Professional Documents
Culture Documents
Public Opinion
and Persuasion
Overview
What is public opinion?
Opinion leaders
Propaganda
Ethics
Public Opinion
What is public opinion?
_ American talk about public opinion as
if it were a monolithic entity
overshadowing the entire landscape .
_ public opinion : is the opinion on
controversial issue that one can
express in public without isolating
oneself .
---- Related
_ another definition of public opinion is
the sum of individual opinions on an
issue affecting those individuals .
* These definitions is the concept of self
interest .
Self-interest
Event-triggered
Public Opinion
_ public opinion is the collective
expression of opinions of many
individuals bound into a group by
common aims .
_ people who are interested in an issue,
form public opinion on a particular
item .
_ psychologically , opinion basically is
determined by self interest
Public Opinion
_ opinion doesn’t remain aroused for a
long period of time unless people feel
their self interest is actually involved .
_ once self interest is involved , opinion
is not easily changed
* Research also emphasize the
importance of events in the formation
of public opinion such as :
Public Opinion
_ opinion is highly sensitive to events
that have an impact on the public
_ by and large , public opinion doesn’t
anticipate events , it only reacts to
them
_ events trigger information of public
opinion unless the people are aware
of an issue
Opinion Leaders
Opinion leaders are:
– Knowledgeable
– Good organizers
- Framing theory
- Cultivation theory
The Role of Mass Media
Mass media : such as radios ,
televisions , newspapers and
magazines .
_ mass media means the information
from a public relations source can be
effeciently dissminated to millions of
people .
_ Public relation people via the mass
media play an important role
The Role of Mass Media
Persuasion is used to …
Credibility
Appeal
Clarity
Persuasive speaking
Audience Analysis
_ Knowledge of audience characteristics
such as beliefs , attitudes , concerns , and
lifestyles is an essential part of persuasion
, it helps the communicator tailor the
messages that are salient , answer a felt
need and provide a logical course of
action. .
_ Basic demographic information , readily
available through census data , can help to
determine audience gender , income level
and ethnic background .
Audience Analysis
_ Another audience analysis tool is
psychographics this method attempts to
classify people by lifestyles, attitudes , and
beliefs .
_ one element of public was (sustainers and
survivors ) it identifies the low level of
income, poorly educated, people who
consumed inexpensive food and seldom
ate out .
_these segment of the consumer allow public
relation person to select appropriate media
for specific story ideas .
Source Credibility
2. Statistics : people
are
impressed by statistics , use
of numbers can convey
objectivity, size and
importance in a credible way
that can influence public
opinion .
Content and structure of message
Techniques
- Plain folks
- Testimonial
- Card-stacking
- Transfer
- Generalities
- Name-calling
Propaganda
Plain folks : an approach often used by individuals
to show humble beginnings and empathy of with the
coverage citizen .
Competing messages
Self-selection
Self perception
Persuasion and Manipulation:
Limitations
cover up consequences
use baseless appeals
Oversimplify
feign certainty
advocate what you don't believe
yourself
Thank you