Chapter 9: Public Opinion and Persuasion

Question 1

What is public opinion and when did the concept of public opinion mature?

Answer 1

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

Question 2

What are basic aspects of public opinion ?

Answer 2

self-interest
passive vs. active
event sensitivity
elusiveness.

Question 3

Who are formal opinion leaders

Answer 3

Elected gov. officials, CEOs,

Question 4

Who are informal opinion leaders?

Answer 4

role models, celebs, peer-pressure

Question 5

Characteristics of opinion leaders

Answer 5

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)

Question 6

What is cultivation theory?

Answer 6

repetition cultivates a mediated reality
ex: TV show + video games→ violence

Question 7

What is agenda-setting theory?

Answer 7

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

Question 8

What is framing theory + some methods?

Answer 8

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.

Question 9

What is propaganda?

Answer 9

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

Question 10

What is persuasion?

Answer 10

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

Question 11

How does propaganda differentiate from persuasion?

Answer 11

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

Question 12

What are the purposes of persuasion?

Answer 12

Change or neutralize hostile opinion (MOST difficult)

Crystallize latent (existing but not developed) opinions and positive attitudes

Conserve favorable opinions (relatively easier)

Question 13

Define passive communication

Answer 13

anxiety driven, taken advantage of, avoids confrontation, intimidated

Question 14

Define agresive communication

Answer 14

Intimidation, control, fighting, manipulation, no regard for other person’s feelings, anger-driven, lose respect and trust

Question 15

Define assertive communication

Answer 15

Focus on specific issues and problems
Recognizes values and beliefs
Doesn’t violate others’ rights
Open and tolerant
Attack issues and not persons

Question 16

Which is the preferred communication style for a PR practitioners?

Answer 16

Assertive

Question 17

What is audience analysis?

Answer 17

Knowledge of audience characteristics such as beliefs, attitudes, concerns, and life styles is an essential part of persuasion. Helps tailor messages.

Question 18

What is VALS (values + lifestyle program)

Answer 18

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.

Question 19

What are factors in persuasive communication

Answer 19

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

Question 20

What are downsides of celebrity endorsement?

Answer 20

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