The Nature and Origins of Mass Opinion
This 1992 book explains how people acquire political information from elites and the mass media and convert it into political preferences.
The Nature and Origins of Mass Opinion
In this 1992 book John Zaller develops a comprehensive theory to explain how people acquire political information from elites and the mass media and convert it into political preferences. Using numerous specific examples, Zaller applies this theory to the dynamics of public opinion on a broad range of subjects, including domestic and foreign policy, trust in government, racial equality, and presidential approval, as well as voting behaviour in U.S. House, Senate, and presidential elections. The thoery is constructed from four basic premises. The first is that individuals differ substantially in their attention to politics and therefore in their exposure to elite sources of political information. The second is that people react critically to political communication only to the extent that they are knowledgeable about political affairs. The third is that people rarely have fixed attitudes on specific issues; rather, they construct 'preference statements' on the fly as they confront each issue raised. The fourth is that, in constructing these statements, people make the greatest use of ideas that are, for various reasons, the most immediately salient to them. Zaller emphasizes the role of political elites in establishing the terms of political discourse in the mass media and the powerful effect of this framing of issues on the dynamics of mass opinion on any given issue over time.
The Nature and Origins of Mass Opinion Reconsidered
In the Nature and Origins of Mass Opinion (1992), John Zaller set out one of the most influential models of opinion formation: he presented the public as a pliable instrument of political elites, who are able to garner support simply by sending "cues" through the mass media telling Republicans or Democrats, for example, what "the" Republican or Democratic position is on a given issue. Contributors to this volume critically examine Zaller’s model and its implications, empirical and normative. The introduction contrasts two different strands in Zaller’s book, one of which confines the impact of media messages to politicians’ cues, the other of which emphasizes the impact of journalists’ interpretive frames. Other chapters examine whether elite domination of public opinion is desirable and assess how well Zaller’s model has withstood two decades of research. Zaller himself contributes a long retrospective in which he modifies some claims, defends others, and sets out a bold new research agenda. This book was published as a special issue of Critical Review: A Journal of Politics and Society.
The Nature and Origins of Mass Opinion Reconsidered
In the Nature and Origins of Mass Opinion (1992), John Zaller set out one of the most influential models of opinion formation: he presented the public as a pliable instrument of political elites, who are able to garner support simply by sending "cues" through the mass media telling Republicans or Democrats, for example, what "the" Republican or Democratic position is on a given issue. Contributors to this volume critically examine Zaller’s model and its implications, empirical and normative. The introduction contrasts two different strands in Zaller’s book, one of which confines the impact of media messages to politicians’ cues, the other of which emphasizes the impact of journalists’ interpretive frames. Other chapters examine whether elite domination of public opinion is desirable and assess how well Zaller’s model has withstood two decades of research. Zaller himself contributes a long retrospective in which he modifies some claims, defends others, and sets out a bold new research agenda. This book was published as a special issue of Critical Review: A Journal of Politics and Society.
Public Opinion
In what is widely considered the most influential book ever written by Walter Lippmann, the late journalist and social critic provides a fundamental treatise on the nature of human information and communication. The work is divided into eight parts, covering such varied issues as stereotypes, image making, and organized intelligence. The study begins with an analysis of "the world outside and the pictures in our heads", a leitmotif that starts with issues of censorship and privacy, speed, words, and clarity, and ends with a careful survey of the modern newspaper. Lippmann's conclusions are as meaningful in a world of television and computers as in the earlier period when newspapers were dominant. Public Opinion is of enduring significance for communications scholars, historians, sociologists, and political scientists. Copyright © Libri GmbH. All rights reserved.
