1. Methods used by the media

2. Newspapers are allowed to be politically biased – this means that they are allowed to encourage their readers to vote for a particular party
Most newspapers support the Conservative Party
Political Parties employ “spin doctors” to communicate with journalists and try to make stories look good for the party
Newspapers

3. Images
Editor choose pictures of politicians which help to present them in a positive or negative way.
This will help to persuade the reader to have positive or negative views of the politician
They can be presented as heroic, dignified, funny, charismatic, or idiotic, untrustworthy and sneaky
Ruth Davidson famously has used her experience as a journalist to make sure that she is presented in a positive way in newspapers – she is photographed looking funny in a tank or on a cow
Photos can be taken in crowds to make it look like the politician is popular.

4. Stories can be written in such a way as to promote or oppose a particular party
Editors can choose to focus on stories which make a particular party look good and can cover up stories which are bad for the party
Stories

5. Television is not allowed to be politically biased
However, the BBC has been accused of being biased towards the establishment (this means in favour of the government and against any change to the state – like Scottish Independence.
Many high profile BBC journalists are supporters of the Conservative Party – for example Nick Robinson
Reporters can be biased by repeating news that is given to them by government spin doctors without really questioning or scrutinising their work.
Television and radio

6. Political parties get their supporters to share stories and pictures
MPs can communicate directly with their constituents rather than relying on newspapers or the TV to spread the message now.
This is much more biased, as those supporters are only hearing one side of the argument
Political parties can conduct online polls to find out what issues are most important to voters, and then write policies to fit in with this.
They can make videos with celebrities endorsing political parties. Martin Freeman and Eddie Izzard were among a number of celebs to make videos for the Labour Party
New Media