The Media Representation of Public Opinion: British Television News Coverage of the 2001 General Election

This article examines the ideological assumptions and consequences of the media representation of public opinion through a study of television news coverage of the 2001 British general election. It discusses how a certain type of poll (the voting intention or ‘horse-race’ poll) is privileged, while other types of opinion surveys are ignored. But it also identifies less obvious means through which public opinion is invoked. First, casual and often unsubstantiated assertions about the attitude of the public are regularly made by anchors, reporters or politicians. Second, the views of individual members of the public are made to stand in for public opinion overall, either through vox pops or through the interaction of members of the public with politicians on the campaign trail. The article concludes that the consequence of the media representation of public opinion in the 2001 British general election campaign is to legitimize the hegemonic definition of politics as a sport played by political and media elites, thus reducing citizens to the limited and passive role of spectators.