“The People Are Angry” Public Opinion Inferences in Broadcast and Print News

News media representations of public opinion play an important role in society, with people turning to news to learn what others think about issues. Although the media most commonly rely on explicit displays such as polls, this chapter focuses on more implicit and less direct representations of public opinion: inferences, statements that are not backed up by empirical evidence and often based on journalists’ interpretation of events. Because these inferences can shape audience perceptions, it is important to understand how and when they are used in the news. Using a large systematic content analysis of print and broadcast news in Flanders (Belgium), this study focuses on the occurrence of these public opinion inferences. The data show they are used regularly in both print and television news, in particular, elite and public service media. The inferences are mostly made by journalists, serving to simplify complex processes and legitimize news reporting. Unsurprisingly, inferences are more common in election news and made more often by politicians, as public opinion is even more central during election campaigns. In all, public opinion inferences are used in the news frequently and deserve more attention in how they shape journalistic practices, individuals, and society at large.