STC 116 Final Exam
What is public opinion and when did the concept mature? (lecture) - ANS-The concept
of public opinion matured in the 20th century with public opinion polling, especially after
world war I
Definition:
-the sum of individual opinions on an issue affecting those individuals
-a collection of views held by persons interested in the subject
-public "opposition" to issues such as nuclear power, gun control
What is public opinion and when did the concept mature? (readings) - ANS--public,
characters who symbolize what people think about any given issue
-public opinion is somewhat elusive and extremely difficult to measure at any moment
-public opinion on any issue is split in several directions
-as opinions on controversial issues that one can express in public without isolating
oneself
-the element of conformity that perceived public opinion can impose on individuals who
want to avoid alienation
Two reasons for profound influence of vocal segments of society and public opinion
momentum:
1) Psychologists have found that the public tends to be passive, often assumed that a
small vocal group represents the attitude of the public, when in reality it more accurate
to say that the majority of people are apathetic because an issue doesn't interest them
or affect them
Example: "public" opposition to such issues such as gay marriage, abortion, and gun
control may really be the view of a small but influential number of concerned people
2) One issue may engage the attention of one part of the population, whereas another
arouses the interest of another segment
,Example: Parents may form public opinions on the need for improved secondary
education, whereas citizens constitute the bulk of public opinion on the need to fully
fund Medicare
These two examples illustrate the most COMMON definition of public opinion:
"public opinion is the sum of individual opinions on an issue affecting those individuals"
"public opinion is a collection of views held by persons interested in the subject"
A person unaffected by or uninterested in (or perhaps unaware of) an issue DOES NOT
contribute to public opinion on the subject
Discuss the basic aspects of public opinion as it relates to public relations: self-interest,
passive vs. active, event sensitivity, and elusiveness (lecture) - ANS-1) Public opinion
with self-interest
2) Public opinion with event sensitivity
Public opinion with self-interest - ANS-once self-interest is involved, opinions are difficult
to change
Public opinion with event sensitivity - ANS--opinion is highly sensitive to events that
have an impact on the public at large or a particular segment of the public
1) Public opinion does not anticipate events, only reacts to them
2) Events trigger formation of public opinion; unless people are aware of an issue, they
are not likely to be concerned or have an opinion about it
3) Events of unusual magnitude are likely to swing public opinion temporarily from one
extreme to another; opinion does not stabilize until implication of the event is seen with
some perspective
Discuss the basic aspects of public opinion as it relates to public relations: self-interest,
passive vs. active, event sensitivity, and elusiveness. - ANS-Concept of self-interest in
public opinion:
1) Public opinion is the collective expression of opinion of many individuals bound into a
group by common aims, aspirations, needs, and ideals
,2) People who are interested in or who have vested or self-interest in an issue—or who
can be affected by the outcome of the issue—form public opinion on that particular item
3) Psychologically, opinion basically is determined by self-interest. Events, words, or
other stimuli affect opinion only insofar as their relationship to self-interest or general
concern is apparent
4) Opinion does not remain aroused for a long period of time unless people feel their
self-interest is acutely involved or unless opinion—aroused by words—is sustained by
events
Once self-interest is involved, opinion is not easy changed
Importance of "events" in the formation of public opinion - ANS-1) Opinion is highly
sensitive to events that have an impact on the public at large or a particular segment of
the public
2) By and large, public opinion does not anticipate events, it only reacts to them
3) Events trigger formation of public opinion, unless people are aware of an issue, they
are not likely to be concerned or have an opinion about it, Awareness and discussion
lead to crystalizing of opinions and often a consensus among the public
4) Events of unusual magnitude are likely to swing the public opinion temporarily from
one extreme to another, does not stabilize until the implication of the event is seen with
some perspective
Opinion Leader - ANS-Two types:
1) Formal
2) Informal
catalysts for the formation of public opinion; people who are knowledgably and articulate
specific issues
public opinion on an issue may have its roots in self-interest or in events, but the
primary catalyst is public discussion
serving as catalysts for the formation of public opinion are people who are
knowledgeable and articulate about specific issues
called "opinion leaders"
, described as:
1) highly interested in a subject or issue
2) better informed on an issue than an average person
3) avid consumers of mass media
4) early adopters of new ideas
5) good organizers who can get other people to take action
6) particular socio/eco/demographic characteristics
both informal and formal opinion leaders: play a major role in the life cycle of public
opinion
Type of opinion leader: Formal Opinion Leader - ANS-so called because of their
positions as elected officials, presidents of companies, or heads of membership groups
journalists often ask them for statements when a specific issue relates to their areas of
responsibility or concern
people informal leadership positions are also called "power leaders"
Informal Opinion Leaders - ANS-those who have clout with peers because of some
characteristic
they may be role models who are admired and emulated or opinion leaders who can
exert peer pressure on others to go along with something
in general: informal opinion leaders exert considerable influence on their peer groups by
being highly informed, articulate, and credible on particular issues
Agenda-Setting Theory - ANS-one of the early theories, pioneered by Max McCombs
and Don Shaw
contends that media content sets the agenda for public discussion
people tend to talk about what they see or hear on the evening news or read in the
newspaper or a blog
media, through the selection of stories and headlines, tell the public what to think about,
although not necessarily what to think
What is public opinion and when did the concept mature? (lecture) - ANS-The concept
of public opinion matured in the 20th century with public opinion polling, especially after
world war I
Definition:
-the sum of individual opinions on an issue affecting those individuals
-a collection of views held by persons interested in the subject
-public "opposition" to issues such as nuclear power, gun control
What is public opinion and when did the concept mature? (readings) - ANS--public,
characters who symbolize what people think about any given issue
-public opinion is somewhat elusive and extremely difficult to measure at any moment
-public opinion on any issue is split in several directions
-as opinions on controversial issues that one can express in public without isolating
oneself
-the element of conformity that perceived public opinion can impose on individuals who
want to avoid alienation
Two reasons for profound influence of vocal segments of society and public opinion
momentum:
1) Psychologists have found that the public tends to be passive, often assumed that a
small vocal group represents the attitude of the public, when in reality it more accurate
to say that the majority of people are apathetic because an issue doesn't interest them
or affect them
Example: "public" opposition to such issues such as gay marriage, abortion, and gun
control may really be the view of a small but influential number of concerned people
2) One issue may engage the attention of one part of the population, whereas another
arouses the interest of another segment
,Example: Parents may form public opinions on the need for improved secondary
education, whereas citizens constitute the bulk of public opinion on the need to fully
fund Medicare
These two examples illustrate the most COMMON definition of public opinion:
"public opinion is the sum of individual opinions on an issue affecting those individuals"
"public opinion is a collection of views held by persons interested in the subject"
A person unaffected by or uninterested in (or perhaps unaware of) an issue DOES NOT
contribute to public opinion on the subject
Discuss the basic aspects of public opinion as it relates to public relations: self-interest,
passive vs. active, event sensitivity, and elusiveness (lecture) - ANS-1) Public opinion
with self-interest
2) Public opinion with event sensitivity
Public opinion with self-interest - ANS-once self-interest is involved, opinions are difficult
to change
Public opinion with event sensitivity - ANS--opinion is highly sensitive to events that
have an impact on the public at large or a particular segment of the public
1) Public opinion does not anticipate events, only reacts to them
2) Events trigger formation of public opinion; unless people are aware of an issue, they
are not likely to be concerned or have an opinion about it
3) Events of unusual magnitude are likely to swing public opinion temporarily from one
extreme to another; opinion does not stabilize until implication of the event is seen with
some perspective
Discuss the basic aspects of public opinion as it relates to public relations: self-interest,
passive vs. active, event sensitivity, and elusiveness. - ANS-Concept of self-interest in
public opinion:
1) Public opinion is the collective expression of opinion of many individuals bound into a
group by common aims, aspirations, needs, and ideals
,2) People who are interested in or who have vested or self-interest in an issue—or who
can be affected by the outcome of the issue—form public opinion on that particular item
3) Psychologically, opinion basically is determined by self-interest. Events, words, or
other stimuli affect opinion only insofar as their relationship to self-interest or general
concern is apparent
4) Opinion does not remain aroused for a long period of time unless people feel their
self-interest is acutely involved or unless opinion—aroused by words—is sustained by
events
Once self-interest is involved, opinion is not easy changed
Importance of "events" in the formation of public opinion - ANS-1) Opinion is highly
sensitive to events that have an impact on the public at large or a particular segment of
the public
2) By and large, public opinion does not anticipate events, it only reacts to them
3) Events trigger formation of public opinion, unless people are aware of an issue, they
are not likely to be concerned or have an opinion about it, Awareness and discussion
lead to crystalizing of opinions and often a consensus among the public
4) Events of unusual magnitude are likely to swing the public opinion temporarily from
one extreme to another, does not stabilize until the implication of the event is seen with
some perspective
Opinion Leader - ANS-Two types:
1) Formal
2) Informal
catalysts for the formation of public opinion; people who are knowledgably and articulate
specific issues
public opinion on an issue may have its roots in self-interest or in events, but the
primary catalyst is public discussion
serving as catalysts for the formation of public opinion are people who are
knowledgeable and articulate about specific issues
called "opinion leaders"
, described as:
1) highly interested in a subject or issue
2) better informed on an issue than an average person
3) avid consumers of mass media
4) early adopters of new ideas
5) good organizers who can get other people to take action
6) particular socio/eco/demographic characteristics
both informal and formal opinion leaders: play a major role in the life cycle of public
opinion
Type of opinion leader: Formal Opinion Leader - ANS-so called because of their
positions as elected officials, presidents of companies, or heads of membership groups
journalists often ask them for statements when a specific issue relates to their areas of
responsibility or concern
people informal leadership positions are also called "power leaders"
Informal Opinion Leaders - ANS-those who have clout with peers because of some
characteristic
they may be role models who are admired and emulated or opinion leaders who can
exert peer pressure on others to go along with something
in general: informal opinion leaders exert considerable influence on their peer groups by
being highly informed, articulate, and credible on particular issues
Agenda-Setting Theory - ANS-one of the early theories, pioneered by Max McCombs
and Don Shaw
contends that media content sets the agenda for public discussion
people tend to talk about what they see or hear on the evening news or read in the
newspaper or a blog
media, through the selection of stories and headlines, tell the public what to think about,
although not necessarily what to think
