Approaching Public Opinion as a Cultural Phenomenon

Abstract

Public opinion is receiving increasing research interest. Through various perspectives, it provokes a comprehensive awareness of the subject and satisfies
interdisciplinary requirements being posed in current social-scientific research. Therefore, in addition to familiar approaches by sociology, psychology and politics, exploring public opinion from the perspective of cultural studies shall also make a significant contribution. To understand public opinion from the perspective of cultural studies, it’s necessary to: i) focus on the meaning of the subject’s behavior; ii) put public opinion in relation to power; iii) put public opinion in the cultural framework.