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Long term and deeply held almost impossible to change Sets of Attitudes derived from Beliefs May only be changed over the medium to long term Derived & Received Opinions may be changed by Experience, Learning and Persuasion
ATTITUDES
OPINIONS
Attitude Formation:
Note: Communication is only one small input into the attitude formation process.
Historical Setting
Historical, economical, social and political factors affecting the issue, the social norms and the personality
Action
Engaged Attitude
Personality
Existing attitudes to the issue Cognitive, emotional, behavioural responses Stereotypes and other attitudes engaged
Adapted from A Map for the Analysis of Personality and Politics, by M Brewster Smith
Who says what to whom by what means and with what effect.
Message construction:
1.
Introduction Inform the reader/listener about the issue at hand. State the facts that surround the situation.
2.
3.
4.
5.
Source: Newsom, D. & Carrell, B. 2001, Public Relations Writing Form and Style, Wadsworth