In most Western democracies nowadays, pre-election periods are littered with polls. Some polls, conducted by polling organizations, are sophisticated and more likely to be challenged for their accuracy (as are the media houses that publish them). Other polls are simple. For instance, a news website may ask its readers who they would vote for if the election happened on that day. Polls represent a simple and cheap commodity for the commercial news media to offer to their audiences. As Jesper Strömbäck notes, polls generate fresh and often dramatic news items that are easy to analyze for journalists and easy to digest for audiences.
But how do polls, and particularly pre-election polls, fit into a normative vision of democracy? Do they enrich our democratic practices and institutions, or do they undercut democratic ideals? Despite being an epitome for divisive issues (49% of countries restrict the publishing of pre-election polls in some capacity, as Petersen notes), pre-election polls have attracted little interest of democratic theorists. Reaching a verdict on whether they are normatively compatible with democracy has been left almost entirely to political scientists and journalists.