How to manage public opinion: theoretical and applied tasks of the sociology of public opinion

The article deals with theoretical and applied problems that exist today in the field of interaction between government bodies public opinion. At end last century, existence sociology opinion was questioned by many Russian sociologists, who considered to be a kind state consciousness did not have specific scientific categories. Such paradigm made it difficult find ways effectively interact same time, about which authors spoke at one time still today. In particular, problem determining role place subject remains important, especially power, management structures population. Today, era digital communication, importance an innovative approach building representative sample is growing, when surveys are increasingly conducted online results such survey cannot always serve as basis for making effective decisions. And, finally, there important improving professionalism researchers (pollsters) working fields both political industrial marketing. author makes attempt draw attention specialists need take these into account cooperation representing