STC 116 Chapter Notes - Chapter 9-12, 14-15: Organizational Behavior, Conflict Theories, Self-Perception Theory
27 Nov 2017
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Document Summary
The collective expression of opinion of many individuals bound into a group. Formed by people who have a vested or self-interest in an issue. Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues. Multistep flow model (multiple leaders and multiple followers) N-step theory (multiple opinion leaders with influence you. Ex: dr. diagnoses you with cancer, get multiple opinions) Via mass media, pr practitioners become major players in forming public opinion. Often provide the mass media with the information. The following theories can help practitioners understand mass media effects. Agenda setting theory (ability to influence the news) Conflict theory (idea that you have opposing views) Organizations and publics want to position themselves to be most influential. Strong emotional appeals best if audience has little topical concern or interest. Fear appeals effective only if audience can take action to prevent threats.
