CONTENTS
Introduction North versus Frederick : A Case of Opinions and Votes 1
Part Ⅰ Public Opinion and Democracy = 19
Chapter 1 The Meaning of Public Opinion = 21
1.1 Definitions of Public Opinion = 21
1.2 Factors in the Definition of Public Opinion = 25
1.3 Summary = 30
Chapter 2 Democracy and the Opinion－Policy Process = 31
2.1 Opinions and Policy Oversimplified = 34
2.2 The A Priori Requirements of Traditional Democratic Theory = 35
2.3 Sociological and Institutional Factors Prerequisite to Opinion Formation in a Democracy = 41
2.4 Public Opinion in Modern Democratic Practice = 44
2.5 The Legislator's Dilemma = 52
2.6 The Opinion＝Policy Process : Good or Bad? A Postscript = 54
Part Ⅱ Measurement = 57
Chapter 3 Opinions Direct and Representative = 59
3.1 The Political Importance of Opinion Measurement = 61
3.2 Political Representation and Opinion Measurement = 62
Chapter 4 Informal Devices and Straw Polls = 67
4.1 The Simple Ingredients of Everyday Opinion Measurement = 67
4.2 "Ear to the Ground" : Politicians Measure Opinion = 70
4.3 Straw Polls = 76
4.4 Informal Opinion Measurement Today = 81
Chapter 5 Survey Research : Before You Go Out = 83
5.1 The Emergence of Scientific Polling = 84
5.2 Scientific Polling Comes of Age = 87
5.3 Survey Techniques = 92
5.4 Statement of Information Desired = 93
5.5 Identification of the Universe = 94
5.6 Sample Size = 95
5.7 Sample Selection = 97
5.8 Construction of the Questionnaire = 103
Chapter 6 Survey Research : In the Field = 111
6.1 Mail and Telephone Surveys = 112
6.2 Recruitment and Training of Interviewers = 113
6.3 fieldwork = 115
6.4 Processing and Analysis of Data = 122
6.5 A Concluding Note, with Two Real Survey Designs = 123
Part Ⅲ Opinion Measurement and American Democracy = 127
Chapter 7 Methodology : Inaccuracies and Intensities = 129
7.1 What Does "Dont't Know" Mean? = 130
7.2 Do They Tell the Truth? = 133
7.3 Validity and Reliability = 137
7.4 Measurement of the Intensity of Opinion = 140
Chapter 8 Political Polling : How Much, by Whom, and so What? = 147
8.1 Opinion Measurement and Minority Rule = 150
8.2 Qualified Majoritarianism and Public Opinion Polling = 151
8.3 Public Opinion Polling and Mixed Democracy = 153
8.4 Opinion Polling by Political Leaders = 164
8.5 Trends and New departures in Political Polling = 167
Part Ⅳ The Environment of Opinion = 173
Chapter 9 Opinion Formation : Approaches and a Model = 177
9.1 Various Approaches to the Study of Opinion Holding = 177
9.2 Needed － A Synthesis of Ap－proaches to Opinion Holding = 183
9.3 The Funnel of Causality : A Model for the Analysis of Opinion Formation = 186
Chapter 10 The Psychology of Opinion Holding = 193
10.1 Development of Opinion－Holding Capacity = 194
10.2 Psychological Processes = 195
10.3 Satisfaction and Fit in Opinion Holding = 201
10.4 The Relation of Individual Opinion Holding to Public Opinion and Political Behavior = 207
10.5 Does Behavior Follow Opinion? = 209
Chapter 11 Culture and Opinion Holding = 213
11.1 The Concept of Culture = 215
11.2 Increasing Diversity within Cultures = 219
11.3 Decreasing Diversity among Cultures = 221
11.4 Culture as a Limiting and Influencing Factor in the Formation of Opinion = 222
11.5 The Study of Political Culture = 222
Chapter 12 Family, Religion, and Opinion Holding = 227
12.1 Influence of the Family on Opinions = 228
12.2 Religion and Opinion Holding = 231
Chapter 13 Education and Opinion Holding = 247
13.1 Schools and the Indoctrination of Community Values = 249
13.2 Opinion Change and Indoctrination of Values in the Schools = 253
13.3 Effects of Education on Opinion Holding, Political Confidence, and Political Involvement = 254
Chapter 14 Economic Organization and Opinion Holding = 261
14.1 Economic Organization as a Factor in the Funnel of Opinion Causality = 262
14.2 Economics and Politics in American Life = 262
14.3 Effects of Economic Status = 265
14.4 Underlying Preference for Private Economic Forms : An Aspect of American Political Culture = 266
14.5 Economic Influences on Opinions with Regard to Specific Public Issues = 268
14.6 Economic Status, Levels of Knowledge, Issue Salience, and Opinions = 270
14.7 Economic Status and Opinions about Democracy = 273
14.8 Economic Influence Modified by Personality Factors and Group Menberships = 277
Part Ⅴ Dynamics of Public Opinion = 281
Chapter 15 Communication and Opinion = 283
15.1 Communication Networks = 284
15.2 Communication and Direct Observation as Sources of Opinion = 287
Chapter 16 Primary Groups, Personal Influence, and Public Opinion = 291
16.1 The Creation and Maintenance of Group Norms = 292
16.2 Role Differentiation in Primary Groups = 296
16.3 Personal Experience and Personal Influence = 299
16.4 Personal Influence on Public Opinion Formation and Change = 300
Chapter 17 Mass Communication and Public Opinion = 305
17.1 Major Influences of the Mass Media on Public Opinion = 307
17.2 The Common Denominator in Mass－Media Programming = 309
17.3 Mass Media and the Funnel of Causality = 311
17.4 Cultural Predispositions and the Mass Media = 312
Chapter 18 Television and Radio = 317
18.1 "Culture," Mediocrity, and the Electronic Media = 319
18.2 Public－Service Programming = 321
18.3 Special Responsibilities in the Opinion－Policy Process = 322
18.4 Special Responsibilities in Political Campaigns = 324
Chapter 19 The Press and the Opinion－Policy Process = 331
19.1 Biases of the American Press = 335
19.2 Newspapers and Partisanship = 342
19.3 The Press, Government, and the Free Sociery = 348
Part Ⅵ Opinion Change and Policy Change = 357
Chapter 20 Opinion Change : Sociopsychological Processes = 361
20.1 The Study of Attitude and Opinion Change = 362
20.2 Models of Opinion and Attitude Change = 365
20.3 Effects of Attitude Change on Related Attitudes = 377
Chapter 21 Opinion and Behavior : consistency and Change = 381
21.1 Opinion and Behavior : convergences and Divergences = 382
21.2 Opinion Stability and Resistance to Change = 384
21.3 Opinion Change among Political Elities = 385
21.4 Nonelite Opinion change = 388
21.5 The Functional Uses of Opinion and the Processes of Opinion－Behavior Change = 390
Chapter 22 Opinion change and Policy Change = 395
22.1 Ideas, Opinions, and Policies = 396
22.2 Opinion Change and the Opinion－Policy Process = 400
Index = 409
Introduction North versus Frederick : A Case of Opinions and Votes 1
Part Ⅰ Public Opinion and Democracy = 19
Chapter 1 The Meaning of Public Opinion = 21
1.1 Definitions of Public Opinion = 21
1.2 Factors in the Definition of Public Opinion = 25
1.3 Summary = 30
Chapter 2 Democracy and the Opinion－Policy Process = 31
2.1 Opinions and Policy Oversimplified = 34
2.2 The A Priori Requirements of Traditional Democratic Theory = 35
2.3 Sociological and Institutional Factors Prerequisite to Opinion Formation in a Democracy = 41
2.4 Public Opinion in Modern Democratic Practice = 44
2.5 The Legislator's Dilemma = 52
2.6 The Opinion＝Policy Process : Good or Bad? A Postscript = 54
Part Ⅱ Measurement = 57
Chapter 3 Opinions Direct and Representative = 59
3.1 The Political Importance of Opinion Measurement = 61
3.2 Political Representation and Opinion Measurement = 62
Chapter 4 Informal Devices and Straw Polls = 67
4.1 The Simple Ingredients of Everyday Opinion Measurement = 67
4.2 "Ear to the Ground" : Politicians Measure Opinion = 70
4.3 Straw Polls = 76
4.4 Informal Opinion Measurement Today = 81
Chapter 5 Survey Research : Before You Go Out = 83
5.1 The Emergence of Scientific Polling = 84
5.2 Scientific Polling Comes of Age = 87
5.3 Survey Techniques = 92
5.4 Statement of Information Desired = 93
5.5 Identification of the Universe = 94
5.6 Sample Size = 95
5.7 Sample Selection = 97
5.8 Construction of the Questionnaire = 103
Chapter 6 Survey Research : In the Field = 111
6.1 Mail and Telephone Surveys = 112
6.2 Recruitment and Training of Interviewers = 113
6.3 fieldwork = 115
6.4 Processing and Analysis of Data = 122
6.5 A Concluding Note, with Two Real Survey Designs = 123
Part Ⅲ Opinion Measurement and American Democracy = 127
Chapter 7 Methodology : Inaccuracies and Intensities = 129
7.1 What Does "Dont't Know" Mean? = 130
7.2 Do They Tell the Truth? = 133
7.3 Validity and Reliability = 137
7.4 Measurement of the Intensity of Opinion = 140
Chapter 8 Political Polling : How Much, by Whom, and so What? = 147
8.1 Opinion Measurement and Minority Rule = 150
8.2 Qualified Majoritarianism and Public Opinion Polling = 151
8.3 Public Opinion Polling and Mixed Democracy = 153
8.4 Opinion Polling by Political Leaders = 164
8.5 Trends and New departures in Political Polling = 167
Part Ⅳ The Environment of Opinion = 173
Chapter 9 Opinion Formation : Approaches and a Model = 177
9.1 Various Approaches to the Study of Opinion Holding = 177
9.2 Needed － A Synthesis of Ap－proaches to Opinion Holding = 183
9.3 The Funnel of Causality : A Model for the Analysis of Opinion Formation = 186
Chapter 10 The Psychology of Opinion Holding = 193
10.1 Development of Opinion－Holding Capacity = 194
10.2 Psychological Processes = 195
10.3 Satisfaction and Fit in Opinion Holding = 201
10.4 The Relation of Individual Opinion Holding to Public Opinion and Political Behavior = 207
10.5 Does Behavior Follow Opinion? = 209
Chapter 11 Culture and Opinion Holding = 213
11.1 The Concept of Culture = 215
11.2 Increasing Diversity within Cultures = 219
11.3 Decreasing Diversity among Cultures = 221
11.4 Culture as a Limiting and Influencing Factor in the Formation of Opinion = 222
11.5 The Study of Political Culture = 222
Chapter 12 Family, Religion, and Opinion Holding = 227
12.1 Influence of the Family on Opinions = 228
12.2 Religion and Opinion Holding = 231
Chapter 13 Education and Opinion Holding = 247
13.1 Schools and the Indoctrination of Community Values = 249
13.2 Opinion Change and Indoctrination of Values in the Schools = 253
13.3 Effects of Education on Opinion Holding, Political Confidence, and Political Involvement = 254
Chapter 14 Economic Organization and Opinion Holding = 261
14.1 Economic Organization as a Factor in the Funnel of Opinion Causality = 262
14.2 Economics and Politics in American Life = 262
14.3 Effects of Economic Status = 265
14.4 Underlying Preference for Private Economic Forms : An Aspect of American Political Culture = 266
14.5 Economic Influences on Opinions with Regard to Specific Public Issues = 268
14.6 Economic Status, Levels of Knowledge, Issue Salience, and Opinions = 270
14.7 Economic Status and Opinions about Democracy = 273
14.8 Economic Influence Modified by Personality Factors and Group Menberships = 277
Part Ⅴ Dynamics of Public Opinion = 281
Chapter 15 Communication and Opinion = 283
15.1 Communication Networks = 284
15.2 Communication and Direct Observation as Sources of Opinion = 287
Chapter 16 Primary Groups, Personal Influence, and Public Opinion = 291
16.1 The Creation and Maintenance of Group Norms = 292
16.2 Role Differentiation in Primary Groups = 296
16.3 Personal Experience and Personal Influence = 299
16.4 Personal Influence on Public Opinion Formation and Change = 300
Chapter 17 Mass Communication and Public Opinion = 305
17.1 Major Influences of the Mass Media on Public Opinion = 307
17.2 The Common Denominator in Mass－Media Programming = 309
17.3 Mass Media and the Funnel of Causality = 311
17.4 Cultural Predispositions and the Mass Media = 312
Chapter 18 Television and Radio = 317
18.1 "Culture," Mediocrity, and the Electronic Media = 319
18.2 Public－Service Programming = 321
18.3 Special Responsibilities in the Opinion－Policy Process = 322
18.4 Special Responsibilities in Political Campaigns = 324
Chapter 19 The Press and the Opinion－Policy Process = 331
19.1 Biases of the American Press = 335
19.2 Newspapers and Partisanship = 342
19.3 The Press, Government, and the Free Sociery = 348
Part Ⅵ Opinion Change and Policy Change = 357
Chapter 20 Opinion Change : Sociopsychological Processes = 361
20.1 The Study of Attitude and Opinion Change = 362
20.2 Models of Opinion and Attitude Change = 365
20.3 Effects of Attitude Change on Related Attitudes = 377
Chapter 21 Opinion and Behavior : consistency and Change = 381
21.1 Opinion and Behavior : convergences and Divergences = 382
21.2 Opinion Stability and Resistance to Change = 384
21.3 Opinion Change among Political Elities = 385
21.4 Nonelite Opinion change = 388
21.5 The Functional Uses of Opinion and the Processes of Opinion－Behavior Change = 390
Chapter 22 Opinion change and Policy Change = 395
22.1 Ideas, Opinions, and Policies = 396
22.2 Opinion Change and the Opinion－Policy Process = 400
Index = 409