To what extent do the media affect voting patterns?
Candidates will need to look at a range of different ways that the media can
affect voting patterns. Different types of media may be referred to in a
candidate’s answers. Specific examples of voting patterns and outcomes
may be discussed. These may be related to the candidate’s own cultural
context.
Possible answers:
For:
• Passive audience models, such as the hypodermic needle theory,
suggest that the audience believe what they see/hear and thus
voting patterns and results will be affected by media coverage.
• Media role models may affect how the audience vote and are often
used by political parties in advertising campaigns (celebrity
endorsement).
• Spin doctors can control the representation of politicians in the
media and thus affect how the audience vote.
• Privately owned media can and do take strong political positions,
e.g. in the stories selected, the language used and the opinions
expressed – issues of bias.
• At election time, political parties make extensive use of the media
in order to transmit their messages to the voters – political
broadcasts, manifestos, posters etc.
• Media reporting of the opinion polls can also influence voting
patterns, as they claim to be able to show what the election result is
likely to be.
• Discussion and debates in the media between political parties and
politicians are commonplace, and are an effective way of getting
policies across and criticising the opposition;
• Use of social media by the political parties allows politicians to
interact with the voters and potentially affect voting patterns, e.g.
Twitter.
• Propaganda and highly censored media in some countries is likely
to affect voting patterns.
• Other reasonable response.
Against:
• Active audience models, such as the uses and gratifications theory,
suggest that the media has little direct effect upon the audience
and that the audience can control what media they consume and
how it affects them.
• Voters today are aware that political parties use the media in an
attempt to win votes and thus are unlikely to believe everything
they see and hear (Hall – negotiated reading etc.)
• The audience will actively choose to switch off/not listen to anything
in the media that they disagree with thus their voting patterns will
not be affected by the media.
• Political socialisation through the family/peer group is likely to be
more influential in determining voting patterns than the media.
• Social characteristics of the audience, i.e. gender/age/social
class/ethnicity are more likely to determine voting patterns than the
media.
• The audience themselves may influence voting patterns today
more than the media can, through their ability to use new media
technologies, in order to post comments, create blogs, engage in
discussion forums etc.
• A large number of people choose not to vote and thus the media
will not affect their voting patterns.
• Other reasonable response.
Band 0
No creditworthy response.
Band 1 (1–4)
Answers in this band may be vague and largely based on common sense,
showing limited knowledge of whether the media affects voting patterns.
Use of sociological terms or concepts is very unlikely. Responses may be
short, undeveloped and one-sided, e.g. ‘the audience believes what they
see/hear in the media’. Lower in the band (1–2 marks), expect one or two
weak points. Higher in the band (3–4 marks), candidates may offer more
than two points or provide a weak definition of key terms, i.e. voting patterns
/ how voters choose to vote, in the question.
Band 2 (5–8)
In this band candidates will show some basic knowledge of whether the
media affects voting patterns. Alternatively, they may offer an answer which
is list-like in nature, but there will be no real attempt to assess the issues
raised by the question. There may be limited use of sociological terms or
concepts. Responses may be underdeveloped and lack range. Candidates
may give examples of types of media, political parties and leaders, and
election results. Answers may be simplistic and two-sided responses are
unlikely. Lower in the band, the response will be rather narrow in the points
covered and there will be little development. Higher in the band, more points
will be covered and there will be limited development of some points.
Alternatively, a list-like answer with little development covering both sides of
the argument may score up to 8 marks.
A one-sided answer cannot score higher than 8 marks.
Band 3 (9–12)
Answers in this band will show good sociological knowledge and
understanding of whether the media affects voting patterns. Sociological
terms and concepts will be used with greater accuracy and/or frequency.
For the most part, answers will be well developed, focused on the question
and there will be a range of points presented. Candidates may discuss the
hypodermic needle approach, the influence of spin doctors, issues of bias in
the media and the reporting of the opinion polls. On the other side of the
debate the uses and gratifications theory may be referred to alongside
increased audience awareness of and cynicism towards party political
broadcasts and advertising. There will be a two-sided response, but this
may be unbalanced. At the bottom of the band, candidates may provide a
narrower range of well-developed points. At the top of the band, expect a
wider range of points and clear focus on the question.
Band 4 (13–15)
Answers in this band will show excellent knowledge and understanding of
whether the media affects voting patterns. There will be a strong grasp of
the argument as well as accurate and frequent use of sociological terms and
concepts. Answers will be well developed, clearly focused on the question
and discuss a wide range of points. Candidates may refer to the increased
use of new media and audience interactivity, political socialisation and the
wide range of political opinions and viewpoints available in a global media
context. Responses will be two-sided and balanced. At the bottom of the
band (13 marks), the answer may lack a specific conclusion. Higher in the
band, there will be a clear attempt to offer an assessment of the ‘To what
extent??’ part of the question through a focused conclusion. Candidates
should show consideration of points for and against the idea of whether the
media affects voting patterns, citing some of the examples given.