Lecture 4-Public Opinion

Lecture 4-Public Opinion - Communication and Public Opinion...

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Communication and Public Opinion
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Communication is a reciprocal process of exchanging signals to inform, persuade, or instruct, based on shared meanings and conditioned by the communicators’ relationship and the social context .
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A Brief Review S-M-C-R: source, message, channel (newspaper, TV, telephone), receiver (audience). Noise- internal noise (things your thinking about that distract you)- External noise (music, loudness) Situation Feedback- context
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Battle for Attention Attention Interest Intention-Evaluation Action
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Figure 8.1 Communication Process Model
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Meaning is in People Not Words Persuasive Theory Primacy vs. recency Low fear versus high fear Protection motivation
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Context of the Relationship Four basic relational dimensions Emotional arousal, composure Intimacy/similarity Immediacy/liking Dominance/submission
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Communication Effects Creating perceptions of the world around us Setting the agenda-mass media
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Lecture 4-Public Opinion - Communication and Public Opinion...

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