This major work surveys the historical roots, theoretical foundations, and normative claims of 20th-century conceptualizations of public opinion. It reanalyzes leading traditions, such as those of Lippmann, Dewey, and Noelle-Neumann, and reinvents some unjustly ignored ones, such as Toennies, Harrisson, and Wilson. The book critically examines popular modern research strategies such as polling and the Ospiral of silenceO model and looks at the role of mass media in the formation and expression of public opinion. This comprehensive and original treatment is a must for all serious students and scholars of public opinion.

"A thorough treatment of normative issues that lend themselves well to graduate seminar discussions or provide the basis of points raised in undergraduate lectures. The book's theoretical bent also makes it easy to apply the study of public opinion to a number of societies, including emerging democracies. Public Opinion promises to broaden and challenge our perspectives of the field." - Journal of Communication

"The book stands alone as a comprehensive insight into theories of public opinion in the 20th century. This is a thought-provoking book that ought to find a place on all communication scholars' bookshelves." - European Journal Of Communication

"Salvko Splichal has done a wonderful job of remapping the intellectual history of public opinion. This is a remarkable contribution that deserves the widest possible readership among those concerned with the concepts underpinning the field of opinion research." - International Journal Of Public Opinion Research