Pressure Groups and the American Tradition

Abstract

Present social research indicates that interest groups have little effect on the formation or on the distribution of basic values. On the other hand, these groups are often able to create a short-run favorable climate of opinion. Market re search surveys and election campaign studies furnish the prin cipal documented evidence on opinion fluctuations. To be successful, an interest group must rally to its cause formerly uncommitted persons who are latently predisposed toward the group's values. The degree to which an interest group may mobilize wide support depends on its ability to capitalize on predispositions. These, in turn, may best be ascertained by examination of interpersonal relations which serve as anchorage points for opinions, habits, attitudes, and values. Theory and practice both suggest that an effective interest group must give attention to the horizontal as well as to the vertical flow of communication. Conversations between people may have a greater effect than the impact of mass media on people.