On the Public Aspects of Opinion: Linking Levels of Analysis in Public Opinion Research

In: Communication research, Band 15, Heft 6, S. 659-679

Abstract

A new information-processing paradigm, drawing heavily upon concepts generated by the cognitive sciences, has emerged in research on mass communication and public opinion. To make significant contributions to public opinion theory, however, this new cognitive paradigm must properly incorporate the "public" aspects of opinion formation—finding suitable ways to link individual-level information processing to the higher-level processes of public communication and social organization. Fundamental to public opinion theory is the notion that members of a public organize collectively through communication over a point of conflict. Researching this communicative process requires the analysis of cognition and opinion formation as individual-level phenomena that operate within, and that are thus largely dependent upon, the wider social context of public debate and collective organization. It is suggested that current developments in social identification theory may be particularly important in helping us to understand better how a mass of individuals can become a structured public through communication.