The Nature And Origins Of Mass Opinion by John R. Zaller
The book presents a theory of how public opinion is formed through a receive–accept–sample process: citizens pick up political messages from elites and media, accept those that fit their prior beliefs and levels of political awareness, and then sample from the considerations stored in memory when asked for an opinion; this framework explains why mass attitudes often seem unstable, inconsistent, or fragmented, why elites and framing wield strong influence, and how differences in political awareness and cognitive processing produce systematic variation in responsiveness to persuasion and information.
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- Published
- 1992
- Nationality
- American
- Length
- Unknown
- Pages
- Unknown
- Original Language
- English
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- Alternate Titles
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