Americans today “know” that a majority of the population supports the death penalty, that half of all marriages end in divorce, and that four out of five prefer a particular brand of toothpaste. Through statistics like these, we feel that we understand our fellow citizens. But remarkably, such data—now woven into our social fabric—became common currency only in the last century. Sarah Igo tells the story, for the first time, of how opinion polls, man-in-the-street interviews, sex surveys, community studies, and consumer research transformed the United States public.

Igo argues that modern surveys, from the Middletown studies to the Gallup Poll and the Kinsey Reports, projected new visions of the nation: authoritative accounts of majorities and minorities, the mainstream and the marginal. They also infiltrated the lives of those who opened their doors to pollsters, or measured their habits and beliefs against statistics culled from strangers. Survey data underwrote categories as abstract as “the average American” and as intimate as the sexual self.

With a bold and sophisticated analysis, Igo demonstrates the power of scientific surveys to shape Americans’ sense of themselves as individuals, members of communities, and citizens of a nation. Tracing how ordinary people argued about and adapted to a public awash in aggregate data, she reveals how survey techniques and findings became the vocabulary of mass society—and essential to understanding who we, as modern Americans, think we are.

This book focuses on the return of the diasporic Greek second generation to Greece, primarily in the first decade of the twenty-first century, and their evolving, often ambivalent, senses of belonging and conceptualizations of “home.” Drawing from a large-scale research project employing a multi-sited and multi-method comparative approach, Counter-Diaspora is a narrative ethnographic account of the lives and identities of second-generation Greek-Americans and Greek-Germans. Through an interdisciplinary gender and generational lens, the study examines lived migration experiences at three diasporic moments: growing up within the Greek diasporic setting in the United States and Germany; motivations for the counter-diasporic return; and experiences in the “homeland” of Greece. Research documents and analyzes a range of feelings and experiences associated with this “counter-diasporic” return to the ancestral homeland.

Images and imaginations of the “homeland” are discussed and deconstructed, along with notions of “Greekness” mediated through diasporic encounters. Using extensive extracts from interviews, the authors explore the roles of, among other things, family solidarity, kinship, food, language, and religion, as well as the impact of “home-coming” visits on the decision to return to the ancestral “homeland.” The book also contributes to a reconceptualization of diaspora and a problematization of the notion of “second generation.”

Howard Schuman is one of the premier scholars of social surveys. His expertise concerns the way questions about attitudes and beliefs are worded and the effects questions have on the answers people give. However, Method and Meaning in Polls and Surveys is less about the substance of wording effects and more about approaches to interpreting the respondent’s world, and how surveys can make that world understandable—though often in ways not anticipated by the researcher.

Schuman examines the question-answer process that is basic to polls and surveys, as it is in so much of life. His concern is with the nature of questioning itself, with issues of validity and bias, and with the scope and limitations of meaning sought through polls and surveys.

Writing with both wisdom and humor, Schuman considers the issues both at a theoretical level, bringing in ideas from other social sciences, and empirically with substantive research of his own and others. The book will be of interest to social scientists, to survey researchers in academia and business, and to all those concerned with the pervasive influence of polls in society.

This book traces changes in American attitudes toward racial issues that have taken place between the 1940s and the 1980s--a crucial period that encompasses the civil rights revolution, the growth of black militancy and white resistance, and the enactment of affirmative-action legislation.

The authors are the first to compare data about black and white attitudes collected by three major survey organizations: Gallup, the National Opinion Research Center, and the Institute for Social Research. They make careful distinctions between attitudes toward principles of racial equality and attitudes toward government action to implement those principles. The wide research base and methodological sophistication of their analysis yield conclusions quite different from those of earlier, more narrowly drawn studies. For example, they find that while there has been a striking increase in support for principles of equality and fairness, support for some kinds of implementation of these ideals lags far behind or has even declined among both blacks and whites. The implementation measures considered range from busing to achieve integration of schools to laws requiring equal opportunity in employment. In addition to reanalyzing survey data, the authors have also performed several innovative experiments on the wording and context of survey questions to help them interpret the data more accurately.

This new edition brings fully up-to-date a book widely praised for its clear and objective presentation of changes in American racial attitudes during the second half of the twentieth century.

The book retains the division of racial attitudes into principles of equality, government implementation of those principles, and social distance, but adds questions concerning affirmative action and beliefs about sources of inequality. A conceptual section now opens the book, evidence on social desirability has been added, and a new chapter deals with cohort effects and with the impact of income, education, and gender. In key instances, randomized experiments are introduced that test hypotheses more rigorously than is ordinarily possible with survey data. Throughout, the authors have reconsidered earlier ideas and introduced new thinking.

Interviews hold a prominent place among the various research methods in the social and behavioral sciences. This book presents a powerful critique of current views and techniques, and proposes a new approach to interviewing. At the heart of Elliot Mishler’s argument is the notion that an interview is a type of discourse, a speech event: it is a joint product, shaped and organized by asking and answering questions.

This view may seem self-evident, yet it does not guide most interview research. In the mainstream tradition, the discourse is suppressed. Questions and answers are regarded as analogues to stimuli and responses rather than as forms of speech; questions and the interviewer’s behavior are standardized so that all respondents will receive the same “stimulus”; respondents’ social and personal contexts of meaning are ignored. While many researchers now recognize that context must be taken into account, the question of how to do so effectively has not been resolved. This important book illustrates how to implement practical alternatives to standard interviewing methods.

Drawing on current work in sociolinguistics as well as on his own extensive experience conducting interviews, Mishler shows how interviews can be analyzed and interpreted as narrative accounts. He places interviewing in a sociocultural context and examines the effects on respondents of different types of interviewing practice. The respondents themselves, he believes, should be granted a more extensive role as participants and collaborators in the research process.

The book is an elegant work of synthesis—clearly and persuasively written, and supported by concrete examples of both standard interviewing and alternative methods. It will be of interest to both scholars and clinicians in all the various fields for which the interview is an essential tool.