Chapter 9: Public Opinion and Persuasion Flashcards
What is public opinion and when did the concept of public opinion mature?
Public opinion: the sum of individual opinions on an issue affecting those individuals. A collection of views held by persons interested in the subject.
Matured in the 20th century, w. public opinion polling after WW1
What are basic aspects of public opinion ?
self-interest
passive vs. active
event sensitivity
elusiveness.
Who are formal opinion leaders
Elected gov. officials, CEOs,
Who are informal opinion leaders?
role models, celebs, peer-pressure
Characteristics of opinion leaders
highly interested in the issue
better informed on the issue
heavy consumers of mass media
early adopters of new ideas
good organizers (public actions and Discussions)
Particular socioeco/demographic characteristics (high income, educated, active in community + events)
What is cultivation theory?
repetition cultivates a mediated reality
ex: TV show + video games→ violence
What is agenda-setting theory?
media content sets the agenda for public discussion (transfer of object importance across agenda).
Media, by the selection of stories and headlines, tells the audience what to think ABOUT, now what to think.
Max McCombs and Don Shaw
What is framing theory + some methods?
How stories are framed from journalistic or public relations practitioners.
Methods: select certain facts, themes, treatments and words in an effort to tell a story
framing impacts public understanding and, consequently, policy formation.
What is propaganda?
the deliberate and systematic attempt to shape perceptions, MANIPULATE cognitions and direct behavior to achieve a response that furthers the DESIRED INTENT of the propagandist” Jowett & Donnell
What is persuasion?
Communication process in which communicators attempt to change awareness, attitude, belief or behavior of another person of group of persons in a context of FREE CHOICE
How does propaganda differentiate from persuasion?
Propaganda sells a belief system or constitutes political or ideological dogma (beliefs)
Propaganda is about manipulation rather than discussion
ETHICS is the key variable that separates persuasion from propaganda
What are the purposes of persuasion?
Change or neutralize hostile opinion (MOST difficult)
Crystallize latent (existing but not developed) opinions and positive attitudes
Conserve favorable opinions (relatively easier)
Define passive communication
anxiety driven, taken advantage of, avoids confrontation, intimidated
Define agresive communication
Intimidation, control, fighting, manipulation, no regard for other person’s feelings, anger-driven, lose respect and trust
Define assertive communication
Focus on specific issues and problems
Recognizes values and beliefs
Doesn’t violate others’ rights
Open and tolerant
Attack issues and not persons
Which is the preferred communication style for a PR practitioners?
Assertive
What is audience analysis?
Knowledge of audience characteristics such as beliefs, attitudes, concerns, and life styles is an essential part of persuasion. Helps tailor messages.
What is VALS (values + lifestyle program)
most popular method adopted in the market to segmented target audiences based on their values.
Groups people into one of eight categories: innovators, thinkers, believers, achievers, strivers, experiencers, makers, and survivors.
lifestyles, beliefs, and concerns.
What are factors in persuasive communication
audience analysis
source credibility
appeals to self-interest
clarity of message
timing and context
audience participation
suggestions for action
content and structure of mesages
persuasive speaking
What are downsides of celebrity endorsement?
Public sometimes can’t remember who endorses what
Overexposure of a celebrity, earn millions annually from multiple products (ex: Beyonce)
Endorser’s actions undercut the product or service
When a celeb decides to speak out on controversial public issues and even endorses political candidates
