’s possibly too late for that…?

church stop shopping

 

Revise Sociology on Facebook, Twitter and the Rest…

Below are some links to the main social media sites I use.

If you like this sort of sociology thang, then you might like to follow me by clicking on any, or all of the icons below….

Blog

Twitter – @realsociology

 

 

 

 

Facebook Page

 

 

 

 

Google Plus 

 

 

 

 

Linked In

 

 

 

 

And a few more….

I’ll add in the real perty (‘pretty’) logos later….

  1. YouTube
  2. TES
  3. Quizlet.com

Disclaimer/ Apology

OK OK I know this is a shameless ‘plug my online constructed self page’, but I’ve just spent two hours consolidating my social media profiles, so that’s it for today folks!

It’s probably worth noting that this blog is the main ‘hub site’ I use to post stuff: and most of the other sites are just what I use to publicize what I post on this blog – so cycling through all the above sites will give your the most wonderful feeling of an inward looking cycle of self-referentiality.

Also this is something of an experiment with the ‘contact details’ part of my C.V. which I’m currently trying to reinvent for the 21st century, and that is honestly about as much fun as it sounds!

Tomorrow I promise I’ll post some actual content.

Agenda Setting in The Mainstream News

Agenda-setting is where the media only ask a limited range of questions about a topic, thus limiting the number of perspectives or angles from which an issue is explored. It is a concept mainly associated with Marxism, and it is one of the main ways in which the media maintain ideological control according to Marxist analysis.

Examples of agenda setting:

Focussing on the violent aspects of a political protest, rather than the arguments behind why the protest is taking place

Charlie Brooker does a great job of analysing how this occurred during the G20 protests in London 2009 – the television crews DID NOT cover the political speeches that took place during the day, they just waited around until some violence did (finally, it was rare!) kick off later in the day, and then it was the violence that became headline news:

Focussing on the ‘drama of the London riots’ and the harms done to victims rather than on the reasons why people took part in the London riots.

I’ll admit, the London Riots were great entertainment, and if that’s all you wanted, the media did a great job of covering the burning and the looting, framing the event in terms of ‘lack of parental responsibility’, ‘moral decline’ and ‘feral youths’

However, the mainstream media didn’t do such a great job of covering the findings of the research which was published months later, which suggested  that the actual reasons the riots took place were, according to the rioters themselves: unfair treatment by the police, unemployment, government policies the shooting of Mark Duggan.

Focussing on why the economy is or isn’t growing, rather than asking whether or not economic growth is a good thing.

There is a daily media-focus on the economy and economic growth: most radio and T.V. news slots have a regular ‘business feature’ and economic growth is always framed as universally good.

However, what is never discussed is the fact that not everyone benefits equally from economic growth – the capitalist class with shares and investments benefit hugely, but the poor benefit almost not at all! America is an excellent example of this – the richest country on earth, but with huge inequalities, you have to ask whether economic growth is actually ‘good’.

The authors of the Spirit Level argue that if we want social progress in Britain  then inequality is now the biggest barrier to improving quality of life for most people, but this is rarely discussed in the media.

Marxists argue that news values and agenda setting work together to reinforce dominant, elite world views of society as normal and natural, and to marginalise alternative perspectives on society which may upset existing power structures.

Related Posts

 

Gap Year Blogs – A Thematic Analysis

Snee (2013) was interested in how representations of cultural difference were portrayed in ‘gap year’ narratives. She sought out blogs containing the phrase ‘gap year’ using two blog search engines (Google blog search and Technorati) and also searched some websites which seems to be associated with the blogs she uncovered through this search. She selected those whose author was from the UK and whose gap year was taken overseas, was sandwiched between school and university, and included more than a couple of posts. Initially she uncovered 700 blogs but these were narrowed down to 39 because she sought a balance in terms of both gender and the type of gap year.

These blogs blogs form her data, along with interviews with nine of the bloggers. The interviews indicated that bloggers wrote up their experiences in this formant because it was the most convenient way to provide a ‘record of their travels’ suggesting that blogs are very much a modern form of diary. Her inductive analysis of the blogs yielded four themes:

  1. The bloggers dew on common representations of the exotic qualities of the places they visited in order to portray their destinations. For example: ‘we sailed to White Haven Beach which is just like on the postcards; white sands and light blue sea’.
  2. Bloggers often convey a sense of feeling out of place in these exotic locations, expressed through their awareness of physical or cultural differences. For example, one blogger realised that by standing with her arms folded in Uganda she was being rude.
  3. Through their interaction with local people and their physical environment, gap year bloggers often displayed a sensitivity to local customs and to the complexity of the locations in which they were travelling. For example, one blogger expressed his unease at other tourists clambering all over Ayres Rock (Uluru) in Australis
  4. There is often a narrative of the danger, risk and someone’s irritations associated with the local environments – there are complaints abut the quality of driving in Delhi, lack of concern for safety in Ecuador and frightening air quality of Rio de Janeiro. These involve comparisons with the U.K.

Snee notes that these four themes in gap year blogs reveal a tension: on the one hand there is a desire to learn about and understand the local, reflect on global issues and experience what places are really life… on the other hand, established discourses are reproduced of an ‘other’ that is romanticised or criticized.

News Values

News values are criteria journalists used to decide whether an event is newsworthy.

News Values are general criteria such as ‘extraordinariness’, ‘negativity’ and ‘elite persons’ which journalists use to determine whether an event is newsworthy (‘worthy of inclusion in the news’).

The existence of news values is one of the reasons why many sociologists view the news as a social construction – in other words the news is not simply an unbiased reflection of the objectively most important events ‘out there’ in society; rather the news is the end result of selective processes through which gatekeepers such as owners, editors and journalists make choices about what events are important enough to be covered, and how they should be covered.

Spencer-Thomas (2008) defines News values as general guidelines or criteria that determine the worth of a news story and how much prominence it is given by newspapers or broadcast media. Brighton and Foy (2007) suggest that news values are ‘often intangible, informal, almost unconscious elements’. News values define what journalists, editors and broadcasters consider as newsworthy.

The best known list of news values was supplied by Galtung and Rouge (1970). They analysed international news across a group of newspapers in Norway in 1965 and identified a number of News Values shared by Norwegian journalists (1)

News Values

Galtung and Rouge (1970) identified several news values inlcuding:

  • Negativity
  • Threshold
  • Extraordinariness
  • Unambiguity
  • Personalisation
  • Reference to elite persons
  • Reference to elite nations.

Extraordinariness

Rare, unpredictable and surprising events have more newsworthiness than routine events.

The September 11th 2001 attacks on the Twin Towers remain probably the best example of an event that was extraordinary!

News Values September 11th
September 11 – no one saw it coming!

Threshold

The more people that are affected by an event and the more dramatically their lives are impacted, then more likely an event is to be reported.

Examples of events which fit the threshold criteria include the London Riots, the War in Ukraine, the Cost of Living Crisis and large natural disasters.

News values London Riots
The London Riots.

Unambiguity

The simpler the event, the more likely it is to be reported.

Natural disasters are good examples of events which are unambiguous. There is no complex politics which needs explaining, at least not in terms of the disaster itself.

Reference to elite persons

Events surrounding the famous and the powerful are often seen as more newsworthy. Probably the best example of this from 2022 was the death of Queen Elizabeth when there was a week of rolling news coverage about nothing really that interesting.

Had the Queen been any other old lady, her death would not have been newsworthy.

Reference to elite nations

Events in nations perceived to be ‘culturally similar’ to the United Kingdom are more likely to reported on – for example, disasters in America are more likely to be reported on than disasters in African countries.

Personalisation

if events can be personalised easily they are more likely to get into the news.

You will see this in the reporting of responses to natural disasters, with several reports focusing in on individual families and there is always a ‘toddler pulled from the wreckage’ story!

Negativity

bad news is regarded as more newsworthy than good news.

grenfell tower fire news values
Negative events are more likely to make the news

According to Galtung and Rouge, journalists use News-Values to select-out certain events as less newsworthy than others, and they thus act as gate-keepers – they quite literally shut out certain events, and let other events into the news-agenda, thus narrowing our window on the world.

There are some contemporary critiques of the concept of News Values, but I’ll come back to those later!

Signposting

This material is mainly relevant to students opting for the media module as part of second year sociology.

Sources

(1) Chapman 2106, Sociology for AQA A-Level, Collins.

Evidence of Right Wing Media Bias

Is there a right-wing bias in the British media? Here I explore some of the sociological evidence which suggests that there is a right wing bias in the media and point out some of the limitations of this evidence.

In a recent (May 2017) interview with the Radio Times, David Dimbleby pointed out that Jeremy Corbyn has been treated unfairly by the U.K. Media, but that didn’t appear to surprise him because he believes we have a ‘right wing’ press.

But is David Dimbleby right about the media being ‘to the right’? In this post I explore some of the available evidence to see how far it supports this view.

NB – I am aware that how you answer this question depends on how you define left and right, and that not only are there different dimensions to left and right (YES I have come across the political compass!), but that the meanings of left and right shift over time, so they are relative concepts.

Having said that, we have to start somewhere – so I broadly define ‘right wing’ as neoliberal – pro-privatisation of public services, deregulation and lowering taxation, an emphasis on economic growth rather than social progress, and a current commitment to austerity. I also include within my broad definition of ‘right wing’ anti-immigration sentiments (sorry, I know it’s vague!). Left wing I define as against further privatisation of public services (more to the left is in favour of re-nationalisation), an enhanced role of the state in regulating especially big business, and a belief in higher levels of taxation of especially the wealthy (those earning over £50K a year for example). Also included within a broadly leftist perspective is a commitment to end austerity and a commitment to internationalism – the free movement of people across boarders and so a much more relaxed attitude to migration than the right.

NB – That was all just off the top of my head, I’ll write something more articulate when I get around to it!

Something I find very interesting is that the first piece of evidence below gets around the whole tricky issue of operationalizing right and left wing… just by asking people ‘do you think the media is right or left wing’? This raises all sorts of sociological questions about objectivity and subjectivity and categories. From a teaching perspective I’m currently thinking this ‘measuring political attitudes’ topic could be the perfect one for explaining the difference between positivist and phenomenological approaches to social research.

Anyway – on to the point of this post…

Four pieces of evidence of right wing bias in the media

The general public certainly seem to feel that British newspapers have a right-wing bias, as the results of this March 2017 YouGov poll demonstrate:

right wing bias newspapers UK.png

The two most popular newspapers in Britain are the Daily Mail and the Sun (a joint readership of 10 million) and these are two of the most ‘right wing’ according to public opinion, which again suggests that according to people’s ‘gut feelings’ we do, indeed have a right wing press.

However, there are limitations with this evidence – it is only based on the subjective feelings of people – just because people feel a paper has a left or right wing bias, doesn’t mean that the paper actually has a left or right bias.

From a positivist point of view, in order to answer the question of whether there actually IS a right wing bias in the press, what we need is some more objective data, and in order to get that we need to find some content analysis of media sources which pin down, or operationalise more precisely what they actually mean by left and right wing views…..the rest of the sources below do just this, by focusing on specific aspects of right, or left wing thought.

A 2016 London School of Economic Report: Journalistic Representations of Jeremy Corbyn in the British Press found that Jeremy Corbyn was represented unfairly in the media before he was elected party leader.

The research cites the following examples of unfair representation:

  • through a process of vilification that went well beyond the normal limits
  • being denied his own voice in the reporting
  • sources that were anti-Corbyn tended to outweigh those that support him
  • He systematically  treated  with  scorn  and  ridicule  in  both  the broadsheet  and  tabloid  press  in  a way  that  no  other  political  leader  is  or  has
  • The press repeatedly  associated  Corbyn with  terrorism  and positioned him as a friend of the enemies of the UK.

Given that Jeremy Corbyn’s views are much more left wing than most labour MPs, evidenced by the fact that JC is one of the most outspoken critics of right wing neoliberal austerity policies, his vilification in the mainstream media could suggest a right wing bias: the very fact that he is generally talked about critically, rather than being allowed to express his views without distortion suggests an attempt to prevent left-wing political view points coming to public attention, and if they do come to public attention, an attempt to dismiss them as silly.

HOWEVER, a fundamental limitation with this piece of research evidence is its lack of representativeness of coverage of people with left wing views – it only focuses on Jeremy Corbyn – it might just be the case that during 2015 there were other people with left wing views who were being taken more seriously, so the vilification of Corbyn might have nothing to do with his left-wing views, it might be purely personal. This is unlikely, I know, but we don’t know this from the above research.

Neoliberalism, Austerity and the Mainstream Media – a 2015 report by the university of Sheffield looked at how over 1000 news articles about the impact of social policies. The research specifically looked at whether news articles had a neoliberal framework – i.e. did they discuss things like austerity purely in terms of economics (‘squeezing public finances’) or did they widen their discussion to talk about the broader human impact (family breakdowns, illness and death for example)

If an article limited itself to how policies would impact people’s finances, or the wider economy, then it was classified as a ‘neoliberal frame’, if it focused on the impacts on family, education, health or other non-economic impacts on individuals, it was coded as a non-neoliberal frame.

To my mind this is much stronger evidence of a ‘right wing’ bias in the media than the previous two pieces – at least if we accept the operationalization of ‘neoliberal framing’ as indicating a ‘right wing’ point of view.

However, a problem with the above research is that the category ‘neoliberal frame’ is quite broad, and precisely what statements come within the category is open to differential interpretation by researchers.

Also – exploring neoliberal framing is a very general level of content analysis – for more valid evidence of a ‘right wing’ bias you would have to look at how the media treated specific neoliberal policies such as privatisation, deregulation, lowering taxation, or the issue of immigration…

A recent 2016 Report on the United Kingdom by the European Commission against Racism and Intolerance noted that:

“Hate speech in some traditional media, particularly tabloid newspapers, continues to be a problem, with biased or ill-founded information disseminated about vulnerable groups, which may contribute to perpetuating stereotypes.

It singled out Katie Hopkins’ article in The Sun, published in April 2015, as an example of how bad things can get – the article was entitled “Rescue boats? I’d use gunships to stop migrants”, in which Katie Hopkins likened migrants to “cockroaches”, “feral humans” and that gunboats should be dispatched to prevent further arrivals.

While the above does suggest a clear right wing bias in The Sun, case studies are not representative, so we’d need something more quantitative to see how widespread such a tone of reporting is.

So that’s four pieces of evidence, based on systematic research of several sources (NB the last one did look at more than one article!) which suggest a right wing bias in media content, however, they all have there limitations, so I’ll leave it to you to decide whether there’s sufficient evidence here to conclude that we really do have a right-wing media here in the U.K.

Further pieces of evidence of right wing media bias

Jeremy Corbyn being accused of making a U-turn on a promise to abolish student debt, when he didn’t actually promise to abolish student debt.

According to Channel 4’s Fact Check

In the run-up to the general election, Jeremy Corbyn made a comment about student debt. Speaking to the NME about the issue, he said: “I will deal with it.”

At the time, this was not widely picked up on by the national media. But – where it was reported – most papers accurately reflected that Corbyn had not explicitly promised to write off all debts. For instance, the Daily Mail said the Labour leader had pledged to “reduce or even write off” student debt.

But then (on Sunday (23rd July 2017) Corbyn was quizzed about this remark during a BBC interview.

Presenter Andrew Marr put it to him: “If you are a young voter and you heard those words: ‘I will deal with it’, you might have thought Jeremy Corbyn is going to relieve me of my debt.”

Corbyn was forced to defend his position, saying: “We never said we would completely abolish it.”

For some, this constituted a U-turn.

The Mail said: “Labour has backtracked on its promise to write off £100 billion of student debt.” The Telegraph said the party had “retracted its pledge to abolish student debt”. And Alan Sugar called Jeremy Corbyn a “cheat” and said he should resign for having “lied”.

So – the above is a great example of how a hostile right-wing editorial team from the BBC, fronted by Andrew Marr, can take a positive vote-winning part of Labour’s education policy, spin it out of context and turn it into a negative, which an even more hostile right-wing press further exaggerate. 

If you know of any more systematic content analysis on this topic, please do share – sharing is caring – which is very much NOT a right wing idea of course!

Related Posts

In this post Craig Murray analyses the political background of senior bureaucrats at the BBC – finding that they range from Blairite to UKIP – in other words, very right wing.

Right Wing American Media Bias

Identifying media bias through content analysis is a key skill in sociology. The American media is often accused of having a right-wing bias which means they will present a pro-capitalist, pro-business world view as normal and desirable and promote a neoliberal policy agenda. (1)

Below I analyse one newspaper article (about why 66 million Americans have no savings at all) to illustrate how agenda setting, or what and what isn’t included in the article, results in a subtle right-wing, neoliberal bias. 

The article is as follows: Can you guess how many Americans have absolutely no savings at all – BY KRISTEN DOERER AND PAUL SOLMAN  June 21, 2016

OK – It looks like it might be a lefty topic, because it’s about the precarious financial life of the poorest sections of American society, but there’s no class-based analysis focusing on how it’s mainly low-paid and temporary jobs in the context of 30 years neoliberal economics resulting in productivity gains, but increasingly unequal national income distribution meaning the very rich get richer, while most of the rest of us, especially the poor, get relatively poorer.

Having alerted us to these ‘shocking statistics’ (oh those poor, poor Americans), we are then told that this low-savings rate is spread among all households –

‘the problem is hardly confined to the poor. Yes, more than half of all households with an annual income under $30,000 have no emergency savings. But fully one in six households with an annual income between $50,000 and $75,000 had no emergency savings either’.

The article then goes on to talk about how Gen Y is better at saving than Gen X – the tone of which seems to blame 40 to 60 somethings for having too high consumption levels and not saving enough… (‘if your damn kids can save, then why not you too’?) –  here ignoring the following two important contextual facts:

  • (A) Gen Xrs were encouraged to consume in the context of a growing economy, then the neoliberal crash came in 2007, and here we are: hyper-precarity;
  • (B) OK Yes – Gen Yrs may appear to be better at saving, rather than avoiding debt, but why are they saving? I bet once you take out all of those saving to go travelling (and hence consuming) or saving for a mortgage (you now need a bigger deposit than your parents), you’d have similar rates of debt being racked up across the generations.

The article ends with the classic neoliberal trick of individualising the whole problem:

“The biggest barrier to saving is not being in the habit of saving,” says McBride. “You have to set some money aside with every paycheck.” Making it automatic can help, he advises. But no matter how you do it, start now.”

Ignoring the fact that for the typical person with no savings (mots of them are in low-paid jobs) there simply isn’t enough money left at the end of the week to put something extra by!

In summary: why don’t people save according to the narrow agenda of this right-wing, neoliberal article?

  • 40-60 somethings got into the habit of consuming too much.
  • It’s a problem which effects all levels of income
  • 20-30 somethings are much better at saving than their parents
  • Irresponsible parents need to learn from their kids and just save more….

What’s not considered/ emphasised 

  • There are 10-15% of American households which are in no position to save for emergencies
  • This is because 30 years of neoliberal policies have created precarious and low-paid jobs, which has meant productivity gains, the gains from which have gone disproportionately to the top 1%.
  • Generation Yrs are shit-scared of their futures and so are more likely to save compared to their parents.
  • We need state-intervention to redistribute wealth away from the richest 1% and back to the lowest paid workers who actually created this wealth through their labour power.

Notes

(1) I didn’t intend to write this today, it just sort of happened, I was actually looking up stats on inequality in America, and I got quite annoyed when I read (and thought) about the content of this article.

Related posts 

Do the media influence our voting behaviour? – Deals withe bias in newspaper reporting of the 2017 U.K. Election

Is America and underdeveloped country?

 

 

Does the Mainstream Media Influence our Voting Behaviour?

The Independent recently reported that only 28% of Sun readers voted the way the paper wanted them to.

 

This is the lead into a brief article about the Sun’s waning influence over it’s readers – as the article points out that the paper ran an anti-Corbyn campaign, which it did, and some of the headlines and articles were shockingly one-sided:

However, I think the 28% figure above is a bit misleading. You only get this when you calculate in the low turnout by Sun readers, the lowest of all the readerships of the major newspapers, with a turnout of only 48%.

Of those who voted, 62%, or nearly 2/3rds of Sun readers voted for either the Tories or UKIP.’

 

The article then goes on to point out that the swing in this election was 16% points away from UKIP, 12% gain for the Tories, and 6% gain for Labour, meaning that above headline is at least somewhat misleading.

A few things to note here

  • While objectively true (only 28% of Sun readers did vote Tory, it’s true!), this is a good  example of how sound bite snap-shot statements of stats do not actually give you an accurate picture of what’s going on. You need to know that 48% didn’t vote, and that of those who did vote, almost 2/3rds of them voted Tory! AND the swing was mainly away from UKIP.
  • This article shows you a good example of how subjective political biases in reporting can distort the objective statistical facts (of course there are problems with those too, more of that here) – Obviously there’s the example of the bias in The Sun itself, but there’s also bias in The Independent’s (sorry, the ‘Independent’) reporting of the bias in The Sun. The ‘Independent’ is a left wing newspaper, as the above snapshot on how its readers vote handily shows us, and so it leads with a story about how The Sun is waning in influence, the kind of thing its readers will want to hear as they’re currently caught up in Tory-turmoil rapture, suggestion this is biased reporting designed to appeal to people’s emotions.
  • Finally, surely the real headline should be just how many Sun voters didn’t show up to vote – this seems to be a case of the working classes dissociating themselves from the formal political process rather than not voting Tory? Or more thrilling is the increase from 0% to 1% of Sun Readers voting Green, an infinite increase…!

Finally, having said all of this, I actually think The Sun today has less influence over its readers, but the evidence here isn’t sufficient to come to such a conclusion.

What the article should have done to prove this more conclusively is to compare the paper’s 2015 election content to it’s readership’s voting behaviour,  and then compared that to the 2017 relationship.

And doing that would require a more complex metholodogy which wouldn’t fit in with the newspaper’s publishing schedule.