|1.||Is not very interested in public affairs, nor very knowledgeable about them,|
|2.||Possesses a direct, uncomplicated view of public life,|
|3.||Holds opinions that tend to be conservative,|
|4.||Is especially sensitive to tax increases and social spending.|
Thinking about public opinion from the perspective of Joe Six-pack can be liberating. It provides fresh perspective on public issues, and inoculates against overreliance on conventional wisdom and so-called informed opinion. Keeping Joe Six-pack in mind also helps opinion analysts to translate concepts and ideas into "sixpackese."
The downside to linking public opinion to Joe Six-pack is that the stereotype falls far short of reality: the image is misleading and elitist. Ordinary Joes (and Janes) are not all selfish, insular people who ignore public affairs and eschew serious political debate. Moreover, virtually everyone becomes concerned with issues that matter to them, and are capable of working through even complex issues when convinced they are important. See also RESPONDENT; SALIENCE.