ABSTRACT
This chapter provides a review of literature related to the conceptualization of the expression of public opinion as a normative opinion process. Public opinion is described, in part, as an expression of the interaction between individuals’ actual opinions and their perceptions of others’ opinions. It also is seen as an indicator of social norms on particular issues. The literature review describes, in detail, group processes and social comparison, and explains the development of group norms as they relate to communication and public opinion. In addition, the author examines normative influences and the public opinion process by describing two types of norms that may affect the extent of normative influences on expressed opinion and the manner in which norms may be accepted by individuals. A description of the potential for integrating norms in current public opinion research is presented.
