Toward a Discourse Approach to Polling

Abstract

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.

“Asylum seekers”, “boat people” and “illegal immigrants”: Social categorisation in the media

“…In this way, the interpretation of the producer of the account and the formulation of the poll questions are sidelined. It should also be noted that no indication is given of what alternatives were offered in the poll, and neither a sample size has been indicated, nor an explanation given for the term ''state-wide'' (for a more detailed examination of the discursive nature of polling practices see Lipari, 2000;Potter, 1996). It can therefore be seen that use of the categorisation ''illegal immigrant'' in this context has the effect of legitimising the worked-up opinion of sending them home.…”

Making don't Knows Make Sense: Bourdieu, Phenomenology and Opinion Polls

“…In contrast, Althaus notes that for classical sociological writers like Verba polls are seen as compensating for more general trends of reduced citizen participation (Althaus, 2003). Verba thus represents a ‘populist’ view of polling in contrast to the ‘critical’ and ‘constructionist’ view (Lipari, 2000: 189) characterizing Bourdieu where the overall critical impetus is to find new ways to enable the ‘silent majorities’ to speak (Champage, 2005: 119) (Berinsky, 2004: 8).…”

“…For Lipari ‘identification oriented bids’ have the benefit in that they can avoid a universal idea of objectivity (in the sense of what pollsters call ‘semantic tolerance’) found in the language encoding mainstream attitudinal questions. Lipari argues that, despite the inevitably conversational nature of the delivery of most polling, the formal language of polls is essentially in the ‘interrogative’ mode (Lipari, 2000: 194). Identification bids in contrast:…”

“…By agreeing/disagreeing or favouring/opposing a given proposition, the respondent is doing more than simply evaluating the position, she or he is also identifying with larger social groups by adding his or her own voice or pseudo‐vote to the proposition. (Lipari, 2000: 203)…”

Bourdieu, Language and the Media

“…Thus, although internet polling may be popular, class power and larger structures of linguistic and symbolic power militate against its participatory democratic impulses. The chapter illustrates this by quoting some of the questions used in these polls whilst, also, elaborating ideas of 'identification bids' (Lipari 2000) and 'cultural standing' (Strauss 2004) as alternatives.…”