CMST 2PR3 Chapter Notes - Chapter 2: Wilbur Schramm, Harold Lasswell, Walter Lippmann

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2PR3
• Professor: Terry Flynn

Document Summary

Public relations must identify the current public opinion and consolidate it or move on to a new position. The expression of attitudes through words: mcquail. Underlying predisposition or feeling towards something: when an attitude is expressed it becomes an opinion. Collective view: also called general will/consensus/collective view. People coming to an agreement on something. Sometimes those in power can push their opinions on the publics. Doctors essay that convinced everyone that vaccines cause autism so people didn"t vaccinate children for a good 10 years. Aggregate view: opinion of more than half of the publics, philips and young. Aggregate view sometimes formed by what people heard not from personal experience such have not taken a course but hearing the review of it from other people: l"etang. Public opinion changes overtime and public relations needs to keep up with these: price. When pulling everything together to form a public opinion its important to focus on opinion and what influenced all these responses.