ABSTRACT
This chapter examines the impact of the mass media upon the workings of political system, together with some different theories about how they operate in practice. The term 'mass media' embraces books, pamphlets and film but is usually understood to refer to newspapers, radio and television. By tradition the British press has been pro-Conservative. In 1945 the 6.7 million readers of Conservative-supporting papers outnumbered the 4.4 million who read Labour papers. The declining market helps explain the razor-sharp competition among tabloids. Popular entertainment's engagement with politics matters because of how it shapes political values and images, which in turn influence perception and experience of the world. Broadcasting — especially television — has had a transforming impact on political processes. In addition politicians seek to establish an image or brand for their parties. The nature of the media in any country is usually a reflection of its political character.
