1. Gianpietro Mazzoleni La comunicazione politica Chapter 9
The citizen-voter
Gianpietro Mazzoleni
La comunicazione politica
Chapter 9

2. What is an opinion? An opinion is a changeable predisposition due to
Schemata
Values
Group identifications

3. Different kinds of public opinion
General public
Qualified public
Active public
Public of voters
Latent public opinion
Perceived majority

4. Public opinion and media
Sources of knowledge
As starter
As intervener
As reinforcement or distortion
Deliverers of frames
As proposers of a solution
Tools for persuading
Source: credibility and attractivity
Message: saliency, intensity, repetitiveness, differentiation, one-sidedness, ranking

5. Public opinion and interpersonal communication
Diadic influence: from an opinion leader to an individual
Group influence: from an opinion leader to a group
Spiral of silence: form the public opinion to an individual

6. The effects of political communication: first theories
Mass society and behaviorism
Columbia approach
Michigan approach

7. The effects of political communication: recent theories
Active public
Dependency from the media
Information processing
Affective intelligence
Social constructivism
Agenda setting
Framing
Priming