ABSTRACT
For a minor British party such as the Social Democratic Party (SDP), the media can take the place of Parliament, providing an alternative forum—one that creates crucial consequences for the party's internal and external life. Due to its status and its dependence, the SDP courted the media far more aggressively than did its older rivals. The party's dependence on the media, its quest to maintain its early media charm, and its vulnerability to media influence combine to suggest why the media had a special impact on the SDP. This chapter treats three particular incidents as illustrations: the breakdown of SDP-Liberal negotiations in December 1981; the SDP leadership contest in June 1982; and the Ettrick Bridge "summit" in the 1983 general election. It focuses on reporters—not on editors and publishers—because it is reporters who interact with politicians and shape leaders' understanding of the media.
