Ideology and Opinions

This book explores the rhetorical nature of social psychology, emphasizing how everyday thinking is intertwined with ideology and argumentation, as outlined in Ideology and Opinions.

In Ideology and Opinions, the author presents a collection of studies aimed at developing a rhetorical approach to social psychology. This book posits that longstanding insights regarding the rhetorical nature of argumentation can be effectively utilized to investigate contemporary issues surrounding ideology and public opinion. Topics such as propaganda, arguments, and prejudice are thoroughly examined, providing readers with a comprehensive understanding of these critical social elements.

Billig's thought-provoking essays within Ideology and Opinions delve into the nuances of everyday thinking, emphasizing that the formation of opinions is inherently rhetorical and ideological. He argues that the very act of thinking is a process filled with argumentation and debate, whether it be with oneself, with others, or against the ideologies present in the shared knowledge of society. This exploration of thought encourages readers to consider the implications of their beliefs and the rhetoric that shapes them.

After establishing a theoretical foundation, the author applies his rhetorical perspective in empirical contexts. He investigates concepts such as prejudice, family argumentation, and societal attitudes towards monarchy, alongside the functioning of ideology in the lives of both ordinary individuals and those influenced by extreme propaganda. The concluding chapter revisits broader themes of rhetoric and ideology, where Billig critiques modern and postmodern views on rhetoric, ultimately presenting his vision of an 'argumentative society.'