The media in British politics II
Influence, bias and the new media
in British politics today
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The media have become more complex, with new actors (e.g. spin doctors and marketing people) and a whole new dimension with the Internet. This chapter analyses these developments, with brief discussion of bias, voting and language in politics. It was only after 1970 that the two big parties bothered about advertising in the professional sense. Propagating political messages via the media was thought to be a job for the specialists: politicians. The chapter examines the extent of media influencing the voting behaviour. Even if most people decide how they will vote months before an election, they must have been influenced by information filtered through the mass media. The chapter also discusses the role of media in power distributions and the importance of language in political communication.

British politics today

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