Content analysis is being used more and more to look for cause and
effect in determining how the media affects public opinion. In this
case, we are looking at whether the issues that the public say are
determining their voting intention, as measured by the MORI/Times poll
taken on 8 April, are reflected in the amount of coverage achieved by
the two main parties in the same week.
Leaving aside sleaze, our analysis shows that taxation and the economy
were the two other dominant issues for Labour and Conservative
However, issues that voters regarded as important were: healthcare,
education and law and order.
As of 11 April, only Labour was giving any of these prominence
Housing, mentioned by nearly a quarter of MORI’s respondents, was
largely being overlooked by both parties in terms of issues driving
coverage in the national press. Europe, by contrast, was also mentioned
by 22 per cent of the poll and yet accounted for a fairly high
proportion of coverage.
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.