THE MEDIA, POLLS AND POLITICAL-PROCESS - THE CASE OF FINLAND

The increase in number and significance of public opinion polls has ma de them a social institution with an established role in the functioni ng of other social institutions. When the media commission and publish opinion polls they accomplish in a new way, the task of public repres entation which formerly has belonged primarily to political parties an d interest and pressure groups. Also the relationship between parties and interest groups with their membership is increasingly mediated thr ough polls. Market forces follow the public opinion and react to the c hanges in it. The article presents a two-dimensional typology of opini on polls and examines the role of different types of polling in the Fi nnish political system. That role was considerably strengthened in the early 1990s for two reasons. The president of the republic was electe d for the first time with a direct, two-stage election. In the same ye ar the referendum on the country's EU membership was carried out. Gett ing ready for these two elections created an unheard of increase in pu blic opinion polls. The media adopted an active political role by comm issioning and publishing polls. The article concludes with a discussio n on the relationships between democracy, polling and public opinion.