Deck 9: Public Opinion and Persuasion

Question 1

Media alert the public what subjects to think about,but not necessarily what to think is known as

A) framing.
B) spiral of silence.
C) agenda setting.
D) cultivation.

Answer 1

C

Question 2

Once self-interest is involved,opinion is

A) adaptable.
B) not easily changed.
C) based on current events/issues.
D) usually made public.

Answer 2

B

Question 3

An elected official is an example of a(n)

A) agenda setter.
B) propagandist.
C) informal opinion leader.
D) formal opinion leader.

Answer 3

D

Question 4

The selection of certain facts,themes,and treatments to shape a story is known as

A) transfer.
B) propaganda.
C) agenda setting.
D) framing.

Question 5

Third-party endorsements usually involve

A) favorable statements by celebrities.
B) key insiders.
C) propaganda techniques.
D) political leaders.

Question 6

The most effective medium for delivering messages that require absorption of details and contemplation by the receiver is

A) television.
B) radio.
C) online.
D) print.

Question 7

The most difficult persuasive task is to

A) change or neutralize hostile opinions.
B) conserve favorable opinions.
C) crystallize latent opinions.
D) maintain goodwill among supporters.

Question 8

Charisma,sincerity,and expertise are all key factors of

A) self-perception.
B) source credibility.
C) agenda setting.
D) propaganda.

Question 9

Usually,only a small number of people at any given time take part in public opinion formation on a specific issue.

Question 10

Which of the following is an informal opinion leader?

A) Brad Pitt
B) the governor of Kansas
C) the president of Ford Motor Company
D) the head of the Sierra Club

Question 11

Mass media effects increase when

A) people cannot verify information through personal experience or knowledge.
B) a specific medium has a greater reputation.
C) parental guidance is lacking.
D) people have no prior information or attitude disposition regarding a subject.

Question 12

The dominant view of public relations is one of

A) submitting news releases to media gatekeepers.
B) mutual understanding with key publics.
C) persuasive communication actions performed on behalf of clients.
D) distrust and dishonesty (flack perspective).

Question 13

Cultivation of key opinion leaders before a new product is publicly announced is important because

A) opinion leaders determine the timing and context of the new product announcement.
B) journalists rely on opinion leaders to provide objective judgments about the quality of the product.
C) journalists tend to be negative about any new product.
D) opinion leaders are the only way to reach the mass public.

Question 14

The value of information and its newsworthiness are based on

A) bottom-line values.
B) gatekeeper preferences.
C) timing and context.
D) geography and psychographics.

Question 15

Which stage in the life cycle of public opinion is represented by a "building of public consensus"?

A) definition of the issue
B) government/regulatory involvement
C) involvement of opinion leaders
D) public awareness

Question 16

The attempt to classify people by lifestyle,attitudes,and beliefs is called

A) psychographics.
B) framing.
C) demographics.
D) ethos.

Question 17

Which of the following factors is NOT considered a possible downside of using celebrity endorsements?

A) overexposure of an individual celebrity
B) inability for the audience to remember who endorses what
C) endorser's actions could undercut the product or service
D) lack of public trust in celebrity

Question 18

Opinion

A) remains aroused for long periods of time.
B) is not determined by self-interest.
C) does not remain aroused unless certain factors are involved.
D) is easily changed.

Question 19

A trade press is most likely to use a(n)

A) editorial.
B) ombudsman.
C) shotgun or scattershot approach to content.
D) application story.

Question 20

The mass media are most influential in forming a person's opinion when the information provided has high emotional appeal.

Question 21

Trust is a key element with regard to source credibility.

Question 22

Expertise is more important than sincerity or charisma if celebrities are used as spokespersons.

Question 23

Traditionally,agenda setting is known as how journalists select certain facts,themes,treatments,and even words to "frame" a story.

Question 24

Psychographics are the attempt to classify people by lifestyle,attitudes,and beliefs.

Question 25

List the "informal" opinion leaders in your academic department and among your other key groups (social,professional,etc.).Give specific reasons for why they are looked up to in specific situations.

Question 26

Aristotle's concept of "ethos" deals with notion of credibility.

Question 27

Self-perception is the context through which messages are interpreted.

Question 28

Cite a celebrity that excels in all three factors of source credibility (expertise,sincerity,and charisma).Note specific instances where that person is publicized,and what he/she does (in public and/or privately)that specifically explains how each of those factors is achieved.In other words,why is he/she an expert,sincere,and charismatic?

Question 29

An opinion leader will deliberate and undergo significant research before adopting a new idea.