Social Theory and Public Opinion

Any study of public opinion must consider the ontological status of the public being represented. In this review, we outline several empirical problems in current public opinion research and illustrate them with a contemporary case: public opinion about same-sex marriage. We then briefly trace historical attempts to grapple with the public in public opinion and then present the most thoroughgoing critiques and defenses of polling. We detail four approaches to the ontology and epistemology of public opinion. We argue for a conceptualization of public opinion that relies upon polling techniques alongside other investigative modes but that understands public opinion as dynamic, reactive, and collective. Publics are shaped by techniques that represent them, including public opinion research.