- Subject index
Public opinion theory and research are becoming increasingly significant in modern societies as people’s attitudes and behaviors become ever more volatile and opinion poll data becomes ever more readily available. This major new Handbook is the first to bring together into one volume the whole field of public opinion theory, research methodology, and the political and social embeddedness of polls in modern societies. It comprehensively maps out the state-of-the-art in contemporary scholarship on these topics.
Chapter 7: Popular Communication and Public Opinion
Popular Communication and Public Opinion
The study of popular communication and culture is, by definition, an examination of public opinion. Cultural studies scholars investigate how publics (audiences) negotiate the symbolic world of mass media and express opinions (preferences) through the adoption, consumption or rejection of and resistance to popular culture. The symbolic nature of mass media content, the influence of media corporations, and the subjectivity of audiences are the key concerns of this perspective. The artifacts, practices, and experiences of popular communication are incorporated into daily life. In this way, a cultural perspective views public opinion in terms of how lived experience is expressed and interpreted by those studied. Cultural studies as a method provides public opinion research with an interpretive ...