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The citizen-voter

The citizen-voter. Gianpietro Mazzoleni La comunicazione politica Chapter 9. What is an opinion?. An opinion is a changeable predisposition due to Schemata Values Group identifications. Different kinds of public opinion. General public Qualified public Active public Public of voters

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The citizen-voter

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  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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