Chapter 9 Notes

Here are a few key points I picked out while reading chapter nine:

Chapter nine discusses Public Opinion and Persuassion.

Public Opinion is defined as opinions on controversial issues that one can express in public without isolating oneself.


Key Points:

  • Public opinion is hard to measure.  This is because the public almost never has a unanimous opinion. 

  • Publics react strongly to events.

  • Public discussion leads to better public opinion. 

  • Clear persuasive communication is crucial

  • It is crucial to know who your audience is and what they are about. 
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