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PRPublicOpinion2011%20abbreviated

PRPublicOpinion2011%20abbreviated - Public Opinion A Fickle...

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Click to edit Master subtitle style Public Opinion A Fickle, Fleeting Thing…
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Dissemination vs. Communication n They are not the same! n Communication is complicated by people n Communication: a reciprocal process of exchanging signals to _________, persuade or ___________.
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Steps in the process 1. Attracting attention 2. Achieving acceptance 3. Having it interpreted as intended 4. Getting it stored for later use 5. Accepting change/yielding 6. Stimulating active learning and practice ____________ ___________ ___________ Public ________ is influenced by this process!
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n MUST understand how opinion: n is FORMED n EVOLVES n is INFLUENCED! n Public Opinion is frequently changing .
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Miley Cyrus: A media case study You can NEVER “relax!”
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For starters. . . . . n Two kinds of opinion: 1. ___________ (far more prevalent) – based on images, emotions, biases, rumor… 2. __________ (actually valuable)- based on fact
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In this Millennium: n We are awash in opinions (mostly uninformed) n Celebrities, not experts, are solicited for theirs n Media’s role: voicing opinions to a wide audience gives them status.
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Individual Orientations n Our perceptions of issues/objects in our environment n Salience - our feelings about an object derived from past experiences. n Pertinence- relative value of an object determined by comparing it to other objects n Our assessment of these creates attitudes and opinions
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Individual Orientations n Attitude:
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