Overview

Public opinion is the collective opinion of the people of society on a specific topic or voting intention. Democracy requires public opinion because it derives authority from the public. Citing far-reaching case studies from the resuscitation of a beleaguered magazine in New York to Lithuania's campaign for global recognition, the author illustrates the burgeoning significance of his field in shaping public opinion while also laying out the crucial techniques for mobilizing broad-based support in an increasingly fragmented world. Celebrated by PBS in its Books That Shook the World feature, this book occupies a fascinating place in history, defining both a concept and a system that was taken up by progressive social movements, corporate barons, and national governments alike.

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9798507168552

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