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The Media

  • Christopher Kirkland
Chapter

Abstract

Voters rarely engage directly with political parties or candidates and are therefore reliant upon the media to act as a link between themselves and political parties. Whilst there is limited evidence to suggest the media is able to influence the outcome of elections, it is important in providing information and setting the political agenda. In this regard, we can see the media as advertising elections by offering (potential voters) information about who to (not) vote for and helping to establish the importance of the election/position(s)/institution(s) that the election pertains to. This chapter acknowledges that competing interests limit the coverage the printed media offer to elections and demonstrates that differences exist between the amount of coverage national and local papers offer to different elections.

Keywords

Brexit Local elections Local media Newspapers Police and Crime Commissioner elections 

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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Christopher Kirkland
    • 1
  1. 1.School of Humanities, Religion and PhilosophyYork St John UniversityYorkUK

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