Public Opinion Polling Chapter 12 and The Media

1
Public Opinion Polling(Chapter 12)andThe
Media

• November 17, 2004

2
Public Opinion Polling

• History
• Literary Digest
• George Gallup
• Method for improving democracy
• Problems with Polling
• Representativeness
• Sampling error
• Respondent Deceit
• Question Bias
• Interpretation

3
2004 Exit PollWhat one issue mattered most in
deciding your vote for President?

• War Issues 34
• Iraq 15
• Terrorism 19
• Economic Issues 33
• Taxes 5
• Health Care 8
• Econ Jobs 20
• Moral Values 22
• Abortion
• Gay Marriage
• Death Penalty

• Education 4
• Taxes 5
• Health Care 8
• Iraq 15
• Terrorism 19
• Econ. Jobs 20
• Moral Values 22

4
The News Media

• News media vs. Entertainment media
• Evolution of news media
• Partisan Press
• Penny Press
• Muckraking and Yellow Journalism
• Technological Changes

5
The role of the news media

• Primary Role Inform the people
• Gatekeepers
• Information and public debate
• Watchdogs
• Watergate
• War in Iraq

6
Is the news media succeeding at its primary role?

• Jon Stewart on Crossfire
• Campaign coverage
• Importance placed on polling
• Horserace
• Charges from the campaigns
• Image over substance
• Problem of Dailiness and Disconnect of Events

7
Partisanship in the News Media

• Liberal Bias?
• Journalism of Affirmation
• Abandon Objectivity?
• Fox Effect