UK Media Fails Welsh Voters on Devolved Issues, Study Reveals
A comprehensive study from Cardiff University has uncovered that UK media is significantly failing to report accurately on devolved issues in Wales, leaving voters ill-informed ahead of the May Senedd elections. The research, which analysed over 3,000 news items, identified repeated patterns of inadequate coverage across various broadcasters and platforms.
Key findings include a lack of clarity in differentiating between policies relevant to England versus the whole UK, with widespread use of ambiguous terms like "the government" instead of "the UK government." Additionally, language such as "you" and "your" was often employed in contexts that apply solely to residents of England, further muddying the waters for Welsh audiences.
Confusion Among Voters
Professor Stephen Cushion, the lead researcher, emphasised that this reporting neglects audiences' constitutional needs. He stated, "When you say 'the government is building more houses, setting targets, changing the way people get doctors' appointments' – those are different systems and a lot of that is invisible in UK-wide news." Examples cited include coverage of junior doctors' strikes and educational reforms, which are often presented without regional specificity.
The accompanying survey revealed persistent confusion in Wales about which policy areas are devolved. Issues reported in England are frequently perceived by viewers as applying at a UK level, directly influencing how people cast their votes. This media inaccuracy has contributed to widespread uncertainty, with one-third of respondents unaware that health and education are devolved to the Welsh government, 26 years after devolution began.
Statistical Insights
The study found that almost three-quarters (73%) of social media posts by major broadcasters like the BBC, ITV, Channel 4, Channel 5, and Sky News failed to clarify regional relevance. This issue extended to 57% of TV news items and 35% of online articles. A representative poll of 1,544 people, conducted by YouGov alongside the analysis, showed that only 1% correctly identified responsibility for eight policy areas between Cardiff Bay and Westminster, and just 7% were aware of the new closed list system for the May vote.
Comparatively, similar polling in Scotland from 2021 indicated higher levels of understanding of devolved powers, which Cushion attributed to Scotland's healthier media environment. In Wales, UK-wide outlets remain the primary news source for many, with 46% of respondents relying on them most often, versus 10% who prefer Wales-produced news.
Political Divisions and Democratic Impact
This reliance on UK media varies along political lines: 60% of Reform voters predominantly use UK news sources, a higher proportion than other parties. Among Plaid Cymru voters, one-third rely mainly on UK news, 46% use both UK and Wales-wide sources equally, and 18% depend on Wales-specific sources.
Cushion warned, "It could be the case that people are casting their vote on issues that affect England, because campaign events in England, and involving the Nigel Farage v Keir Starmer dynamic in particular, get more coverage ... But if you live in Wales, these elections have nothing to do with that. There's a huge communication issue here, and that matters for democratic accountability."
This report underscores the critical need for improved media practices to ensure voters are properly informed about devolved matters, enhancing transparency and electoral integrity in Wales.
