Opinion Polls and the Media
Reflecting and Shaping Public Opinion
Edited by Christina Holtz-Bacha
and Jesper Strömbäck
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'Opinion polls have changed the political process probably as much as modern media. This is why
we need thorough evidence on their role, effects, and institutional environment. This book
provides this evidence from an international perspective and by first-rate authors.'
- Wolfgang Donsbach, Dresden University of Technology, Germany
'Backed by leading public opinion and communication scholars, Christina Holtz-Bacha and Jesper
Strömbäck have created the best volume yet on the interplay of polls and media. Essential reading
for scholars, practitioners, and students—indeed for anyone interested in the subject.'
- Thomas E. Patterson, Harvard University, USA
Opinion Polls and the Media provides the most comprehensive analysis to date on the relationship
between the media, opinion polls, and public opinion. Looking at the extent to which the media,
through their use of opinion polls, both reflect and shape public opinion, it brings together a team of
leading scholars and analyzes theoretical and methodological approaches to the media and their use of
opinion polls. The contributors explore how the media use opinion polls in a range of countries across
the world, and analyze the effects and uses of opinion polls by the public as well as political actors.
CONTENTS:
The Media and their Use of Opinion Polls: Reflecting and Shaping Public Opinion; J.Strömbäck
PART I: THEORETICAL AND METHODOLOGICAL APPROACHES
Public Opinion and Opinion Polling: A Complex Relationship; S.Splichal
Regulation of Opinion Polls: A Comparative Perspective; T.Petersen
Methodological Trends and Controversies in the Media's Use of Opinion Polls; M.Traugott
PART II: THE MEDIA'S PUBLICATION OF OPINION POLLS
Opinion Polls and the Media in Germany: A Productive but Critical Relationship; C.Holtz-Bacha
Opinion Polls and the Media in the United States; K.Francovic
Opinion Polls and the Media in Brazil; F.Biroli, L.F.Miguel & F.Ferreira Mota
Opinion Polls and the Media in Australia; S.Mills & R.Tiffen
Opinion Polls and the Media in South Africa; R.Mattes
The Good, the Bad, and the Ugly: Public Opinion Polling in Taiwan; L.Willnat, Ven-hwei Lo & A.Aw
PART III: EFFECTS AND CONSEQUENCES OF PUBLISHED OPINION POLLS
Attitudinal and Behavioural Consequences of Published Opinion Polls; P.Moy & E.M.Rinke
Published Opinion Polls, Strategic Party Behaviour, and News Management; J.Strömbäck
Opinion Polls, the Media and the Political System; C.Holtz-Bacha
CHRISTINA HOLTZ-BACHA is Professor and Chair in Communication Science at the University of
Erlangen-Nürnberg, Germany.
JESPER STRÖMBÄCK is Lubbe Nordström Professor and Chair in Journalism as well as Professor in
Media and Communication at Mid Sweden University, Sweden.
April 2012
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