PBRL 270 Lecture Notes - Lecture 11: Cognitive Dissonance, Silent Majority, Psychographic
6 Nov 2017
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Document Summary
Opinion leaders: highly interested in the subject, better informed than the average person, consumers of and contributors to mass media, early adopters of ideas, leaders, good organizers, can be formal or informal, want them on your side. Public opinion- aggregate of individual opinions about an issue affecting the people who make up that public: what we do know. Agenda setting theory- create a triggering event. Monitoring public opinion helps pr: understand role of mass media, identify opinion leaders (two step ow, monitor shifts in public opinion (spiral of silence) Nothing is as good as a good theory. Bullet theory- what you read is what you believe: not true. Most important public is the one who can help you the most: situational theory- publics are de ned by their connections to an organization. Primary target may be different at different times. Might be comprised of different people at different times. Cognitive dissonance: ignore media messages inconsistent with our own beliefs.
