ERIC Number: ED244303
Record Type: RIE
Publication Date: 1984-Aug
Reference Count: 0
The Communication of Public Opinion.
Glynn, Carroll J.
To determine the relationship of referent group characteristics and communication variables to the public opinion process, interviews were conducted with 297 Madison, Wisconsin adults, located in 31 neighborhoods. Working within selected topics, opinions were measured through the use of a series of short statements about various controversial issue of interest to the individuals. After hearing opinion statements that briefly described both sides of an issue, the respondents were asked to place themselves in a situation where they would present their opinions on the same issues. Respondents were also asked their perception of what their neighbors and individuals in the city of Madison would "hold" as opinions on the various issues. Results showed that respondents tended to see themselves as being close to their neighbors, but not necessarily similar to those neighbors, and to see their neighbors either as having the same opinions as they had, or more conservative opinions then their own. Respondents also seemed either to use little internal and external communication in the public opinion process, or to use mainly external communication for verification or support of their own opinions and opinion perceptions. It was concluded that referent groups and their relation to communication and to perceptions of others' opinions and statements of own opinions should be considered a vital part of the public opinion process. (HOD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).