Factors of Political Opinion Formation

Ideological orientation is an important factor in forming political opinions, but how do ordinary citizens, who have not developed a consistent set of political attitudes and beliefs, form opinions? Beyond ideological orientation, other factors help shape public opinion: an individual’s own self-interest, a comprehended set of political information, a series of opinion schemas, and the influence of political leadership (Janda, Berry, & Goldman, 1995).

When individuals might benefit or suffer from a particular government policy, they generally respond in terms of their own best interest, unless they feel that acting in one’s self-interest is immoral. Many citizens have no clear opinions on issues that do not affect them personally.

When individuals lack understanding on a political issue, they tend to respond with an opinion based on the latest information received, which can cause polls to fluctuate. Political information obtained through the mass media and filtered through an individual’s political socialization can produce a wide variety of opinions. However, lack of political information does not inhibit most individuals from expressing an opinion.

Various facts, images and perceptions can be mapped into what is called an opinion schema, which can be used as a proxy for a formal political ideology and serve as a guide for forming an opinion on a specific issue, while the opinion is still influenced by an overarching political ideology. These schemas are a means of understanding the images, connections, and values that people attribute to a subject.

Finally, in the absence of specific information, citizens can be swayed for or against a government policy by highly influential political leaders. Public opinion is often more often shaped by the personalities in government via the mass media than a force that actually shapes the government.

Reference

Janda, K., Berry, J.M., & Goldman, J. (1995) The challenge of democracy: Government in America, (4th Ed.). Boston, MA: Houghton Mifflin.