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2 - What Is Public Opinion?

from Part I - The Fundamentals of Public Opinion

Published online by Cambridge University Press:  01 November 2024

Clifford Young  and
Kathryn Ziemer
Clifford Young
Affiliation:
Ipsos Public Affairs
Kathryn Ziemer
Affiliation:
Ipsos Public Affairs
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Summary

This chapter focuses on critical concepts that underlie our conceptualization of public opinion, including the link between the public and those who govern, public opinion’s stability, opinion as an attitude, and convergence. Pollsters need to understand these concepts to do their job properly. This chapter seeks to answer the questions: Why is public opinion important? Is it stable? and What is the role of emotions in opinion formation?

Keywords

effective public opinionone vote one pollconvergenceattitudethe enlightenmentgeneral willancient Greeks and romansweighted averagesmedian voter model
Type
Chapter
Information
Polls, Pollsters, and Public Opinion
A Guide for Decision-Makers
 , pp. 15 - 24
Publisher: Cambridge University Press
Print publication year: 2024

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