The Public Opinion Process

What is public opinion? How can we best study it? This work presents a "process model" that answers these questions by defining public opinion in a way that also identifies an approach to studying it. The model serves as a framework into which the findings of empirical research are integrated, producing a comprehensive understanding of public opinion that encompasses the congeries of middle-range theories that have emerged from empirical research. The three-dimensional process model--and the way it is explicated--satisfies the diverse and sometimes divergent needs and interests of political scientists, sociologists, social psychologists, and communication specialists who study public opinion. This is achieved by clearly differentiating and interrelating the following: * individual opinions--the judgmental outcomes of a process in which attitudinal systems--comprised of beliefs, values/interests, and feelings--function as intervening variables that direct and structure perceptions of public issues; * collective opinions--the outcomes of communication from which mutual awareness emerges and that integrate separate individual opinions into a significant social force; and * political roles of collective and individual opinions--the outcomes of the extent to which collective and individual opinions have achieved legitimacy as the basis for governing a people. DON'T USE THIS PARAGRAPH FOR GENERAL CATALOGS... Each dimension of the model has its corresponding subprocess: transactions between individuals and their environments, communications among individuals and collectives, and political legitimation of public opinion. Since the process model is -- by definition -- interactional, none of the three dimensions has theoretical or sequential priority over the others. Instead of treating the psychological, political, and sociological aspects of public opinion as separate stages of an unidirectional process, the three aspects are modeled as dimensions of a complex, ongoing system in continuous interaction with each other. This conceptualization satisfies the need for a truly interdisciplinary theory in that it demands that each dimension be studied in terms of its defining sub-process. It also avoids the twin errors of reductionism and reification in the study of public opinion.

Public opinion is one of the most elusive and complex concepts in democratic theory, and we do not fully understand its role in the political process. Reading Public Opinion offers one provocative approach for understanding how public opinion fits into the empirical world of politics. In fact, Susan Herbst finds that public opinion, surprisingly, has little to do with the mass public in many instances. Herbst draws on ideas from political science, sociology, and psychology to explore how three sets of political participants—legislative staffers, political activists, and journalists—actually evaluate and assess public opinion. She concludes that many political actors reject "the voice of the people" as uninformed and nebulous, relying instead on interest groups and the media for representations of public opinion. Her important and original book forces us to rethink our assumptions about the meaning and place of public opinion in the realm of contemporary democratic politics.

The book "Public Opinion" is a critical assessment of functional democratic government, especially of the irrational and often self-serving social perceptions that influence individual behavior and prevent optimal societal cohesion. The detailed descriptions of the cognitive limitations people face in comprehending their socio-political and cultural environments leading them to apply an evolving catalogue of general stereotypes to a complex reality, rendered Public Opinion a seminal text in the fields of media studies, political science, and social psychology. Walter Lippmann was an American writer, reporter, and political commentator famous for being among the first to introduce the concept of Cold War, coining the term "stereotype" in the modern psychological meaning, and critiquing media and democracy in his newspaper column and several books.

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This 1992 book explains how people acquire political information from elites and the mass media and convert it into political preferences.

The daily news plays a major role in the continuously changing mix of thoughts, feelings and behavior that defines public opinion. The News & Public Opinion details these effects of the news media on the sequence of outcomes that collectively shape public opinion, beginning with initial attention to the various news media and their contents and extending to the effects of this exposure on the acquisition of information, formation of attitudes and opinions and to the consequences of all these elements for participation in public life. Sometimes called the hierarchy of media effects, this sequence of outcomes describes the communication process involved in the formation of public opinion. Although the media landscape is undergoing rapid change, key elements remain the same, and The News & Public Opinion emphasizes these basic principles of communication established over decades of empirical social science investigations into the impact of mass communication on public opinion. The primary audience for this book is students, both advanced undergraduates and graduate students, as well as members of the general public who want to understand the role of the news media in our civic life.

This book discusses the public opinion process with a focus on the role that the news media play in shaping public opinion. Although heavily influenced by the agenda-setting perspective -- the view that the news media define the important issues of the day and determine how these issues are presented -- the authors neither support nor refute this claim. They present instead a variety of contemporary scholarship integrated into a coherent picture of public opinion for a general audience.