The media’s use of public opinion data has a long history. The press depends on polls as a source of information for its stories, and polling organizations need the media to publicize their results. For almost two centuries, the press has commissioned polls from professional organizations or sponsored their own in-house polling operations. Today, major news organizations join with well-established polling firms to measure public opinion. USA Today and CNN work with the Gallup organization to field opinion polls.
In the information age, the press’s use of opinion polls has flourished as it is easy and more cost-effective to collect opinion information. Digital polls are a quick way to get people to express their views and to exchange opinions with others. These polls can be taken online, on an electronic tablet, or on a cell phone. The potential for polls to not only measure public opinion but also influence opinion has increased.