Research Project: Media's Influence on UK Political Opinion Formation

This research project investigates the significant influence of media on public opinion and political processes within the United Kingdom. The report begins with an introduction to the role of media in modern society, including newspapers, radio, television, and the internet, and how these mediums shape public perception. A literature review explores existing research on the media's impact on public opinion, especially in political contexts, and examines the evolution of media's role, including the shift towards biased reporting and the implications of this change. The methodology section outlines the research approach, data collection, and analysis methods used. The data analysis chapter then presents the findings, and the conclusion summarizes the key insights, offering recommendations for further research and improvements in media practices to ensure fair and unbiased information dissemination. The report highlights the vital role of media in informing the public and influencing political views. The appendices include supporting materials.

RESEARCH PROJECT

Table of Contents
CHAPTER 1 INTRODUCTION.....................................................................................................1
1.1 Background of study.............................................................................................................1
1.2 Rationale of study.................................................................................................................2
1.3 Aims and objectives..............................................................................................................2
1.4 Research questions................................................................................................................2
CHAPTER 2 LITERARTURE REVIEW.......................................................................................4
2.1 Overview of media................................................................................................................4
2.2 Role of media in influencing public opinion.........................................................................4
2.3 Role of media in political process.........................................................................................5
2.4 Issues related to current media..............................................................................................6
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................7
3.1 Introduction...........................................................................................................................7
3.2 Research philosophy.............................................................................................................7
3.3 Research approach................................................................................................................7
3.4 Data collection......................................................................................................................8
3.5 Data analysis.........................................................................................................................8
3.6 Sampling...............................................................................................................................8
3.7 Limitations............................................................................................................................9
CHAPTER 4 DATA ANALYSIS.................................................................................................10
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................16
5.1 Conclusion...........................................................................................................................16
5.2 Recommendation.................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDICES...............................................................................................................................18

CHAPTER 1 INTRODUCTION
1.1 Background of study
The media is a major player in the modern environment which is flooded with a number
of mediums that are used for exchange of information. The mass media can be termed as a
technology which helps in passing of information to a large number of people at once. Thus it
includes mediums like newspapers, radio, television, internet etc. The media plays an active role
in passing information to the general public along with their own critical opinion on any
particular subject matter. This have a great influence over general public as they also use to make
their opinion which they see and what is presented before them (McCombs, 2013). It is apparent
that the role of media is significant in formation of opinions in every field. But most of the times,
a perception is affected in the matters of political importance where various types of information
and coverages that are presented before public influences their opinions. It is apparent that if
government had a complete control over dissemination of information which is related to their
own actions, then they must have escaped from their responsibilities and may have shown any
unacceptable actions against citizens. Thus, there is a vital role of media in broadcasting all
information and news that are necessary for general public to know about government
(Shanahan, McBeth and Hathaway, 2011). In recent past, it has been noticed that cost of various
modes that are used as a medium for spreading information and news like television, radio,
internet services etc. have come down to a considerable amount which has made the access of
news and such media easier. It has made the audience of political parties very wide. Hence, there
is a two way advantage for both political parties as well as audiences. The parties can effectively
reach an d address their intended audience while on other hand, the interested audience can
easily access their political parties' information. In recent years, it has been seen that relation of
media and political processes have taken a new shape. As a result there has been a change in
relation of general public and selected representative of the party as well (Dodge, 2015).
The present research has focussed on mass media and its influence over the ordinary
people and political parties in making their opinions. This shows that in UK, media has an
important role which presents the information about diverse things which spontaneously results
into a particular perception of various types in different people. This may develop a positive or
negative reaction among people as they will make their perception and thinking process on the
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basis of what they have seen and understood from a particular coverage of media. The current
research has made an analysis on this impact and relationship which will help in understanding
the role and significance of media (Brulle, Carmichael and Jenkins, 2012). In addition to this, it
will also conduct the review of literature which will attempt to make an analysis based on the
various views given by experts and laureates in the same field.
1.2 Rationale of study
The present topic has been chosen as it is a most recent topic that has drawn attention of
large number of research aspirants. By conducting a study on media role, the researcher and
scholars will get a deeper and vase knowledge of mass media and vitality in present situation.
The study on the stated topic will cover a wide scope of study covering significant aspects of
media and its impacting position in formation of opinion by ordinary citizens and political parties
(Elson and et.al., 2012.). Further, the research will be helpful for various research aspirants and
scholars in having a deeper insight on mass media and its role. With the help of this research, the
condition of media and its importance in UK will be acknowledged so that a better image of
media can be set up. In addition to this, the research study will have a better insight on media and
general public's opinion made on it.
1.3 Aims and objectives
The aim of present study have been set in following manner:
'To know the impact of media on public in forming political opinions: A case analysis of UK'.
Objectives
As per the aim of present research, several objectives has been set which will assist in
covering the entire topic and scope of study. These objectives have been enlisted below:
 To understand the concept of media for public in UK
 To analyse the role of media in influencing public opinion
 To assess the role of media in political processes of UK and forming public perception on
it.
1.4 Research questions
According to various aims and objectives set for the current study, some research
questions have been developed which will aid in addressing the entire aims and objectives of
study.
2

 What is the concept of media ?
 What role is played by media in influencing public opinion ?
 What is the role of media in political processes of UK by forming a public perception on
it ?
3

CHAPTER 2 LITERARTURE REVIEW
2.1 Overview of media
The concept of media is quite wide which includes different types of ways through which
general public can be addressed at once. Valenzuela, (2013) has stated that through media, it
becomes easier for the broadcaster to make information available at mass level to the general
public. The media includes different modes of making communication which involves television,
newspapers, internet websites, radio etc. All these mediums are used for making good
communication and information passing to the general public. In UK, the media used on wider
basis are TV, radio, magazines and internet. The media has strong potential to influence the
general public because of which the said industry is rising day by day. This sector has the
capability to bring a considerable change in economy and its growth as various advertisements
are telecast on it which helps in generating large revenues. Besides this, the mentioned industry
is supported with a large number of consumer demands which makes this industry rising rapidly
(Shirky, 2011). In UK, the state owned company who is major player in said industry is British
Broadcasting Corporation (BBC). Apart from this, there are various other mediums as well who
are actively involved in the said industry due to which there is a great influence on media in
making a particular opinion. Zhang and et.al., (2010) states that it is evident that media plays an
important role for public as it is an information giving sources about various parts of world
accessible from different modes easily. In this regard, its importance enhances considerably as an
individual can know about the world and things occurring every where.
2.2 Role of media in influencing public opinion
The opinions of public is formed on the basis of what they see and what they listen.
According to Avery and et.al., (2010) the opinions of public can be termed as very slippery
which use to change frequently. The changes in their opinions are affected greatly due to certain
external factor in which various parties like family, friends relatives, social groups and media are
involved. Thus, the perceptions of individuals change in different ways on a number of factors.
The present time is of democratic government where public chose their leader with a common
opinion. In representation of a particular representative, media plays a great role. They portray
the personality and nature of an elite in various ways that helps in making a perception of public
towards them. Apart from this, any event or other occurrences that are taking place in different
4

parts of world are also displayed by media along with their critical opinions and coverages. This
also have an influence on citizens as they perceive what they have seen and listened for a
particular matter (Reilly, 2013). In addition to this, the role of media has a heavy influence on
entire society as they have a great faith on these mediums. Before making any opinion, the public
does not give a prior thinking about it that whether the news and information they are getting is
reliable or not. In the views of Niederkrotenthaler and et.al., (2010), the media use to show their
opinion on any particular subject so that they can spread the same thinking and perception
among public as well. In traditional times, media was perceived as a powerful weapon which use
to show the truth without any intention of increasing TRP rates or popularity. Nowadays, the role
of media has changed to a great extent. Media cannot be relied fully in present times as they
show things which are liked by viewers and audience rather than what is truth. Thus, many times
media use to present information only one sided which may create a positive or negative opinion
among public (Boudet and et.al., 2014).
2.3 Role of media in political process
In a liberal environment, the media has the in dependency to cover and present
information about political parties and government in UK. The various sources of media use to
put a check on government's power and impact on general public. As per Green, J.L., Camilli, G.
and Elmore, (2012) media is an important medium between political processes and public. The
citizens of a country have a great faith on media because of which, it is the responsibility of
cited industry to represent the truth and complete information on a particular matter with a better
coverage. In present time, it is evident that role of media has changed a lot as they are not
executing their responsibility of impartial reporting. In context of political processes, they are
presenting the information which is biased and most of the times present their coverage which
shows their favour towards one political party (McCombs, 2013). This role is necessary to be
changed by media and instead of presenting a coverage in a biased manner, they must give
information presenting the subject in a true way. Thus, they must let the general public free to
make any opinion.
According to Shanahan, McBeth and Hathaway, (2011), the media has an important role
in representation of political parties and processes. Currently, the news channels and various
other media use to show some debates between various representatives. These debates help in
portraying a right picture of an elite among people. The media can be an important tool in
5

representing a better view and coverage by organising healthy and fair debates on conflicting
matters. In addition to this, by organising healthy debates between political representatives on
different contemporary issues, media can influence perception of citizens in a great way (Dodge,
2015). Further, the said industry has a considerable importance in formation of opinion among
public as they can show the issues and problems that are prevailing in society so that awareness
can be created. Nowadays, these media have started a new concept where on any particular topic,
they demand a public poll from the citizens. Thus, it also gives an opportunities for public so that
they can present their views on a subject. Moreover, by making a good approach towards the
technological advancements and transparency, the media can be a useful tool in presentation of
political process and in depicting their true picture (Brulle, Carmichae and Jenkins, 2012).
2.4 Issues related to current media
The current time of media is heavily covered with a number of stories and coverages in
which they have major job of highlighting the truth and information before society. But, at
present the major issue that is prevailing in this industry is related with substantial amount of
assets that are present with them and which they use for actively influencing the opinions of
public (Elson and et.al., 2012). Through these tools, they deliver different political messages
which may be in favour or against a political party. Thus, it presents a biased view of media that
has a negative impact on general public perceptions. In addition to this, Valenzuela, (2013) has
opined that the media is nowadays more concentrating on spreading their popularity instead of
giving right information which makes its principles violated. The quality of information and
news that are presented by media is quite distorted which results in making wrong opinions and
perceptions. Sometimes, it also results into negligence of crucial matters and highlight the
insignificant matters which must be reformed by the media (Shirky, 2011). This will help in
establishing a better society with knowledge of truth and right decision making power.
6

CHAPTER 3 RESEARCH METHODOLOGY
3.1 Introduction
The research methodology depicts the way through which entire research strategy will be
followed. It attempts to give a systematic and theoretical analysis of ways that are applied in a
current study. It also makes relation of different methods and body of knowledge so that a study
can be conducted in a proper way that can help in successful completion of work. In research
methodology, the researcher makes efforts to collect historical and present information which
can be used as a foundation for making it as a base of research (Green, Camilli and Elmore,
2012). For making an analysis, it applies different principles and theories which can cover the
entire scope of study.
3.2 Research philosophy
The research philosophy can be termed as a common belief and assumption according to
which a particular data about a development or process is gathered. This belief helps in making a
study of a subject in a particular way so that research results can come with greater reliability
and validity. There are two types of philosophies which are positivism and interpretivism. The
positivism philosophy is based on making a study which is settled on observation basis
(Williams, 2011). Here, the researcher makes an analysis and collect data that are quantifiable.
On other hand, in interpretivism theory, researcher make a group of diverse approaches so that
through his study, an issue can be identified and various methods can be applied for getting its
deeper insight.
The present research is based on interpretivist philosophy, where researcher has made an
overview of study to identify various approaches and getting a better identification of issue about
the particular matter. Besides this, it will attempt to make a qualitative analysis to find out the
issue and have a greater scope of study.
3.3 Research approach
The research approach can be termed as a plan for conducting study which is adopted for
present topic. The research approach helps in determining the way through which the research
will be carried out (Snyder, 2012). There are two types of research approaches, Inductive and
Deductive where both approaches have a different perspective. The Inductive approach of study
starts with setting aims and objectives so that through observations, a theory can be generalised,
7

based on tests. While Deductive approach of theory takes a hypothesis on which entire theory is
based. This helps in deducting the results based on a particular theory so that a generalised view
can be converted into a specific result. The present research is based on a deductive approach of
theory where general view about the media has been analysed to give an end result in proper
way.
3.4 Data collection
The data collection is an important process where researcher collects the raw data to
convert into usable data (Keightley, 2010). The data collection can be done through two methods
of primary and secondary technique. As per primary method, the researcher approaches various
participants so that a fresh hand data can be collected. It can be done through survey,
questionnaire, observations etc. While on other hand, the secondary data collection can be done
through books, journals, magazines, newspapers or online materials. In current study, the
research has been done through application of primary and secondary methods where
questionnaire has been filled out from 20 people for primary data. The secondary data is sourced
from books, journals, previous articles and newspapers.
3.5 Data analysis
The data analysis can be done from qualitative and quantitative methods which are
applied as per the nature of data collected by the researcher (Hovorka, 2016). In qualitative
method, data is analysed through thematic analysis and other measures which are based on
making a particular pattern among the data. While in quantitative analysis, the data is examined
with the help of statistical tools like SPSS, mean, mode, median etc. the present research has
been conducted through qualitative method where thematic analysis of collected data has been
done.
3.6 Sampling
The sampling is done for making a large population available for study purpose, precise
so that the study can be done in a better manner (Anderson and et.al., 2011). The present study
has taken the convenience random sampling method for selecting 20 people for filling the
questionnaire.
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3.7 Limitations
The limitations of a research can be understood as the constraint factors that make the
scope of study limited (Keightley, 2010). In present research, major limitation was time which
was not adequate to analyse such a wide topic. In addition to this, the information was not
adequate due to which the scope of study and analysis became much more limited.
9

CHAPTER 4 DATA ANALYSIS
Theme 1: Television is preferred mostly by the people of UK for getting information on political
processes.
1) Which media you prefer majorly for getting information and news on
political processes? Frequency Percentage
Television 7 35
Internet 5 25
Radio 2 10
Newspapers 5 25
Other 1 5
Television
Internet
Radio
Newspapers
Other
0 5 10 15 20 25 30 35
35
25
10
25
5
Which media you prefer majorly for getting information and news on political processes?
Percentage
Findings and analysis: The above theme depicts that most of the viewers that is 35% get the
information and knowledge through television. While on second position, 25% of people are that
newspaper and internet are the major source of information for them. About 10% of people state
that they prefer radio and FM channels for getting information and news while 5% have
responded that other sources are used by them for this purpose like magazines.
Theme 2: Majority of viewers think that quality of information is not good as compared to
previous times.
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2) Do you think that media provide quality information nowadays as
compared to earlier times? Frequency Percentage
Yes 7 35
No 9 45
Sometimes 4 20
Yes
No
Sometimes
0 5 10 15 20 25 30 35 40 45
35
45
20
Do you think that media provide quality information nowadays as compared to earlier times?
Percentage
Findings and analysis: The above theme states that 45% of people have responded that the
quality of news and information which are provided in present time does not belong to same
quality which was provided earlier. On other hand, 35% of people have told that the quality of
news is same as previous one. Similarly, about 35% have found that sometimes this quality is
compromised as compared to previous time while other times, it is of better quality.
Theme 3: Information and news given by media influence the public opinion.
3) Do you think that information given on political processes by media
influence your personal opinion? Frequency Percentage
Strongly agree 6 30
Agree 7 35
Neutral 2 10
Disagree 3 15
Strongly disagree 2 10
11

30
35
10
15
10
Do you think that information given on political processes by media influence your personal opinion?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Findings and analysis: The above theme and analysis has shown that 65% of people agree that
whatever information provided by media about the political processes are able to influence their
personal opinion on that. On other hand, about 25% of respondents have disagreed to this fact
and have said that their opinions are not affected by the media publications in any way. On this
notion 10% of people have given their neutral views.
Theme 4: People rely completely on information provided by media on any topic.
4) Do you rely completely on various information that are given through
different mediums on any topic? Frequency Percentage
Yes 8 40
No 7 35
Sometimes 6 30
12

Yes No Sometimes
0
5
10
15
20
25
30
35
40
Do you rely completely on various information that are given through different mediums on any topic?
Percentage
Findings and analysis: As per the above question where trust level of public on media has been
investigated, it is found that about 40% of people agree that they completely rely on information
provided by media. While 35% of people does not trust on news and information by media in a
complete way. In addition to this, 30% of people in this sometimes have complete faith on
various coverages while other times they do not trust the information. Thus, it is necessary for
the media to provide right and credible information to maintain the trust level of viewers.
Theme 5: Debates and conversations are helpful in making a perception about political
parties.
5) The debates and conversations presented on political issues are healthy
and useful in making a perception? Frequency Percentage
Strongly agree 8 40
Agree 5 25
Neutral 1 5
Disagree 3 15
Strongly disagree 3 15
13

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 5 10 15 20 25 30 35 40
40
25
5
15
15
The debates and conversations presented on political issues are healthy and useful in making a perception?
Percentage
Findings and analysis: The above theme has stated that various conversations and debates that
are presented nowadays by media are helpful for general public in making their opinion. In this,
responses have told that 70% of people said that these debates are useful in influencing their
opinion about the political parties. Apart from this, 30% of people have said that these debates
are not healthy and does not play any role in impacting their decision.
Theme 6: Media is playing its role effectively in impacting opinions by providing various
information.
6) Do you think media is playing its role of impacting public opinion
through various information effectively? Frequency Percentage
Yes 11 55
No 9 45
14

55
45
Do you think media is playing its role of impacting public opinion through various information effectively?
Yes
No
Findings and analysis: The present theme has depicted about the role of media in forming
public opinion. On this basis, the investigation has told that about 55% of people have felt that
all the information and news that are presented have potential to impact the opinion making.
While on other hand, about 45% of people have said that there is no role of media in formation
of a particular perception.
15

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The present research is based on making an analysis on role of media for impacting the
public opinion. In this research, it has been found that people in UK have a good trust level on
their media. Thus, they rely on various information and news provided by them in a complete
way. Some of the issues have also been depicted which are apparent in the present scenario and
have an influence on the public opinion. In recent past, it has been noticed that cost of various
modes that are used as a medium for spreading information and news like television, radio,
internet services etc. have come down to a considerable amount which has made the access of
news and such media easier. The citizens of a nation have a great belief on media because of
which, it is the responsibility of mentioned industry to represent the fact and absolute
information on a peculiar matter with a better coverage. This will help in making a better image
of media with a concrete opinion of public with a truth.
5.2 Recommendation
As per the above study, it is clear that the media has an important role in formation of a
public opinion and perception. This necessitates for said industry to play an ideal role in
providing right information and fact. Some issues have been depicted because of which it is
recommended that the media should play its role positively by concentrating more on presenting
facts and truth to give a right picture of any subject. Their concentration should not be on
increasing their popularity and TRP rates. In addition to this, it is evident that the trust of public
on media is great, so it is the responsibility of media to provide credible information so that they
can make right opinions.
16

REFERENCES
Journals and Books
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Avery, E., and et.al., 2010. Diffusion of social media among public relations practitioners in
health departments across various community population sizes. Journal of Public
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Boudet, H. and et.al., 2014. “Fracking” controversy and communication: Using national survey
data to understand public perceptions of hydraulic fracturing.Energy Policy, 65, pp. 57-67.
Brulle, R.J., Carmichael, J. and Jenkins, J.C., 2012. Shifting public opinion on climate change:
an empirical assessment of factors influencing concern over climate change in the US,
2002–2010. Climatic change, 114(2). pp. 169-188.
Dodge, A. ed., 2015. Public relations: Strategies and tactics. New York, NY: Pearson.
Elson, S.B. and et.al., 2012.Using social media to gauge Iranian public opinion and mood after
the 2009 election. Rand Corporation.
Green, J.L., Camilli, G. and Elmore, P.B., 2012. Handbook of complementary methods in
education research. Routledge.
Hovorka, A.J., 2016. Gender resources for urban agriculture research: methodology, directory
and annotated bibliography.
Keightley, E., 2010. Remembering research: memory and methodology in the social
sciences. International journal of social research methodology,13(1). pp. 55-70.
McCombs, M., 2013. Setting the agenda: The mass media and public opinion. John Wiley &
Sons.
Niederkrotenthaler, T. and et.al., 2010. Role of media reports in completed and prevented
suicide: Werther v. Papageno effects. The British Journal of Psychiatry, 197(3). pp. 234-
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Reilly, J., 2013. Strong society, smart state: The rise of public opinion in China's Japan policy.
Columbia University Press.
Shanahan, E.A., McBeth, M.K. and Hathaway, P.L., 2011. Narrative policy framework: The
influence of media policy narratives on public opinion.Politics & Policy, 39(3). pp. 373-
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Shirky, C., 2011. The political power of social media: Technology, the public sphere, and
political change. Foreign affairs, pp. 28-41.
Snyder, C., 2012. A case study of a case study: Analysis of a robust qualitative research
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Valenzuela, S., 2013. Unpacking the use of social media for protest behavior: The roles of
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Review, 28(1). pp. 75-92.

APPENDICES
QUESTIONNAIRE
Name
Age
Gender
1) Which media you prefer majorly for getting information and news?
 Television
 Internet
 Radio
 Newspapers
 Other
2) Do you think that media provide quality information nowadays as compared to earlier times?
 Yes
 No
 Sometimes
3) Do you think that information given on political processes by media influence your personal
opinion?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4) Do you rely completely on various information that are given through different mediums on
any topic?
 Yes
 No
 Sometimes
5) The debates and conversations presented on political issues are healthy and useful in making
a perception?
18

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
6) Do you think media is playing its role of impacting public opinion through various
information effectively?
 Yes
 No
19