公众舆论与大众传媒.pptx

PART 1:Conception of public opinion PART 2:Relationship between mass media and public opinion how does mass media measure public opinion how does mass media influence public opinionPART 3:Problems of the supervision of public opinionPART 4:Ways of managing public opinion Conception Public opinion the ideas or attitudes most people hold about an issue or a person CharacteristicslDirection:Positive or NegativelIntensity:Strong or IndifferentlStability:Firm or Hesitating RelationshipHow is public opinion measured?lPolls lElectionslInterest groupslMass medialmass medialTelevision,radio,newspapers,magazines,recordings,movies,and books are called mass media because they communicate broadly to masses of peopleHow does mass media measure public opinion?lMass media are considered as an important tool to measure public opinion.lIn case of the entertainment channels,public voting for reality shows like super voice girl explains the importance given for public opinion.lIn case of movies，the views of the audience which is instrumental in the success/failure of a movie.lIn case of the World Wide Web or the Internet,the websites were already using the public pollsThe rise of blogging and public forums has paved way to increased exposure to public opinions.Mass media influence Public OpinionlGuiding public opinionlShaping public opinionlThe candidates pay more TV and media exposure have more influence on public opinion and thus can receive more votes.lAfter the 911,the media exposed Osama guilty for the attack as they were told by the authorities.lThis shaped the public opinion to support the war on terrorism,the same happened with the war on Iraq.Problems of the supervision of public opinionlMisleading public opinionslObstructing judicial justicelIgnoring things essenceMisleading public opinionsObstructing the judicial justiceIgnoring things essencelIn short,there still exist many deficiencies in mass medias function of guiding and supervising the public opinion.lWhat should we do to solve those problems?Ways of managing public opinion Mass media should be independent from governments,advertisers and public to make real and impartial journalismThe publicContact with different media to understand the different types of media content.Learn to use the media in a critical way:we should be a master,instead of a slave.