ADV 260 Lecture Notes - Lecture 9: Mass Media
Document Summary
What is public opinion: collective opinion of many individuals, people who have self-interest in issue, dif cult to measure > elusive. Leaders and catalysts: form public opinion through their knowledge, better informed, early adopters, good organizers. Types of leaders: formal > president, informal > mom, active in community, high income, show concern. Dominant view of pr: change/neutralize bad opinions, conserve good opinions, crystallize good opinions, negotiation, orgs want to position themselves to be in uential, pr- changes minds and behavior, small concession, ask for larger things. Forming persuasive messages: yes-yes, structured choice, partial commitment, ask for more, settle for less. Appeal to self-interest: altruism, people motivated by 8 things, power 2. Message effectiveness: clarity, timing and context, audience participation, suggestions for action. Context/ structure of messages: drama, statistics, surveys and polls, examples, testimonials, endorsements, emotional appeals. Limits of persuasion: lack of message penetration, competing messages, self-selection > decide you don"t care, self-perception.
