Sentiment refers to the general mood or attitudes of a population. There are many different methods used to ascertain general sentiment, with the most popular being surveys.
The collection and analysis of sentiment has become quite sophisticated in the past 50 years. It is used by the government to not only formulate public policy but to create platforms at election time, for marketers to create advertising campaigns and it is also used by investment and trading professionals to determine asset allocation.
There are large organizations which engage in surveying the public to determine trends and priorities in public sentiment. Such examples include Pew Research, Gallop, Nielson, Zogby, and National Opinion Research Center.
Bloggers not only engage in communicating public sentiment but also play a role in formulating it through their own activities. As blogging becomes more and more pervasive and popular, the voice of bloggers within the media plays a larger role in shaping our society.
by Babak
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