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Public Opinion II

Public Opinion II. Introduction to Public Relations Dr. Michael Smilowitz School of Communication Studies James Madison University. What to expect?. Explain what is meant by a psychological view of opinions. Describe Rokeach’s theory of the structure of beliefs, attitudes, and values.

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Public Opinion II

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  1. Public Opinion II Introduction to Public Relations Dr. Michael Smilowitz School of Communication Studies James Madison University

  2. What to expect? • Explain what is meant by a psychological view of opinions. • Describe Rokeach’s theory of the structure of beliefs, attitudes, and values.

  3. The nature of opinions • Theorizing and practice regarding public opinion operates primarily from a psychological point of view. • Presumes that communication is processed by the mind, which in turn affects the behavior of individuals. • Psychologists construct concepts that explain how individuals organize information into such things as beliefs, attitudes, and values.

  4. The nature of opinions • In a psychological view, it is the nature of internal, psychological processes which affect individuals’ behavioral choices.

  5. The nature of opinions The classic work is that of: Rokeach, Milton (1969, 1973): Belief, Attitudes, and Values: A Theory of Organization and Change. Rokeach believes that each person has a highly organized system of beliefs, attitudes, and values, which guides behavior.

  6. The nature of beliefs Beliefs are the hundreds of thousands of statements that we make about self and the world. • Do not predispose individuals to act in any particular way. • A proposition about the nature of things, people, actions. • A statement is a belief if it can be preceded with "I believe that..."

  7. The nature of beliefs • Beliefs are organized in layers from well-established, relatively unchangeable beliefs that form the core of the belief system to insignificant beliefs that can change easily at the periphery of the system.

  8. The nature of beliefs Beliefs are the hundreds of thousands of statements that we make about self and the world. • Do not predispose individuals to act in any particular way. • A proposition about the nature of things, people, actions. • A statement is a belief if it can be preceded with "I believe that..."

  9. The nature of beliefs Type A: Primitive Beliefs, 100 percent consensus. • At the center. Unquestioned basic beliefs -- that are universally supported. • I believe breathing is a sign of life. • I believe that objects fall to the ground. • I believe I teach at James Madison University.

  10. The nature of beliefs Type B: Primitive beliefs, 0 percent concensus. • Also at the center. They are supported by the self rather than by others. • No matter what others say, I believe……. • I believe in God. • I believe people should be good to each other. • I believe I have an adequate vocabulary.

  11. The nature of beliefs Type C: Authority beliefs. • Credibility beliefs about who can or cannot be trusted. • I believe my father's advice is good for me. • I believe professors can be trusted. • I believe you can’t trust everything you read. • I believe politicians are likely to lie to get elected.

  12. The nature of beliefs Type D: Derived Beliefs • Beliefs about matters of fact that we receive indirectly. We believe them because we accept the authorities who tell us they are true. But can come indirectly from the authorities through friends or media. • I believe that the U.S. uses twice the natural resources of China, and fifteen times the resources of India (because I saw it on National Geographic). • I believe that Pluto is not a planet if the International Astronomical Union says so.

  13. The nature of beliefs Type E: Inconsequential Beliefs. • At the very periphery of the belief system, concerns matters of personal taste and judgment. They can be intensely held, but have no consequential affect on other beliefs. • I believe that there will be another Next Generation Star Trek Movie. • I believe that this is the best time to end this lecture.

  14. The nature of beliefs • The more central the belief, the more difficult it is to change. • “I believe this is a picture of a baby.” Its not likely that anyone can change my mind about it. To change this belief I would have to change my “primitive beliefs” regarding my ability to perceive the world correctly and to properly label my perceptions with my vocabulary.

  15. The nature of beliefs • Another example of the difficulty of changing primitive beliefs: “I believe in God …. regardless of my abilities to prove divine existence.” If I change by belief in the existence of God, I would have to change my beliefs about the nature of the universe, people, and my reasons for acting morally.

  16. The nature of beliefs • Authority beliefs are also difficult to change. • We are raised to recognize that some individuals and institutions can be depended upon as good sources, and others are not. • “I am more likely to value the opinions of educated, moral individuals than those who are not.”

  17. The nature of beliefs • Derived and inconsequential beliefs are more changeable. • With more information, I could be led to believe that the United States uses thirty times the resources of China. • I could be easily convinced that there will not be another Star Trek - Next Generation movie.

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