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Unformatted text preview: Chapter
3







Case
Study
 Wal‐Mart
 •  1.6
million
employees
 •  3,700
stores
in
U.S.
 •  $170
million
from
the
 [email protected] •  $11
billion
state
&
local
 taxes
 •  17‐20%
lower
prices
 •  $10
billion
income
 •  Wages
$10
hour
 Wal‐Mart
 •  •  •  •  •  [email protected] Low
Wages
 Health
Care
 [email protected] $285
billion
sales
 Public
Opinion
 Influencing
public
opinion
remains
at
the
heart
 [email protected] Public
Opinion
 Chapter
4
 Public
Opinion
 Public
–
a
group
of
people
who
share
a
common
 interest
in
a
specific
subject.
 Opinion
‐
the
expression
of
an
aXtude
on
a
 [email protected] 1 Public
Opinion
 Defined

‐

 •  is
the
aggregate
of
many
individual
opinions
 [email protected]ffects
a
group
of
 people.

 •  Represents
a
consensus.
 Public
Opinion
 [email protected] either
to:
 1.  Persuade
people
to
change
their
opinion
on
 an
issue,
product,[email protected];
 2.  Crystallize
uninformed
or
undeveloped
 opinions;
or
 3.  [email protected] How
To
Gauge
Public
Opinion
 •  •  •  •  •  •  •  Personal
contact
 Media
reports
 Field
reports
 Lecers
and
phone
calls
 Advisory
commicee
 Staff[email protected] Polls
 [email protected] 1.
An
already
present
 [email protected] 2.
An
issue
 3.
A
public
 4.
Public
and
private
 debate
 [email protected] 6.
Consensus
become
 public
opinion
 [email protected] 8.
Social
value
 Public
Opinion
 [email protected] either
to:
 1.  Change
opinions
 2.  Develop
opinions
 3.  Strengthen
opinions
 Public
Opinion
&
Image
 •  Image
–
to
call
up
a
mental
picture;
 [email protected];
idea;
concept
 •  Corporate
image
‐
feelings
consumers
and
 [email protected] [email protected] •  Build
stakeholder
trust
and
loyalty
 2 The
Corporate
Image
 •  Is
a
fragile
commodity
 •  Public
trust
 •  [email protected] –  Defi[email protected] [email protected]@on
 –  Deeds
not
words
 Persuasion
 Persuasion
 Persuasion is an activity or process in which a communicator attempts to induce a change in belief, attitude, or behavior of another person or group of persons through the transmission of a message in a context in which persuadee has some degree of free choice. Persuasion
 What
kinds
of
evidence
persuade
people?
 Uses
of
Persuasion
 [email protected] [email protected] Conserve
favorable
opinions
 Persuasion
 Aristotle
–
three
forms
of
persuasion
 1.  An
appeal
to
reason
 2.  An
appeal
to
emo)ons
 3.  An
appeal
based
on
personality
or
character
 –  Facts
–
are
indisputable
 –  [email protected],
hate,
family,[email protected] –  Personalizing
–
personal
experiences
 –  Appealing
to
“you”
–
What’s
in
it
for
me
 Persuasion
vs.
Propaganda
 •  Persuasion
=
influence
 •  [email protected] The
appeal
depends
on
what
you
are
saying,
 when
and
where
you
are
saying
it,
and
to
who
 you
are
saying
it
 3 Propaganda
 Propaganda is 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 [email protected] Wag
The
Dog
 
1997
Movie
 
 [email protected]ffman
 
 
Robert
DeNiro
 “Truth,[email protected]ffects”
 4 ...
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This note was uploaded on 06/13/2011 for the course JOUR 328 taught by Professor Klipstine during the Fall '10 term at South Carolina.

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