Vox pops are mostly useless, says Cardiff University study

A Cardiff University study criticizes broadcasters' over-reliance on vox pops during the UK's recent local elections, noting they take up airtime at the expense of policy coverage and scrutiny. The term 'vox pop' derives from 'Vox populi, vox dei,' but Alcuin of York originally warned Charlemagne that 'the tumult of the crowd is always close to madness.' Vox pops are dominated by those willing to stop for cameras, can be edited to fit any narrative, and ignore that many people know little about the subject. The article suggests requiring reporters to first establish interviewees' baseline expertise, such as asking about council responsibilities or local councillors, before broadcasting their opinions.