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1、InternationalJournalofPublicOpinionResearchVol.??No.?????????/??$?.??PUBLICOPINIONASPERSONALCULTIVATION:ANORMATIVENOTIONANDASOURCEOFSOCIALCONTROLINTRADITIONALCHINAHyunyiChoABSTRACTThispaperattemptstode?neaChineseperspectiveonpublicopinion.Tothisend,thepaperdrawsfromwritingsonConfucia
2、nphilosophy,whichresonateswiththeenduringvaluesystemofChina,andpresentsthemanifestationsoftheperspectiveofpublicopinionaspersonalcultivationinthesociopoliticalhistoryofChina.Inparticular,theroleofli,whichistheroutetopersonalcultivationinthepublicsphere,face,andshameintheChinesepublic
3、opinionprocessisexplicated.ThemainthesisofthepaperisthatpublicopinioninChinahasbeenviewedasintegrallyrelatedtopersonalcultivation.Thepapercontendsthatthenormativenotionofpublicopinionaspersonalcultivationhasservedasasourceofsocialcontrol,whichoccurredinthreelevels,includingthatofthep
4、eople,therulers,andthemaintenanceofthesociopoliticalsystem.INTRODUCTIONTheindustryofpollingisuniversal,andhasbeensuperimposedondi?erentpoliticalandphilosophicaltraditions.Scholarshavenotedthatpublicopinionrepresentscomplexsocialandpoliticalprocesses(Blumer????,McLeodetal.????,p.??,Pr
5、iceandRoberts????),anditisdemonstratedinthemanyde?nitions(Childs????)andmetaphors(Back????)compiledfortheconcept.Inherentinconceptssuchasnorms,values,andzeitgeistispublicopinion(Schuman????,p.?).Metaphorsforpublicopinionsuchaschorusandgoddessofrumorfurtherilluminatethesocialrootofthe
6、concept(Back????,p.???).ThemethodologicalimplicationofthefactthatpublicopinionisanoutcomeofsocialinteractioninvolvingunequalpowerswasarticulatedbyBlumer(????)whenheassertedtheAnearlierversionofthispaperwaspresentedatthe????annualmeetingoftheWorldAssociationforPublicOpinionResearch,St
7、Louis,USA.ThisversionwasreceivedApril????.IamgratefultoChuckSalmon,PhilShepard,andLindaJohnsonfortheirinsightsonthispaper.ThecommentsoftheanonymousreviewersoftheIJPORimprovedthispapersigni?cantly.IthankRonShadbegianandCharlesSt.Cyrfortheirhelpfulsuggestions.?WorldAssociationforPublic
8、OpinionResea