Webster Dictionary says the first use of the Latin term Vox Populi, which means the voice of the people, can be traced back to 1550 BC. It was important then, and it is important today. The only difference is that the media has given a new definition to the term Vox Populi.
In media terminology, Vox Populi, or its more popular short form Vox Pops, stands for the views of the common man. These are obtained by the reporter venturing out into the street, and thrusting the mike in the face of the common man.
Vox Pops are a great way to balance the news. The media not only tells you the important developments of the day, but also what the nation thinks about them.
There are six key reasons why the media conducts Vox Pops. These are:
1. To share people’s opinion
Every government policy impacts the lives of the common man; some directly, and some indirectly. For instance, when the government hikes the price of petrol, TV channels ask their reporters to seek the views of ordinary motorists. The Vox Pops take the voice of the common man to the nation at large.
2. To influence decision-makers
The Vox Pops help the policy makers understand the nation’s mood. They keep these views in mind while making or changing policies.
3. To give a feel of people’s pulse
Vox Pops are particularly useful during elections. They help you sense the mood of the common man regarding political parties or candidates.
4. To stimulate public debate
Contentious issues like gay marriages can divide the nation. Vox pops bridge the gap by giving members of different communities a platform to share their thoughts. The policy makers benefit from the debate; the contentious issues get clarified.
5. To make the media more popular
Vox pops are a good way to build brand image, and extend reach. Everyone feels happy to see his photograph in the newspaper or watch his interview broadcast on the television channel.
6. To conduct street poll
Vox pops can also be used to conduct quick street polls. These polls are unscientific, but useful indicators.
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