Cutting the Mail down to size: welcome to Scotland

For non-UK readers who might be mystified by the picture above, some background. The Daily Mail, a UK newspaper that once supported Hitler and seems to be returning to those good old ways, recently called the three independent judges, who had just ruled that parliament should have a say on triggering Article 50 to leave to EU, “enemies of the people”. In response to this and their remorseless headlines pushing the idea of a migrant threat, a group called Stop Funding Hate asked advertisers to take their business away from the Mail. Lego appears to be their first success.

All the UK tabloids have Scottish editions, but there is one additional Scottish tabloid, the Daily Record. In Scotland the Daily Record has a little under a third of the daily tabloid market. The Scottish Sun has a little over a third. The Mail has only 15%. Contrast this with the rest of the UK, in which if I’ve done my sums right the Mail has a third of the market, the Sun has a third, and the rest is split between the Mirror, Star and Express. So in Scotland, unlike the rest of the UK, the Mail does not dominate the tabloid market.

But everyone knows Scotland is just more left wing and liberal, you might say. But you would be wrong. When social attitudes are measured, Scotland consistently comes out as looking very similar to the rest of the UK.

The idea that the media is just a mirror, reflecting the political attitudes of its readers, is a (dare I say cultivated) myth that falls apart the moment you think about it. It relies on the idea that if a paper does not reflect a reader’s political viewpoint, the reader will stop buying. But most people do not buy newspapers for the politics. Furthermore, the market is hardly flooded with alternatives. These facts give newspapers considerable agency to push their owners views. Of course there are limits to what a paper can do, and Murdoch in particular is very careful not to let his papers get too out of line with its readers, but within those limits they have considerable power. Why else do politicians spend so much of their precious time courting them, if they have no influence? As Murdoch said, when asked why he was so opposed to the EU: “That’s easy. When I go into Downing Street they do what I say; when I go to Brussels they take no notice.”

In the EU referendum we know how the Mail, Sun and Express became part of the Leave campaign. That means that only around 20% of the UK tabloid market argued to Remain. What is more, this 80% pushed their position in a way that can only be described as propaganda. Was this dominance just a reflection of readers views?!

In Scotland however the Daily Record argued for Remain, and the Scottish Sun sat on the fence. (Compare the Scottish Sun’s editorial to the one the rest of the UK saw.) That means that those arguing for Leave were in a slight minority in Scotland. But perhaps more importantly, readers obtained information from newspapers, not propaganda. As we know, Scotland voted by over 60% to stay in the EU.

I listened to this talk (text) by Nicola Sturgeon at SPERI a week ago. She argued, correctly in my view, that leaving the EU but staying in the single market was the obvious way forward after such a close vote. She says that not only did austerity cause significant economic damage, but it also hurt the very fabric of society. She talks about how a fairer society is also good for the economy. None of the leaders of the three other main parties could argue these points. And she argues all these things with calm authority. It is natural to ask why the UK as a whole does not have a political leader of this quality. Perhaps a more balanced tabloid press in Scotland is part of the answer, although there are no doubt many other reasons.

Of course Sturgeon and the SNP can attempt to deceive voters, as they did in the Scottish referendum when it came to the short term fiscal costs. Yet in Scotland newspapers, including the Sun, gave their readers both sides of the argument rather than feeding them propaganda. And Scotland voted to stay part of the UK. It was close, but so was the EU referendum vote in the UK. Whether people get facts or propaganda from their newspapers can make that difference.

Power without accountability in our tabloid press

Even though I have been doing this for four and a half years, I still found it unnerving when, after typing ‘UK media bias EU’ into Google, one of my own pieces comes up on the first page. The gist of that (mid-April) post was if the broadcast media stuck to their ‘shape of the earth: views differ’ policy, our EU membership might disappear as a result.

What I took as given in making that comment is the partisan behaviour of the non-broadsheet press. In a more recent post I argued we should not take this as given. Martin Kettle subsequently spelled it out very well here. He wrote “Remain or leave? Politics or the press? The question on Thursday, just as Humpty Dumpty said, is which is to be master.” But is this kind of sentiment just a form of Guardian writer/reader transference: blaming the messenger of working or lower middle class views because they abhor those views? Is this, as comments on my own post suggested, just the tabloids reflecting the views of their readers?

Forget the straw man of newspapers telling readers what to do. The concern is not with which side newspapers formally endorse. It is about how stories are selected and portrayed. [1] Like the recent front page story from the Mail about migrants in a lorry saying “we’re from Europe - let us in”. Except they didn’t say that. Incredibly the Mail is not the worst offender for putting stories like that on its front page, as the montage below shows (source @kwr66 HT @mehdirhasan).

But maybe readers of The Express want to see countless stories of the migrant ‘threat’. But if this is so, you would expect the press as a whole to be balanced in publishing either pro or anti Brexit stories, reflecting the balance of the polls. But research finds that, when you weight by circulation, pro Brexit articles outnumber pro remain articles more than 4 to 1. (You can see a pictorial version of the same point from a different source here. Or for another source here.)

But even though the ‘only reflecting their readers’ canard is untrue [2], there is I think a more important point. I don’t just want false or misleading stories about the migrant ‘threat’ to be balanced by an equal number of misleading stories about how wonderful migration is. I want stories that contain some real facts, so that people who read these stories can be informed. I want a situation where we no longer have nearly 60% of the population believing Turkey will be an EU member within 10 years. (In 2013 the British appeared to be the worst informed about Europe among Europeans.)

It is sometimes said that telling facts is the job of the broadcast media, and newspapers are about opinion. Right now I would turn that around. The broadcast media are so frightened of appearing biased that they describe clear falsehoods as simply ‘contested’. In the soundbite world they inhabit, that is as far as they go. They set up debates rather than explore issues. They broadcast opinions rather than facts: the opinions of politicians. In print you can go further: you have the space to present the facts and back them up. That is what the broadsheets at their best do.

Why does the Mail or the Sun not do that? Because their owners have a clear line to push, and all too often the truth gets in the way of that. They will not tell their readers that restricting immigration will make it less easy for them to see their GP or wait longer in A&E. They will not tell their readers this because they would rather their readers believed otherwise. [3]

Facts like these get in the way of the Leave campaign. They would prefer an emotional rather than rational debate. Shamefully, they play on the emotions of nationalism and the threat of others. They will not tell their readers that there is no chance Turkey will join the EU in the near future because they want to use that false threat to generate fear - indeed vote Leave leaflets headline with this threat.

And I have to say, as others have done, that those who distort facts to whip up such emotions for political gain have to take some responsibility for the tragic side effects of their actions. When politicians do this we can, in time, hold them to account. When the owners of newspapers do this it appears we have no recourse, and they can go on doing the same again and again. If there is an issue with ‘control’ in our country, it is not with Brussels bureaucrats but with a small number of press barons that wield such power without a trace of accountability. [4] We need to find a way to ‘take back control’ of the means of communicating information.

[1] Declan Gaffney gives a nice account, in the context of stories about benefits, of how this can be done.

[2] In this mythical story of reader reflection, the owner of the paper only dictates the newspaper’s line because only he can truly sense the wishes of his readers. So when Murdoch instructs his journalists to write more anti-Miliband stories, it is because he just knows this will sell more papers.

[3] Another line apologists for these tabloids use is that readers are well aware of their paper’s political bias, and it does indeed seem to be true to some extent. But when these readers see no alternative source of facts (and most readers of these papers will not seek out alternative sources), the misinformation pushed by these papers sticks.

[4] Before anyone says ‘freedom of the press’, note that in the UK the broadcast media have to conform with a code that requires both impartiality and accuracy when reporting news. Does that mean our broadcast media is not free? That code is enforced by Ofcom. Why not apply something similar to news content in the press?

Postscript (26/06/16): one more piece of evidence for the distortionary impact of the tabloids is how biased the public's view is of key facts, and the bias all goes in one direction.