AddThis SmartLayers

Will the press influence Scottish referendum outcome?

Newspaper headlines about the battle for Scottish independence were more likely to show the ‘Yes’ campaign in a positive light, a survey has found.

With Scotland going to the polls today in a vote that will decide the future of the UK, a research project has analysed 1,500 stories published in national and regional newspapers about the campaign.

When headlines were analysed for evidence of pro-union or pro-independence framing, the study showed that while nearly two-thirds showed no obvious bias towards either side.

However, those headlines which did display some form of bias put Scottish independence in a positive light.

As well as the Scottish editions of five UK-wide titles, newspapers surveyed included the Herald, Glasgow, The Scotsman and the Daily Record.

The six-month study was carried out by Dr David Patrick of the University of the Free State in South Africa.

He said: “One key finding of this research was the observation that First Minister Alex Salmond’s name was used in more than 55pc of headlines that contained a person’s name.

“A focus on Alex Salmond to the degree highlighted here arguably demonstrates a continuance of the oft-mentioned belief that a vote for independence is a vote for the First Minister, and by extension the SNP.”

However Dr Patrick said it was unclear what degree of influence the press had had in the last 12 months leading up to today’s poll.

“Recent polls suggest a narrowing of the gap between the respective sides in the constitutional debate, and so it is up for discussion as to how much influence this framing of the debate within the press has had on the wider electorate,” he concluded.

The research analysis material included all relevant front-page articles, editorials and comment pieces – with The Herald second only to the Telegraph in terms of the number of times the referendum has featured on the front page.

So far only one Scottish title, the Newsquest-owned Sunday Herald, has come down in favour of independence.

Its daily stablemate The Herald has backed staying in the UK as have Johnston Press flagship The Scotsman and the DC Thomson-owned Sunday Post in Dundee.

Many other titles including the Press & Journal, Aberdeen and JP’s 48 weekly newspapers in Scotland, have stayed neutral.

3 comments

You can follow all replies to this entry through the comments feed.
  • September 23, 2014 at 9:52 pm
    Permalink

    That’s not what he said on the radio this morning. Dr David patrick was on radio scotland today and he said the vast majority of papers were board (weighted) towards the union only the sun and the scotsman were balanced (notice not pro union)
    So the routeing of this report is wrong

    Report this comment

    Like this comment(0)
  • September 23, 2014 at 9:54 pm
    Permalink

    Sorry should say biased and reporting of this report

    Report this comment

    Like this comment(0)