THINKING OF OTHERS: EFFECTS OF IMPLICIT AND EXPLICIT MEDIA CUES ON CLIMATE OF OPINION PERCEPTIONS.
Zerback, T., Koch, T., & Kramer, B. (2015). Thinking of others: Effects of implicit and explicit media cues on climate of opinion perceptions.Jmq.sagepub.com. Retrieved 5 December 2017, from
The climate of opinion goes two ways; every person has their own opinion shaped by their own perception and attitude and then there is family, friends and society that influence one with the public opinion. In the past, this was a little difficult to share because only mainstream media like television or newspapers existed. In today’s world however, it is easier to be influenced by public opinion because every piece of news is provided real time and can be shared within a matter of minutes. This has been made possible by mass media.
Mass media depends on explicit cues that describe overall public opinion such as poll opinions expressed in percentages during general elections to show popularity of candidates. It also depends on implicit cues where groups come together to show their support for or against something happening in the public arena. Explicit cues processing is aided by recency and frequency of a piece of news. Implicit cues on the other hand are aided by media influence, what the media wants people to believe.THINKING OF OTHERS: EFFECTS OF IMPLICIT AND EXPLICIT MEDIA CUES ON CLIMATE OF OPINION PERCEPTIONS.
Media cues are so powerful such that they influence climate of opinion, personal opinions and even public behavior towards something. Findings to the experiment revealed that survey information influences individuals and public opinion. Personal opinion and the perceived majority opinion often go hand in hand because people tend to choose their environments according to their attitudes. Noelle-Neumann assumed that future expectation would influence a person’s opinion while Shamir and Shamir believed that people mainly rely on social cues and that perception and expectations also play a role in public opinion. Media cues, individual opinion and climate of opinion are closely linked in that their relationship is unavoidable. Their relationship is that the media attempts to assert its perception to individuals who in turn exert it to the public.
Zerback et al in their experiment discovered that survey information influences climate of opinion and personal opinion although weekly to the later. They also found out that although arguments deeply influenced individual opinion but did not have the same results in public opinion. The relationship between individual opinion, public opinion and the media can be broken only if media cues and individual opinion are both present so then individual cues give way to media cues to make the public opinion. People often take survey data as public opinion so take it as the gospel truth compared to what articles have to say.THINKING OF OTHERS: EFFECTS OF IMPLICIT AND EXPLICIT MEDIA CUES ON CLIMATE OF OPINION PERCEPTIONS.
‘In forming estimates of the current distribution of opinion, people will indeed rely on social cues’ says Shamir and Shamir. This quote is important because it explains that people are generally social and what friends, relatives, peers or neighbours are saying on a matter, interests them on a large scale. They will want to hear what the public opinion is, even when they think they already know what their stand on the issue is. What individuals fail to understand is that they are the force that shapes public opinion in the first place and without them, there may be no public opinion after all. Social cues are also shaped by the media cues which tend to want the public to buy into their own view. Surveys are majorly shared through mass media and the cycle is tricky because individuals think that surveys are public opinion and the general public attribute it to individuals.