public opinion

public opinion, an aggregate of the individual views, attitudes, and beliefs about a particular topic, expressed by a significant proportion of a community. Some scholars treat the aggregate as a synthesis of the views of all or a certain segment of society; others regard it as a collection of many differing or opposing views. Writing in 1918, the American sociologist Charles Horton Cooley emphasized public opinion as a process of interaction and mutual influence rather than a state of broad agreement. The American political scientist V.O. Key defined public opinion in 1961 as “opinions held by private persons which governments find it prudent to heed.” Subsequent advances in statistical and demographic analysis led by the 1990s to an understanding of public opinion as the collective view of a defined population, such as a particular demographic or ethnic group.

The influence of public opinion is not restricted to politics and elections. It is a powerful force in many other spheres, such as culture, fashion, literature and the arts, consumer spending, and marketing and public relations.

Theoretical and practical conceptions

In his eponymous treatise on public opinion published in 1922, the American editorialist Walter Lippmann qualified his observation that democracies tend to make a mystery out of public opinion with the declaration that “there have been skilled organizers of opinion who understood the mystery well enough to create majorities on election day.” Although the reality of public opinion is now almost universally accepted, there is much variation in the way it is defined, reflecting in large measure the different perspectives from which scholars have approached the subject. Contrasting understandings of public opinion have taken shape over the centuries, especially as new methods of measuring public opinion have been applied to politics, commerce, religion, and social activism.

Political scientists and some historians have tended to emphasize the role of public opinion in government and politics, paying particular attention to its influence on the development of government policy. Indeed, some political scientists have regarded public opinion as equivalent to the national will. In such a limited sense, however, there can be only one public opinion on an issue at any given time.

Sociologists, in contrast, usually conceive of public opinion as a product of social interaction and communication. According to this view, there can be no public opinion on an issue unless members of the public communicate with each other. Even if their individual opinions are quite similar to begin with, their beliefs will not constitute a public opinion until they are conveyed to others in some form, whether through television, radio, e-mail, social media, print media, phone, or in-person conversation. Sociologists also point to the possibility of there being many different public opinions on a given issue at the same time. Although one body of opinion may dominate or reflect government policy, for example, this does not preclude the existence of other organized bodies of opinion on political topics. The sociological approach also recognizes the importance of public opinion in areas that have little or nothing to do with government. The very nature of public opinion, according to the American researcher Irving Crespi, is to be interactive, multidimensional, and continuously changing. Thus, fads and fashions are appropriate subject matter for students of public opinion, as are public attitudes toward celebrities or corporations.

Nearly all scholars of public opinion, regardless of the way they may define it, agree that, in order for a phenomenon to count as public opinion, at least four conditions must be satisfied: (1) there must be an issue, (2) there must be a significant number of individuals who express opinions on the issue, (3) at least some of these opinions must reflect some kind of a consensus, and (4) this consensus must directly or indirectly exert influence.

In contrast to scholars, those who aim to influence public opinion are less concerned with theoretical issues than with the practical problem of shaping the opinions of specified “publics,” such as employees, stockholders, neighbourhood associations, or any other group whose actions may affect the fortunes of a client or stakeholder. Politicians and publicists, for example, seek ways to influence voting and purchasing decisions, respectively—hence their wish to determine any attitudes and opinions that may affect the desired behaviour.

It is often the case that opinions expressed in public differ from those expressed in private. Some views—even though widely shared—may not be expressed at all. Thus, in an authoritarian or totalitarian state, a great many people may be opposed to the government but may fear to express their attitudes even to their families and friends. In such cases, an antigovernment public opinion necessarily fails to develop.

Historical background