GE24: new media and voting behaviour

Reform- and the TikTok effect, and online spending

Much has been written about the decline of traditional media and its impact on politics. Here is some factual content to back up any arguments students may wish to make in exam answers.

First off, some lead-in activities:
1. Ask students to discuss in pairs or small groups what they understand by the term "woke" and how it is being used in the context of the article. Encourage them to share their perspectives on the term and whether they think it is being used appropriately.

2. Divide the class into two groups and have them debate the statement "Young people today are more politically engaged than previous generations." One group should argue in favour of the statement, while the other should argue against it. After the debate, facilitate a class discussion on the factors that may shape young people's political views and engagement.

3. Provide students with a list of characteristics often associated with Generation Z (e.g. tech-savvy, socially conscious, entrepreneurial) and ask them to discuss in pairs or small groups how these traits might influence their political views and preferences. Encourage them to draw connections between the information in the article and their own observations or experiences.

Article taken from the Guardian recently, with some focused questions...

1. What is the key reason cited for the Reform Party's growing appeal among younger voters?
A. Their policy platform specifically targeting younger voters
B. Their effective use of social media platforms like TikTok
C. Their endorsement by popular social media influencers
D. Their rejection of traditional political establishment

2. According to the passage, which group does Nigel Farage view more positively compared to generation X?
A. Generation Y
B. Generation Z
C. Baby Boomers
D. Millennials

3. What is the main concern raised within the Reform Party about the involvement of Jack Anderton?
A. His lack of experience in digital and social media work
B. His personal views on immigration and British citizens
C. His potential to alienate younger voters from the party
D. His collaboration with right-wing controversialists

4. Which statement best describes the Reform Party's social media strategy as mentioned in the passage?
A. It has been consistent across all social media platforms.
B. It has focused solely on traditional media outlets.
C. It has involved collaboration with right-wing controversialists.
D. It has been unsuccessful in reaching younger voters.

5. What does the passage suggest about Nigel Farage's embrace of platforms like TikTok?
A. It is a strategic attempt to reach out to younger voters.
B. It is a departure from his traditional political image.
C. It indicates a younger hand is behind his social media presence.
D. All of the above.

6. According to the latest polling data cited, how do the vote shares of the Reform Party and the Conservatives compare among younger voters?
A. The Reform Party has a higher share than the Conservatives.
B. The Conservatives have a higher share than the Reform Party.
C. They have equal shares among younger voters.
D. The data is inconclusive on their relative performance.

7. What does the passage suggest about Nigel Farage's praise of Andrew Tate's "important voice"?
A. He fully endorses Tate's controversial views on male culture.
B. He acknowledges Tate has gone "over the top" with his comments.
C. He sees Tate as a valuable ally in appealing to younger male voters.
D. He believes Tate's views are representative of the younger generation.

Correct answers:

1. B
2. B
3. B
4. C
5. D
6. A
7. B

Questions

1. How does the spending pattern of political parties on social media platforms like Facebook and Instagram compare in the lead-up to the election?

2. What insights does Sam Jeffers, the executive director of Who Targets Me, provide about the context of the current digital advertising spending by political parties?

3. In terms of YouTube advertising, what strategy is Labour employing compared to the Conservatives?

4. What type of adverts are the Conservatives focusing on, particularly in response to Labour's approach?

5. Which demographic group is the Conservative party targeting with their adverts on Meta (Facebook and Instagram), and why is this significant?

6. Apart from attack adverts, what other tactic is the Conservative party using in their digital advertising campaign?

7. How do the production quality and messaging differ between the attack advert depicting Keir Starmer as an action figure and the more traditional billboard-style adverts being used by the Conservative party?

Correct answers:

1. Labour has consistently outspent the Conservatives on platforms like Facebook and Instagram, as well as Google-owned YouTube.

2. Sam Jeffers highlights that the level of spending by political parties at this stage of the election cycle is akin to the final week of campaigning in previous elections, indicating a significant shift in strategy.

3. Labour is flooding the zone with adverts on YouTube, particularly focusing on local candidates, while the Conservatives are utilizing attack adverts targeting specific messages.

4. The Conservatives are primarily focusing on attack adverts, such as repurposing Sky News pieces against Labour, to counter Labour's approach.

5. The Conservative party is targeting men over 45, specifically those aged 55 and 65 plus, which aligns with the average demographic of Reform voters and indicates a strategic focus on this key demographic.

6. In addition to attack adverts, the Conservative party is also using slickly produced adverts, like one depicting K.T. as an action figure, across various platforms for a more traditional campaign feel.

7. The attack advert portraying Keir Starmer as an action figure is more creatively produced and aims to capture attention through visual storytelling, contrasting with the more straightforward messaging of traditional billboard-style adverts used by the Conservative party.