质疑民意调查报道

Criticizing the Polling Reports

数字化的传播环境包括数字化传播技术的应用和媒体报道内容的数字化倾向,有关“民意调查报道”的大量涌现是其中一个重要的特征。以《人民日报》《北京晚报》《参考消息》为目标媒体,研究发现:“民意调查报道”日益受到媒体的关注;报道议题以国际议题为主;报道方式上普遍关注调查结果,即相关统计数字的呈现,营造“用数字说话”的效果;报道中,对“调查者”“调查方法”“抽样方法”“样本大小”等调查要素的呈现普遍不重视;在“调查方法”的选择上,网上调查比例较高,可能带来调查结果科学性、可信度较差的负效应。建议媒体在报道中尽可能全面地呈现民意调查的相关要素,帮助受众理性看待媒体报道中的民意调查数字。

In order to match the rising trend of applying polls for political, economic and health care issues as well as daily life issues, the polling reports become more and more popular today in the mass media report. But with the rising of the number of polling reports, more and more problems are being disclosed. This paper chooses three major newspapers--The People Daily, Beijing Evening, and Cankao Xiaoxi News--as samples to discover, analyze and criticize some key problems existing in the polling reports while offering some advice to the audiences in responding to them.