9 Public Opinion and Persuasion C H A P T E R This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright © Allyn and Bacon 2009

Topics Covered in Chapter 9 What is Public Opinion Opinion Leaders as Catalysts The Role of Mass Media Persuasion: Pervasive in Our Lives Factors in Persuasive Communication Propaganda Persuasion and Manipulation The Ethics of Persuasion Copyright © Allyn and Bacon 2009

Video: Power: One River, Two Nations The video Power: One River, Two Nations provides endless examples of how to persuade audiences using various public relations strategies and tactics. The following slides tie the concepts from this chapter to examples in the video. Your essay question on the mid-term exam will be about this video. Copyright © Allyn and Bacon 2009

A Brief History of James Bay It is helpful to know a bit of background about James Bay, in order to understand the campaign and the video. The next few slides are based on an article “A brief history of Cree: From trap lines to power lines, CG traces the James Bay Cree-outsiders’ exchange” by Diana Gee-Silverman. 1600s - French explorers encounter the Swampy Cree May 2, 1670 - The Hudson’s Bay Company is incorporated. King Charles II of England gives the company control of Rupert’s Land, one-third of present-day Canada. Copyright © Allyn and Bacon 2009

James Bay Cree and Inuit territory Copyright © Allyn and Bacon 2009

Brief History of James Bay The Cree get involved with the fur trade, with the French and the English. Pelts are traded for axes, guns, blankets and flour. 1870 – Rupert’s Land becomes a part of the Dominion of Canada. 1960s – Quebec begins the process of mass resource extraction. Copyright © Allyn and Bacon 2009

Brief History of James Bay 1971 – The Quebec government announces plans for the James Bay Project in northern Quebec—a massive hydropower development plans to build a series of dams, reservoirs and power stations on the Grand River. 1974 - The Grand Council of the Crees, representing nine Northern Quebec Cree communities, is created in opposition to hydro-development to protect Cree rights during negotiations. Copyright © Allyn and Bacon 2009

Brief History of James Bay November 11, 1975 – The federal government, the Quebec provincial government and representatives from each of the James Bay Cree communities sign the first of the “modern treaties,” the James Bay and Northern Quebec Agreement. Under the agreement the Cree receive $225 million in compensation and give up their claim to certain land in northern Quebec. As part of the agreement Cree communities also gain special hunting and fishing rights and more opportunity for self-government. 1979 – Phase one of the James Bay Project is completed. Copyright © Allyn and Bacon 2009

Brief History of James Bay 1986 – The Quebec government announces plans for the Great Whale Project, which would dam and divert five rivers that flow into Hudson Bay and flood over 3,500 square kilometres of Cree and Inuit treaty land along the Great Whale River in northern Quebec. The power generated from the project will mostly be exported to the United States. The James Bay Cree join environmental groups to launch a highly publicized campaign to stop the project. Copyright © Allyn and Bacon 2009

Brief History of James Bay 1991 – Under the direction of Grand Chief Matthew Coon Come, the Cree launch a protest of the Great Whale project. Tactics include a full-page advertisement in the New York Times and canoe from Hudson Bay to New York City to lobby potential U.S. electricity customers. Why do you think the Cree decided to focus on US electricity customers, rather than people in Quebec? Copyright © Allyn and Bacon 2009

Brief History of James Bay 1994 – The Quebec government cancels the Great Whale Project, in part because of public concern over its potential impact on the environment and Cree and Inuit communities. 2002 -- The Cree and the Government of Quebec sign the landmark Agreement Concerning a New Relationship, also known as Paix des Braves. Far more than an economic deal, this is seen as a "nation to nation" agreement. Copyright © Allyn and Bacon 2009

Brief History of James Bay Paix des Braves allows for continued hydroelectric development in exchange for Cree employment in the hydroelectric industry and $3.5 billion in financing over 50 years. In Cree communities, the agreement means expansion of infrastructure, including housing, community centres, health services and expanded opportunities in education. Copyright © Allyn and Bacon 2009

Canadian involvement in China Feasibility study was needed “to form the basis for securing assistnace from international financial institutions” On the committee to supervise the feasibiity study was Hydro-Quebec International and Canadian International Development Agency (CIDA) Copyright © Allyn and Bacon 2009

A similar situation in China: Three Gorges Dam on the Yangtze River The first edition of Damming The Three Gorges was dedicated to Dai Qing. Copyright © Allyn and Bacon 2009

Dai Qing A Chinese engineer, environmentalist and award-winning journalist, Dai Qing was the chief editor of Yangtze! Yangtze! (1989) the first Chinese book critical of the Three Gorges Dam. Watch video For her role in spurring the public debate about the Three Gorges Dam, Dai Qing was arrested and detained without trial in a maximum security prision for ten months. Copyright © Allyn and Bacon 2009

And lest we Canadians feel too superior… Copyright © Allyn and Bacon 2009

What is Public Opinion? Public opinion is difficult to measure Public opinion is defined as …the sum of individual opinions on an issue affecting those individuals Copyright © Allyn and Bacon 2009

What is Public Opinion? Key ideas in understanding the formation of pubic opinion: Self-interest The importance of events Copyright © Allyn and Bacon 2009

Importance of events… Public opinion is sensitive to events and reacts to them. Events of large magnitude have a particular power to swing public opinion Copyright © Allyn and Bacon 2009

Opinion Leaders as Catalysts Opinion leaders serve as catalysts for the formation of public opinion through their knowledge and ability to articulate ideas about specific issues. Copyright © Allyn and Bacon 2009

Opinion Leaders Highly interested in a subject or issue Better informed on an issue than the average person Avid consumers of mass media Early adopters of new ideas Good organizers who can get other people to take action Copyright © Allyn and Bacon 2009

Two types of Opinion Leaders First, formal opinion leaders or power leaders have positions of power and tapped for information about specific issue related to their areas of responsibility or concern. Copyright © Allyn and Bacon 2009

Two types of Opinion Leaders Second, informal opinion leaders have clout with peers because of some special characteristic. Public relations professionals try to influence these leaders as they try to influence the public at large. Copyright © Allyn and Bacon 2009

Working with journalists… One of the things opinion leaders understand is the need of journalists for quotes that are short and have impact. When you are watching Power, listen for short, high impact statements that a key spokesperson provided to the media. Copyright © Allyn and Bacon 2009

The Role of Mass Media Via the mass media, public relations people become major players in forming public opinion because they often provide the mass media with the information in the first place. The following theories can help practitioners understand mass media effects: Agenda Setting Theory Media Dependency Theory Framing Theory Conflict Theory Copyright © Allyn and Bacon 2009

Persuasion: Pervasive in Our Lives Persuasion has been around since the beginning of human history. Persuasion is used to To change or neutralize hostile opinions, crystallize latent opinions and positive attitudes conserve favorable opinions. The dominant view of public relations is one of persuasive communication actions performed on behalf of clients. Copyright © Allyn and Bacon 2009

Factors Pervasive Communication A number of factors are involved in persuasive communication, and the public relations practitioner should be knowledgeable about each one, including Audience analysis Source credibility Appeal to self-interest (4) Clarity of message (5) Timing and context (6) Audience participation (7) Suggestions for action (8) Content and structure of messages (9) Persuasive speaking Copyright © Allyn and Bacon 2009

Audience Analysis Understand your audience. What is their “self-interest” Copyright © Allyn and Bacon 2009

Source Credibility What makes someone a credible source of information? Copyright © Allyn and Bacon 2009

Appeal to self-interest What do they want? What do they care about? Copyright © Allyn and Bacon 2009

Clarity of message Complicated messages leave people confused Simple, clear, straightforward is good… Copyright © Allyn and Bacon 2009

Timing and context Holidays and special days. Stuff in the news Copyright © Allyn and Bacon 2009

Audience participation Copyright © Allyn and Bacon 2009

Suggestions for action A number of factors are involved in persuasive communication, and the public relations practitioner should be knowledgeable about each one, including Copyright © Allyn and Bacon 2009

Content and structure of messages A number of factors are involved in persuasive communication, and the public relations practitioner should be knowledgeable about each one, including Audience analysis Source credibility Appeal to self-interest (4) Clarity of message (5) Timing and context (6) Audience participation (7) Suggestions for action (8) Content and structure of messages (9) Persuasive speaking Copyright © Allyn and Bacon 2009

Persuasive speaking A number of factors are involved in persuasive communication, and the public relations practitioner should be knowledgeable about each one, including Audience analysis Source credibility Appeal to self-interest (4) Clarity of message (5) Timing and context (6) Audience participation (7) Suggestions for action (8) Content and structure of messages (9) Persuasive speaking Copyright © Allyn and Bacon 2009

Propaganda Propaganda is defined as the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist. In the 20th century, it took on a negative connotation. Today, propaganda connotes falsehood, lies, deceit, disinformation, and duplicity. Copyright © Allyn and Bacon 2009

Propaganda cont. Advertising and public relations messages for commercial purposes use several techniques commonly associated with propaganda, including: Plain folks Testimonial Bandwagon Card stacking Transfer Glittering generalities Copyright © Allyn and Bacon 2009

Plain folks Plain folks is an approach often used by individuals to show humble beginnings and empathy with the average citizen. Political candidates, in particular, are quite fond of telling about their “humble” beginnings. Copyright © Allyn and Bacon 2009

Testimonial Testimonial is frequently used device to achieve credibility, as discussed earlier. A well-known expert, popular celebrity, or average citizen gives testimony about the value of a product or the wisdom of a decision. Copyright © Allyn and Bacon 2009

Bandwagon Bandwagon is the implication or direct statement that everyone wants the product or that the idea has overwhelming support. Copyright © Allyn and Bacon 2009

Card stacking Card stacking is the selection of facts and data to build an overwhelming case on one side of the issue, while concealing the other side. The advertising industry says a ban on beer advertising would lead to enormous reductions in network sports programming and a ban on cigarette advertising would kill many magazines. Copyright © Allyn and Bacon 2009

Transfer Transfer is the technique of associating the person, product, or organization with something that has high status, visibility, or credibility. Copyright © Allyn and Bacon 2009

Glittering generalities Glittering generalities is the technique of associating a cause, product, or idea with favorable abstractions such as freedom, justice, democracy, and the American way. Copyright © Allyn and Bacon 2009

Using the mass media Each medium has particular strengths and weaknesses that can be understood and exploited. When you are watching Power, look for examples of how the Crees used each particular medium to get their message out. Copyright © Allyn and Bacon 2009

Print Good for details and complex messages. Can be kept for future reference Copyright © Allyn and Bacon 2009

Television Has emotional impact. Viewers can actually see what's going on for themselves. Copyright © Allyn and Bacon 2009

Radio Immediate. Low cost. Reaches specific target audiences Copyright © Allyn and Bacon 2009

Online media Why didn’t the James Bay campaign use social media? Copyright © Allyn and Bacon 2009

Persuasion and Manipulation Public relations practitioners ability to use persuasion leads to charges that they have great power to influence and manipulate people. What public relations campaigns have influenced you and people you know? Copyright © Allyn and Bacon 2009

What factors limit how persuasive your message is? Lack of message penetration Competing messages Self-selection (4) Self-perception Copyright © Allyn and Bacon 2009

Power: One River, Two Nations The James Bay Cree sponsored a film as one of their public relations tools to raise awareness about their campaign to stop Hydro Quebec. That is the film we are going to watch! Copyright © Allyn and Bacon 2009