The Role of Media in Shaping Public Opinion in the United Kingdom

How does the UK media shape public opinion? While many believe that news media have a significant impact on public perception, the reality may be more nuanced. In this article, we delve into the ways in which the UK's media landscape influences public opinion and its impact on society.

The Limited Influence of UK News Media on the Public

Despite their apparent influence, UK news media have relatively little impact on public opinion. Many individuals purchase newspapers, but these are often read in a casual and skimming manner before being discarded. Similarly, broadcast news is viewed with little credibility once the headlines are stated, often seen as a mix of doom, gloom, and speculation.

Media's Continuous Influence on British Society

However, behind the scenes, media influence is continuously shaping public opinion on a daily basis. From overstated advertisements featuring ethnically diverse couples and movements such as Black History Month and LGBTQ Month, to even driving government policy changes like the Marcus Rashford school dinners leading to the UK's coronavirus lockdowns, the media's influence permeates various aspects of societal life.

Moreover, the media's impact extends to topics such as parenting advice and societal norms. The media often provides so-called "experts" who dictate how individuals should raise their children, further shaping public discourse.

Historical Influence of UK Media on Public Opinion

Historically, the UK press has wielded significant power and influence over readers. As recently as 1992, the Sun newspaper celebrated its perceived decisive influence in winning the Conservative Party the election by backing the Tories heavily and frequently printing negative headlines against Labour leader Neil Kinnock. Similarly, the Sun switched its support to Labour in 1997, leading to a landslide victory, which the paper attributed to its influence.

Politicians throughout the years have sought to cultivate good relationships with media outlets, especially the Sun and the Daily Mail, which have the largest circulations. The demographics of the Sun's readership are predominantly white working-class with a right-wing slant, while the Daily Mail is even more fervently right-wing, infamously producing content such as "Hurrah for the Blackshirts!."

The 21st Century Battle for Influence

In the 21st century, the influence of the press has been challenged as circulation figures have dropped due to the rise of 24-hour rolling news and online consumption. However, the press has still played a significant role in the Brexit referendum. The newspapers with the highest circulation aligned themselves with the leave campaign, supported by the highly visited Mail Online, which rapidly generated social media content and influenced the conversation.

It is crucial to recognize that even though print circulation may be low, news organizations still produce professional content that is widely shared online. Therefore, while the reach of print media has diminished, its influence remains high.

For instance, during the EU referendum, we saw numerous alarming headlines, rhetoric, and even outright fabrications. The Sun even commissioned research suggesting that they directly influenced one-third of Brexit voters. However, a cautionary note is that the right-wing press faced backlash during the 2017 election, with full volleys against Jeremy Corbyn reportedly causing a significant drop in support, suggesting that their power might be waning.

However, recent signs indicate that the tabloids are not losing influence as previously thought but rather solidifying their position. This fluctuation highlights the dynamic and ever-evolving nature of media influence in the United Kingdom.