This BBC broadcast implements both hegemonic and pluralist structures. This can be seen throughout the news report. From the immediate start of the news story, the in-studio backdrop displaying the headline 'EU TREATY VOTE,' outlines the importance of the ongoing referendum. BBC choses to display the message in block capitals with the initials EU in a larger font than the proceeding words, suggesting the importance of the European Union. The word Treaty is highlighted in red, a colour which often connotate's danger, possibly suggesting there is a danger attached to the vote.
The language in the news story is crucial in setting and maintaining the tone throughout the report. The news anchor refers to the previous election of 2007,
"Last time the Irish gave it a resounding no."
The statement indicates that the broadcast is being aimed at a UK demographic, as opposed to an Irish audience. This phrase also isolates the Irish electorate from the rest of the European Union placing the burden of the decision on the shoulders of 'The Irish'.
The Dublin based reporter, Mark Simpson states,
"According to every newspaper, opinion poll. . .talk to every bookmaker in Dublin and he/she will tell you there's going to be a 'Yes' vote this time."
Although Simpson has a Northern Irish accent, his voice is still more localised than that of the news anchor suggesting that the news reporter will be more in touch as to whats going on in the area. The reporter is representing the voice of the Irish people, speaking on behalf of 'every bookmaker in Dublin.' We never hear from the bookmakers. However, according the Hetherington's pluralist viewpoint, the viewer is inclined to trust the news reporter as being objective.
By saying, "The people of this small country," the reporter is insinuating that Ireland is 'small' in the grand scheme of the European Union, which contrasts with the importance of the Act itself. This comment was proceeded by the reporter highlighting that, "Most people in Ireland haven't even voted yet."
It is probable the reasoning behind this statement is attributed to the time of day, it looks like polling stations have just opened. However, there is no clock in picture to support this. This gives the impression to anyone watching the report later in the day that 'The Irish' are not taking the vote seriously.
The broadcast, choses to represent both sides of the debate by giving two members of the electorate a say on the matter.
The man, interviewed, says "No, it was meant to be No from the beginning." A voice over from the reporter then cuts in commenting on the matter before cutting back to the woman's viewpoint,
" I just hope everybody will do what I'm doing and say yes."
Instead of hearing from an official voice campaigning on either side, the elderly woman on the 'Yes' side is given the final say.
The use of shot selection, is the greatest indication that the report is biased towards a 'Yes' vote. An opening cutaway shot of the, then, President of Ireland, Mary McAleese, indicates the importance of the vote. This is contrasted by shots of empty polling stations supporting the perceived image that Ireland is a 'Small Country' and it's people are not treating the decision with the importance it deserves. Further more, the broadcast features shots of both 'Yes' and 'No' banners. However, it is the 'Yes' banner that dominates the compiled sequence of signs. The 'No' banners appear to get less time on screen and even then there is still a presence of a 'Yes' Poster in the background. Perhaps, the most striking image is the last of the cut away shots. A canted shot of 'Yes' banners dominate both the foreground and background of a shot, that centers a traffic light in the middle. The light coincidentally turns green as if to suggest that the BBC gives the green light to the yes vote.
The cutaway of the man laughing highlights how the no voters are not taking it seriously, unlike the sincere woman who hopes everyone 'will say yes.' The woman is framed in a mid close up shot to dominate the shot with the 'No' voter having less of a presence in the background, she appears to be the voice of reason as she is given final say. We do not hear or see enough of the alternative 'No' viewpoint. Instead of interviewing Declan Ganley, the no vote is represented through the laughter of the elderly man.
The message from this report is that all European eyes are focused on a 'Small country' in the context of the European Union. Through use of language and camera shots, pluralist techniques are used to achieve this viewpoint. It is imperative that 'The Irish' take the Act seriously this time and vote 'Yes'. We are seeing the viewpoint of the European Union, the dominant institution. It is therefore a biased news broadcast towards a story with a degree of political controversy.
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