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Vox pops, interviews with ordinary people on the street, are one of the most common ways to represent public opinion in television news. Research found that they influence audience judgments more than static base-rate information such as poll results. However, little research has compared vox pops with vivified base-rate information. Most research studying vox pops assumed they are included in the news because of their apparent attractiveness and trustworthiness to audiences. Using a television news experiment comparing statistical base-rate information vivified by an expert with vox pop statements, this study shows that news items containing vox pop statements are perceived as being less attractive and trustworthy than items containing the expert statement. No difference is found between the two types of public opinion information in their influence on perceived public opinion, but vox pops do influence audiences’ personal opinion more strongly.

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Power of the people or the expert? The influence of vox pop and expert statements on news-item evaluation, perceived public opinion, and personal opinion