Chapter 7 Flashcards
Elements of public opinion
- Typically divided
- influenced by mass media and opinion leaders
Elements of an opinion leader
- interested in a particular issue
- seeks out info through mass media
- influential due to personality or resources
Through the influence of opinion leaders that that public opinion
crystallizes into a measurable entity
When people rely on the TWO STEP FLOW PROCESS they are..
relying on person to person communication with informal and formal opinion leaders.
Three rules of Gladwell:
- Law of the…
- …
- ..
Law of the few
Stickiness
Power of context
Define law of the few…
A few specific types of people like mavens or connector or salesmen who tip something past critical mass
Define maven
info specialists who introduce us to new info
Connectors
people who know a lot of people in different groups
Salesmen
good at persuading others
Stickiness refers to
the structure and format of something that makes it memorable
The environment 9social, cultural political etc)
Power of context.
Berger’s STEPPS of contagious messages
Social Currency Triggers Emotion Public Practical value Stories
when we pass o info that makes us look good
social currency
reminders that get people talkin
triggers
why is emotion improtant
we are more likely to pass on info that stirs emotion
the need for things to be visible and accessible refers to
accessibility
practical value mean
info needs to be useful
why are stories important
humans are natural story tellers and great brands tell stories
The role of mass media is to :
- Set an agenda
- Frame the media content/discussion
- Mediate or exacerbate conflict by interpreting conflict, defining positions and even offering solutions
essential to persuasion is the ability to influence
behaviour, beliefs and attitudes with a message when the receiver has a degree of freedom of choice
Persuasion can be used to
change. .
crystallize. ..
maintain. ..
- change or neutralize hostile opinions
- crystallize latent opinions or positive attitudes
- maintain favorable opinuions
Limits of persuasion
- lack of message penetration
- competing or conflicting messages that we chose to ignore
- self selection- we chose ones that confirm our beliefs
- self-perception - can’t always predict how a person will respond
This theory explains people adopt new ideas or products in 5 stages:
Diffusion THeory
This theory says people rarely adopt ideas from one opinion leader, instead they interact with many
N-Step theory
Describe the Multiple Flow step theory
Opinion makers sift through info. Attentive public care about issue and listen to opinion makers. inattentive public do neither.
As much as ____% of what the mass media carries comes from PR in the form of ______ _______
50% information subsidies
