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The Privatizing of Public Opinion

Since World War II, the influence of American political parties in the electoral and governing processes has significantly eroded, and governmental institutions such as Congress have become increasingly individualized. For modern politicians, public opinion has been seized on as a partial substitute for political parties and disorganized institutions. Winning public support seems to offer a rare opportunity to augment scarce political resources and to bond together supportive coalitions in a fractured government and a disjointed polity. Today's pollsters have become our secular priests, and politicians and journalists flock to them for guidance. The attention to public opinion within the political world has been more than matched by academics. The study of public opinion is now one of the dominant fields of social science research. There are few areas of modern life