The Problems With Polls

Political polling, once hailed as a revolutionary tool for democracy, is facing a crisis of confidence amid high-profile failures and fundamental critiques. Data scientist G. Elliott Morris, Nate Silver's successor at FiveThirtyEight, has defended polling's relevance in a new book, arguing it remains crucial for revealing public opinion despite challenges like plummeting response rates and rising costs.

But critics, including political scientist Lindsay Rogers and sociologist Leo Bogart, have long questioned polling's ability to capture the complexities of public sentiment, arguing it reduces nuanced political matters to simplistic yes/no questions and potentially records opinions that don't exist outside the survey context. Social media platforms, promising to transform democracy by facilitating constant public feedback, have further complicated the polling landscape. The story adds: Today that product remains overwhelmingly popular: polls saturate election coverage, turn politics into a spectator sport, and provide an illusion of control over complex, unpredictable, and fundamentally fickle social forces. That isn't to say that polls don't have uses beyond entertainment: they can be a great asset to campaigns, helping candidates refine their messages and target their resources; they can provide breakdowns of election results that are far more illuminating than the overall vote count; and they can give us a sense -- a vague and sometimes misleading sense -- of what 300 million people or more think about an issue. But, pace Morris, the time for celebrating polls as a bastion of democracy or as a means of bringing elites closer to voters is surely over. The polling industry continues to boom. Democracy isn't faring quite so well.

Silicon Valley ultimately peddled the same feel-good story about democracy as the polling industry: that the powerful are unresponsive to the wider public because they cannot hear their voices, and if only they could hear them, then of course they would listen and act. The virtue of this diagnosis is that structural inequalities in wealth and power are left intact -- all that matters in democracy is that everyone has a voice, regardless of background. In a very narrow, technical sense, their innovations have made this a reality. But the result is a loud, opinionated, and impotent public sphere, coarsened by social and economic divisions and made all the more disillusioned by the discovery that, in politics, it takes more than a voice to be heard.

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