Toward a discourse approach to polling

This article presents a discourse model of polling that investigates what poll discourse is, how it is structured and how it functions. In contrast to most polling research, which presupposes polling to be primarily a psychological measurement tool, this article explores how it is primarily a discursive form of social interaction. Using the tools of discourse analysis, the model reveals that far from reflecting the beliefs and preferences of citizens, poll questions can instead tacitly evoke and sustain conservative and status quo ideologies. Hence polls can play a significant role in constructing what is admissible and legitimate in political discourse.