How do groups, individuals and those in power use the media to influence public opinion?
How groups, individuals and those in power use the media to try to influence public opinion, including campaigns, social media and the framing of news.
A focused answer for Edexcel GCSE Citizenship Studies on how groups, individuals and those in power use the media, including social media and the framing of news, to try to influence public opinion.
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What this dot point is asking
Edexcel wants you to understand how groups, individuals and those in power use the media to try to influence public opinion. This Theme D topic (Paper 2 Section C, and useful for commenting on others' actions in Section B) is tested through "Explain" and "Describe" tasks on how different actors use the media. The examiner rewards an understanding that the media is a tool used by many sides (campaigners, individuals and the powerful), the main methods (news coverage, social media, framing and timing), and an awareness that media influence can inform but also mislead.
How groups and campaigners use the media
For pressure groups, charities and campaigners, the media is one of the most powerful tools available. By attracting news coverage, for example of a protest, a striking image, a celebrity backer or a new report, a group can put its issue in front of millions of people and make decision-makers take notice. Social media lets groups bypass traditional outlets entirely: they can share their message directly, post images and videos that spread quickly, organise and mobilise supporters, and demonstrate public support to those in power. The aim is to shift public opinion in their favour and to pressure decision-makers to act. Edexcel rewards an understanding that media coverage is a deliberate part of campaigning, not just something that happens to a campaign.
How individuals and those in power use the media
The media is used from the top as well as the bottom. Individuals now have a reach that once belonged only to large organisations: through social media, a single person's post, video or campaign can be seen by huge numbers and shape opinion. Those in power, particularly the government, work hard to influence how they are seen. They issue press releases and give interviews that present policies positively, choose which information to highlight and which to play down, time announcements for maximum advantage, and use spokespeople to shape how a story is reported, an activity often called managing the news or spin. None of this is necessarily dishonest, but it shows that the powerful try to use the media to their advantage. The key citizenship point is that audiences should be aware of who is trying to influence them and how.
Exam-style practice questions
Practice questions written in the style of Pearson Edexcel exam questions on this dot point, with worked answer explainers. The year tag is the paper they imitate, not the source.
Edexcel 20194 marksExplain how a pressure group might use the media to influence public opinion.Show worked answer →
A Paper 2 Section C "Explain" task (AO1 and AO2). Develop how the media is used.
A pressure group can use the media to raise awareness of its cause, for example by getting news coverage of a campaign, protest or report, so that more people learn about and support the issue.
It can also use social media to spread its message directly, share images and videos, organise supporters and put pressure on decision-makers by showing public support.
Markers reward developed methods such as gaining news coverage and using social media to reach the public and build pressure.
Edexcel 20213 marksDescribe one way in which those in power try to use the media to influence public opinion.Show worked answer →
A Paper 2 "Describe" task (AO1). One mark per developed point, up to three.
Those in power, such as the government, can use the media by issuing press releases and giving interviews that present their policies and decisions in a positive way.
They may time announcements, choose which information to highlight and use spokespeople to shape how a story is reported, sometimes called managing the news or spin.
Markers reward the idea that those in power present information to their advantage, for example through press releases, interviews and the timing and framing of announcements.
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Sources & how we know this
- Pearson Edexcel GCSE (9-1) Citizenship Studies (1CS0) specification — Pearson Edexcel (2022)