Communication Theory and
Public Opinion
Chapter 5
Public Relations:
A Values-Driven Approach
This multimedia product and its contents are protected under copyright law. The following are prohibited by law:
• any public performance or display, including transmission of any image over a network;
• preparation of any derivative work, including the extraction, in whole or in part, of any
images;
• any rental, lease, or lending of the program.
Copyright © Allyn & Bacon 2003
Communication Model






All communication is surrounded by
noise.
Originates with a source…
...who sends a message...
…using a medium...
…to a receiver…
…who provides feedback to the source.
Copyright © Allyn & Bacon 2003
Noise (Static)



Envelops communication and often
inhibits it.
Can take physical forms.
Can take intangible forms.
Copyright © Allyn & Bacon 2003
The Source




Is where communication originates.
Needs to know who the receivers are.
Needs to be seen as credible.
Needs to know what kind of message
is best suited to a particular audience.
Copyright © Allyn & Bacon 2003
The Message




Is the content of communication.
Confronts a serious challenge: getting
people to pay attention.
Must be relevant.
Must be understood.
Copyright © Allyn & Bacon 2003
The Channel



Is the medium (or media) used to
transmit the message.
Must be seen as relevant.
Must be seen as credible.
Copyright © Allyn & Bacon 2003
The Receiver


Is the person or persons for whom the
message is intended.
Is most receptive to messages that
specifically target the receiver’s interests
and values.
Copyright © Allyn & Bacon 2003
Feedback


Is the receiver’s reaction, as interpreted
by the source, to the message.
Is an indispensable part of
communication.
Copyright © Allyn & Bacon 2003
Mokusatsu



The Japanese Prime Minister wanted to
tell President Truman we were willing
to negotiate surrender terms.
He used an archaic term—
“Mokusatsu”—to get past military
censors.
President Truman didn’t understand
the message.
Copyright © Allyn & Bacon 2003
The Key To Communication
If there is a breakdown anywhere in
the communication process,
communication does not occur.
Copyright © Allyn & Bacon 2003
The Magic Bullet Theory
Mass Media
Public
Copyright © Allyn & Bacon 2003
The Magic Bullet Theory
Mass Media
Public
Copyright © Allyn & Bacon 2003
Two-Step Theory of Mass
Communications
Mass Media
Opinion Leaders
Public
Copyright © Allyn & Bacon 2003
Two-Step Theory of Mass
Communications
Mass Media
Opinion Leaders
Public
Copyright © Allyn & Bacon 2003
N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
Copyright © Allyn & Bacon 2003
N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
Copyright © Allyn & Bacon 2003
N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
Copyright © Allyn & Bacon 2003
N-Step Theory of Mass
Communications
Mass Media
Op Ldrs
Op Ldrs
Op Ldrs
Op Ldrs
Public
Copyright © Allyn & Bacon 2003
The Diffusion Theory
Mass Media
Individuals
Individuals
Individuals
Individuals
Individuals
Individuals
Copyright © Allyn & Bacon 2003
The Diffusion Theory
Mass Media
Individuals
Individuals
Individuals
Individuals
Individuals
Individuals
Copyright © Allyn & Bacon 2003
The Agenda-Setting Hypothesis
Mass Media
Public
Copyright © Allyn & Bacon 2003
The Agenda-Setting Hypothesis
Mass Media
Public
Copyright © Allyn & Bacon 2003
Uses and Gratifications Theory
Mass Media
Message
blocked
Public
Copyright © Allyn & Bacon 2003
Uses and Gratifications Theory
Mass Media
Message
received
Public
Copyright © Allyn & Bacon 2003
Uses and Gratifications Theory
Mass Media
Interactive
Public
Copyright © Allyn & Bacon 2003
Uses and Gratifications Theory
Mass Media
Self-selected
messages
Public
Copyright © Allyn & Bacon 2003
Framing Campaign 2000




Framing Theory —communicating an
idea in such a way that an audience is
influenced by the way it is expressed.
Gore’s message—“I just want all of the
votes counted.”
Bush’s message—“I just want everyone
to play by the rules.”
Both—“Don’t I look presidential?”
Copyright © Allyn & Bacon 2003
Maslow’s Hierarchy of Needs





Physiological
Safety
Acceptance
Self-esteem
Self-actualization
Copyright © Allyn & Bacon 2003
Monroe’s Motivated Sequence





Get the audience’s attention.
Show a need.
Offer a satisfactory solution.
Visualize what will happen if nothing
is done.
Tell the audience what action it should
take.
Copyright © Allyn & Bacon 2003
Aristotle’s Forms of Persuasion



Logos -- an appeal to reason
Pathos -- an appeal to emotions
Ethos -- an appeal based upon
personality or character
Copyright © Allyn & Bacon 2003
Persuasion


When practiced at its highest level,
public relations identifies common
interests and promotes actions that are
mutually beneficial.
In this context, persuasion is an
appropriate compliance gaining tactic.
Copyright © Allyn & Bacon 2003
How Public Opinion Evolves




It starts with an already present mass
sentiment.
It begins to evolve when an issue is
interjected into that consensus.
Like-minded individuals coalesce into
a public.
Various publics engage in public and
private debate.
Copyright © Allyn & Bacon 2003
How Public Opinion Evolves




Time passes and people make up their
minds.
The debate leads to a consensus, which
is known as public opinion.
Public opinion evolves into some form
of social action.
The issue evolves into a social value,
and the process begins anew.
Copyright © Allyn & Bacon 2003
Persuasion versus Manipulation




Manipulation suggests something
underhanded.
Short-term gains are short-lived.
Manipulation comes with a cost:
credibility.
Those who seek to master public
opinion often become a slave to it.
Copyright © Allyn & Bacon 2003