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Public opinion is the aggregate result of individual opinions—now uniform, now conflicting—of the men and women who make up society or any group of society. In order to understand public opinion, one must go back to the individual who makes up the group.
The mental equipment of the average individual consists of a mass of judgments on most of the subjects which touch his daily physical or mental life.
These judgments are the tools of his daily being and yet they are his judgments, not on a basis of research and logical deduction, but for the most part dogmatic expressions accepted on the authority of his parents, his teachers, his church, and of his social, his economic and other leaders.
In tracing the interaction of institution upon public and public upon institution, one finds a circle of obedience and leadership. The press, the school and other leaders of thought are themselves working in a background which they cannot entirely control.

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