AO1: The media is how voters receive their political information. It is the media which is the dominant force on their electoral choice. AO2: The media is where voters gain political information. How this comes across and any inherent bias will have a profound impact. Studies indicate that the media certainly confirms and maintains existing electoral choices of the public. AO3: We can conclude that the media is most important. AO1: Political parties take great care to gain good relations with the media – especially the print media. AO2: The Murdoch press and its relationship with political parties shows their importance. Gaining the support of The Sun was pivotal for Labour in 1997, as it was for the fortunes of the Conservatives in 2010 and in the 1980s. They are free (within limits) to condemn political parties and leaders meaning, that their impact is immense. AO3: We can reach a verdict that the print media can hold and present bias. AO1: Political parties accept that the wider media – beyond the press – the broadcasting media is hugely influential. Although the broadcasting media has to be neutral by law its importance cannot be overestimated. AO2: Political parties accept that the broadcasting media is hugely influential. Although the broadcasting media has to be neutral by law, its importance cannot be overestimated as we live in a world where personality and sound bites matter. How a party is portrayed on TV matters enormously. A slip up by a politician on broadcasting media can be fatal for the fortunes of the party. AO3: Thus we can conclude that the media is most important. AO1: Emerging and contemporary media forms such as digital and social media are now highly important. AO2: Social media can reach an even wider target audience and connect with sections of the electorate. For instance, the younger age category who have the lowest turnout can be more easily reached and thus influenced by social media platforms. Political parties have turned to social media in recognition of its importance, for instance political party leaders have Facebook and Twitter accounts. AO3: We arrive at a verdict that social media has reinforced the importance of the media.

AO1: It is not the media which determines electoral outcomes, but models based on a person's class and their social background. AO2: A person's class and their social background has a massive impact on a voter's identity. People use their identity and choose the party which reflects that identity. AO3: We can conclude that appeal of a party and the social and class base it stands for can be said to be the dominant factor in electoral outcomes. AO1: Other factors such as gender, age and region all play a more important role than the media. AO2: Other factors such as gender, age and the area a voter lives will have a far greater impact than the media. The media can be very temperamental and change, however, personal factors are less prone to move. AO3: We can conclude that outcomes in many elections can be traced thorough to factors such as age and region. AO1: Electoral outcomes are determined by the choice on offer from the range of parties and the content of their manifestoes. AO2: Voters are selective and view what all parties have to offer in their manifesto and then they will decide who to vote for. AO3: We can conclude that this may make voters very self-interested and vote for what benefits them most – not for what the media has to say. AO1: It is not the media but the electoral system which is used that is the biggest factor in electoral outcomes. AO2: If we analyse results, we can see what a difference is made by the electoral system that is actually used. For instance, look at the SNP's result under Westminster elections and then under AMS in devolved elections; SNP has a majority of Westminster Scottish MPs but a minority in Scottish Parliament. AO3: We can conclude the system used is a major factor in outcomes.