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Understanding Public Opinion Dynamics through Political Communication Theories

Explore the various types of public opinion, its relationship with the media, and the effects of political communication through historical and recent theories. Delve into the impact of opinions on different groups and the role of media in shaping perceptions.

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Understanding Public Opinion Dynamics through Political Communication Theories

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Presentation Transcript

  1. The citizen-voter GianpietroMazzoleni La comunicazionepolitica Chapter 9

  2. What is an opinion? • An opinion is a changeable predisposition due to • Schemata • Values • Group identifications

  3. Different kinds of public opinion • General public • Qualified public • Active public • Public of voters • Latent public opinion • Perceived majority

  4. Public opinion and media • Sources of knowledge • As starter • As intervener • As reinforcement or distortion • Deliverers of frames • As proposers of a solution • Tools for persuading • Source: credibility and attractivity • Message: saliency, intensity, repetitiveness, differentiation, one-sidedness, ranking

  5. Public opinion and interpersonal communication • Diadic influence: from an opinion leader to an individual • Group influence: from an opinion leader to a group • Spiral of silence: form the public opinion to an individual

  6. The effects of political communication: first theories • Mass society and behaviorism • Columbia approach • Michigan approach

  7. The effects of political communication: recent theories • Active public • Dependency from the media • Information processing • Affective intelligence • Social constructivism • Agenda setting • Framing • Priming

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