Horse-race style political opinion polling is an integral a part of western democratic elections, with a history dating back to the 1800’s. Political opinion polling originally took hold in the first quarter of the 19th century, when a Pennsylvania straw poll predicted Andrew Jackson’s victory over John Quincey Adams in the bid for President of the United States. The weekly magazine Literary Digest then began conducting national opinion polls in the early 1900s, followed finally by the representative sampling introduced the George Gallup in 1936. Gallup’s polling method is the foundation of political opinion polls to this day (even though the Gallup poll itself recently retired from presidential election predictions).
While polling has been around a long time, new technological developments let pollsters gather data more frequently, analyze and broadcast it more quickly, and project the data to wider audiences. Through these developments, polling data have moved to the center of election coverage. Major news outlets report on the polls as a compulsory part of political segments, candidates cite poll numbers in their speeches and interviews, and tickers scroll poll numbers across both social media feeds and the bottom of television screens. So central has polling become that in-the-moment polling data superimpose candidates as they participate in televised debates, creating media events in which performance and analysis converge in real time. So integral has polling become to the election process that it may be difficult to imagine what coverage would look in the absence of these widely projected metrics. more...





As the 2012 presidential race ever so slowly gains momentum it remains clear that social media will be influencing elections for a long time to come. In the long run, does the shift towards social media campaigning change who is perceived to be a legitimate candidate? If so, social media might change who wins elections and therefore changes how we are governed. Avoiding [for now] the issue of whether social media has inherent tendencies towards the left or right, what I want to ask is: opposed to old media, does new media benefit political underdogs and outsiders?