Spin class: top tips for navigating the media in an election year

In recent elections, we’ve seen those in the country’s highest offices make use of what has become known as “strategic lying” and spin to advance their own agenda, with perhaps the best example of this being the case of Dominic Cummings, Boris Johnson, and the “Vote Leave” bus which suggested that leaving the EU allow the UK Government to re-invest £350 million in funds earmarked for the EU, to the NHS. This claim was thoroughly debunked by excellent fact-checking organisations including Full Fact, BBC Verified, and Channel 4 Verified. It’s likely that we’ll be in the same position in another six months as claims from the current campaign come under further scrutiny from these organisations.

Election year tactics

We previously highlighted that 2024 is the year of elections, with around 4 billion voters set to head to the polls. It’s a critical year, not least as we’ve reached a crossroads in our response to the climate crisis, and who is elected in the US and UK, to name but two of the nations holding elections this year, will have a massive impact on how this issue plays out.

With parties of every stripe jockeying for position and influence as we head to the polls, our newspapers, TVs, and timelines have become even more crowded with politicians clamouring for attention, looking to make the case that their vision for the future is the one that deserves our vote. Unfortunately, it's not that simple.

How to spot spin

The problem we now face, is that when we see a headline – whether that be on social media in the papers, or during a broadcast - we don’t always have time to dive into the truth of the claims being made. So, as we get ready to head to the polls on the 4th of July, here are some tips to help you spot spin.

1) Consider the bigger picture

There is no shortage of examples where a high-profile politician has misused statistics to promote their own interests and shift the news reporting in another direction. Considering the wider context is vital when presented with a standalone statistic, as failure to do so will almost always result in you being unable to take away any meaningful information.

Historical context is critical to this – when considering a statistic, such as the number of new police officers that the government has hired, ask yourself: how has this figure varied in the past? Have there been substantial changes in recent years? Statistics can sound impressive in a vacuum, but looking at historic trends might show that you’ve been led astray.

2) Selectivity

Perhaps the most common method of misusing statistics is choosing information selectively. A minister looking to argue that the government has delivered on targets to build more housing may cherry pick one region that is on track to argue this point, while omitting the fact that across many other regions, work has stalled. They could equally be selective with the rates they choose, their source of data, or the period used for comparison.

3) Data source

Consider where the information that is being presented to you has come from. If a government minister appears on LBC and quotes a new poll which shows overwhelming support for a policy that has just been announced, it could be worth investigating further. Did the information come from a think tank with ideological sympathies to the policy, or does it come from an independent organisation or outlet?

It’s important to stress that not every politician that quotes stats to help make their point is doing so with an ulterior motive, but questioning the information will help you to identify if the case being made to you is true and in perspective.

These are just a few of the ways in which information can be misused, but these tips are a useful starting point to keep in mind as we enter the final days of the election campaign. Read this House of Commons briefing to find out more.

Scott Wilson.

Policy + public affairs manager.

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