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Exploring the interrelationship between psychology, ideology, and rhetoric, Ideology and Opinions illustrates the need to recognize the rhetorical nature of psychology. The first three chapters discuss and elaborate on the theoretical background for the rhetorical approach. This masterful volume then proceeds with five empirical chapters employing the rhetorical perspective in order to examine a variety of topics relating to ideology and common sense thinking, using a range of different qualitative methodologies. From examining the thinking of Young Conservatives to the nature of prejudice to fascist ideology to the history of republicanism, Michael Billig reveals the direction and value of this rhetorical approach. Accessibly and clearly written, Ideology and Opinions is essential reading for students, scholars, and professionals in social psychology, communication, sociology, psychology, and social theory. 'The reading of this book is indispensable for those who would like to understand better an important trend in current social psychology.' --Revue Suisse de Psychologie (Translated from the French)
