Two kinds of Public opinion – Political and Social

Public opinion is not merely political: it can also be social. Social opinion is concerned with matters of social importance, in which political leaders and governments have little or no influence, except in totalitarian or ideological States. Social opinion can be seen in fads and fashion, which often spread so far and so suddenly over whole or part of a society. It is, for example, expressed by public attitudes towards the film stars. It is also frequently formed or organised by commercial firms, enterprises or corporations, by advertisement or publicity campaigns, e.g. for the sale of a new brand of soap by a film star. In Political Science, however, we are not concerned with social opinion. Our field of study is political (public) pinion only.

Characteristics of Public Opinion:

We may now sum up main features of public opinion:

Living issues of politics:

Public opinion is always about living issues or politics in this country, which divide the people into various groups or parties with differing opinions. They deal with matters which are controversial or debatable in the society

Non-identifiable group:

For opinions to be ‘public’, it is not necessary for the people to be in face-to-face contact with each other. What is necessary is that they hold the same opinion, even though they do not know each other. The “opinion” is held by a collection of people linked by common opinions or desires.

Widely-held opinions:

As we have said above, public opinion is not necessarily majority opinion or unanimous opinion. Minority opinion may carry more weight, if it is expressed effectively at times when the rest of the people are divided or apathetic towards the specific issue in question.

Pooling of differing opinions:

Arithmetic of public opinion is very strange. It is not the sum-total of all the opinions. Some people are indifferent and apathetic to political issues and have no opinion. Others hold widely different opinions, some hold opinions more firmly and continuously, while others not so. But no opinion is held the same permanently. We do not hold opinions on very issue. Indeed, there are as many “publics” as there are opinions. But out of this welter of opinions may emerge a public opinion on an issue which affect or particularly interest the people.

Intensity of opinions:

The question is: Which of the differing opinions emerge to become the public opinion? It depends upon the intensity of the opinions held by various groups or “publics”. If a group of people holds opinion more intensely and strongly than another group, it will become public opinion, even though it may be a smaller group than the other. Public opinion is the opinion of the dominant group in the society, whether it is due to wealth, education, official position, prestige or influence. Generally, more weight is given to express opinions than to unexpressed ones.

Informed opinion:

Generally more attention is given to informed rather than uninformed opinion. This is the reason why the views of the elite group or groups influence and form public opinion more effectively than those of the common people. It is due to their particular abilities, education, organisation and experience.

Continuity and Change in Public Opinion:

Public opinion may change from time to time, or may remain the same. More often than not, public opinion tends to persist over time. But conditions may arise in which it may change. The elements of persistence, continuity and stability of public opinion or of its change and transformation are religion, ideology, nationalism, racialism, as well as modernity, rationality, secularism, science and technology, education, industrial development, national interests, and individual’s character and personality. On the whole, religion, ideology, nationalism, and racialism tend to make public opinion more stable and persistent, while modernity, rationality, secularism, science and technology, industrial development, urbanization and education tend to change it. If the change factors are more influential or dominant in the society, public opinion/will tend to change rapidly and continuously. But if the stability and continuity factors are more dominant, it will remain the same.

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