USING PUBLIC OPINION POLLS IN THE COVERAGE OF THE 2020 LOCAL ELECTIONS IN TV NEWS

For many Ukrainians, the “window” into the world of news is television, especially television news. Having studied the news programs of all-Ukrainian channels, it can be noted that despite broadcasting local elections facts on all TV channels, they did not get such great media interest as the presidential or parliamentary ones, which may indicate little attention of central media to local politics.  

With the increased public interest in sociology during the election period, the proper dissemination of sociological information is important. It is important for people to learn from the media about reliable rankings accompanied with mandatory methodological information.

The study proves the most problematic in the coverage of polling was the publication of information about customers in the media. Survey results manipulation also occurred through using research from dubious and pseudo-sociological institutions and ignoring information from well-known and authoritative organizations. Such non-compliance with the standards of releasing public opinion polls violates the requirements of the Electoral Code and causes the neglect of citizens’ rights to full and objective information about the elections. 

The conclusion can be made that television, as a popular channel for obtaining information among Ukrainians, did not give the audience full access to the results of sociological research on local elections. The paper offers some solutions to the situation, for instance, increasing the responsibility of the media for disseminating incomplete and unreliable survey results. It is also significant that sociological services provide comprehensive information about their research. If sociological companies are open and provide full reports, the media will have more opportunities to release complete information about the polls to the public. In addition, enhancing general media literacy, the ability to interpret survey results and define their accuracy and reliability will contribute to the citizens’ resistance to sociological data manipulation in the media.