The Rhetorical Use of Random Sampling: Crafting and Communicating the Public Image of Polls as a Science (1935-1948)

Abstract: The scientific pollsters (Archibald Crossley, George H. Gallup, and Elmo Roper) emerged onto the American news media scene in 1935. Much of what they did in the following years (1935-1948) was to promote both the political and scientific legitimacy of their enterprise. They sought to be recognized as the sole legitimate producers of public opinion. In this essay I examine the, mostly overlooked, rhetorical work deployed by the pollsters to publicize the scientific credentials of their polling activities, and the central role the concept of sampling has had in that pursuit. First, they distanced themselves from the failed straw poll by claiming that their sampling methodology based on quotas was informed by science. Second, although in practice they did not use random sampling, they relied on it rhetorically to derive the symbolic benefits of being associated with the “laws of probability”.

KEYWORDS : opinion polls, legitimacy, rhetoric, random sampling, social science

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