‘Popularity Functions’ and the Role of the Media: A Pilot Study of the Popular Press

Abstract

It is widely supposed that the level of popular support for governments depends on those governments' success in handling the economy. Some recent studies have attempted to test this idea by estimating the statistical relationship between the government's popularity in the opinion polls and various indicators of the state of the economy such as unemployment rates, inflation rates, growth rates and so on. A general finding of these studies is that popularity is significantly correlated with all these indicators of the standard of living. All of them, however, operate on the assumption that the voters behave as if they had perfect knowledge of the state of the economy as set out for example by the Government Statistical Service. Whether this assumption does, in fact, approximate to the truth will, however, depend in large part on how the popular media present economic trends and economic relationships to their public. If there are gaps and biases in the information which is presented to many voters, then those voters will be responding to a picture of the economy which may differ dramatically from the picture offered by publications such as Economic Trends and the government will be selling its policies in a highly imperfect market. The purpose of this paper is to mount a preliminary investigation into the picture of the economy which has been presented by one important medium of communication, namely mass-circulation newspapers. The aim is to show how firstly the scope and secondly the interpretation of the economic data presented by the popular press developed over the period 1960–80. The limitations of this method should be spelled out. We are not considering all the sources from which people derive information about the economy (personal communications, radio, television, newspapers), but only the last and possibly the most partisan of these. This Note offers, therefore, in no sense ‘the ordinary man in the street's perception of the economy’ but simply the picture of the economy which one influential medium of communication presented.