The Impact of Polling on the Mass Media

Charles K. Atkin and James Gaudino

The ANNALS of the American Academy of Political and Social Science, 1984, vol. 472, issue 1, 119-128

Abstract: The explosive growth of public opinion polling in recent years has produced a variety of significant consequences for the American news media. Poll information has become a newsworthy staple, particularly during election campaigns when survey findings are one of the leading categories of news. Polling has a distinct impact on the nature of political news coverage, shaping the allocation of coverage, the horse-race focus in campaigns, and election-day reporting. Findings from opinion surveys also play a role in editorial commentary and endorsements and provide an important resource for journalists in their adversarial relationship with government leaders. As a key component of precision journalism, polling has introduced a quantitative element into the traditionally qualitative news profession.

Date: 1984
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anname:v:472:y:1984:i:1:p:119-128

DOI: 10.1177/0002716284472001011

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