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The Impact of Polling on the Mass Media

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  • CHARLES K. ATKIN
  • JAMES GAUDINO

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.

Suggested Citation

  • Charles K. Atkin & James Gaudino, 1984. "The Impact of Polling on the Mass Media," The ANNALS of the American Academy of Political and Social Science, , vol. 472(1), pages 119-128, March.
  • Handle: RePEc:sae:anname:v:472:y:1984:i:1:p:119-128
    DOI: 10.1177/0002716284472001011
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