The Importantce of Social Media Influence for Modern Politicians

Early analysis on the results of television election coverage showed that exposure to political broadcasts provided voters with vital information regarding campaign problems and policy proposals. The rise of the internet and social media saw a decline in the audience for television, as now media audiences can intervene in political stories. As a result, politicians have had to adapt the channels of their messages to connect with internet users. According to Lloyd and Toogood, the internet has become the largest source of shift we have seen between journalism and public relations, this is due to how easy it is to access information and the amount there is. The internet as a result has increased political transparency. This essay will look at the consequences the internet has had on politicians and the new concept of the hybrid media. Focus will then turn to the Lobby and its importance for the British government with reference to the 2009 MP expense scandal. It will then discuss the use of soundbites made by politicians during events and speeches, and the use of spin doctors to ensure journalists are reporting exactly what they want them too. To conclude it will be noted that with the rise of the hybrid media, it is important for politicians to form good relationships with press contacts, if they hope to selectively choose what information will get released to the public. It should be noted however, that not all politicians and press contacts get along.

The internet has led politicians to be under pressure to present themselves as personalities that citizens will want to interact with if they hope to win elections. Through using the media and press contacts politicians can appeal to voters by shifting positions and claiming credit for policy outcomes. However, ensuring that they get the direct coverage for their message is extremely challenging as journalists and editors are the ones who have the final say as to whether a politician's message is reported on. As a result, it would be ideal for politicians to form relationships with journalists as they need them to get their information across to voters. Both the politician and the journalist have scarce political resources, which as a result can allow politicians to withhold any information and can selectively choose what will be released and the journalists will therefore act as a gatekeeper and will control what gets put out to the public. This relationship however is delicate, as journalists are more interested in what politicians do not want people. As a result, this relationship is built on give and take alongside negotiation. This increased use of political relations by politicians has created the careful management of information a very valuable resource.

Chadwick introduced the concept of a hybrid media system, he wanted to stress that the contemporary media can be best understood as being in transition. He highlighted that the different media types such as newspapers, blogs and social media, not only co-exist but they form a system that evolves as mutual interactions grow amongst the older and newer media logics. All individuals who are in this system according to Chadwick are linked due to the complex and evolving relationships based on adaption and interdependence. From Chadwick's book the most important phenomenon in contemporary media are hybrids themselves. The example he provides is Wikileaks, which can be anything from an email list to a social movement. Chadwick’s example of Bullygate shows how the old and new media are linked. When former prime minister Gordon Brown was accused of psychological and physical mistreatment of his staff during the led up to the 2010 elections, it was reported on both the news and on social media platforms such as twitter.

In Britian, when there is sitting of parliament the Lobby which is made up exclusively by a group of journalists are briefed twice daily by the prime minister's spokesperson. All national newspapers, television and radio broadcasters are represented in the Lobby. This has become an important resource for the British government as it has allowed them to keep control of the information that the media relays back to the public. The Lobby produces much of all political news we see, however not much is known to the public as to how it works. As previously stated, it is important for politicians to have political contacts to prevent things getting out to the public. In 2009 one of the most significant political stories of modern times was the MPs expenses scandal. Not only did it raise questions surrounding ethics but about the relationship between politicians in Westminster and the political correspondents known as the Lobby. The Lobby failed not only to spot the significance of the information that arrived at the offices of the Daily Telegraph, but to have missed the story in the first place. This can be explained due to the nature of the lobby itself. As a result of this changes were made to the lobby such as numbers were reduced of lobby correspondents who represented regional press and face-to-face contact between MPs and journalists have decreased.

It is unclear whether the lobby would have ever reported on the expense scandal that took place in 1969, however, Harold Wilson former leader of the Opposition may have provided a clue as in 1962 he stated that the relationship between the politicians and the lobby correspondents was made of complete trust and that no politician had ever been let down. This statement has shown that it is extremely important for politicians to have loyal press contacts, as when it comes to scandals or running for elections, they know that these contacts will hide and alter what is released to the public. A question on who holds the power in these relationships is often asked and it is a complex one. Both press contacts and politicians can be seen to hold the power, because they are dependent on one another, and it can be seen that both are trying to come up with ways to gain the power over the other.

Politicians are increasing using ‘soundbites’ as key strategies to control media representations of them. The impact of this on journalists has been observed regarding the political process in the United Kingdom, and it was found that few journalists have had the incentive to dig deeper. The job of a broadcast journalist is to pick out the key details and points that are made during political events and speeches. If politicians make this easier by ensuring their speeches contain memorable phrases that summarises the main points, then the chances of these portions of the speech being broadcasted are high. An example of politicians using soundbites can be seen when David Cameron repeated, we are all in this together when talking about financial crises and public spending costs. Alongside soundbites, politicians are increasingly employing spin doctors to undertake activities such as releasing press releases and holding press conferences as well as reacting to government announcements and breaking news events. Despite these activities not breaking any regulations, some spin doctors take on activities that are not conventional and at times are ethically questionable such as firebreaking, whereby they distract journalists from a particular story by planting another of greater significance. 

To conclude, it is clear to assume that the relationship between the media and politicians has been closely studied. With the emergence of political relations, these executives have been trying to get close to the heads on the institutions they work for and try to influence them. Alongside this they have attempted to attract the interest of the news media. Political communicators use these same techniques therefore they too are always close the politician they work for. The rise of the hybrid media has increased the need for politicians to have press contacts due to the vast false information that can be posted for anyone to read. It is vital for politicians to have positive information about them, their party and agendas broadcasted, to gain support of voters. In the UK it is evident through the Lobby that some politicians have close relations with reporters, who prevent damaging information being released. It must be noted at this point that some politicians and journalists don’t always see eye to eye, in fact they can be quite cynical about one another.