Public Opinion — Chapter XXI The Buying Public

1. 1. Democratic theory assumes the will of the people exists at all times, and political science should focus on perfecting the ballot and representative government.
2. 2. The classic doctrine of liberty holds that truth will win in a free and open encounter, but this is only valid over a sufficiently long time.
3. 3. Political science has largely ignored the press and the sources of popular information, treating news-gathering as unworthy of study.
4. 4. Readers expect newspapers to provide truth for free, paying only a nominal price and entering no contract involving risk or cost to themselves.
5. 5. Newspapers derive their revenue not from readers but from advertisers, who buy circulation that reaches the buying public.
6. 6. The economic support for general news gathering comes from the fairly prosperous sections of cities with over 100,000 inhabitants.
7. 7. A newspaper that can rely on loyal readers is more independent of advertiser influence than one with a fickle circulation.