Chapter Six:
Public Opinion
and Persuasion
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Overview
What is public opinion?
The “public” embedded in public opinion
Opinion leaders as catalysts
The role of mass media
Crucial role of conflict in public discourse
The pervasiveness of persuasion in public
opinion
 Factors in persuasive communication
 Limitations of persuasion
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Public Opinion
What is public opinion?
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Self-interest
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Event-triggered
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“Public” Embedded in Public Opinion
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Activate public through public opinion
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Identify key publics through analysis of public
opinion
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Opinion Leaders
Opinion leaders are:
 Interested
in a particular issue
 Knowledgeable
 Consumers
on a given topic
of mass media
 Early
adopters of ideas
 Good
organizers
Opinion leaders can be formal or informal.
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Opinion Leaders
The Flow of Opinion
- Two-step flow
- Multi-step flow
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The Role of Mass Media
- Agenda-setting
- Framing
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Conflict in Public Discourse
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Conflict inherent in news frames
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Use of media for strategic agenda-building and a
wrangle in the marketplace of ideas
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Persuasion in Public Opinion
Persuasion is used to …
 change
or neutralize hostile opinions
 crystallize
 conserve
latent opinions and positive attitudes
favorable opinions
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Factors in Persuasive Communication
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Audience analysis
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Appeals to self-interest
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Content and structure of
messages
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Timing and context
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Reinforcement
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Persuasive speaking
Audience participation
Source credibility
Clarity of message
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Limitations of Persuasion
Lack
of message penetration
Competing
or conflict messages
Self-selection
Self
perception
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Persuasion Ethics
Don’t s
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cover up consequences
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use baseless appeals
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oversimplify
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use false evidence
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use specious reasoning
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falsely represent yourself
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feign certainty
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use irrelevant appeals
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make false links
advocate what you don't
believe yourself

conceal your purpose
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008