Chapter nine describes public
opinion and how that functions in a mass society. The chapter gives a couple
different variations of the definition “Public Opinion,” including a collective
expression of many individuals’ opinion or people who have a collective
interest in something. The chapter describes how public opinions are usually
formed and change, describing how public opinion can only react to events, and
moreover how usually large events shape public opinions.
The most significant form of
opinion creation, however, is the ever-prestigious “opinion leader.” An opinion
leader is generally someone who is knowledageable about an issue, but the book
lists a couple different attributes of opinion leaders including: more informed
than the average person, huge consumer of media, good organizers, and usually
the first to be on a new idea. For example, this accurately describes pre-teen
girls on twitter in 2007, which were made fun of for creating twitter accounts.
In the prime time of tweets these now-teen girls have the upper hand; who is
laughing now? Although these twitter account holders may be early to jump the
gun on twitter and knowledgeable about that platform, they are simply
“informal” opinion leaders as they have influence on their pears. This is in
contrast to a “formal opinion leader” who is generally knowledgeable about
issues and is an elected official.
After
depicting the type of people that create a consumer basis for opinions, the
book describes the sociology of how these opinions work. The book describes
several theories including the media-dependency theory, conflict theory, and
agenda setting theory.
Media
dependency theory describes how media can only input about a certain subject
and influence what they want the mass public to think, rather than completely
control it.
Conflict theory explains how conflict about an opinion can actually create a consensus
about a certain issue.
Agenda
setting theory describes how media sets the stage for what issues they want the
public to think about. Again, this is not to say that media can directly
control public into thinking anything specific, just influence it.
Chapter 11 describes the importance
of acknowledging every audience that exists. Though the book focuses on some
key demographics in America, it also describes how the digital revolution has
forced Public Relations to take an international stance to their demographic
view of an audience.
The chapter describes how different
generations are affected by the evolution of technology, and how that evolution
affects Public Relations. Creepily enough, the book also describes how
“generation Y” will end up spending 23 years of their life online – which sort
of hints that everyone in my immediate friend group is going to turn into a
cyborg. In contrast, the “baby boomer” generation is listed as a highly
multi-cultural generation (because of immigration from World War II) that has a
track record for being large consumers. On what seems like a side note, the book
mentions that “emerging” groups include religion, homosexuals, disabled, and
women.
The chapter describes how each of
these groups has a specific buying power. It then goes on to describe how this
buying power may relate to a PR professional. For example, a team may be
coordinated toward a certain demographic by considering how each demographic
uses language, understands cultural back ground, and have an ability to
represent an audience.
The reading on canvas is entitled "Supplemental Reading: Agenda Setting, Priming, and Framing Revisited."This reading describes how
construction of a reality by large masses can affect how we set our “agendas”
or essentially plans to affect said audiences.
The reading describes this by
giving a sort of flow chart starting with Agenda Building. Agenda building is
considered a dependent variable on how the audience reacts. It creates agenda
setting and therein sets the stage for priming.
Priming essentially describes how
certain opinions are judged by the mass media – more specifically, this reading
describes these opinions set toward respected officials such as presidents,
leaders, or political figures.
Framing is
described a sort of “background information” to all agendas and priming.
Framing is classified as the “central story” or idea that an agenda or opinion
came from. Frame setting is not to be confused with agenda setting – frame
setting is an independent variable where one would pose an issue that actually
happens and it would get a reaction, where as agenda setting would influence a
certain issue.
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