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Priming is often mentioned in studies of media effects in Britain, yet empirical tests of its extent and nature are lacking; most evidence of priming effects is from the United States. Moreover, research on British elections concludes that the media have little impact on the public’s perceptions of issues, including in the 2005 election. In this paper we argue that priming by the British media has been misconceived and thus not studied adequately. We demonstrate that the issue of the war in Iraq was primed by media coverage in 2005, both as a consequence of the volume of coverage of the issue and its tone. The influence of Iraq was not just long-term, via its impact on confidence in the Labour government or Tony Blair’s reputation, but was also affected by media coverage during the campaign. We also demonstrate that the media’s coverage of Iraq in 2005 influenced voters’ evaluations of Blair by polarizing consumers of the same news. Finally, we find slightly more of an impact of the tone of coverage of Iraq in 2005 but it is moderated by the editorial stance of the newspaper—the editorial stance of British newspapers still seems to matter, suggesting that the dealignment of the British press has not eliminated the influence of reading a newspaper that endorses a party, no matter how qualified that endorsement may be.
