Reader is public opinion and communication / edited by Bernard Berelson

Conditions of modern life have increasingly called attention to the im portance of public opinion and communication. Growing secularization has meant that more and more areas of life are open to opinion rather than divine law and to communication rather than revelation. Growing indus trialization has not only extended literacy; in addition, it has provided the technical facilities for mass communication. Urbanization has not only brought large audiences together but it has also created the need for communication within and between audiences, among many diverse social groups. The development of democratic processes has widened the public whose opinions count and has increased the social and political responsi bilities of the communication media. The importance of public opinion and communication is clear.

It is so clear that study of the field has increased in recent years. The events of World War I and the subsequent concern over the pervasive effects of "propaganda" mark the initial acceleration of interest. Basic changes in public opinion during the depression and the monopoly market in opinion and communication under totalitarian governments helped to stimulate research in the field. Commercial interest in audience research and in opinion polling contributed certain techniques which could be ap plied to other problems. Research in the field was accelerated during World War II by demands for studies on the effect of communications upon military personnel, adjustment to army life and attitudes toward military leaders, enemy propaganda, and civilian morale. After the war this growing interest led to the establishment of additional university centers for the study of public opinion and communication by the methods of social science. Together with the continuing activities of industry and govern ment, they now represent a large scale research enterprise.