The results are obvious. Because internal polls reportedly revealed that Sharon might be losing his right-wing and haredi flanks if his campaign places too much emphasis on peace, the campaign has recently switched to an increased focus on security. And knowing that the Russian vote is crucial, Barak's campaign ads have been given Russian subtitles - and even most of the Hebrew speakers in them have a distinct Russian accent. Polls indicating that the public prefers a centrist candidate have led Sharon to try to keep the campaign quiet and to avoid making policy statements that might alienate parts of his potential constituency. And polls indicating that Barak has disappointed many of his former voters have shaped the tone and content of his political ads.
Political strategists try to use poll results to their advantage.
This week, both sides have claimed that Barak has begun to close the gap in the polls - but for very different reasons. Since Sharon has maintained a consistent lead, his strategists are concerned that their voters might become complacent and might not make the effort to get on the bandwagon and actually vote. And since Barak has consistently trailed far behind, his strategists are building the image of the underdog who wins. In this age of the direct prime-ministerial election, genuine ideological commitment seems to have disappeared. They system encourages the candidates to say what they have to say in order to get elected.