APR 231 Chapter Notes - Chapter 9: Alternative Dispute Resolution, Fear, Dependency Theory

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 231
• Professor: William Gozenbach

Document Summary

Apr reading chapter 9 notes: public opinion: role, scope, implications. What people think of a given issues. Its reality is that it is somewhat elusive and extremely difficult to measure at any given moment. It is split in several different directions. Only a small number of people at any given time take part in public opinion formation on a specific issue until people and the media start talking about it then it gains momentum. According to noelle neumann"s spiral of silence theory public opinion can almost be a tangible force on people"s thinking. She defines public opinion as opinions on controversial issues that one can express in public without isolating oneself. This implies how conformity can manipulate people so they do not feel isolated. 2 reasons public opinion has such a strong effect: Most movements are probably the ideas of a small amount of the population because it really does not concern them.