BEYOND CUES AND POLITICAL ELITES: THE FORGOTTEN ZALLER

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  • JFJeffrey Friedman
    Jeffrey Friedman
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Abstract
Zaller's Nature and Origins of Mass Opinion initially sets out an epistemic view of politics in which the ultimate determinants of political action are ideas about the society in which we act. These ideas are usually mediated to us by others, so Zaller begins the book by describing its topic as the influence of the media on public opinion, and he includes journalists among the “political elites” who exert this influence (along with politicians, public officials, and experts). But the book eventually reduces journalists to being messengers of politicians' cues to the public. This understanding of the media is built into the book's model of opinion formation, in which cued predispositions are pivotal to the acceptance or rejection of culturally mediated “messages”—but are themselves insulated from cultural influence. A cueing model of message reception, however, ignores messages that are differentially persuasive not because of the predispositions they cue but the content they convey. Gauging the heterogeneous persuasiveness of messages requires qualitative content analysis and cultural contextualization, and if this research is to contribute to a general understanding of public opinion, it will have to extend beyond news-media messages to ideational influences carried in high culture, formal education, and the entertainment media. All of these sources of ideas, in turn, may contribute to the shaping of predispositions, as suggested in part by public opinion regarding the Vietnam War. Research of this kind would signal a new type of political science that focused on the actual thoughts of real people trying to understand a complex environment: exactly the type of political science suggested at the beginning of Zaller's book.

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