The Press and the Pollster

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Abstract
The polling of public opinion has taken firm hold in our political process. It is seductive in its seeming ability to capture elusive and complex public attitudes in a few percentages. Yet, the results of polls can obscure as well as clarify the mood of the populace. Most of the visible polling activity is an extension of journalism. At the same time, however, polling has its intellectual roots in social science. A tension is inherent in the relationship. The press has certain requirements which have conse quences for the kind of polling that is undertaken. Grow ing sophistication, however, is being manifest by the press, which is the best omen for a more felicitous relationship be tween polling and the mass media.

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