Abstract

Democratically inspired critics identify a number of problems with the contemporaryidentification of survey research and public opinion. Surveys are said tonormalize or rationalize opinion, to promote state or corporate rather thandemocratic interests, to constrain authentic forms of participation, and to forcean individualized conception of public opinion. Some of these criticisms arerelatively easily answered by survey researchers. But the criticisms contain acomplaint that survey researchers have largely failed to address: that surveyresearch discourages the public, visible, and face-to-face generation of opinion.Public opinion researchers who use surveys paradoxically seek the opinions ofcitizens in private, nonpolitical situations. But nothing inherent in the methodsof survey research requires this private focus. The author argues that by reframingthe survey's unit of analysis and considering alternatives to standard,national samples in political surveys, new democratic possibilities within surveyresearch may be found.