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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.

 

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Why Did Labour Gain Seats in the 2017 General Election?

In the recent June 2017 General Election, Labour won more votes than it did in 2001, 2005, 2010 or 2015, proving almost all the forecasts and commentators wrong.According to this Guardian article there are three main reasons for this…

It motivated young people to get out and vote.

A lot’s been made of the historically high turnout by 18-24 year olds…. It looks like in key constituencies – from Harrow West to Canterbury (a seat that has been Conservative since 1918) – the youth vote was vital. Labour showed it cared about young people by promising to scrap tuition fees, an essential move to stop the marketisation of higher education, and it proposed a house-building programme that would mean many more could get on the property ladder.

This is in stark contrast to the two other major parties – the Lib Dems in 2010 under Nick Clegg lied to them, and the Conservatives have attacked them – cutting housing benefits for 18- to 21-year-olds, excluding under-25s from the minimum wage rise and slashing the education maintenance allowance. At this election, Theresa May offered nothing to young people in her manifesto. Their message was: put up with your lot. Under the Tories, young people have been taken for granted and sneered at as too lazy to vote.

The NUS reported a 72% turnout by young people, and there is a definite thread in the media attributing the swing towards Labour as down to this.

However, this is contested by Jack Sommors in this article who suggests that it was middle-aged people who swung the election result away from the Tories.

‘Lord Ashcroft’s final poll, which interviewed 14,000 people from Wednesday to Friday last week, found people aged 35 to 44 swung to Labour – 50% voted for them while just 30% voted for the Tories. This is compared to 36% of them voting Labour and 26% backing the Tories just two years ago’.

A further two reasons which might explain the swing, let’s say among the younger half of the voting population, rather than just the very youngest are:

Labour offered localised politics, not a marketing approach

Labour rejected the marketing approach to politics in favour of a strong, localised grassroots campaign… this was not simply an election May lost; it was one in which Corbyn’s Labour triumphed. Labour proposed collectivism over individualism and a politics that people could be part of.

Labour offered a genuine alternative to neoliberalism…

Labour offered a positive agenda to an electorate that’s been told its only choice is to swallow the bitter pill of neoliberalism – offering a decisive alternative to Tory austerity in the shape of a manifesto packed with policies directly challenging what has become the economic status quo in the UK. Labour no longer accepted the Tory agenda of cuts (a form of economics long ago abandoned in the US and across Europe): it offered investment in public services, pledged not to raise taxes for 95% of the population, talked about a shift to a more peaceful foreign policy, promised to take our rail, water and energy industries out of shareholders’ hands and rebalance power in the UK.

So how is this relevant to A-level Sociology…?

  • In terms of values…It seems to show a widespread rejection of neoliberal ideas among the youth, and possibly evidence that neoliberal policies really have damaged most people’s young people’s (and working class people’s) life chances, and this result is a rejection of this.
  • In terms of the media… It’s a reminder that the mainstream media doesn’t reflect public opinion accurately- just a thin sliver of the right wing elite. It also suggests that the mainstream media is losing its power to shape public opinion and behavior, given the negative portrayals of Corbyn in the mainstream. .

Value-Freedom and explaining election results…

The above article is written with a clearly left-leaning bias. Students may like to reflect on whether it’s actually possible to explain the dramatic voter swing towards Labour objectively, and how you might go about getting valid and representative data on why people voted like they did, given that there are so many possible variables feeding into the outcome of this election?!

Sources

Young people voted because labour didn’t sneer at them. It’s that simple

General Election 2017: Young turn out ‘remarkable’