Fey wow ° 3 Sale Information,-predispositions, and opinion Dpinon = Tafor weston pad sp 22 information to Te cota aim ofthis book is show bow, ats ney ‘avis ilerenct inten (this ioral, sed indica dileences incl ves and tie pedspostone joy termine the contours of lie gpiion, Phe ook, tha eee. ccaly aba! the relinssp ang, Information, predipostions, a opinion. The preset hope nradues ad defines these fe tems, earns some vital peblems soca ith tet dy. and sts elimi iy fw tc) rete to one another In 9 ding, develo th its tein the nor etna cve othe bak, wtih begins in Chapter 3 i ‘ | Tv an exten that fw fe Dt ine can mi wea near and wualy unk others fr iss > "Hk Lagr worl in whi hey ve. Ae Weep yee hea: reas Pie Cp (922980), “histor een estan pa an ast neat pion cae The “oer” on whom we depend, deat oe idec. (¢ifrmstion shou olde oe the st et, persons who devote emcee seme rec. polis e pbb af ~ whichis "lise eh incale pO, : serve vin any kinds feet an poly specs Een when we Ici im sa ay ters aout som aspect of =F a fen my sl fe conan eons of Wess tat oid roe Si atly I | could, the public would have little-desire to be kept closely informed about the founda er subet “grumbled equ aot the overlie linen Df eeison news et hen sri moos plogams an mvorpe acs peed sl omer fr mr ‘tie epee sts, oye liga sie Fete ot at (ess) ‘oud ot ea an Sclerosis ees nnn ais Nass fc neni wa any ‘hare i cong. tual ae. 13). Lipman. who ins pers the most tsighil anys he proces by sich the publ comes fn a undetstanding of complex iat event Sole & pe setion of Pie Ono tones sete aypey wl oy te te ote caller In one led passage, he described World War Las & would probly have heen peeved by 9 hare in Sin wis Ma See ‘he Shes ce ben a Foes an etl she has set ben ag ht frm he tent. if ne td German ler sh hate ‘lef ime tes mio me, fo tc me ems do ot They hk fem gt ed an tM ‘Strain hs a ott othe re of ne moje, ko hee ‘Ses nth Rae a hey een pl at, Pees *Coue in vis mes nh ht lds ee he age compen a lr nn ipeth Cer eving oe Hest ly ear ee a i ae ps na Assupgestd ly Mis Sheen's lane on a cigs ce engin . ay engraving, \apomane doubed tat indivdls ean pron rete the sescatypes i ‘one ymblirepseties~ he pktes n nc hens" by whic eae und even proximate eve turd, ater, Many oft: stereotype o wtih Linpa refers ae permanent feats the ere =the corp poltcion, th nko athe, te election conte, the seorn farmer Bu ecase secely ie aly ching UP em sues and moblens. my stcise a oce‘cretine. Ri engl research, ‘Showa he nthe debate ove te El Rights Ament stray ef& é€ oy i as RA Sc RR dA ac A, FD Me Poul or Bhs ofan ganization and eologice este ofthe contniing atv Mtns, 196) Laker as done sar earch onthe oii of th Mo Cc and Pas Life els nthe conasing word vu of seston atv (ake 1980) 2 powerful steseotype that has emerged ia rv Jers at oh homes ‘Stereotypes and ames ke these ate porta he poss by whih te pb lic erp informed because hey determine wit the be thik is Bosnia lnfocm about, which in tur often determines hs ppl ake sides om Thal issues (Edelman, 1964; Benet, 1980; Ganon and Molin, 187 Kinder and Sanos, 190), Although curly given and lie supplied stereotypes say be mos poner ulin shaping public understanding of evens hat ate out ofeach, oto sg, ‘ou mind (Lippmann, 19221946, . 2), they cane input Src for inalters wie people's were of dest servation, For evans, year (0991) ha wed exerieal evden to ape tht whether levis noes ke ‘uses on piso eases of inv ponerty, the soitywide condos Tia cause poverty, fet the public's stabi of blame for pve) theses willagtess 9 spport programed aleviaing Peps the mos anéamentl question about ew seeps ot fans of references whether the public given ty choise abou them = whee, a 1s, sis permit to eho betwen lsnative isons of wat inthe absence of sh chose, the pble can do il more ha For example. ithe ealy pase of Arica ovement i he Veta Wat the public wa fered only one way oti |y- shot the wat, arly a2 stragle preserve leecom by “conuinig Come ‘munis Ever news saris tht eit povcrnment ply dl 90 wins framework tat assed the paramount ipectance of wining te wa i de Feuing communis (athe, 1979; Hain, 1986). Paring tis pera _licstpereformericas olsen ther ve very sons ad ose memes of fe ble mis esiyexpored othe miss wed npr! he lca ie” mos sng ett ter se ofthe way, howsves opal bee pesca infrmation In ways suggesting tat wus essonaly acl war among contending Viet rnp ations and ence bath esse oS tecnica sho ‘shops amwinabl. Cverae impel sepatin a he wa ote batt tm longer had aearnonopolystaus. Owing, at Faw in Cheer 9 is hangin media corre, pe supyet forthe war weakened gst Asn pt oi ‘or, bt wih polarization of that eet sono pole scoese olivate ies with he neal publi tensed alot the gesiton ten by cles comntontyrecognied as Hibs. wile pol «ally ene conseratines inthe gener pubs wed twa he pion Sh whan eles pol lee pine of wat shou be dan. he pi "oy anagem om at pat ew. wih He most plicealy semi i ! i | i | | i vwuvwowvwwd Information, predispositions, and op ion 9 embers fe puis hey io adopts elie foson. Wheeler ain, memes of th he elites 2° partisnpreipoion, publi rrring mst shal te idle i ‘ew ofthe votion of Ameria rai es fe some emphasize that my purport reviewing ti Soe Eenvinee anyone of the final eects ef my ve, ta clearly as possible te general vison ha anies teeters, ‘the en te ‘nly in th ese srr ofthe south sera falnraninatonbt reptile halo about rac. Alto thre Fst o rie, it Was confined to ver sumed some maton of the inferirdy a 1971), sth dtl sa neces hte scours an racial tude, ota. the United States was py ‘nthe oecoun thse srgument] wish mal 2 Indo, sbout ans nan-Anglo- Seno cop lad ed eastern ropa Jewe ote ut ides tn mere ses mya neks aseismic wt Go piso bie wie spf bi iat ya, President Hoover's vomiaten of Doha Parr af sis ad tt te sl ding wo bh wo eet ge at eco a that "The Nes» cans doe oe (i in Kage, 1995p 12) ‘vse, oF a type dat was enily comet iy convetisnu thoughout rar omnes by the Sete wa an nation ha erga hist sh Despite ts, race was ape ot teaey 19 sak he 3 we nt dh supp. oto and “respon ofthe Hagin pelts \eoope went ena. ive sujet mt only tists te move specific agvments widespread pats med lie a mats ning ‘is some tinea ete nareement on the ate aro fangs. Vial al wie eles ober ral rugs (Frtcson dea, but ove poi iow tock ng Asan, nto ‘nt nti oan His crn of ec iy. by ts Noa Caelin to ln yenrold spe ceo Tha a singe est he nineecn an become 3 bai the ejection of «Supreme "oc ile in1940 than they had been the met aftr dhe Civil WaT the extent that thee had been any improvement ts, tas nly Heese soe Backs hd migrated tote Noth, whore eontons ba alvay besa some ‘eter: Nonetheless, Mytdal maesined that period of rat ail ogres ay jst ahead He therefore hgh the days of white resistance to racialeqsity were ner teen. ‘Thus, by Myce’ account, which proved extardinnily escent echange in wit atid precede any chang the acta! condone tack, Wha, ‘Oe can imagine many possblies, bul Myrdal found the explanation in uel inllecual development. Scinits, who a ecotly a 1930, oven ‘wblmingly endorsed the hton th some il poupa ere speieta ais, te mite othe change ‘Shite Walng CSE wing to rece: oe Carl Brigham, wo was fr tea eaig ator on ae. 1923 Brigham ocd his Soy af Ameren fnelligace by ls alt ht Cellet sperioity ef our Nore eroup oer the Aine, Meierancan, a ‘cor groups iis heen demonstate" (p12). Howser, ina review of bye ‘en resere dat was pid just xen yale, Brigham el complied 1b withiew ths conten. As be rot othe il seem O hs ‘cine he oe Na he CN Reviowing this ad oer research, Myrdal wrote tht A halt of sia anf bilgi scents oer the past ty year zahly fp forma people give soe of theme blac loi! ers kp. 92) A Defle (18 ¢7 has recom sho sh 1920s wer par of apc age sei asnvions of usun Behave ‘With he ileal defeat of ely threes of il ifr, psycholo ists shifed their rseah othe sigan effet on bch of wha fakon te be white peje, a 11950," wconsequnce of hs, the serenypes used opin sSirenei nae eenons der Went smo ange. Uni nut 1930 these me Types stressed coil inert af the reason (Feu Since Then lig to wo eh ws a SUT. Uv iyi cits ABiion Dna dominant endency of elite dzcoure he teen to Bae insguiy ether on fare of invidc ftrt imtseoenman bral variant on the eects ot ‘sh tino in es A or pontine Seaeely be nines st Be ar Ne ein co pa on ee ous eu rae ‘ey sid blacks “should have as good a chance as white people to get any kind Sr eat, ve en He hose. ‘Srnec mse siemens. The ete ‘psi ely to support alfa act the moe enter ore «0 combot ines, se ss school basing, which tm yo ee eo Ra ‘Aoxaaitesmpa (ion. tena, MES) hae the Vo et Ser cre eae le aco ee ke spot ot is tered nee ees ca es ‘ly eagle at expt cree Chr aly te pt ar ee Sogn arnec ae A tof ‘2 The ee ism, ch ces fn ee ao Cnnines and Stinson 1989.6 wer examining in some dea 7 wos home omy nites als, rt hy. isbert Hampba il a, ner he trap of President larry § uma sted toto “mesure of equity Tor bck, especial in thea Yel racy coor ‘iv Southerners rues mjor une wth he tows pry fone sie, the Republican Tresident Dwigh EEeahewer.thaigh mets on Soin he cally Koel Eas! Waren hr be ele uses te Sig on: ina sc psinon diferencia Te Dena PsyEIA NES A AE FP nfo tion PedisgMions id option “TM The tt of tis cane in purty ted ce sparen ints wep to of Fg 21 nan-e Deda Reps ber i ro ‘ter eases, I will determin the reltve fry of eppining ete oma tion and how relative intensity elaages over tne, tr hese cases, Tl bo cunting the eumber of media reports on gem tau, te deci = ‘ich ech repre would fend ops opin. ‘ea mach cick at shown, even spe ory counts re slice 0 slow a close relationship between elite corse and som opin CC, Glico. ant Mill. 980, MacKuen, "984; Page, Sapte, amd Domes 1957; Fs, 1988 Pape aod hapa, apes; Bry. 1001) An the reer Wl se thy sue equally wel forthe rp is book (By wir of uhairatin, Ie eb eset shanses ns eps the iGo US. defers sedi 9 he ne 197 ae cr Osa wi the soca changes poe opin iat ty appt to have nde? ‘On theconerat the Oetober27, 1980, as of Merneel was He esi. it Ameren song enough” The ice sory began flow 4 “hsm. sven, unlernsl Geel Low Aes he afr Cee yori, preisposins, aT opiniTe 13 Aer what the magazine by charac as iadeqt eponssohis ston by President im Caster an Ronald Reseen his Replica opp eatin the ll election, the sexy contin “Th isting hat Ameri fo pnt wat it col be ~ vesd er Micha i lary ue hse the shee ae et ‘i ital Mirtemen ICs on 8.53 bomber wesc ah eee cans osc, Siaceing ing nts ar eed see ‘imsrang re wing cir, Low py sae and sen ng cs a |e atten te hee haa aes ag tet snvatos a scomoaton with consnism, Fla seweman iether’ | ys eyes to hme wlohe Cont ral wean es le # measared by simple tests of lactual knowledge show pies. (Hes weed | roquivement will often yo unmet suing persons who me, in general, poorly ia ‘scale comicton ty be fd th Memes Agen) ‘ei tot pits {Comme ity hen 185 ed oly Fie tse ote ge ews ail ue hawks does ctr | murat heron fae aes eh Cad ee yoy othe question of wher US. “a ote Conan Neangna™ | pings fees Never Pose eee te a sid ences erg ore hea: eiytwoocen of thomex | why omnis as Se waste ae ieee avare tak, Bt ony 3 pect ofthe mor aware dows, avred Intessed Cours ai, Howes, among persons in the mde hil ote ress cle how and doves dered only mot at rong pens det sede hee wore no Yale sd feces alla rest hati deus ter the Raw dove valve dimension ins any ity for unending he Sis of poorly inermed eons, imation cat Shaw cre ever be anf grated, Ts cota gene onscve. the iad de of Figue 24 support the conventional view of | "he reonain hewese sas cw soopnt Pe pcteaey pores a eee rss of wales, Icshows responses 10a yeti abot whher he | Je uteri dee sae, wane Faroe, got have el kak they ena people ile! gwar hawkish tg pols t eg nd suppor he Tas, he mst pop’ sale grespostions stays depen on) ‘ete possess he alexa information eed oan hi a ‘=m super fr prtvlar pls contest possesion of sa OWES, TE OFow indus us information epic viene crane i vals and ote psp: nme sei opinion ses ‘second sortoming of evs rate ai a fale snes the mate of te tent lon dill otis ‘ne aot ad to pla ecoy. The problem ares the a ta iioigh ere remeron feween ich eo Vis log conection, mary people mnths pond to difrew Sinersogs a they were ys nn ligt nemo. Js meer wos, 3 teeny for pele to be fly conetely “lt “Tigh or ‘en on such dap ve dimnbons a coon ad sida, pions var corms, ran of ones rl) isoes, cea freedom, and regina ain: Te corelatns among ta inormeion cee rls which hive achieved wide recognition in pyc, Hecke shoe "a nds make use o's widest of rlvan cory a fotang he meet propose tis 0 acon: bo “opt tead dekian ‘waking suggested by Taylor ad Fiske nd averaging sen pals kane seus of vsprtenfmaton, as suggested by Kaley an by Andon, I shes $y asuming th indies make decisos by eeaging oer anon ‘andom but stochastic sample of relvantconidrtion, mies ths see of te ‘ample of considerations may vary between I and age The sie and amp ‘to ofthis sample depend en a varity of contexte ao livid ste al factors, sucha, wh ica hve Been made salient bythe queooee 2d how much tention a yeson generally pay othe ube aha, his study focuses on ineracons among tee broil chistes of variables: Alege! vrtion inthe ifomaton cried nlite deus, tacadng elite cues about how new iforation sould be evalsed, indore ifrenses in tation to this score, a iia eve ilferenes rola vals ttrstions among thse variables dtemine te mi of "co ‘ieration th ge ino people's Beads Which ofthese eonsdeation rable atthe top of the head a he moment of eontnting survey eons scrmines esponses to the questions A inode based tet sass pe seed rhe ear shoe3 nformation © and convert it into public opinion How citizens acquire ‘The comprehensive aalyss of public opinion regis stention to two phe = ‘ona how ez er Smee fr hea pat eed therm eprint wn fort iy oa imo opinions. a “ht hp oon mal ok phenome, Te me docs a vise aly acts conto kor pce porcini ne 2 ‘ise temen Noo ha ah rans a sleep ns pinion lathe 0 mt ipo ats on my ene cai syd sn. Bah rap ass hp ost aes Sess pnb jh of agyonting wt mnt acy ocr an gto) ‘cic of crt forth alate snes wie ge Sperone Teo ste wolf i opionin proces ih chapter oe shemale bok ie nr pons seed fee nl. Se tn! We wl evs tw top thu ey wa Son A th meron tres mys die en eo a " hegin he statement ofthe model wih dein fpr tems. Th fine iseonsisera, wih s ied a any ran hat ight nds an inva tn deh a pole ise one way or the ates! Consiertons hs ae = csnpoutd of epttion an fet ~ tat i sovecning an be a tw of ths. "Fredo Das’ pnt lnc ths fora al fs ll competing nerest” san exaigiso coscration a ih ned vidal, respond to 4 sey question, In she appa Othe ‘sxe Preston Basis nag hijo a poet The copie clement a | | i sin coniraton ination sh D's x pln, ane he rate evan oft Sipps tn someon ses on te TV noes the ime f 2 “tum on soe" ate wh oi an ke i hy the bask fn ‘Foc snes ofpney nese sven ending on he nes nah ity vet tt ppt apn stn ibs on Jui aie raps eran Mant copion and alee ve eamorentclry pnt The ponents as sn sen sme hs "spon he my wh wrote si Ts, te age estan depends ona pata coats eee: (24 “tin of hs on hn sn, hich no combination oenntine sad 0 Sse men nig ‘Although mi ld be sid abo cones, prtiary tir sibel git eet. tisconecpe mise sare om suies {ora treat many purposes. as wl become eppten ay “econ, I'dline wo types of pltienl mang: pesuasve menses and cing messges.Penaaive sisages are argument or images proving ‘son fr aking a poston point vw acre yan iil thy [evo comieration, ah rt wasn defied A spech by a Deora poican charging tat "Presicem Bush's bade plan is a shan ad a dee 7, = ‘San example of a posusive message Wi Nuc tht sting in thi cca Ha pis Wt itr pint) 1 seat rth cosets ht es fo tem mst Polat. On| | The cotay, nsnges ay svale sable er even sulin Gee, a co ‘oeatons may involve fesings or emotions. Ts. a present ay sek fo Jeet 2 ""mesg” of eomputense im is pi resentation, the Bets {Pe mak the pb el wae ox sci, he president cng uth “en hi cogritie retention generates flings f sacri that pe "ellen nor circle the presen sa ptr, hee ts of erurty cat be coud. os ecu fo favorably ett, th reset tts as cosirton. wish to miercoe thr pin ae inp thems | props has cvgnkive fen, s,m pace, 9c. rl of deting wis nosis appeal aise fogs sw tes ns of pie! deeEe ‘Cusing messages, wich ae the second typeof message arid in lite ‘oue, const of "contenu formation” about the Heslogcl oe pat | implications of pesustve sage. Te importance of eeing meses at, 9 suggested be Convers (1961). ey enable izes fo peeve rea /hige tween the perinsive mesages thy feciveand the poial pred Ai) pon ih tn et mt ond telly pers SX Tas Tes oeefetnsner ui ie me ily ose etc YA, teeta tg plane ges ta he pron man hey icom i a Democrat ‘We sa ces ilastation oth nyparianes of ecing information in he sg cio we ely avr ind dors wer ulema ae tah response to quotion abut dW the Cone pues in Neaagua be. ‘se they sypurcoly licked context infrmaton about who the Corry ‘were, These ss hawks and doves coud, homer, respon in patsn fashion = {o 2 question abou, combating communi in Cee Amerie beats come ‘unis was ee hey andessood Ziel “The moda el consis of Tour asserions, or om about how individ ‘espond 0 pie information thy nay encounter Each i tated fist af {genes thecal poston aa then eluborated apd jedi more row ern “As wll eeome appar, sae ofthe axons is individ origi, vor emt it be sa hat any of four anions 4 perfec opeszaaion of wt eects inthe word. hope, howe, 1 show Ha tbe sions OREN sr. ave foun highiy nol al enpincally correct pisos, and also thal, eh though nt pests ect rs the alone ae ote plsubeapproxinatiens fr tke procesue that ws ately ci ae ovals pe information Sort polis ome i fe formate sintrete he pla prterenen, [Ml RECEITIOW AXIOM. There pans ove gegen ikon saps and easing sages in aesfyng ths ecu asow i es cognitive engagement rier stan, sys tenth Totng bunt a ue, he sal wv ses he gui apt of expose to pli oranications. Thre rw eens forthe Tae ft otha, as ecu he mde sot centrally conse ‘Ci he nde cgur araion ta tha eaviznman atl eget ino pinion ttenents. Tse ae esently cognitive prcestes, stat 2 monger iy be ae oft hoy naar 9 ea 2 The mesg pote may ele de lps tat, gomunve me | ~__©__ Seng worn oe pore inellcctul ~ wich to say cognitive ~engasrment. Hence i i appropriate Iodine the model temo eogailve engage The second reason ha, ak empl mate, saves ears tha ep tus angntveengagemons with plies caierform mesures of lfective e "agement in explaining mos asets of pale opinion, For example, people wi) ‘coeighe on tess f plik knowledge ate substantially more sable in thee. ‘tee reports than people who sore low cn pola sarenese (Pld, "889; Zaller, 190), however, people who describe themselves > highly ner Std in poles, which Lakes form of fete involvement, ae not tiieany mare sabe tan persone wh expres Il pole! terest (Zaller, 1980: ble 2) 'sieresting torte ta oll interest desi is init efet on pons sbi aston cotlt of vee went aight stoge, at thon pla! knowledge Zaller, 9 abe). So, afectve engagement ea important, ules coupled wih ileal eaggsmen, appears hve only inte efforts epnion er se ‘Aldbough cognitive enggsment the ight peifiation for my mel is cimbensams and sews psa pase. Therefore wil ugh most of ‘heals tha flows, use» simpler phase, amely pola! anevenes or plc! aarenss. BY copie engagement polticalateniveness and po- Iisa awieness are mean to convey he sae meaning In the mali tht flo, plc awareness opeatioly wsasucd snl by reas of general messi of plies! knowledge ~ th, a “a's summary sore See ses Of mt, atl fete of pols fa {ide uncuse inthe revios apr 8 ict oreness, essed in hs way measure of generat, crn ‘havenen)s soc est cl tat ite” nfpmaton bot of Ineo prtichae noe na partic tine Th wi this otf ease "ale asning thal persons he te Knoles aati yee ly ten conor ea ro of aos ~ vce cali olen enzeren ih toh ply tes ur ace Yoey Iss, ond wad exes i conection si eeption ni nfuisto concern frig ace poly sues ~ wad Te tera to several auarenese megsees. However uch donan-speiic leraecans examine inhi sy. Ara practi matey, dhs, Has ake db wi genera eases. Yt a for ts hve een af el rom investi WT so poe, ths Hoss Go ing genera ater tan Nominee arenest messes o cape expr a ite douse ial (ler 8 rie an ale 89D: though see also Weng. 1980; 20 Caper 2 an "he rear ful ut tht Me Region Axion, A adicses noting Q i{ara hat aim is cone, pic communication may einen elig isos, in psy pero ektangs anon ens ad mpioos a vr ways tf chimed Ati tat sein of lial era omnniatons, whatever har ng, pity sscted wih le nang with given ise. By extn, pita sveees asim “aoe roca fer reception of pli! commons pony, oee ies ofthe on of on q Ie woud vist be desl be a © measur expose nee sonata independently of expos ete dacouse the mass ea Hor wt psi 1 0am he abl da. Se rye dy avy sere of pool's sep equcny of eon dares a po ss, lhe as wh mens fp svete, no ety al thy wold cpt equ ony one pe communication” Ths, the reader should bear in end thatthe assumption that it isthe infor ‘nao ec in elie sous, rate than psn avn somaing he whith shapes mas opinion i nt ap feral me ar og tay ot in hs eho, nly sumption th egy independent esto. a have nought vie putt a {52 a wil eosin pars te ana ped Selon ese de ss hs point any sing eatin a th ok arama in Cha snd 1. “ 42 RESISTANCE AXON, Pi te ei ramen ha or ce th ‘spb ip ayeen seneS ‘Sta meen era peas cee a ie “The hey to resistance inthis foto is aration conctaing the lationship betvecn argue an redspestins, tere este nnn "i i erred in cing messes Acvoring othe Revesion Axion the ~ stably of individuals acgueing cue inflaton Seen eves ‘a wornes af wich given ane. Tne Al an £2 get py ta he We ‘inv of esting paruasive communications tha re icon wl ees lc! petspsitons ses wit: a eran lev! of pital atnvenes Or "9 puta the tor way, pliialyatentvs prserwl fen suns of go as ys FO POC Opa Fa mpl fe pve connate hy nee ano wen ab ben oping te ete Ti ole mes pon lets lk oo Steric stupor, he al nn, yt mse ee ‘onthe ts of crac st aa pets, sb oy nn toe vg es ty ad neh oto ea ty exc ‘Astras a simpaion of ea may, isco ste thse hl ey ad enemas sean Pip Core ie acing om pions tore ‘sme or homes st ow pla i as oi aes ae theuen tat nab pond stay bepoltealicn hs aera they ohne san am est No nes ae ine an ted “smn tn Caner EA meen thn se cbt iio Cone dees eee inet pei pp ons ve or opps os ‘seal im Contr’ sh a ac foe ston ty nS on eta ca pala ese toes ey tauatig iy ng steneem tncocter ea Te pce itcstne on san cig ede sport oe son lp neon oats se pos She commana nyse inset, pe eon ea shea “ute oF usu mn wha i ot Robceog aia Ye gon meager "netirwies ell oe cal Se ee ‘Alone the ses Mette sites do ao noses ne oli sources hat are Demmcrt or Repu, ue Hr x eservate. they oho sos rai to hese Kins ef somes fae, far eample Heap eed Came ISSI-2: Mace, 1973 ce, 189 MC oes on tht expe a nem to fart me fam eee sures they snp toto accep hei pinion Iarship ware eal. THe represen iy nemgatedy wk, Recs hoiFO OM ABET PN appr vy Oe AS OI” aI Recent research In shtced 3 somewhat more encouraging picts of te | crits! capable ofthe “receiver” For ena, Rhine a Severance (197) lve found that college sudets py no atcton at alt eed ofthe ‘ouce when th ope ote mesage son that engages thine wih Ihjsease was wheter college ition should be aed. Source lest tte = Searcher found, were Fined to #on-epoivoving” ines, sth a8 how “| toch fad should be st aide or packs in ita conn, ‘Most een the work of Chalke (980 eo Paty an Cactopo (1986) has provid clear spor forth view thal vides wil uncertain ee ances, ently Ignore such fptors ax “sure ceili” and teat base < ‘her atts onthe qual af the pertasive iaformation ey ave bee piven, ‘A ypieal Pty and Cicioppa experiment rue ike th: Underclass alee st ent are peated with peative arguments on opi of potently ret inert them = wheter enor comprcensve xan Soul be eerent for gradation. This san idea tat, sce to Sy, anergrdnter ae pe- sispsed to resist. Half the student are exposed to “ston” argument for omprehensive exis, such asthe example a university ta insted seh ems and then fou hat the starting ares of ts raduts rose $100 over ‘wo year period, and the argument that a schol ive etree stents Tiom shoals sng the enn exam roqurement The oer lo eh lets ae piven "weak arguments, sich av The aur that tary clleges we omidring the exams, 80 the schol could be a the fretront of» nation ‘ead, and Ut prada sens, who mt ke compechesve exans, fel ict only fir ha undergradstes ould veto take them fon. I cach af these conn, all stalls ae tld that he propolis to insta the new reqiemen the falling ar, 0 Hat would apply tthe ("high invent cation) aot al re wld tht he require ring consid cre! fo pie ation inten yar "low vlvenent” condition Final, Tu ths stuns told as the soure of the argarents thy ae sting fs | 2 Prnein potesur ( “Righeredity" sare) and al ate wt ta Be apni ave Bea kn rom the opt ful highschool cle a "low= | "rity "some. The eperneta dese hs, tao eS HE > | ivoiveret conditions % wo sours ype "The rns ar eho Low-nwstoren tes py sm stems to ‘he quality of he anges ba are mast sony ase! bythe cei of the sures avocting tans Rene tay are favorable foward compchere sor ony when the sure alvoriting tem fv a Praton ples Hip | invotcren stents, y cme pay oo atten fo sonereredenias. bt se | pully nlc bythe tet o heaguonts sth ae sry Fe ‘erable seie conprehensve exams wisn the argument rte ave teen | fd an seonly negative eerie. Ry and Cacippo are able show. kin, cat the diferente bigh and owed tae sei ess he ae hr Met tee ow ‘One wishes one could onde tat he general public were a EM a setting weak angoments a were Pet) and Caciopo's “highinvlvenen College siden But he reasons fr doi a get is the Wak argues we in ey and Cais experiments wer x trie weak, sometimes comically, Kok stent eet develops ‘weak bral coeretagunets, and poli pesioders in ea ie ena be ‘pected ote sini pial the argument of many policies my be, olin and herein costats) yto be prs. n caer of a ie polka contovery, ctizens are hel to fice to sof opposing semen at, when compared othe of» pial Pay aed Caciopo experiment, wil alle ston" ‘Second, most politics, at les in the contemporary United Stats, snot ‘uly low tay and uninvving. he takes are theoretically big, bat people Fin hare ty interested The eid on he poin wat reviewed in Chap i602.) sich "fosinolvenen™ conden, Poy ad Cage wok ie. “hee tat nt pepe engane it peripheral” message pressing, that processing tht ighres he ine qual o rguvents and was sori ics ch sare resiity athe Hai fo acon Or ejecting segs "Thi, he stodent nce Peay and Ccionpasapecineis were juin sues iu wero in th everyay experiences, Other tates ely ed cio "se a ftionineemes and eration of oemitory visting. hore) Win Fespect sues ie those, vrtaly all stents re ally age, woot ay avatar past actin 0 he tes, of esponding nthe panne of nord [Sipe This condition ocr ant een emataly old For ems piel fever, ‘ite the information and judgment necessary tech liaeconlasons eyo the ainet experience of even the mx atentve pesons “Ths, th conditions that rke possible ety and Casopp’sencouraiag unt abot the aa and ~ are pl nt rescission of rs persuasion, OU cotery, real-world eons accrding Wo the work sich a whether the perionastoctine poston Ir or comer, 9 tion adr ora esto watever (Della and Cumpel, 151-2; Campall Pollock, Lise aml Vie, 1991 Pageant Shapiro in pes). lly espn one ffemain on fhe ans extern ues ener te inetios of ti information fr ther ales an he edison ge hve Teena ibe eves Hain sed sons gn! fr why pica awareness si be sn cine wit esistaree to pesuaion, fet me now hate an equal SP EN The agurnent apples nly to cases in wal the context afornation nce \A WB A A Sih RS iN tune bseue. This, 5 We sein Chipter2, nat anticommunist {ite able 1 sate opisons enssen with tc predispositions when they {shed atout "topping communis” in Cena Amerie, It was aly they were ake about “ald the Conta,” obi relrence ta they ha {eoble, To tale aot: example, ose woul epost song age ltd di es, nfepedn of oliel awareness, responses npeston abo a {ng soil security beveis. The renton is tht vill exceyone even he ey Ptiialy aware, weuld poets the context infomation beseer os this qesion in estion thee predispositions, this cve, nae eli eat age 3 “The extent to which comet information is baci may depend cde the nae of the sae ~ ree, as Convene potted et, I oe ee in whl ‘most people can understand what at sake or On the may qocton Past, asin te example of dt he Cots, (Generally speaking the more abs the link becwsen a pedsposton aa related poy sue, te gene the arnt or obs l knowlege ncemacy = {o peresive the Fnkage. othe one complete the chan of eeasoning vated, the wae prio! pal swarnen Hel to hem regen vidual responses to pial eoommanentions on di te Conversely te, ‘mor snp and cet eink betweon edposton ad an le, the le» ‘ryportan awareness ily To bei eting responses to pit! comme © icine on that ou. ‘Although its important to ote that sarees canbe expected to eahance=) | resistnes to yesuasion ony when te Fl sgiicance of the seo suey | ‘question is tose dere obo, te guaitction by no means os het sinlance ani fis ite, Oost, tthe snp se lndated common i oli, neha i fet oe ans gee "ia nine npg me | {Conve Tongs its hoon sinc weston Fret de ae ‘neon seduced, the lest key i st be accessible atthe top of the hea inthe ' | | iit ong unset ofenirtons ay be coeely nets. whed fst. frgoen “his avn popes for ase a dere on of Ue eesti em pct eplaries mn sogstivepyehaoey. Gears! spor fateh es ‘verhening rts fas ean lumps en a eso cence hes Tec reey wd, ee ao ely ese. sic re Filey to Be abe fo rane tan Tt hs ot bn seventy seve antes ows. sr Higgins and King, 1981; Wyer al Sel 1989) i er wuete, elie! af anbighy fa than. Aloush secitying | hat use of ae csdeaton can cen he aresay eed eonidee sions. 4 math abu wat can fr set coterie abe DEBI Brin. Oo Meda tector npc relying on common sndestanding 0 deen ‘nh coniderations ae elle to ne sac, A, STONE AMON. nil ater iy ering es ‘This axiom, which completes the tems fay proposed del, nples ut pons ho have Resnased a sure quoton do nat worl cans ‘hic mins fr al considerations levsnt th given ie: ithe they ase the qustion an the ask of whatever considerations ee accessible at he top Ie ea" Tn some eases. ea ingle eomsideration ny he ready aces Sle, which ease iene amower on fhe bs of ha consdation: I er eto er moe onsetations may come icky 9 mind n which ‘ase people user by averaging aero aces cones ‘important feat ofthe Response Axiom that t penis diferent pope ‘respond tse questions onthe bai fife considerations ~ one, for “camp emphasiang soplogicl capers, note tlre ks and ses Sn et antes sleimtere Ths rene te ml coment with frowns Irate inseating that sich separa! beteropeeny quit onion (Ge BA: Rives, 198; Snider, Ory, an! Teac, 1991 Hols, 19, Many readers wil suspect al th topoft-ene Response Axion i ton simples nds, isa ayes working with dat en abo ‘ery tis std rm experienc surveys avs deselapd oe ‘ipl aad hee psn moc esac ods of how nnd eens rational reach deo For example, Toranges and Rasinsti (1988) tae propose fourstage lin whi invidal) etsreshe question to determine hat te Sete hem ely is (2) canvas thei i or elvan ash, cea Whang ite cbr oinn, a (0) map tht opin ot he ms otis able nthe Qos, Deena eure fe snare Safle ich of ese steps, te uctonme sen ws wht ss repre "= pu epi, ‘pte Youngs an ass mit sey ipl ima ne hls ba 0 cna fore in he cnx ln opinion sey dat 7 hs ease site canis wi he evden tht Tang et Rin Ae that he owe stage process has ony oe rt sep te eee enor dona ensidenon. SFr cp, cost an "appené to think aban a goverment serves question ferns wine Shs" may ale hve deal ened od he way of canvas id for hie negating thom iin ere open, wel mapping ie row ont the given rexpanic ots. Torngea and Resin ae awe of ‘Tinie aby to stags empl the ps tei mal we ‘sy ca wha they eat ema Dy pi es ha empl etsy have oly Hed wits Cr gon anaes beeON MB BSD RR as CRD Inthe end, i acesay to mse adel shelton # he porpose lh meng ihe igerous analysis of typical bls opinion data ° thors ie heal tomy simplified op heen Response Axiom, foe rseat pyshoogical sade of mie norm crib athe moment of response but itead use a "judgment operate ‘Sootiiosly update toi atitides a sy aegis new information people Medea, ad Sto, 1989), ‘Althogh a fie sunt of evidence supports the cosine model, dee at son eons fr doting that cho gener win the domain of ple trode hs hen presented, For he momen, however, ity ote oof i os ipernity wre exe rene ow toch pte inci infomation o update a he aw” 1 WH night be relevant. Tus. for example, nos ory about the sferng of hong tes people woul, inthe idealized word of e-ineprossing equi upd ‘tts foward the welfare sytem, the vabe of Bg green th ‘ency of epitar, tbe president's allesps to kis weliae spendin, waa oy charity, the Amorican ny of, simon thers = ic it, a tro subject that «perso cold posit ek at he monet of encoun Ing each new ec plea normaton, The second eso fo doing the ceria the cntne modelo pli attests that hi model i rion that ies ave simply “etree” from wero and reperted tthe Unjainginervowsy, que viously ists rstereat a the cocina “ue sie” 10, ls use Boe t pif how py sot un of camino ete os po The uivey respons at poople ale within the proposed made my reason shy be decided os attaer opiions, in hat they repeat people's fscings ot the mnt of answering ee survey ution thy cal 0 Trower be describe teats,” nthe testi ene te tem, ecaae sive seupnase are self rpresel mything oe than. is epet uf peal’ clings oward a given ede object, Pape the mos pt deserpion of surcy response tin ee proposed von piston statment" This tem implies tha he expression e pion seine without alo plying thst Hehe epeseny pr election or Tina! fra lg MEE. The pase ai rear thi gict nee eB Fal CAB WD SB ic GBlic PHiion GD _ Opinion semen as eoncived i my fouraioo mol, ar che out cot process in which pple receive new iafomatin, decide whether ‘tee ad hen sample the moment af answers qstions. Fer com ence, drefr, Twi ler 1 hs process as te Reeive-Acept- Sample, PRAS, Mode : How "THE MODEL 1S USED IN THIS BOOK tHe model Lhe etn const of fou wey genera cms bout aw people Jue information ro the oll envronment (the frm of pes ‘Rimcats ad tes) and tlm tht nforalion in suey responses. In frminde f te book, Tse thse axioms to expe ad expan numerous Ices of mss opinion norte dhe sar ocx teas ‘tons ef ast opinion that ay be expected to oecar in various Kids of futsal eovonmets for example, «pli environment which people Mesaposed to two equally ene steam of comping eral and conservative stesabes on en i; polcal enviroment in whish mos ofthe mes > e-sidely avr a given se; and a envionent in wich the ear (ES grb nd sonarvtive meager ae changing heey preding id change nthe mas pic. The four anon, stoning by tenseves, th ited analya iy ut hey enme oe ude hes varius cont Stn othe lw of plies! nara, Th td the hook, ten, develo te deductive inplications of tne four basic anms fort gven, Bighly specie sot of coins eve ‘tes fain where o ot tes ngetiens ae empricaly erect ‘i presen new evidence ss acs and posible to ele oustanding en IAT pints in he analysis wil be nsesay wo supplement the our sna i ofan way cramp, tw we in Chaps 710i fica fnew fron fr th elton blew polcal aware and “hesn of pla messages, Moe and Ter completed oferton modes “i sh he fut ote moms we pu ne BOD, pends 00 ‘Restength ofthe dias oe he model, Hu sigan ew Si Cv clams stot pbc np now wl be tated, The Gude ofthe book “ith to show how ovis pect of abl opnin, some wel esihad Sine aol ee der fron he fur anon, en ate Ae tt ms — tt piv seams of ieal and con vatve coms ‘tein the poities ew on The argument be mde fon the RAS ot my be previowed a flows Isto the Response nom hat he probaly tha person wall sup orca oppose ven poly sependsom th mix of positive and negative cm “isaton avaiable nthe pes mia ths moment of nsweringaquession ste Tore momen, we oer the rab nespens which ‘rs when so onside mie sallen m enary) snd asure weea wee Fy aningyuci gp x4 _will tend to.be relatively consistent with one another and with the citreens' pepe? ‘which wil in tun produce changes inthe opinion statements they make. Onecd | ‘the things that gives ck RAS model its strength is its ability to forecust that ww 4 Coming to terms with response instability opondent( the 987 NES plot tay were asked to answer wi academic Insts of abe opinion wil rsopize a an oily standard guest pple hike pneremen in Washinton sho et orm evn en ‘node seh a ean and lth ct rr ous te Ste Oi ak ys uns twis,howeve, espns to this survey were mot ecm to fue a nuneite ase 1 the ston. nse the interviewer con Tie nerviewer wre down respondent mars eatin, and shen she “at comes id whe you hk abt eis cE rv ny «tis pin, the orig question was epeated and the espundens wer, a x. pried to end shape dichatoms edge! onthe mate of Bo ol seve, the cnn, ach invalid revealed wha the sca goxeramet seviees mean 1 nae ae morse of sawing inact eed ened question abot it Decie every resent ws sk se ame question spin four weeks lt hee probes mabe pose "> kw she haking onthe too aight have hanged ver ine, Te ope. ed comcats lich by thee pokes couse se of he Best eidense smc availa on what sizes survey respoes man aad why they ae "a by vagaries ‘sk Beene was he Universi Mihi Survey Reseach Cntr em combi itevcws fom sis My beg to ative fom the Feld tice The st pa of tse terviews irae person wh dsc hi ciel, hve no way of Knowing ~ a8 eae and who spate ie tially nro higher vee stesso spending, The coy vovuvuwvpuswvwuwswuew