(06-07-2022, 12:13 AM)scottishtv Wrote: (05-07-2022, 11:06 PM)DTV Wrote: But it would be a greater public service not to broadcast vox pops.
As Brekkie says, they can sometimes be funny.
But while they occasionally produce a funny clip and might be alright for light-hearted stories, using them for political or issue-based stories is fundamentally wrong and should, in my view, be banned outright. I wasn't entirely being unserious when I suggested that it would be a greater public service not to use them.
Vox pops purport to be representations of public opinion when they really aren't. Firstly, they aren't demographically representative and there is a huge amount of selection bias involved in their creation. Being filmed in town centres during the middle of the day skews the participants significantly towards older people - an unrepresentative sample is bad enough, but worse when it doesn't even include the median voter. Secondly, the final vox pops used in the finished report are often not even representative of the entire lot filmed. Due to a misguided desire for balance, journalists will often pick an equal number from each side of the argument - even when opinion polls show the matter is one-sided. This gives viewers a distorted view of what the public thinks, which just shouldn't be allowed.
Results from weighted, nationally representative opinion polls are the only thing that should be reported as a representation of public opinion. While I will grant broadcasters that polls historically took days to produce, that just isn't true anymore - thanks to internet panels, pollsters can produce representative, large sample polls in a matter of hours. Yesterday, YouGov had a snap poll (s=3009) out before the News at Ten. There is just no excuse for favouring such a distortive method of gauging public opinion, when better methods are available. A few months ago, the BBC was rightly censured for using the results of a Twitter poll as data in an article. Vox pops should be in that same category when used on political/contentious issues.