Those opinions held by private persons which governments find it prudent to heed. The Origins of Public Opinion Like the vote, public opinion has its political effect as an aggregate phenomenon, but, also like the vote, it is no more than the sum of individual parts. To understand it, we need to understand the basis of individual opinions.
Opinions reflect underlying sets of attitudes that coalesce into ideologies.
Political Ignorance Inconsistent Views Manipulation Public Opinion is meaningful in the aggregate if not always at the individual level. When substantial changes occur, they reflect intelligible historical trends or responses to changed conditions. The president s level of public approval varies from month to month with economic conditions and international events. Opinion Leadership Cues generated by opinion leaders Cognitive Shortcuts Consensus on the System Opinion polls find that almost every American supports the institutional underpinnings of modern democracy our basic rights and liberties. When it comes to the practical application of these abstract values, however, consensus breaks down.