As regular readers
know, I have for the last few years been banging on about the
importance of the media in influencing public opinion. (It formed a
key part of my SPERI/News Statesman prize lecture.)
It is not a partisan point about whether the media is politically
biased in a particular direction. Instead it is a claim that the
media can and sometimes is profoundly important in influencing major
political events. I think it is fair to say that such claims are
often dismissed, particularly by the media themselves.
Take the Brexit
vote, for example. A general view is that it is down to a dislike of
immigration, but few people ask whether the concern about immigration
was to a considerable extent manufactured. The left has decided that
Brexit reflects the revolt of those left behind by trade and
technical innovation, largely ignoring the evidence that this was
only part of the story. You will find extensive studies of why the UK
voted to leave the EU, some of which I reviewed here,
but none to my knowledge look at the influence of the tabloid press.
Although my own immediate reaction
to the vote put the press at centre stage, I faced a problem that
anyone who blames the media faces. How do you prove that the media
are not simply reflecting opinion rather than molding it?
We are now seeing
studies that attempt to get around that problem by looking at what
economists call natural experiments. The most well known
found that “Republicans gain 0.4 to 0.7 percentage points in the
towns which broadcast Fox News”. Here
is another that argues that the media has combined with special
interests to misinform voters about climate change. The evidence that
the media does not just reflect but also influences voter opinion is
mounting up.
I argued in a post
immediately after the 2017 election that this event also showed how
powerful the media’s impact was in the UK. Since the second Labour
party contest in 2016 until shortly before the 2017 general election,
the public’s view of both Corbyn and the Labour Party was largely
intermediated by political journalists. The polls showed that labour was unpopular and Corbyn even more so. During the general election campaign, both
Corbyn and Labour gained direct access to voters. The popularity of
both surged.
Now it is possible
that both Corbyn and the party underwent some huge transformation in
those election weeks: the manifesto surprised everyone by including
popular measures, and the party surprised everyone by being totally
united behind it. I just do not believe this can account for the
extent of the surge we saw. A much more likely explanation is that
Corbyn and Labour had been portrayed by the media in a negative light
until the election.
It might be tempting
to suggest exactly the opposite: that the Labour surge shows the
diminishing power of the Tory press. However, as Roy Greenslade
notes,
these papers are mainly read by the old not the young. Furthermore, among
those aged 65%+, the share of Labour voters between 2015 and 2017 was
unchanged. Instead the Labour surge showed not only the importance of
social media, but also how the broadcast media can have considerable
independent influence when it does not follow the Tory press.
The Corbyn surge
need not reflect any deliberate anti-left bias, but just a
self-reinforcing process. The disunity within Labour until the second
leadership election had a large negative impact on the polls.
Political reporters took these polls as evidence that Labour and
especially Corbyn could not win, and this influenced the way both
were reported until the general election. Pretty well everyone,
including myself [1], took the pre-election unpopularity as
reflecting informed voter opinion rather than an impression largely
manufactured by media coverage.
The Labour surge was
also a reflection of May’s awful election campaign. But exactly the
same points can be made here. May did not suddenly become robotic and
unresponsive during the campaign. The serious faults that were
portrayed then were also clearly evident in the year before, and
during her time at the Home Office. But rather than investigate
these, political reporters chose to focus on the polls and believe
that her position was impregnable.
Gary Younge has
described
the failure to at least investigate the possibility that Corbyn might
gain in popularity during the election as “the most egregious
professional malpractice”, but as far as I can see he is virtually
alone among journalists in thinking how the Labour surge might
reflect on their own reporting. Instead the tendency has been to
focus on the inadequacy of the polls (which is quite unfair because
the differences in the polls largely reflected quite understandable
different views about expected turnout among younger voters) and more
generally journalists failure
to predict the result.
Indeed I think
Younge understates the lessons of the surge. If the media was able to
convey a largely false impression of Labour, Corbyn and May before
this election, it seems reasonable to suppose that there have been
other episodes where the media has had a large influence. The list in
my lecture cited above could just be scratching the surface. This
potential power often used without awareness or responsibility breeds
mistrust, as Andrew Harrison relates here.
One of the
unacknowledged problems in the broadcast media is the perpetual focus
on Westminster, which was one of the factors that led to discounting
Corbyn. Which naturally leads us to Brexit. I’m constantly told
that any challenge to the referendum has to wait until public opinion
turns. And looking at all the facts available it should turn: real
wages are falling and output is stagnant as a direct result of the
Brexit decisions, there will be less rather than more money for the
NHS, and so on. But we should have learnt from the 2015 general
election that this kind of simple economic determinism does not
always work. Then real wages had fallen by much more, we had the
worst recovery from any recession for at least a century, and the
Conservatives won on the basis of economic competence.
The Westminster focus means that on Brexit the 48% get largely ignored. The right wing media that gave us Brexit are continuing
to mislead as they always have. On the broadcast media that most
people watch, there is no one championing a second referendum.
Instead the presumption is that Brexit has to go ahead because
‘democracy’ demands it. There is the danger the media that
created Brexit will sustain Brexit, just as the media sustained a
view that Corbyn was hopeless and May was
masterful until people had direct access to both. As a result, those
pushing the idea that a second referendum should only be held if the
public demand it are in danger of being as naive about the power of the media as those
who wrote off Corbyn’s chances
[1] To some extent
this was, I’m afraid to say, a classic example of not having faith
in my own ideas. But I was also surprised at how quickly the
broadcast media was able to swing from Corbyn bashing to focusing on
May’s inadequacies. The problem the Conservatives and their press
backers had was that scare stories about Corbyn were ‘old news’,
whereas seeing the Conservative election machine fall over itself was
a new experience, and therefore far more newsworthy. But, once again,
this poor performance was also very clear from various decision taken
in Downing Street in the year before.