Public opinion in television election news: Beyond polls

This content analysis of national evening television news examines how publ ic opinion was covered during the 1996 presidential general election campai gn using a broader definition of public opinion than simply poll results. I t reveals that the heavy emphasis on the "horse race" found in poll reporti ng is not shared in the extensive "people-on-the-street" reporting. Instead , people-on-the-street coverage comes closer than pall reporting to providi ng a public sphere where a wide range of people voice varied attitudes abou t matters of public importance. The extent to which these reported opinions reflect poll results is also examined.