Business Management

Business Management

1. Public opinion and its role in society

   • Public Opinion and Structure
     • The sociology of knowledge considers public opinion as a form of thought: that collective, daily, conflictive, publicly expressed thought strongly conditioned by the social structure.
   • Public Opinion Formation
     • At the moment of making known the way in which public opinion is formed, the journalistic population reached by the research gives the media the fundamental role of being the formers of the phenomenon.
   • Expression And Knowledge
     • Public opinion is born and develops with individual freedoms and especially with freedom of expression within a democratic society, when the citizen enjoys all his rights; this is why it cannot be linked to this term without specifying what type of society it refers to.

2. Relationship between public relations

   • Communication Tools and Audiences
     • There are several factors that can operate as shapers of public opinion. In modern society there are different levels of persuasion and in some cases there is a real bombardment of the community in order to form coinciding opinions.
   • Opinion Leaders and Personal Influence
     • The content and effects of the mass media, particularly television, contribute to the creation and the audience's conception of reality.

3. Effects of the media

   • Trust In The Media And The Effectiveness Of News Sources
   • Information Literacy and Critical Thinking
   • Opinion Studies, Surveys And Others

4. The influence of the media

   • Cognitive Response Theory
     • It postulates that whenever a receiver receives a persuasive message, this is what is said by the source with his or her previous feelings and attitudes regarding the subject in question, generating cognitive responses.
   • Heuristic Model
     • The above models assume that for a message to be effective, the receiver must be actively involved in the cognitive processing of the message.

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