This paper describes the environment surrounding opinion polls in the following

three sections, each of which also presents the author’s opinions. They

are mainly based on the author’s presentation on June 23, 2018 at the symposium

titled What is Public Opinion Survey: Discussion on the Reliability of Public

Opinion at a Crossroads as a part of the symposium organized by the Japan

Society for Studies in Journalism and Mass Communication.

　　Section 1　Polling methods employed by the media

　　This Section outlines polling methods that are yet to be fully understood by

media representatives and academics.

　　Section 2　Discussion of web-based polling going forward

　　This Section comments on the calls for more effective use of the internet

in our ubiquitous society.

Section 3　Public sentiment on the reliability of polls

　　Through social networking services or other means, many voice doubts

about opinion polls conducted by the media. This Section presents the author’s

idea on the way the issue should be addressed.