Transcript Political Communication

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
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General public
Qualified public
Active public
Public of voters
Latent public opinion
Perceived majority
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
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
The effects of political
communication: first theories
• Mass society and behaviorism
• Columbia approach
• Michigan approach
The effects of political
communication: recent theories
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Active public
Dependency from the media
Information processing
Affective intelligence
Social constructivism
– Agenda setting
– Framing
– Priming