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Electoral Polling and Reporting in Africa: Professional and Policy Implications for Media Practice and Political Communication in a Digital Age
Abstract
Opinion polling during elections plays a pivotal role in influencing the political and media agenda, and can potentially affect voting behaviour. However, evidence from various countries indicates that electoral polls have been characterised by contradictions and contentious debates which undermine their usefulness in democratic processes. The digital age has also led to a mushrooming of online polls, but some of them are of dubious quality. Thus, the chapter questions the continued use of electoral polls in multiparty politics in Africa. It argues that as a result of the inherent political and electoral volatility in many African countries, the utility of opinion polls need to be reconsidered. The paper recommends strategies for addressing the identified pitfalls, including increased professionalization of opinion polling, voter education on the limitations of pre-election polls and stronger appreciation of data journalism for media professionals. Stricter regulations, such as the embargo of election opinion polling may also be considered in different contexts.
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