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The polling industry we are told is this hugely important pillar of British democracy.

Without needing to constantly send millions of people to polling stations on a daily basis

to find out what they really think, we have this thing called the polling industry

which can find at a real time what people think about the world,

who are they supporting in terms of political parties, which politicians they like,

which politicians they don't like, what issues really matter to them.

Now, in a general election campaign they play a particularly important role.

They tell us which parties got them a mention,

which politicians are winning people over, who's going up,

who's going down, what issues really matter to people.

Now, that's instrumental in shaping the media narrative,

the way the media cover a general election campaign, the idea that someone's got

momentum, someone's winning people over or someone's losing their campaign is losing steam.

Now, their headlines, their coverage, what they focus on,

all of that is partly determined by what the polls are saying publicly,

...