What part does the media play in a democracy?
The role of the traditional and new media in democracy, how the media informs and influences voters and politics, debates about bias and ownership, and the impact of social media on participation.
An SQA Higher Modern Studies answer on the media and democracy, covering the role of traditional and new media, how the media informs and influences voters, debates about ownership and bias, and the impact of social media on political participation.
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What this dot point is asking
The SQA wants you to explain the role of traditional and new media in a democracy, describe how the media informs and influences voters and politicians, discuss debates about ownership and bias, and assess the impact of social media on participation. It appears both as short knowledge questions and as -mark "to what extent" essays.
The answer
The role of the media
Traditional media (newspapers, television and radio) is joined today by new media: online news sites, blogs and social media platforms such as X, Facebook, TikTok and YouTube. For younger voters, social media has overtaken broadcast news as the main source of political information.
How the media influences voters and politics
The media influences politics by choosing what to cover, how to frame stories, and which images and language to use, which can shape public opinion. The effect should not be overstated, however: many voters have fixed party loyalties, and some research suggests the media reinforces existing views more than it changes them.
Ownership and bias
The impact of social media
Examples in context
During recent UK general elections, newspapers ran open front-page endorsements while the BBC and ITV were bound by Ofcom impartiality rules, a contrast that lets a Higher answer show how ownership and regulation pull in different directions. The growth of micro-targeted advertising on Facebook and the spread of viral misinformation illustrate social media's double edge: campaigns can mobilise young voters and organise petitions, yet echo chambers and false claims can distort debate. These concrete examples ground an evaluation of how far the media really influences participation.
Try this
Q1. Describe two roles the media plays in a democracy. [4 marks]
- Cue. It informs citizens, sets the agenda, and acts as a watchdog scrutinising the powerful.
Q2. Explain the impact of social media on political participation. [6 marks]
- Cue. It widens participation and lets citizens reach politicians directly, but spreads misinformation and creates echo chambers.
Exam-style practice questions
Practice questions written in the style of SQA exam questions on this dot point, with worked answer explainers. The year tag is the paper they imitate, not the source.
SQA Higher 202020 marksTo what extent does the media have a significant influence on political participation?Show worked answer →
A -mark essay: up to marks for knowledge and understanding and up to for analysis, evaluation and a sustained conclusion.
KU marks come from describing the media's roles (informing, agenda-setting, watchdog), the impartiality rules for broadcasters set by Ofcom, the freedom of newspapers to take sides, and the reach of social media platforms.
Analysis and evaluation marks come from judging how far the media actually changes behaviour: it can raise turnout and mobilise campaigns, but voters also have fixed loyalties and many ignore political content. A strong answer weighs traditional against social media and reaches a clear judgement on "to what extent", rather than listing effects.
SQA Higher 202212 marksAnalyse the impact of social media on democracy in the UK.Show worked answer →
A -mark analysis question, roughly half KU and half analysis. Markers reward developed cause-and-effect explanation rather than a list of features.
KU should cover how social media widens participation (sharing views, organising petitions and campaigns, direct contact with politicians) and its risks (misinformation, echo chambers, abuse, micro-targeted advertising).
Analysis marks come from explaining why each effect matters for democracy, for example that echo chambers can polarise debate while direct access can hold politicians to account. A balanced judgement on the overall impact is the discriminator.
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Sources & how we know this
- SQA Higher Modern Studies Course Specification — SQA (2018)