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  3. The Nature and Origins of Mass Opinion
  • Cited by 5931
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    • Publisher:
      Cambridge University Press
      Publication date:
      05 June 2012
      28 August 1992
      ISBN:
      9780511818691
      9780521404495
      9780521407861
      DOI:
      https://doi.org/10.1017/CBO9780511818691
      Dimensions:
      (228 x 152 mm)
      Weight & Pages:
      0.73kg, 384 Pages
      Dimensions:
      (228 x 152 mm)
      Weight & Pages:
      0.52kg, 382 Pages
      • Subjects:
      Politics: General Interest, Politics and International Relations, Comparative Politics, Psychology: General Interest
      Series:
      Cambridge Studies in Public Opinion and Political Psychology
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    Subjects:
    Politics: General Interest, Politics and International Relations, Comparative Politics, Psychology: General Interest
    Series:
    Cambridge Studies in Public Opinion and Political Psychology
    Information

    Book description

    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.

    Reviews

    ‘Zaller’s volume is a giant step forward int he development of a systematic understanding of the dynamics of public opinion … This is a splendid contribution.’

    Philip E. Converse - Center for Advanced Study in the Behavioural Sciences

    ‘A model of what social science can be at its finest, The Nature and Origins of Mass Opinion reshapes the field in ways that will reverberate throughout the study of public opinion, elections, and the relationship between elites and the mass public for decades.’

    John Aldrich - Duke University

    ‘Zaller’s book is the most significant contribution to the scientific study of public opinion in alomost three decades.’

    Larry Bartels - Princeton University

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