Abstract Building on Philip Converse's understanding of public opinion, John Zaller sees the evidence for the public's ?nonattitudes? as reflecting individuals? ambivalence concerning political issues. Because neither individuals nor the public collectively have what Zaller would call real attitudes, he concludes that the effectiveness of democracy rests on competition among intellectual and political elites. In truth, however, the public has many real attitudes that depend heavily on elite leadership, in ways that Converse did not initially emphasize but that are consistent (...) with both his observations and Zaller's model of mass opinion. The quality of the public's attitudes are, however, a point of serious contention. (shrink)

Zaller's model of public-opinion formation portrays the average citizen as an automaton who responds unthinkingly to elite cues. That is, once people have received information from political elites, they tend to abide by whatever their respective cue-givers dictate, since rejecting information is more cognitively costly than simply accepting it. Empirical research in psychology on priming supports this view of the citizen as a passive receiver of information. For example, people are likely to be unconsciously influenced by subtle cues and they (...) tend to base their opinions on the accessibility of information in memory. However, some citizens, under certain conditions, may be ?active processors? of information: actively interpreting it, elaborating on its implications, and negotiating its meaning. Whether or not Zaller's model is an accurate representation of the process of public-opinion formation depends substantially upon the inclusiveness of the researcher's views about what constitutes public opinion and how to study its determinants. (shrink)