PR 309.docx - Public Opinion and Persuasion-Spiral of...

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Public Opinion and Persuasion -Spiral of silence theory Fear of social isolation Approval or rejection in public sphere Hiding opinion to avoid “isolation pressure” Expressing an opinion openly when supported by public opinion Loud opinion on one side, silence on the other Influence of mass media The passive public The public doesn’t have strong view on every single topic Opinion Leaders: Formal opinion leaders The flow of opinion Two-step flow theory Person-to-person communication Multiple step flow Multiple-step flow theory Opinion makers Reliance on opinion leaders The “inattentive public” Some interest awareness N-step theory Cariation Interaction with different leaders Agenda-setting theory Media content sets the agenda for public discussion Limited-effects model of mass media Second level agenda-setting effects Media-dependency theory When you don't have all the facts given to you Media content Suitable for crisis situations Framing theory Definition Types and effects Public relations professionals Conflict theory Consensus Conflicts Persuasion in negotiation Massively affects outcomes Alternative dispute resolution Formulating persuasive messages Persuasion techniques
Yes-yes: developing logically structured propositions with positive outcomes Pattern of yes answers Offers structured choice:proposition leading to very limited choices Do you want to raise taxes or raise tuition- forces audience to choice Asking for more, settle for less: offering choices and compromising with the desired outcome Seek partial commitment: offering several choices in exchange for partial commitment Types of speeches Once-sided for favorable audience Two-sided for opposing audience Seen as objective, increased credibility, including counter arguments gives you control over how arguments are structured Findings from persuasion research Persuasion concepts Sources Altruistic needs are a strong motivator Experience and common sense Audience analysis Census Psychographics Expertise Sincerity Charisma Self-esteem Sense of belonging Complexity

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