Chapter 7 Notes (11/2/15)
Chapter 7 Notes (11/2/15) Comm 330
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This 3 page Class Notes was uploaded by BrookeJ on Monday November 9, 2015. The Class Notes belongs to Comm 330 at George Mason University taught by Professor Samoylenko in Summer 2015. Since its upload, it has received 28 views. For similar materials see Introduction to Public Relations in Communication Studies at George Mason University.
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Date Created: 11/09/15
Comm 330 11215 Chapter 7 Public Opinion Public Opinion is about the views of a segmented part of a population It is also a homogenous group who influences how the public thinks about different issues Culture and interest groups can affect public opinion They affect each other in an interdependent way 19505 Public Opinion video Public opinion is also what the public thinks or what the public believes they think The goal of knowing this is to improve service and give people what they need The opinion of even one person counts even if they don39t think their views will count Some people link to identify themselves by their actions like with voting Then some people are more pessimistic and feel they won39t be heard When we perceive a certain reality as true we are more likely to believe it Credibility is important in persuading people Being believable and genuine is essential in persuading people This Class of theories holds the truth or falsity of a representation is determined solely by how it relates to a reality that is by whether it accurately describes that reality Source39s ethos as an element of truth Aristotle that defines quottruthfulnessquot Everything in regards to the truth is relative in a way It is mainly based on people39s experiences and testimonies Context is needed to understand certain people39s lifestyle IISource Credibility Ethos source credibility image A candidate39s credibility is the sum total of the voting public39s perceptions of that individual39s competence trustworthiness character and goodwill caring This is from Aristotle and McCroskey It is less about actual truth and more about perception IIPerceived realism According to Bandura 2009 p98 IIbecause the symbolic environment occupies a major part of people39s everyday lives much of the social construction of reality and shaping of public consciousness occurs due to media effects Individuals tend to put modeled behavior into practice if they view the portrayal as realistic justified and rewarded Science of persuasion video Reciprocity scarcity authority consistency liking and consensus are short cuts to getting into people39s free will and choice Short cuts 1 Reciprocity people generally say yes to those they owe in a social sense It is all about how you give 2 Scarcity people want more of what there is less of The service doesn39t have to get better It just has to be unique and let people know what they stand to lose 3 Authority people honor the opinion of trusted experts Signal to people what makes me a credible authority and what credentials I have 4 Consistency people like brands with voluntary active and public commitment 5 Liking what leads to liking We like people who are similar to us who compliment us and who help cooperate 6 Consensus public opinion is focused on What is persuasion It is communication that attempts to modify or change behavior PR professional is trying to activate the attention of the public They try to connect people and make society more agreeable on certain things Why do we trust people like us They may share similar interests to me They aren39t biased and generally have your best interest at heart Agenda setting Journalism is generally a neutral outlet But they can still persuade people by omitting a story It39s all about what will drive the most sales with the media Framing The same story from a different perspective or angle This is done by the media to boost ratings as this is what the public expects Persuasion can be used for a lot of different purposes It can be used to change or neutralize hostile opinions crystallize latent or positive attitudes It is comparable to negotiation Factors in persuasive communication Audience analysis appeals to self interest audience participation suggestions for action source credibility clarity of message use short and clear messages content and structure of messages must be crisp and concise channels timing and contexts Reinforcement Test will cover chapt 567 and 9
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