Students will:

Students will review reasons for including polling data in media coverage of the 2004 and 2008 Presidential elections and will research and analyze recent examples of polling data in journalism.

Introduction / Background
The media's reliance on polling data as support or even as focus for their coverage of candidates for office has changed over the years and seems to have reached an all-time high. Explore with your students reasons for why the media rely on this kind of data, reader/viewer reaction to this information, and whether or not the actual article benefits from the use of polling data.

For historical reference, have students read the article "Elections: The Polls, the Pundits and the Elections of 2004" by John Zogby (you may want to assign this for homework prior to the class).

1. Have students watch recent PBS NewsHour segments including but not limited to:

Poll Numbers Sliding, Mitt Romney Plans to Offer Policy Specifics

Obama, Romney Shift Focus of Campaign Back to Economy

Obama Leads Romney in New Polls of Battleground States

2. Discuss with the class the following questions based on their viewings/readings:

A. Why do media outlets seem to rely on polling data so much in their coverage?
B. Why do readers or viewers tend to doubt the validity of polls so much?
C. Define the different types of polls: media polls, independent polls, private polls, exit polls, etc.
D. What are the weaknesses of polls in general, in terms of covering a national election like this?
E. Why is it so important for readers or viewers to educate themselves on poll analysis before believing polls?

3. For homework, assign students to research one or two regional or national newspapers and one Web site for a national network news service (ABC, CBS, NBC, Fox News, or CNN). Select three articles from these media outlets that cover some aspect of the Presidential election and that cite polling data in its coverage. Print or clip the three articles.

Next read each article and highlight all passages that mention the polling data. Then complete the polls worksheet about the three articles. When finished staple your articles to the worksheet and turn in to your teacher for a grade.

1. Have groups of students create polling questions and conduct practice polls on classmates about various current political issues (the economy, the war on terror, the status of health care, the price of gasoline, etc.). Then have them write up their findings in a report to share with the class.

2. Research media coverage of past presidential elections to see how much reliance was placed on polling data and what kinds of polling questions were asked. Assign students to cover different election years and write up reports for a grade. Use archives from news sources as well as archived polling questions from sources like Gallup.