How has bias in the media affected the public success ratings of prime ministers in the UK?

Study Title: How has bias in the media affected the public approval ratings of Prime Ministers in the UK?


Researchers: Arun Chagar, Olivia Payne, Samuel Pattinson, Jessica Taylor

Please read this information carefully before deciding to take part in this research. If you are happy to participate you will be asked to sign a consent form.


What is the research about?


We are Politics undergraduate students studying at the University of Southampton. We are researching the effect the media has on framing public attitudes towards UK Prime Ministers. In particular, we are examining how bias amongst the right and left of centre media outlets has affected their public approval ratings. 


Why have I been chosen?


You have been chosen because a member of the research team knows you, most likely through social media, and you are within our target population of 18-80 year olds.


What will happen to me if I take part?


After reading a short paragraph from a news article about a UK Prime Minister, you will be asked to rank on a scale ranging from 'very successful' to 'very unsuccessful' your approval rating of that Prime Minister. We are researching four UK Prime Ministers, with four scales for each, so the study will take up to 15 minutes to complete. Please take your time to complete each question. We will not require any involvement from you once the survey has been completed. 


Are there any benefits in my taking part?


There will be no direct benefit to you, however being a participant of this study will help us understand the effect of media bias of UK Prime Ministers upon their corresponding public approval ratings.


Are there any risks involved?


There will be no direct risks to you from taking part in this study. However, reflecting on UK Prime Ministers may provoke negative feelings.


Will my participation be confidential?


In conducting this research we are complying with the Data Protection Act 1998 and are following Southampton University policy for coordinating research. All responses collected are kept confidential on a password protected account only accessible to the research team. The information provided by respondents is anonymous, we will not ask you for your name or collect information that would allow you to be identified from your responses. After our research has been completed, all responses will be deleted. We will not pass your information to any third parties.


What happens if I change my mind?


You have the right to withdraw from this research at anytime by closing the study window. Withdrawing from this research study will not affect your legal rights. Incomplete results will not be used as your participation is on a voluntary basis. 


What happens if something goes wrong?

If you have an issue about the research you wish to discuss, you should contact the Head of Research Governance (02380 595058) or email 

We have tried to minimise potential distress caused to you in this study, however if negative feelings or sadness is provoked by the reflective nature of this study, we advise you to contact one of the following services: 

- Peer Support at the University of Southampton:
- The Samaritans:, phone: 116 123 (free to call)
- Your GP


Where can I get more information?

If you would like more information regarding this study, please email your questions to us:

- Arun Chagar,
- Olivia Payne,
- Samuel Pattinson,
- Jessica Taylor, 


Consent form:

I have read and understood the participation information provided above and am aware of how I can ask further questions. I understand my participation is anonymous and the data I provide will be kept confidential. I have acknowledged my participation is voluntary and I have to right to withdraw at anytime. I agree to take part in this research project and agree for my data to be used for the purpose of this study. 

I confirm that I am 18 years or older. I have read the above consent form and give my consent to participate in this research project.