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It advises how to make better use of opinion polls to represent the people's voice.

Since so few people appear knowledgeable about public affairs, one might question whether collective policy preferences revealed in opinion surveys accurately convey the distribution of voices and interests in a society. Scott Althaus' comprehensive analysis of the relationship between knowledge, representation, and political equality (in opinion surveys) leads to surprising answers. Knowledge does matter, and the way it is dispensed in society can cause collective preferences to reflect opinions disproportionately. Accordingly, the study can help survey researchers, journalists, politicians,...

In Building Theory in Political Communication, Gadi Wolfsfeld, Tamir Sheafer, and Scott Althaus present the first generalizable conceptual framework for political communication that is also falsifiable, explaining how media performance contributes to successful political performance across nations, regime types, and information systems. The book identifies three tensions in the current literature that have thus far prevented a general theory of political communication. The first is a vague understanding of what it means for media to exercise independence from politics. The second is a focus...