Cover

Contents

Foreword

Acknowledgments

Chapter 1 - Introduction

Outline of the Volume

Chapter 2 - Problems of Public Opinion

Origins of the Idea

Anticipations and Approximations

Early Conceptions of Opinion

Early Conceptions of Public

The Birth of Public Opinion

Emergence of a Public Sphere

Ambiguities in the Meaning of Public Opinion

Public Opinion and Majority Rule

Public Opinion as an Object of Study

Enduring Problems of Public Opinion

Lack of Competence

Lack of Resources

Tyranny of the Majority

Susceptibility to Persuasion

Domination by Elites

Chapter 3 - Conceptualizing the Public

Crowd, Public, and Mass

The Crowd

The Public

The Mass

Issues and Publics

Phases of Development

Actors and Spectators

Expanding Public Debate

After an Issue is Resolved

Observing the Public

The General Public

The Voting Public

The Attentive Public

The Active Public

Issue Publics

Chapter 4 - Conceptualizing Opinions

Opinions and Attitudes

Opinions as Expressions

Opinions as Thoughtful

Opinions as Adaptations of Attitudes to Specific Issues

Inferring Psychological Bases for Opinions

Schemata

Values

Group Identifications

Forming Opinions

Observing Opinions

What is it about?

What are the Choices?

Is it Well Considered?

How Well Organized?

How Strongly Held?

Will it Lead to Committed Action?

How does it Relate to Other People?

Chapter 5 - Conceptualizing Public Opinion Processes

Collective and Individual Aspects

The Notion of Public Debate

Dynamics of Group Decision Making

Public Debate in Larger Social Settings

Political Actors, Journalists, and the Attentive Public

Public as Spectator

The Roles Played by Journalists

Observing Public Opinion

Using Survey Data

Using Content Analysis

Using Less-Structured Survey Techniques

Observing the Process of Public Debate

Conclusion: Public Opinion as a Communication Concept

References

Author Index

About the Author