This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.
Oğuz Göksu-Fatih Özkoyuncu - Reading Public Opinion Polls in the Process of Trust-Focused Political Communication
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Oğuz Göksu-Fatih Özkoyuncu
Reading Public Opinion Polls in the Process of Trust-Focused Political Communication
Abstract The opinion polling, which emerged following market research, are used by political actors to take the pulse of the public, find out popular tendencies and measure popular reactions to sociological, economic and political developments.
Pre-election opinion polls have recently overmultiplied depending on the recent strong demand from political parties. Pre-election opinion polls are used by the political parties and media as a tool to inform citizens and encourage political involvement, as well as steer voters, plan manipulations of election results, motivate political parties’ provincial organizations. Especially, the presence of serious variances between the results of some specific pre-election polls and the actual vote urges citizens to query their trust in opinion polls, political communication process and consequently a wide range of media outlets. This study principally seeks to test pre-election polls in Turkish elections held prior to 2010, and the relationship of such polls with the media and political parties. It also compares the results published by 10 pollsters in the last 6 Turkish elections to the official results of these elections, to reveal the role of such pre-election polls in building or damaging trust in the political communication process. On the other hand, how these results are consistent or not was tested by identifying the proportional proximity and variance between these 10 pollsters’ published results and the published official results in the last...
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