The Importance of Opinion Polls for Developing Media Discourse

The importance of opinion polls for the national media discourse lies in gathering accurate information about the aspirations and interests of individuals, which enables media institutions to provide services and messages that respond to these needs, and in supporting decision-making through the reliable data they provide, which can be used as a reference for formulating policies or taking decisions in line with the pulse of the street. They also help evaluate the effectiveness of existing programmes or projects and identify strengths and weaknesses in order to improve performance.

Polls also show that institutions care about the public’s opinions, which strengthens trust between the two sides and enables institutions to predict potential crises or problems and work to solve them; in addition, polls give individuals the feeling that their voices are heard and valued.

It is known that governments in various countries of the world assign independent agencies or bodies to monitor public opinion on government policies and services and other matters, and this is important and necessary; but here we do not mean public opinion polls for gathering information, but rather as a strategic means of understanding the trends and concerns of society at the present time, when the region is witnessing successive events that require strengthening the relationship and trust between media institutions and the public and confronting the rumours targeting the homeland.

It is known that opinion polls need funding, but with technological development it has become possible to carry out opinion polls quickly and accurately through various electronic platforms. This makes it possible to reach a larger segment of people while reducing the cost and time needed to collect data, as is done in the various countries of the world.

As for the bodies that can carry out opinion polls, for example (media organizations, “television channels and major newspapers, to fund opinion polls in order to present accurate reports on media, political and social issues, such as the BBC and CNN and others / universities and academic institutions / research centres and independent institutions / and national non-governmental organizations, along the lines of the opinion polls that companies use to understand customers’ needs and analyse the market.

Provided that opinion polls enjoy neutrality and independence, that the sample accurately reflects the target society, and that they use scientific and innovative research methods with the aim of developing the media discourse in form and topics in a way that satisfies viewers’ needs and provides them with all correct information, building a barrier against malicious rumours, and developing the spirit of loyalty and belonging towards the homeland.