Public Opinion

Outline

1. Definition of PO  Profile of OL
2. How – Events shapes PO – 6. Media’s Role
3. Role of Opinion Leader – as Catalyst 7. Media Effect Theories
4. Types of Opinion Leaders  Agenda Setting Theory
 Formal  Media Dependency Theory
 Informal  Framing Theory
5. Characteristics of OL  Conflict Theory

Definition of PO

 “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.”

*Concept of self-interest is a commonality in both definitions.

How Events Shapes PO

 Opinion is highly sensitive to events that have an impact on the public at large or a particular segment.
 Public opinion does not anticipate events. It only reacts to them.
 Events trigger formation of public opinion.
 Events of unusual magnitude are likely to swing public opinion temporarily from one extreme to another.

Role of OL as Catalyst

 Opinion leaders—Five Traits:

 Highly interested in a subject or issue
 Better informed on an issue than average person
 Avid consumers of mass media
 Early adopters of new ideas
 Good organizers who can get other people to take action

Types of OL

 Formal OL
 Formal opinion leaders are usually elected officials, presidents/CEOs of companies, or heads of
membership groups.
 News reporters often ask such people for statements when a specific issue relates to their
positions of responsibility, concern and/or expertise.
 People in formal leadership positions are also called “power leaders.”
  Informal OL
 Informal opinion leaders are those who have clout with peers because of some special
characteristic.
 They may be role models who are admired and who can exert pressure on others to go along
with something.
 Informal opinion leaders exert considerable influence on their peer groups by being highly
informed, articulate, and credible on particular issues.
 Our own friends and peers who may influence our views on, say, music, fashion, entertainment
choices.

Characteristics of OL

These “influential”—those whom other people seek out for advice—fit the opinion leader profile of:
 Active in the community
 Have a college degree
 Earn relatively high incomes
 Regularly read newspapers and magazines
 Actively participate in recreational activities
 Show environmental concern by recycling

Media’s Role

 Role of mass media in being an instrument for the “flow” of PO from opinion leaders to the public.
 By specializing in this transfer of information, PR people are major players in forming public opinion
because they often provide the mass media with the information in the first place, theorists say.

Media Effect Theories

 Agenda Setting Theory:  

"ability of the media to influence the salience of topics on the public agenda." That is, if a news
item is covered frequently and prominently, the audience will regard the issue as more important.

 Media Dependency Theory:

This theory states that the more dependent an individual is on the media for having his or her needs
fulfilled, the more important the media will be to that person. In this way, the Media influence PO and
OL influence media as they’re the first source of journalists’ knowledge.

 Framing Theory:
The basis of framing theory is that the media focuses attention on certain events and then places them
within a field of meaning. This is how journalists select events, facts and themes to “frame” stories that
influence the PO greatly.

 Conflict Theory:
Because the media can play a vital role in presenting and explaining conflicts, it is necessary for people
involved in public relations to know how to work effectively with the media to settle conflicts.