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What is public opinion?
-Elusive and difficult to measure
-Collection of views held by persons interested in the subject
-Collective expression of opinion of many individuals bound into a group
-Formed by people who have a vested or self-interest in an issue
Who are opinion leaders?
Sociologists describe them as: highly interested in a subject or issue, better informed on as issue than the average person, avid consumers of mass media, early adopters of new ideas, and good organizers who can get other people to take action
What do opinion leaders do?
Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues
What are the types of leaders?
-Formal or power opinion leaders
-Informal opinion leaders
-"Influentials" profiled as:
Being active in the community
Having a college degree
Earning a relatively high income
Regularly reading newspapers and magazines
Actively participating in recreational activities
Showing environmental concern
What is the two-step flow theory of communication?
A model that remains central to public relations strategy 70 years later. Although later research confirmed that it is really a multiple-step flow, the basic idea remains intact: Public opinion is formed by the views of people who have taken the time to sift information, evaluate it, and form an opinion they they express to others.
What is the multiple-step flow model of communication?
Starts with opinion makers, who derive large amounts of information from the mass media and other sources and then share the information with the "attentive public." The latter are interested in the issue but rely on opinion leaders to to provide synthesized information and interpretation. The "inattentive" public is unaware of or uninterested in the issue and remains outside the opinion-formation process. The multiple-step flow theory, however, means that some of the members of the inattentive public eventually will become interested in or at least aware of the issue.
What is the N-Step theory?
-Another variation of the two-step model
-Individuals are seldom influenced by only one opinion leader but interact with different leaders around one issue. For example, patients can seek information from their primary-care physician but may also turn to foamily members when making a medical decision.
What is the diffusion of innovation theory?
-Explains that individuals adopt new ideas or products through the five stages of awareness, interest, evaluation and adoption.
What is the role of mass media?
-Via mass media, public relations practitioners become major players in forming public opinion
-Often provide the mass media with the information
-The following theories can help practitioners understand the mass media effects
-Agenda Setting Theory
-Media Dependency Theory
-Framing Theory
-Conflict Theory
What is the Agenda Setting Theory?
-Media tells people what to talk/think about
-People talk about what they see or hear in the news
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