Cited by 7,785Electoral Systems and Political ParticipationNews Media Framing and Political CommunicationMedia Influence and Politics

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The Nature and Origins of Mass Opinion

Zaller, John R.·1992·Cambridge University Press eBooks

DOI 10.1017/cbo9780511818691

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Abstract

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.

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Authors: Zaller, J. R.
Affiliations: University of California, Los Angeles (US)
Corresponding author: Zaller, John R.
Venue: Cambridge University Press eBooks
Publisher: Cambridge University Press
Published: 1992-08-28
DOI: 10.1017/cbo9780511818691
OpenAlex: W4300170376
Cited by: 7,785
References: 0
Citations by year: 2026: 392 · 2025: 487 · 2024: 402 · 2023: 360 · 2022: 461 · 2021: 456 · 2020: 483 · 2019: 463 · 2018: 381 · 2017: 353 · 2016: 297 · 2015: 306 · 2014: 283 · 2013: 248 · 2012: 287
FWCI: 89.00
Type: book
Language: en
Open access: closed
Licence: www.cambridge.org/core/terms (unspecified, 7221 d)
Locations: Cambridge University Press eBooks (publishedVersion)
Topics: Social Sciences › Political Science and International Relations › Electoral Systems and Political Participation
Social Sciences › Communication › News Media Framing and Political Communication
Social Sciences › Sociology and Political Science › Media Influence and Politics
Keywords: mass opinion, political information acquisition, political elites, mass media, political preferences, public opinion dynamics, political attention, political knowledge, salience, framing effects, political discourse, public trust in government, racial equality, presidential approval, voting behavior, United States elections

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The Nature and Origins of Mass Opinion

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