Public Opinion Chpt 4

8/14/2019 Public Opinion Chpt 4

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ContentsContents1.1. Meaning of Public and Publics.Meaning of Public and Publics.2.2. Opinion.Opinion.3.3. Public Opinion.Public Opinion.4.4. Attitudes in Opinion Formation.Attitudes in Opinion Formation.

5.5. Changing Existing Attitudes.Changing Existing Attitudes.6.6. Formation of Public Opinion.Formation of Public Opinion.7.7. Laws of Public Opinion.Laws of Public Opinion.8.8. Public Opinion Research.Public Opinion Research.

9.9. Image Surveys.Image Surveys.10.10. Motivation Research.Motivation Research.11.11. Effectiveness Surveys.Effectiveness Surveys.12.12. Individual Public Studies.Individual Public Studies.13.13. Principles of Persuasion.Principles of Persuasion.


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Meaning of Public and PublicsMeaning of Public and Publics

A public is a group of people with a commonA public is a group of people with a commoninterest. It is rather loosely organized andinterest. It is rather loosely organized andconjoined grouping of people with a commonconjoined grouping of people with a commoninterest.interest.


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OpinionOpinion

According of Websters, Seventh New CollegiateAccording of Websters, Seventh New CollegiateDictionary, Opinion is a view, judgment or Dictionary, Opinion is a view, judgment or

appraisal formed in the mind about a particular appraisal formed in the mind about a particular matter.matter.


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Public OpinionPublic OpinionPublic Opinion means what a group of people with aPublic Opinion means what a group of people with a

common interest thinks collectively aboutcommon interest thinks collectively aboutsomething controversial.something controversial.

According to Bertrand R. Canfield it is a ComplexAccording to Bertrand R. Canfield it is a Complex

product resulting from the interaction of individual product resulting from the interaction of individualopinions occurring within a group faced with aopinions occurring within a group faced with acontroversial issue.controversial issue.

Walter Lippamann: In this classic book, publicWalter Lippamann: In this classic book, publicopinion Walter Lippamann remarks: The pictureopinion Walter Lippamann remarks: The pictureinside the head of human beings, the picture of inside the head of human beings, the picture of themselves, of others, of their needs purposes andthemselves, of others, of their needs purposes and

relationships are the public opinion.relationships are the public opinion.


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Attitudes in Opinion FormationAttitudes in Opinion FormationThe main aim of public relations is to measure, analyzeThe main aim of public relations is to measure, analyze

and influence public opinion which develops fromand influence public opinion which develops fromindividuals attitude comprising the public. It isindividuals attitude comprising the public. It istherefore, important to understand the meaning of therefore, important to understand the meaning of attitudes, why attitudes are held by the people, and their attitudes, why attitudes are held by the people, and their role in the opinion forming process.role in the opinion forming process.

Attitude is the feeling or mood of an individual for or Attitude is the feeling or mood of an individual for or against someone, organization, object or an issue. It is aagainst someone, organization, object or an issue. It is a

way of looking at situations. An attitude that isway of looking at situations. An attitude that isexpressed can be termed as an opinion. Attitudesexpressed can be termed as an opinion. Attitudesrepresent the predisposition of an individual to evaluaterepresent the predisposition of an individual to evaluatecontroversial questions in a favorable or unfavorablecontroversial questions in a favorable or unfavorablemanner.manner.


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Changing Existing AttitudesChanging Existing Attitudes

When an existing attitude no longer provides a personWhen an existing attitude no longer provides a personwith satisfaction or when his aspirations are raised,with satisfaction or when his aspirations are raised,changes in attitude takes place.changes in attitude takes place.

If an individual is not satisfied with his cherishedIf an individual is not satisfied with his cherished beliefs, or he is frustrated or has problems, changes beliefs, or he is frustrated or has problems, changes

in attitudes takes place.in attitudes takes place.

Attitudes can also be changed by appealing to theAttitudes can also be changed by appealing to the

physical, social and economic needs of the people. physical, social and economic needs of the people.


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Formation of Public OpinionFormation of Public Opinion

Public Opinion is formed by individuals who are aPublic Opinion is formed by individuals who are a part of group who express their own opinion on a part of group who express their own opinion on acontroversial issue. Public opinion is a compositecontroversial issue. Public opinion is a compositeopinion which results from the interactions of theopinion which results from the interactions of the

individual opinion.individual opinion.One of the distinctive characteristic of public opinionOne of the distinctive characteristic of public opinion

process is the transformation of individual opinion process is the transformation of individual opinioninto public opinion. This is sometimes referred to asinto public opinion. This is sometimes referred to asthe Group Mind.the Group Mind.

The Dictionary of Mass Communication definesThe Dictionary of Mass Communication defines public opinion as the expression of all members of a public opinion as the expression of all members of agroup who give attention to a given issue.group who give attention to a given issue.


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Public Opinion is brought about by transformingPublic Opinion is brought about by transformingindividual opinion into group opinion and byindividual opinion into group opinion and byexerting influence of the members of a group onexerting influence of the members of a group onthe individuals opinion.the individuals opinion.

The opinion of the people in a group are influencesThe opinion of the people in a group are influences by: by:

3.3. Hear from opinion leaders and other members of Hear from opinion leaders and other members of the group or person from outside the group.the group or person from outside the group.

4.4. Read in newspapers, books and magazines.Read in newspapers, books and magazines.

5.5. See in life on television or about their own self.See in life on television or about their own self.6.6. Apart from these individual opinions areApart from these individual opinions are

influenced by their own needs, emotions heredity,influenced by their own needs, emotions heredity,

culture, experience, education and economicculture, experience, education and economicstatus.status.


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Public opinion emerges out of the interaction of Public opinion emerges out of the interaction of individual attitudes opinions and group opinions.individual attitudes opinions and group opinions.

Today as a result of education and improvedToday as a result of education and improved

communication public opinion is based more oncommunication public opinion is based more onrational thinking. More people weigh judgment untilrational thinking. More people weigh judgment untilthey have facts and evaluate the information theythey have facts and evaluate the information theyreceive from various sources.receive from various sources.


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Laws of Public OpinionLaws of Public OpinionSome years go Handley Cantril worked out some laws of Some years go Handley Cantril worked out some laws of

public opinion on the basis of intensive study of the trends public opinion on the basis of intensive study of the trendsover a decade. He held that trends that were recorded byover a decade. He held that trends that were recorded bythe polls support these generalizations.the polls support these generalizations.

2.2. In all the important events opinion is very sensitive.In all the important events opinion is very sensitive.3.3. Opinion is determined bye events than by words, unlessOpinion is determined bye events than by words, unless

the words are interpreted as events.the words are interpreted as events.4.4. Public Opinion is colored by desires like the individualPublic Opinion is colored by desires like the individual

opinion. When the opinion is based on desire rather thanopinion. When the opinion is based on desire rather thaninformation, it will show sharp shifts with the events.information, it will show sharp shifts with the events.

5.5. People are able to form opinions more easily with respectPeople are able to form opinions more easily with respectto goals rather than the methods necessary to accomplishto goals rather than the methods necessary to accomplishit.it.

6.6. People are less reluctant to have critical divisions of People are less reluctant to have critical divisions of

opinion made by their leaders.opinion made by their leaders.


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6. When an opinion is not structured solidly or when an6. When an opinion is not structured solidly or when anopinion is held by a simple majority, an accomplished factopinion is held by a simple majority, an accomplished factwill tend to shift the opinion in the direction of acceptance.will tend to shift the opinion in the direction of acceptance.

7. Opinions are not easily changed when self interest is7. Opinions are not easily changed when self interest isactually involved.actually involved.

8. Unless the people feel that their self interest is actually8. Unless the people feel that their self interest is actuallyinvolved or opinion aroused by words is sustained byinvolved or opinion aroused by words is sustained byevents, opinions does not remain aroused for a longer events, opinions does not remain aroused for a longer

period. period.

9. Opinions do not anticipate emergencies, it only reacts to9. Opinions do not anticipate emergencies, it only reacts to

them.them.10. When opinion is unrestricted or when people are open to10. When opinion is unrestricted or when people are open to

suggestion and seek some interpretation from a reliablesuggestion and seek some interpretation from a reliablesource, verbal statements and outlines of a course of actionsource, verbal statements and outlines of a course of actionhave the maximum importance.have the maximum importance.


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Public Opinion ResearchPublic Opinion ResearchPublic opinion research includes motivation research,Public opinion research includes motivation research,

image surveys, effectiveness surveys and individualimage surveys, effectiveness surveys and individual public studies. Out of these two or more may be public studies. Out of these two or more may beused concurrently in determining the character of anused concurrently in determining the character of an

opinion.opinion.Opinion research seeks answer what people think Opinion research seeks answer what people think

about an organization, why they think so, their about an organization, why they think so, their

attitudes towards company policies and practices. Inattitudes towards company policies and practices. Inaddition to this studies are made of opinion of a fewaddition to this studies are made of opinion of a fewselected members of the public such asselected members of the public such as

stockholders, employees, dealers, education, etc.stockholders, employees, dealers, education, etc.


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Image SurveysImage Surveys

Image surveys determine the corporate image in theImage surveys determine the corporate image in theminds of the public by ascertaining the attitudes of minds of the public by ascertaining the attitudes of the public towards an organization.the public towards an organization.

They seek to understand the companys reputation andThey seek to understand the companys reputation andwhat the public thinks about its products, services,what the public thinks about its products, services,

advertising personnel and practices.advertising personnel and practices.


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Motivation ResearchMotivation ResearchThis research seeks to find out why the public look with favor This research seeks to find out why the public look with favor

or disapproval upon a company. Through depth interviewsor disapproval upon a company. Through depth interviewswith a representative sample of the population it seeks towith a representative sample of the population it seeks todissolve which attitude of the public motivates themdissolve which attitude of the public motivates themtowards the organization.towards the organization.

It is necessary to explore the psychological factors whichIt is necessary to explore the psychological factors whichshapes the individual attitude towards the company, if weshapes the individual attitude towards the company, if wewant to understand the motives which influence anwant to understand the motives which influence anindividuals opinion.individuals opinion.

A companys public image will not only be affected by itsA companys public image will not only be affected by itsown actions and policies but also by the attitude of theown actions and policies but also by the attitude of the

public towards the industry to which the company belongs. public towards the industry to which the company belongs.Motivation studies are carried to find out the emotional factor Motivation studies are carried to find out the emotional factor

that influence the public opinion of a company or industry.that influence the public opinion of a company or industry.


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Effectiveness SurveysEffectiveness SurveysThey are used to measure the impact made by the companysThey are used to measure the impact made by the companys

public relations activities on the opinion. Before the start of the public relations activities on the opinion. Before the start of thecampaign a representative sample of the public is interviewed tocampaign a representative sample of the public is interviewed tofind out the public attitudes and the extent of the publicfind out the public attitudes and the extent of the publicknowledge of the company.knowledge of the company.

After the campaign the same people are again interviewed to see if After the campaign the same people are again interviewed to see if

there has been any change in their opinion due to public relationthere has been any change in their opinion due to public relationmessages.messages.

Some public relations researchers have questioned the reliability of Some public relations researchers have questioned the reliability of this type of survey because before interview the attention of thethis type of survey because before interview the attention of the

respondents is focused on the company. As a result, respondentrespondents is focused on the company. As a result, respondentare more conscious of the messages and their expressions of theare more conscious of the messages and their expressions of thecampaign are not typical of the public as a whole.campaign are not typical of the public as a whole.

Effectiveness surveys are used to measure public opinion of Effectiveness surveys are used to measure public opinion of specific events such as open house strikes, plant closing andspecific events such as open house strikes, plant closing andother related activities.other related activities.


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Individual Public StudiesIndividual Public Studies

A number of corporation abroad and a few in IndiaA number of corporation abroad and a few in Indiaundertake periodic studies of the policies, practices,undertake periodic studies of the policies, practices,management, supervision and working conditions.management, supervision and working conditions.The attitudes of the employees family are alsoThe attitudes of the employees family are alsosurveyed. The most effective method of conductingsurveyed. The most effective method of conductingemployee opinion survey is to question all theemployee opinion survey is to question all theemployees in the group of 10-30 by asking then toemployees in the group of 10-30 by asking then to

complete questionnaires on the questions related tocomplete questionnaires on the questions related tothe organization and of their work.the organization and of their work.


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Principles of PersuasionPrinciples of PersuasionTentative principles of persuasion based onTentative principles of persuasion based on

experimental research:experimental research:2.2. Acceptance of the message is a critical factor inAcceptance of the message is a critical factor in

persuasive communication. persuasive communication.

3.3. If the suggestion meets the following it is moreIf the suggestion meets the following it is morelikely to be accepted.likely to be accepted.(d)(d) If it meets existing personality needs and drives.If it meets existing personality needs and drives.

(e)(e) If it is in harmony with group norms and loyalties.If it is in harmony with group norms and loyalties.(f)(f) If the source is perceived as trustworthy or expert.If the source is perceived as trustworthy or expert.3. If the suggestion is accompanied by other factors3. If the suggestion is accompanied by other factors

underlying belief and attitude then change inunderlying belief and attitude then change inattitude is more likely to occur.attitude is more likely to occur.


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4. It is more effective to give only one side of the argument4. It is more effective to give only one side of the argumentwhen:when:

(b)(b) The audience is friendly.The audience is friendly.

(c)(c) One position is presented.One position is presented.

(d)(d) Immediate but temporary change of opinion is wanted.Immediate but temporary change of opinion is wanted.

5. It is more effective to present both sides of the argument5. It is more effective to present both sides of the argumentwhenwhen

(f)(f) The audience disagrees.The audience disagrees.

(g)(g) It is probable that it will hear the other side fromIt is probable that it will hear the other side from

another source.another source.6. The one presented last will be more effective when6. The one presented last will be more effective when

equally attractive opposing views are presented oneequally attractive opposing views are presented oneafter another.after another.


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7. Sometimes emotional appeals and sometimes7. Sometimes emotional appeals and sometimesfactual appeals are more influential.factual appeals are more influential.

It depends on the kind of message and kind of It depends on the kind of message and kind of audience.audience.

8. In inducing a desired opinion change a strong threat8. In inducing a desired opinion change a strong threatis generally less effective than a mild threat.is generally less effective than a mild threat.

9. The desired opinion change may be sometimes9. The desired opinion change may be sometimesmore measurable after exposure to themore measurable after exposure to thecommunication than right exposure.communication than right exposure.

10. Those people who you want most in the audience10. Those people who you want most in the audienceare likely to be least there.are likely to be least there.

Documents

Public Opinion Chpt 4