The collective views of the public on a particular issue or candidate can sway voters and impact election results.
Polling data can give candidates and campaigns an idea of the electorate's views and help them craft messages and strategies to appeal to specific groups of voters.
The way issues and candidates are portrayed in the media can shape public opinion, as can political advertising.
Polls can be flawed or biased, and unexpected events or last-minute campaign strategies can impact election outcomes in ways that polling may not capture.
