If you’ve ever taken a survey, you know what it’s like to feel limited in giving an opinion: a simple “agree” or “disagree” doesn’t always capture the complexity of opinions; a few blank lines may leave too much room for you to be clear in your response; or maybe you don’t have an instant opinion when probed about a given subject, but you heard your mom talking about it, you feel forced to pick a side, and you quickly regurgitate her opinion.

These are only a few reasons sociologist Herbert Gans warns that “public opinion polls” can’t live up to the name. As he points out in an article from the Nieman Journalism Lab:

If poll results can be interpreted as opinion, they are pollster-evoked or passive opinions. They are not the active opinions of citizens who feel strongly about, or participate in some way in the debates about forthcoming legislation or a presidential decision.

Gans explains the differences between “answers” and “opinions,” and suggests that the media start informing its audiences on this subject. He also believes that the media should start offering more context around public opinion poll results to illustrate what the public is actually thinking. As it stands, communications to elected officials or involvement in town-hall meetings and demonstrations may be far more representative of a given community’s “opinion” than poll results.

When Tanya Marie Luhrmann, a Stanford anthropologist, studies religion, she’s not asking whether God is real. Rather, she wants to know how believing in a higher power affects the lifecourse. Writing in The New York Times, Luhrmann argues that the positive effects of church attendance go beyond simply increasing social capital through community interaction—it can be a psychiatric boon:

What I saw in church as an anthropological observer was that people were encouraged to listen to God in their minds, but only to pay attention to mental experiences that were in accord with what they took to be God’s character, which they took to be good. I saw that people were able to learn to experience God in this way, and that those who were able to experience a loving God vividly were healthier—at least, as judged by a standardized psychiatric scale.

Luhrmann’s work centers around “the way that ideas held in the mind come to seem externally real to people,” and she notes that belief in God is not always beneficial (for instance, some may feel only despair when they search for religious guidance). To that end, Luhrmann uses her essay to encourage more research into the relationships between mental illness and religion. Like many topics that interest social scientists, the challenge here is to move beyond, “Is this good or bad?” to explore, “When and for whom is this good or bad?”

It’s been decided! The winner of the March 2013 TSP Media Award for Measured Social Science goes to:

“Anthropology Inc.,” Graeme Wood, The Atlantic.

Wood explains that corporations are seeking the help of social scientists to understand the qualitative dynamics of consumer behavior. To illustrate, Wood delves into one strategy consulting company’s struggle to understand consumers’ needs in China:

“We find that these objects have meanings, not just facts,” Madsbjerg says, “and that the meaning is often what matters.” So to sell a personal computer in China, for example, what matters is the whole concept of a “personal” computer, which is culturally wrong from the start. “Household objects don’t have the same personal attachment [in China as they do in America]. It has to be a shared thing.” So if the device isn’t designed and marketed as a shared household object, but instead as one customized for a single user, it probably won’t sell, no matter how many gigahertz it has.

TSP author Andrew Wiebe wrote a citing on this article which outlines the problem-solving Absolut Vodka did with the help of anthropologists. To see more examples of how social scientists are helping unearth consumer insights, check out Wood’s article—a lengthy, but fascinating read.

As we say often, the choice of each month’s TSP Media Award is neither scientific nor exhaustive, but we do work hard to winnow our favorite nominees. And, while we don’t have the deep pocketbooks to offer enormous trophies or cash prizes, we hope our informal award offers cheer and encouragement for journalists and social scientists to keep up the important (if not always rewarding) work of bringing academic knowledge to the broader public.

Our society has a bad habit of making the most important jobs–and the workers that keeps us healthy, happy, and comfortable–the least visible. As a recent article in The Atlantic points out, while citing work from NYU anthropologist Robin Nagle, this invisibility hides some dire issues faced by one essential group of service workers: the folks who make your trash disappear.

Sanitation workers, it turns out, have twice the fatality rates of police officers, and nearly seven times the fatality rates of firefighters. And their work has similarly life-or-death consequences in the long term… “A study done in 1851,” Nagle writes, “concluded that fully a third of the city’s deaths that year could have been prevented if basic sanitary measures had been in place.”

However, these issues aren’t likely to hit the spotlight until the work itself grinds to a halt. After all, nobody notices the role of the garbageman until their trash fails to be collected and lingers sadly on the curb. While the rest of the working world attempts to balance their lives via telecommuting and flexible schedules, sanitation workers are on a strict schedule in order to service the community. Is the honor of being a staple in a functioning society enough?

One of the things that struck me very early on and that continues to puzzle me is the way in which some forms of knowledge are considered more valuable than others…If I stop working tomorrow, I’m not sure New York City will suffer. If the Department of Sanitation, for whatever reason, stops working tomorrow, the city will suffer immediately. So whose work is more important here?

Without a total work stoppage, it seems garbage collectors and the work they do will remain dangerously invisible.

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For another take on the invisibility of workers, you can check out an old guest post I wrote over at Sociological Images.

A recent study has exposed rampant sexual harassment in one of the most unlikely of places: anthropological fieldwork. In his article for Science Magazine, John Bohannon describes the work of Kathryn Clancy, a professor at the University of Illinois, Urbana-Champaign. After being shocked by the horror stories of her colleagues’ fieldwork, Clancy collaborated with Katie Hinde (Harvard), Robin Nelson (University of California, Riverside), and Julienne Rutherford (University of Illinois, Chicago) to create an online survey that could gauge the experiences of fieldworkers.

The survey results were troubling. About 30% of male and female respondents reported witnessing frequent or regular verbal abuse. A startling 63% of women (and 39% of men) reported personally experiencing inappropriate or sexual remarks. Of the women surveyed, 21% reported experiencing unwanted sexual contact or physical sexual harassment. That means more than 1 in 5 women are sexually assaulted during their fieldwork. Bohannon writes:

“Less than 20% of abuses involved people from the community around a field site. Instead, most of the abuse happened within the team of researchers, usually perpetrated by someone higher in the professional hierarchy. Perhaps most troubling, some said that they had been victimized by their own fieldwork mentors.”

It is worrisome, ironic, and frankly embarrassing to think that those perpetrators behind such unsavory statistics are also the ones producing our social knowledge.

Finding more lessons from TV (in this case, shows like 30 Rock and Girls), we’re seeing how women are investing more in careers and/or casual encounters than commitments to deep romantic relationships. At face value, this looks like a great example of women’s empowerment as our society comes to terms with the fact that—well—the Eurythmics and Aretha Franklin said it better than I can.

But as Leslie C. Bell writes in The Atlantic, this hesitance to pair off isn’t necessarily happening because young women are “masters of their own destiny.” Instead, the trend may be due to a new social norm that “ambitious young women in their 20s shouldn’t want relationships with men.”

Citing work from Laura Hamilton and Elizabeth Armstrong, who found that young women “believed relational commitments were supposed to take a backseat to self-development” (see their article, with Paula England, in Contexts magazine, Summer 2010), Bell argues that seemingly-progressive norms can cause undue stress when we assume individual interests are always in tension with social needs, and individual needs should always take priority.

Many young and aspiring women with whom I spoke felt as though it were counterproductive to their development to prioritize a relationship with a man.

Confused about freedom and desire, young women often split their social and psychological options—independence, strength, safety, control, and career versus connection, vulnerability, need, desire, and relationships—into mutually exclusive possibilities in life.

Bell’s point isn’t that women should go back to the old priorities either. Instead, they should recognize when it is healthy to balance a human need for social relationships with individual development. The sisters do it for themselves, but they shouldn’t always have to:

I would never advocate that women return to the stereotype of the single woman pining for romance… the successful woman who is in a relationship is not the same as the pining woman. She’s the one who is acknowledging the full range of her desires.

Women watch porn and go to strip clubs. They also pay for sex. Sociologist Kassia Wosick from New Mexico State University says this reality is now becoming part of the television canon, making it more “real” for the rest of society. Shows like HBO’s Hung and Showtime’s Gigolos revolve around women as sexual consumers. In an interview with Las Cruces Sun, Wosick explains her motivation:

I wanted to do research like this as opposed to just going out and asking women about their experiences to see the way the media constructs this, because media is essentially supposed to be a reflection of our everyday lives….

Still, we might ask, is this what women want to watch or what they’re given to watch? Through content analysis and focus groups, Wosick has found that women do feel connections with the shows. The racy viewing might be exactly what they need to chip away at a taboo of sexual consumerism and enjoy some the same pleasures that men are allowed—in fact, the images might be empowering and support egalitarianism:

Women participating as sexual consumers challenges traditional notions of gender and sexuality, which I argue is key in equalizing gendered power dynamics within society.

It is old news that many women are postponing childbearing until after they have established their careers. Those of us who have rounded to the other side of thirty have been warned repeatedly, by doctors, mothers, and the general public alike, about the impending, relentless ticking of our biological clocks and our diminished chances of pregnancy. With this demographic trend has come the tired yet all-too-relevant trope of the childless urban professional suddenly obsessed with pregnancy. (See, for reference, half of the characters in Sex and the City and all three female leads on Friends.)

However, men are actually just as baby-crazed, if not moreso, than their female counterparts, according to an article by Katie McDonough at Salon.com. Sociologist Robin Hadley from Keele University surveyed 81 women and 27 men on their feelings about not having children. While men and women both expressed a desire for children at about the same rate, men were more likely to feel depressed, angry, isolated, and jealous about not having children. In fact, 69% of childless men surveyed “had experienced yearning for a child, in comparison to just 11% of women.”

According to Hadley,

This challenges the common idea that women are much more likely to want to have children than men, and that they consistently experience a range of negative emotions more deeply than men if they don’t have children.

Step aside, Downton Abbey, the British social hierarchy is astir again. The BBC Lab UK, with Manchester University’s Fiona Devine and Mike Savage from the London School of Economics, has conducted a class study of more than 161,000 people: the Great British Class Survey. In addition to studying each individual’s economic capital, the researchers also looked at respondents’ social capital (their social status and connections) and cultural capital (the nature and extent of their cultural interests and activities). According to Devine, this extensive survey allowed for “a much more complete picture of class in modern Britain” than previous work has captured.

The team’s results found that the traditional model of class was losing its relevance, with only 39% fitting into the working, middle, or upper class. According to the BBC, the team proposes “a new model of seven social classes ranging from the elite at the top to a ‘precariat’—the poor, precarious proletariat—at the bottom.”

The researchers believe the working and middle classes have waned because of the rise of the information age:

They say the new affluent workers and emergent service workers appear to be the children of the ‘traditional working class,’ which they say has been fragmented by de-industrialisation, mass unemployment, immigration and the restructuring of urban space.

In other words, information-age Britons don’t fit into industrial class structures. The people aren’t obsolete, but the categories may be.

American cheeses—not just the individually-wrapped slices—are making a comeback, as documented by MIT’s Heather Paxson, who recently published The Life of Cheese: Crafting Food and Value in America. The anthropological work details her research into the people and processes behind artisan cheeses in the U.S. Looking over the last 50 years, Paxson indentifies a host of factors behind the re-emergence of American artisanal cheese: environmentalism, feminism, markets (both local and international), and 9/11, among others. In an interview with the Boston Globe, she commented:

Like most social movements, it only looks like a movement in retrospect… Cheesemaking appealed to people the way that some start-up dot-coms did. It was the rural counterpart to that.

Paxson, who studies “how people craft a sense of themselves as moral beings through everyday practices, especially those activities having to do with family and food,” became curious about artisanal cheese after eating a sample of Hooligan, a Connecticut cheese, and asking the questions that are the genesis of so much social science research: Who? How? Why?