Abstract
The article deals with theoretical and applied problems that exist today in the field of interaction between government bodies and public opinion. At the end of the last century, the existence of the sociology of public opinion was questioned by many Russian sociologists, who considered public opinion to be a kind of state of public consciousness that did not have specific scientific categories. Such a theoretical paradigm made it difficult to find ways to effectively interact with public opinion. At the same time, many problems of the sociology of public opinion about which the many authors spoke at one time still exist today. In particular, the problem of determining the role and place of the subject of public opinion remains important, especially in the field of interaction between power, management structures and the population. Today, in the era of digital communication, the importance of an innovative approach to building a representative sample is growing, when surveys are increasingly conducted online and the results of such a survey cannot always serve as the basis for making effective management decisions. And, finally, there remains an important problem of improving the professionalism of public opinion researchers (pollsters) working in the fields of both political and industrial marketing. The author makes an attempt to draw the attention of management specialists to the need to take these problems into account in cooperation with specialists representing the field of sociology of public opinion.
Highlights
Introduction to the problematicIn the ordinary consciousness of the inhabitants of Russia, the concept of public opinion has long been associated with sociology and sociological polls
I formulated two maxims: in the affirmative form “Not every poll of the population is a poll of public opinion itself” and in the interrogative form “What do we really study when we think or pretend that we are studying public opinion?” In this regard, I would like to turn to the questions of Viktor AleksandrovichBurko and partly Nikolai Katsuk regarding the place in social knowledge, in sociology, of the so-called population polls
Discussions about the subject of the sociology of public opinion are central to the debate between sociologists and pollsters
Summary
In the ordinary consciousness of the inhabitants of Russia, the concept of public opinion has long been associated with sociology and sociological polls. The appearance in the media of the results of allUnion and all-Russian polls, the participation of sociologists in election campaigns of various scales, and the development of the sociology of marketing have exacerbated the problem of the place and role of the sociology of public opinion in political processes. For the sake of fairness, it should be noted that in the same period in the Russian sociological scientific journalism, several periodicals appeared, in which scientific and applied problems of the study of public opinion are considered [8, 9, 10] Another serious reason that impedes the effective use of the results of public opinion research in the practice of social management is the sociological illiteracy of the “users” of public opinion. All of the above obliges us to turn to the main scientific categories of the sociology of public opinion: its nature, object, subject, structure and functions
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