these elements attempt to ascertain and influence opinions on social issues. The public opinion process is a process of social accommodation.
Public opinion is clearly more than responses to public opinion polls. It is a verbal expression of culture, of social interactions, of psychological processes. Students of public opinion should understand the approaches described in this chapter but should also make sure they have a solid grasp of theories developed in other fields, especially sociology, social psychology, and psychology. It is important that we understand how public opinion works so that we can go beyond mere speculation or description. The field is young and exciting, and there is much left to learn. Public opinion scholars of the future can help us understand this important and fundamental social process that is vital to our very survival.