Jeff Jarvis asks:

Now it’s time that a social scientist or a pollster to measure the passion of our opinions—and an issue better come out pretty high on that passion scale before any reporter can say it’s deeply divisive.

Jon Krosnick at Ohio State (a social psychologist/political scientist) has published at least a half-dozen papers on attitude importance (e.g. “the passion of our opinions”) over the past 15 years. So, my suggestion to the pollsters would be: go forth and read Krosnick.

I’d also suggest that they go back and read Converse on attitudes and nonattitudes and “The Nature of Belief Systems in Mass Publics,” but I suspect they read—and forgot—such things long ago; they certainly don’t need me reminding them.