CONCEPTUAL FOUNDATIONS OF THE STUDY OF PUBLIC OPINION

Abstract

The article discusses the basic concepts that explain certain aspects of public opinion, as well as the basic concepts that reveal the phenomenon of "public opinion". In modern humanitarian knowledge, there is no holistic theoretical concept or model that would explain such a phenomenon as public opinion in a complex. This is often due to the fact that researchers put different meanings into the concept of "public opinion" and interpret it differently.

The authors come to the conclusion that public opinion is a system that represents the result of the interaction of various opinions, manifested in the activities of the carriers of public opinion - individuals. Public opinion can be formed both spontaneously and purposefully. Public opinion, under certain conditions, can act as a transformation of society and influence the behavior of social communities and individuals. As a rule, only those problems and facts that arouse public interest, affect the interests and needs of people fall into the field of public opinion.