Flashcard Set Preview
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| 1 |
What are opinions on controversial issues that one can express in public without isolating...
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public opinion
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| 2 |
the sum of individual opinions on an issue affecting those individuals?
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public opinion
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| 3 |
Collection of views held by person interest in the subject?
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public opinion
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| 4 |
x
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x
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| 5 |
What are key ideas in understanding public opinion?
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self-interestimportants of events in formation of political opinion
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| 6 |
x
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x
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| 7 |
How do opinion leaders serve as catalysts?
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through their knowledge and ability to articulate ideas
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| 8 |
What are two types of leaders?
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formal/power, informal
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| 9 |
Formal leaders have what kind of positions?What information are they asked for info about?
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positions of powerabout specific issues related to their areas of responsibility or concern
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| 10 |
Informal leaders have clout with peers, why?
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because of a special characteristic
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| 11 |
What is the two step flow theory of communication?
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- Public opinion is formed by those who have shifted info, evaluated it, and formed an opinion.-...
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| 12 |
What is the multiiple step flow?
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makers get their info from a lot of peoplethen share it with their circle of friends
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| 13 |
x
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x
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| 14 |
Public relations are major players in forming public opinion how?
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they often provide the mass media with the info in the first place
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| 15 |
What are info subsidies?
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info from pr for free
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| 16 |
What theories help practitioners understand mass media effects?
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- agenda setting- media dependency- framing theory- conflict theory
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| 17 |
How is persuasion used?
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1- to change or neutralize negative opinion2- crystalize latent opinion and positive attitudes3-...
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| 18 |
What is the dominant view of public relations?
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pesuasive communication on behalf of the client
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| 19 |
Ethos?Logos?Pathos?
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credibilitylogical argumentemotion
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| 20 |
How do PR practitioners use persuasion?
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lead to changes
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| 21 |
The effectiveness of persuasion techniques is?
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greatly exaggerated
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| 22 |
x
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x
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| 23 |
x
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x
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| 24 |
What do persuasive messages require?
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truth, honesty, and candor
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