The Role of Communication in Public Opinion Processes: Understanding the Impacts of Intrapersonal, Media, and Social Filters |
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| Authors: | Hoffman Lindsay H; Glynn Carroll J; Huge Michael E; Sietman Rebecca Border; Thomson Tiffany |
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| Institution: | Address correspondence to Carroll Glynn, School of Communication, 3016B Derby Hall, 154 N. Oval Mall, Columbus, OH, 43210 USA, glynn.14{at}osu.edu |
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| Abstract: | This study examined multiple factors associated with the processof public opinion including relevant predispositions, mediause, interpersonal discussion, and perceptions of communityopinion in order to test a theoretical model of public opinion.We conceptualized these factors as intrapersonal, media, andsocial ‘filters’ within the public opinion process.To test the impact of these filters, we conducted a survey withtwo independent samples—the first sample was collectedduring the introduction phase of a community ballot issue andthe second just a week before the issue vote. Findings indicateall three filters impacted public opinion regarding the ballotissue. Within these filters, important subprocesses were analyzedto better understand each filter's contribution to the formationof public opinion. Ordinary least squares (OLS) regression equationsused to test the proposed process model revealed that the intrapersonalfilter accounted for a substantial amount of the overall variancein public opinion, but that media and social filters were alsoimportant predictors. Results highlight the importance of communicationvariables in the formation of public opinion. Received for publication May 4, 2006. Accepted for publication April 19, 2007. |
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