Editorial Review:

In this book John Zaller develops a comprehensive theory to explain how people acquire political information from the mass media and convert it into political preferences. Using numerous specific examples, Zaller applies this theory in order to explain the dynamics of public opinion on a broad range of subjects, including both domestic and foreign policy, trust in government, racial equality, and presidential approval, as well as voting behavior in U.S. House, Senate and Presidential elections. Particularly perplexing characteristics of public opinion are also examined, such as the high degree of random fluctuations in political attitudes observed in opinion surveys and the changes in attitudes due to minor changes in the wording of survey questions.

Customer Reviews:

Avg. Customer Rating: 4.0 / 5.0

A very informatinve book!:

I had to read this book for a class at school and its very well written. This book is very informative and a recommend reading.

A REVIEW I WROTE FOR SCHOOL . . .:

An interesting, and occasionally vexing, topic of study in political science is public opinion. In his book The American Democracy Thomas Patterson touches upon myriad issues that surround this topic: the difficulties in accurately measuring public opinion, the inconsistencies and fluidity of public opinion, and political socialization are just a few of the factors of interest to political scientists that Patterson examines. However, no introductory text can examine such a multifaceted topic in great depth,... more info

A must read for Political scientists:

Zaller's argues public opinion on issues is unreliable, primarily because elite sources of information provide competing or multiple considerations causing public opinon polls to measure whatever recent elite message an individual has stored in thier short term memory. A classic and important text. Zaller is not a straightforeward read, but lays out an important theory. The theory lacks focus on the use of core values and partisanship on public opinion; two important variables. Other than that it has held... more info

Useful but dense:

Zaller's book presents an interesting elite-driven model of public opinion, which essentially concludes that opinion polls are less than reliable and we should be skeptical of attempts to measure the public's attitudes. However, it is very dense, is chock-full of advanced statistics above the head of most political science graduate students, and therefore at the end of the day is somewhat unsatisfying.

If you need a primer on public opinion research, this isn't it. But if you want to read cutting-edge... more info

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