Key Points

  • The press and the media were critical in helping to assemble the ‘Scottish frame of reference’ in the 1960s and 1970s, especially in the context of the ‘Scottish growth project’.
  • There has been long-term and significant decline in newspaper sales in particular, especially those produced in Scotland.
  • Nevertheless the media as a whole, and especially television, have helped to refocus the cultural and political agendas on Scottish issues.
  • Especially in a declining market, how people choose to vote and their constitutional preferences are not determined by the newspapers they read.
  • The issue of how Scottish questions are ‘framed’ remains a vibrant question as in the case of the Scottish Independence referendum of 2014.