The election campaign, which began on 18 March with the ’defection’
of the Sun, has continued inexorably for the Tories. While their press
releases, posted daily on their Web site have espoused education, the
economy, regional policy and the like, the press has remained fixated
with sleaze. In the week 23 to 28 March, corruption and sex scandals
accounted for over a third of coverage of the Conservatives. Leading
issues for Labour were the economy, trade unions and education.
The daily favourability ratings of the three main parties show the
Liberal Democrats and Labour maintaining a fairly balanced position
although in volume the Lib-Dems received around a fifth of the coverage
of the Tories and a quarter of that of Labour. The Tories trail Labour
by 45.7 to 49.4 on ratings for overall coverage. Party leaders continue
to dominate their party’s coverage. In all three cases, the leader’s
media rating was within a quarter of a point of their party’s. This is
not a US Presidential-style election - yet.
Evaluation and analysis by Carma International.
Additional cuttings supplied by The Broadcast Monitoring Company. ’What
The Papers Say’ can also be found at: http//www.carma.com/carma.