Welsh Broadcasters Target Voters With Digital Election Coverage

(MENAFN- The Conversation) Voters in Wales will soon go to the polls to elect members of an expanded Senedd (Welsh parliament) under a new proportional voting system. As the campaign has developed, public service broadcasters have sought not only to report events but to educate, inform and engage audiences with an unfamiliar electoral process.

Our analysis suggests they are increasingly doing so through digital platforms. We analysed all election news content produced online and on social media by major broadcasters between April 8 and April 24, including BBC Wales, ITV Wales, S4C, Channel 4 and Sky News.

The findings point to a move towards formats designed for audiences who are more likely to encounter news online than through traditional television.

This matters because people increasingly come across political content passively, through algorithmically curated feeds rather than actively seeking it out. In that environment, the type of content produced – and how it's presented – can play a decisive role in shaping public understanding of the election.

One prominent feature of digital coverage has been the use of explainers. These aim to demystify the election by breaking down how the Senedd works, how the voting system has changed and which policy areas are devolved to Wales or reserved to Westminster.

Many of these explainers adopt a more informal and accessible tone than their broadcast equivalents. They're designed to cut through in fast-moving social media feeds where political information competes for attention.

A significant proportion focus on policy. Of the 19 explainers identified in our analysis, seven centred on specific issues, most commonly immigration. This reflects persistent public confusion about where responsibility lies.

Read more: Voters in Wales face Senedd election amid confusion over who holds power over what

Our recent survey found that nearly a third of people in Wales did not know immigration is controlled by the UK government. Against that backdrop, broadcasters have often made this distinction explicit. In 82% of online and social media items mentioning immigration, journalists clearly stated that responsibility lies with Westminster.

Broadcasters have also used explainers to clarify changes to the electoral system. This includes the move to a closed-list proportional system. Public awareness of this change remains low, however. Only 7% of respondents in our survey correctly identified the system, while 58% said they did not know.

Meet the leaders

Alongside explainers, broadcasters have used digital formats to introduce audiences to the leaders of Wales's six main political parties. This has reinforced the campaign's increasingly presidential tone, with party leaders dominating media appearances.

In a devolved context, this is not always straightforward, given the presence of both UK-wide and Welsh political figures. But digital formats have provided new ways to foreground Welsh leaders.

Short, one-to-one interviews have become an important feature. Formats such as the BBC's Quickfire Questions and ITV's Chippy Chats mix light-touch prompts – like“What song have you got on repeat?” – with more substantive questions about policy priorities.

These formats inject personality into political coverage. Leaders are presented not only as decision-makers but as people with interests and personalities. This is particularly significant given relatively low public awareness of Welsh political figures.

Our recent survey found that fewer than half of respondents could identify the leader of Plaid Cymru, Rhun ap Iorwerth, despite the fact he could become the next first minister.

At the same time, the informal tone has not entirely displaced scrutiny. In ITV's Chippy Chats for example, the Welsh Liberal Democrat leader Jane Dodds was challenged on her voting record in the Senedd. It's a reminder that accountability can still be built into more conversational formats.

Informing voters in a digital campaign

Taken together, these approaches suggest broadcasters are using digital platforms in distinct and complementary ways. Explainers aim to address gaps in public knowledge. One-to-one interviews make political leaders more visible and relatable.

This reflects a broader transformation in how election coverage is produced and consumed. As more people encounter political information online, public service broadcasters play an increasingly important role in countering misinformation and improving understanding of politics and public affairs.

The challenge is now to strike the right balance. Broadcasters must produce content that engages audiences. But they shouldn't lose sight of the need to inform them and to scrutinise the claims made by political parties.

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