lec11 - May 17, 2011 Agenda Setting Theory Media does not...

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May 17, 2011 Agenda Setting Theory Media does not tell us what to think, rather what to think about. Spiral of Science Theory Elisabeth Noelle-Neumann Main Idea People who believe they hold a minority viewpoint on a public issue will remain in the background where their communication will be constrained; those who believe that they hold a majority viewpoint will be more encouraged to speak (minority stay silent become minority) Public Opinion Attitudes or behaviors one must express in public if one is not to isolate oneself; in areas of controversy or change, public opinions are those attitudes one can express without running the danger of isolating oneself Assumptions Society threatens deviant individuals with isolation; fear of isolation is pervasive FEAR OF ISOLATION drives this theory This fear of isolation causes individuals to try to assess the climate of opinion at all times (constantly listening to what other people think) o Personal observation (looking at people around you)
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lec11 - May 17, 2011 Agenda Setting Theory Media does not...

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