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ERIC Number: ED157117
Record Type: RIE
Publication Date: 1978-Apr
Pages: 19
Abstractor: N/A
Reference Count: 0
The Structure of "Climates of Opinion" from the Point of View of Communication Research.
Sisatto, Seppo
The "climate of opinion" is the dominant direction of opinions and perceptions as expressed by existing or assumed activities of constituent individuals, groups, and institutions. There are three regional definitions of this concept: macrolevel, local level, and individual level. A model of climate of opinion contains the following features: (1) the climate of a higher level is a synthesis of lower level subclimates; (2) subclimate is a synthesis of the effects of the major structural factors of the subarea; and (3) the general climate of opinion covers several subclimates, each with its own individual, collective, and institutional levels. Communication, the cement holding organizations together, takes place in ways characteristic of each level. An opinion leader is of central importance at the individual level, newspaper and local electronic media are significant at the local level, and national mass media dominate the macrolevel. Macrolevel communication may influence the opinion formation of individuals directly and thus also influence the climates on the individual and local levels. (DF)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Identifiers: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (28th, Chicago, Illinois, April 25-29, 1978)