Someone tell the press that rules of the game have changed

Media Analysis

This election campaign, like none before it, has demonstrated the raw power of live television. It has also painfully exposed the dwindling credibility of the red-top press, the papers "wot" used to think they could decide who won it.

Propagandists they have always been, especially in the run-up to polling day. But this time, the defining moments of the campaign are being played out before an audience of millions. "Cameron toasts TV win" reported The Sun yesterday, describing how "The Cam Back Kid", or "Cam the Man" if you will, had "savaged" Gordon Brown. The paper pictured the Conservative leader swigging a pint of Guinness and earlier jogging with a soldier in combat fatigues, and ridiculed the televised performance of his Liberal Democrat rival under a near 180-point headline: "Clegg Nuked".

In the newsroom of the Daily Mirror, the debate was judged entirely differently. Here again, there was only one winner: "I am your man" was the message, alongside a photograph of Mr Brown. It hired a "body language expert", Professor Geoff Beattie, whose opinion, informed by data on the frequency of licked lips and the quantities of forehead sweat, was that "Gordon Brown came out on top".

Of course we know the allegiances of these two titles. Yet gone are the days of when reporters in distant constituencies filed reports to suit the party line. Never has it been more dangerous to take voters' opinions for granted. That goes for tabloid newspapers and all other media organisations, whose consumers are faced with a plethora of other sources of accessible information.

Thursday's Sky News debate was close run. David Cameron and Gordon Brown both upped their game and Nick Clegg, while still the most comfortable performer, found himself challenged with a greater intensity over his party's policies. That was how the public saw it. According to the five major polls, Clegg was ahead in three and Cameron two. Sky News itself declared the overall outcome as a draw, with Clegg and Cameron each taking 33 per cent share and Mr Brown on 27 per cent.

The quality newspapers mainly reflected this. "Clegg weathers the storm" concluded The Guardian. "This time it's personal," declared The Independent, referring to a more combative encounter in which the presenter Adam Boulton showed less inclination to restrain the speakers than ITV1's Alastair Stewart. The Daily Telegraph, after questioning the Liberal Democrat's financial probity the day before, yesterday acknowledged "Clegg gives another strong performance in TV rematch", beneath the justifiable headline: "Cameron fights back".

Slightly out of step was the Rupert Murdoch-owned The Times, which could not resist relying exclusively on its own poll by Populus, which put the Tory 1 per cent in front, in order to support the splash: "Cameron nicks it". On Wednesday, Rupert's son James, who oversees The Times and The Sun, burst into the offices of The Independent to make a foul-mouthed complaint over this newspaper's advertising slogan: "Rupert Murdoch won't decide this election – you will."

No doubt The Sun will justify its verdict of a clear Conservative victory in the Sky News debate by pointing to its own YouGov poll, which placed Cameron on 36 per cent, four points ahead of Clegg.

But such a selective, emphatic approach is flawed, when millions see these occasions for themselves. The ITV1 event attracted a bigger audience than Coronation Street. Thursday night's contest drew 4.1 million. Many more have accessed follow-up coverage on BBC and ITV news bulletins, on Facebook and multiple other websites. It would be foolish to think that readers of the Mirror and The Sun simply allowed it all to pass them by.

Reporting only the favourable elements (and positive polls) of such a public occasion is like covering an England football match, broadcast live to the nation, and refusing to acknowledge goals scored by the opposition. In a modern media era when consumers are never far from an alternative news source, that just won't cut it.

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn evocation of the conflict through the eyes of those who lived through it
Extras
indybest
Arts and Entertainment
Judi Dench appeared at the Hay Festival to perform excerpts from Shakespearean plays
tvJudi Dench and Hugh Bonneville join Benedict Cumberbatch in BBC Shakespeare adaptations
Arts and Entertainment
Exhibition at the Centre Pompidou in Metz - 23 May 2012
art
Sport
Is this how Mario Balotelli will cruise into Liverpool?
football
News
Ronahi Serhat, a PKK fighter, in the Qandil Mountains in Iraqi Kurdistan
i100
Arts and Entertainment
Alfred Molina, left, and John Lithgow in a scene from 'Love Is Strange'
film
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Trainee Recruitment Consultant

£18000 - £30000 per annum + uncapped: SThree: Do you feel you sales role is li...

Trainee Recruitment Consultant

£20000 - £45000 per annum + uncapped: SThree: Key featuresA highly motivated ...

Creative Content Executive (writer, social media, website)

£30000 - £35000 Per Annum + 25 days holiday and bonus: Clearwater People Solut...

Legal Recruitment Consultant

Highly Competitive Salary + Commission: Austen Lloyd: BRISTOL BASED - DEALING ...

Day In a Page

Middle East crisis: We know all too much about the cruelty of Isis – but all too little about who they are

We know all too much about the cruelty of Isis – but all too little about who they are

Now Obama has seen the next US reporter to be threatened with beheading, will he blink, asks Robert Fisk
Neanderthals lived alongside humans for centuries, latest study shows

Final resting place of our Neanderthal neighbours revealed

Bones dated to 40,000 years ago show species may have died out in Belgium species co-existed
Scottish independence: The new Scots who hold fate of the UK in their hands

The new Scots who hold fate of the UK in their hands

Scotland’s immigrants are as passionate about the future of their adopted nation as anyone else
Britain's ugliest buildings: Which monstrosities should be nominated for the Dead Prize?

Blight club: Britain's ugliest buildings

Following the architect Cameron Sinclair's introduction of the Dead Prize, an award for ugly buildings, John Rentoul reflects on some of the biggest blots on the UK landscape
eBay's enduring appeal: Online auction site is still the UK's most popular e-commerce retailer

eBay's enduring appeal

The online auction site is still the UK's most popular e-commerce site
Culture Minister Ed Vaizey: ‘lack of ethnic minority and black faces on TV is weird’

'Lack of ethnic minority and black faces on TV is weird'

Culture Minister Ed Vaizey calls for immediate action to address the problem
Artist Olafur Eliasson's latest large-scale works are inspired by the paintings of JMW Turner

Magic circles: Artist Olafur Eliasson

Eliasson's works will go alongside a new exhibition of JMW Turner at Tate Britain. He tells Jay Merrick why the paintings of his hero are ripe for reinvention
Josephine Dickinson: 'A cochlear implant helped me to discover a new world of sound'

Josephine Dickinson: 'How I discovered a new world of sound'

After going deaf as a child, musician and poet Josephine Dickinson made do with a hearing aid for five decades. Then she had a cochlear implant - and everything changed
Greggs Google fail: Was the bakery's response to its logo mishap a stroke of marketing genius?

Greggs gives lesson in crisis management

After a mishap with their logo, high street staple Greggs went viral this week. But, as Simon Usborne discovers, their social media response was anything but half baked
Matthew McConaughey has been singing the praises of bumbags (shame he doesn't know how to wear one)

Matthew McConaughey sings the praises of bumbags

Shame he doesn't know how to wear one. Harriet Walker explains the dos and don'ts of fanny packs
7 best quadcopters and drones

Flying fun: 7 best quadcopters and drones

From state of the art devices with stabilised cameras to mini gadgets that can soar around the home, we take some flying objects for a spin
Joey Barton: ‘I’ve been guilty of getting a bit irate’

Joey Barton: ‘I’ve been guilty of getting a bit irate’

The midfielder returned to the Premier League after two years last weekend. The controversial character had much to discuss after his first game back
Andy Murray: I quit while I’m ahead too often

Andy Murray: I quit while I’m ahead too often

British No 1 knows his consistency as well as his fitness needs working on as he prepares for the US Open after a ‘very, very up and down’ year
Ferguson: In the heartlands of America, a descent into madness

A descent into madness in America's heartlands

David Usborne arrived in Ferguson, Missouri to be greeted by a scene more redolent of Gaza and Afghanistan
BBC’s filming of raid at Sir Cliff’s home ‘may be result of corruption’

BBC faces corruption allegation over its Sir Cliff police raid coverage

Reporter’s relationship with police under scrutiny as DG is summoned by MPs to explain extensive live broadcast of swoop on singer’s home