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The formation of Public Opinion

There are three stages in the formation of public opinion-The rise of an issue-discussion and proposed solutions and arrival at a consensus. As soon as a public issue emerges there is usually a preliminary phase of discussion. The issue is defined and a hope is expressed for its solution. Later as a discussion continues those concerned express their own views on the issue and propose various and often divergent solutions through letters, petitions, memoranda etc.In the course of time we pass on the third stage when opinion begins to crystallize and people began to take sides.

The formation of public opinion depends upon a number of factors. Symbols play a most important role in the process of forming opinions. Symbols are combination of words, personalities, music, drama and other such devices that make an impression upon the masses. They may be slogans or they may be factors linked to popular sentiments which arouse the imagination and cause individuals to respond readily as democracy,liberty,red,fair deal, pearl harbour.

All these are omnibus words or symbols carrying vague general meanings but which have specific meanings for particular groups. They are appealing symbols, devices to reduce discussion through associating an idea with a good or bad subject and thus to get the individual to approve or reject a proposal without examining the evidence. These words move the people and lead them to action.

Symbols are more effective with people whose basic predispositions are already in tune with the propaganda themes. Thus people with conservative predispositions would be less liberal than those with liberal predispositions. The formation of opinion tends in large measures to be the result of the previous experiences and attitudes. A large number of people are indifferent to public affairs. They have little leisure time for consideration of public affairs. They usually accept ready-made opinion from others. Though they neither make opinion as thinkers nor help to mould it as critics they swell its volume. Thus the opinion which originates with the few is communicated to the many who transform it into public opinion. The continuous advocacy of the opinion by the minority group leads the majority to believe that the opinion may be fairly universal and adopt it as their own and thus a public opinion is formed.