The media plays an increasingly active role in reporting on elections by providing live coverage, interactive maps and multimedia content. News organizations use new technologies like apps, websites and social media to engage users and provide real-time information and analysis on election nights. Public opinion polls are also widely reported by media and have influenced both political leaders and campaign strategies. However, other influential voices can still impact policymaking despite what polls show public opinion to be. The media will extensively cover political campaigns, events, debates and the personal lives of candidates.

1. Media and the Government

2. The media have grown increasingly
more involved in reporting election
to the masses. In days past
radio, television and print news were
key. Now, with the internet, live-
blogging and multimedia such as a
results map is common. Users can
access from TV computer of even
their phone or tablet.
Read some posts in this blog
“The [iPad] app will let
here. The New York Times
viewers explore “what if”
was one of many news
scenarios for House and
organizations to live blog the
Senate races using an
2010 elections.
interactive, touch-screen
map.” -2011 Christian
Science Monitor article.
A map showing 2010 election results for the senate (Reuters)

3. “For many media organizations, election night is a time to show off technology. In
part, the new electronic toys can bring some level of excitement to an election where
there may be surprises in individual contests, but the overall outcome is more
certain.” – Christian Science Monitor
Polls are questions and surveys asked to
random people by an organization. Polls are
used as a test of public opinion. Polls show
opinion of the economy, presidential
approval, and candidate favorability.
The CBS/New York Times poll started regular
news surveys in 1975. NBC's first partner was
the Associated Press, and it began polling in
1978. The ABC/Washington Post poll was This graph shows change in public opinion
launched in 1981. of 2012 Republican presidential candidate
over time. (TPM, see full story here)

4. Pew Research Center, a research group that studies
journalism, concluded in a study of public opinion polls
four things. The first two are:
1. The public plays a passive, not active role in shaping
public policy. The polls show assent or opposition to
policies that the media know or suspect are on the
agenda of national leaders. Polls can be a good way of
gauging opinion on different legislation, such as
health care.
1. Second, polling has influenced the techniques and
strategies of leadership, rather than hamstrung
leaders. Public opinion is something politicians
cannot avoid. They must use polls to their
advantage, or risk being used by them.
In election season, polls taken of potential candidates
can sway from one potential candidate to the next.
And though President Bush Sr. had the highest polled
favor of any president in polling history in March
1991, yet he lost the re-election 18 months later.

5. Pew Research conclusions
3. Although the prominence of polls gives greater
voice to the people, other competing voices can
still trump public opinion or, at a minimum, tone
down the impact of what the polls are showing.
For example, public opposition to legislation is
often blunted by effective lobbying by business
interests or other more powerful entities.
4. The great empowerment of public opinion raises
questions about the potential for manipulation.
The American public is noted for the limited Example of a poll. This poll questioned on who a person would
attention it pays to public affairs. Perhaps the vote for for the 2012 presidential elections. The number of
people questioned was 1,756.
best way to think about public opinion and its
relationship to politics and policymaking is that
the American public is typically short on facts, but Through media polls, public opinion has
often long on judgment. become an omnipresent factor in national
affairs.

6. Some tips Poytner, a journalism research
center, some things media need in election
coverage. Among them are these two:
1. Decide what information to gather.
maps, interactives, charts and photos.
Previous election results, voter
registration information and campaign
finance data for example.
2. Get fresh material for race pages. Many
news organizations create pages
dedicated to following election
information. This includes multimedia New York Times’ elections page. Notice interactive
such as photos and videos about the pictures that link to pages on the candidates.
election, and other information.

7. News organizations will write everything and
anything concerning the political movements
of candidates in elections.
But non-political events can also be relevant.
Consider, for example, mistakes made in
interviews and debates. Rick Perry had a
famous “oops” moment in a debate that was
talked about for days following, and even
considered the end of Perry’s campaign.
Likewise, Herman Cain’s nearly minute long
confusion in an interview with the Milwaukee
Journal Sentinal.
Likewise, commentary about a candidates
personal life is often in many news pages.
Read this article about Newt Gingrich’s past
wives and public speculation.
Graphic showing news coverage of 2012 presidential
elections.

8. Presidential debates are held on
television, and sometimes even
sponsored by news organizations.
This map tracks the movements of candidates Perry’s famous “oops” moment was seen by many as a turning
across the country. It includes information point in the candidate’s campaign, which had previously had
about why a candidate is where they are. favorable poll results.