Flip on cable news, and within twenty minutes the host will cite the latest survey as proof of which candidates should run for office and which foreign enemy we must now smite. Writing for New Left Media, John Brissenden tears apart the idea of opinion polls as a gauge for determining what anyone truly wants. The public may respond to opinion polls, but it’s the media, business, and political elite who compose the questions:
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From its inception a century ago, and in its current construction, the terrain of ‘public opinion’ is far from being a neutral space where a representative democracy deliberates and resolves issues. At best, ‘public opinion’, as represented in opinion polls, is a deeply flawed mechanism for gauging the extent of wider support for a particular cause. At worst, it is hostile territory, constructed and owned by the ruling class.
In the 1920s, polling pioneers such as James Gallup advocated polls as a means of capturing and expressing the public will, in a more scientific – and therefore representative – way than, for example, pressure groups.