The Role of Communication in Public Opinion Processes: Understanding the Impacts of Intrapersonal, Media, and Social Filters

摘要

This study examined multiple factors associated with the process of public opinion including relevant predispositions, media use, interpersonal discussion, and perceptions of community opinion in order to test a theoretical model of public opinion. We conceptualized these factors as intrapersonal, media, and social ‘filters’ within the public opinion process. To test the impact of these filters, we conducted a survey with two independent samples—the first sample was collected during the introduction phase of a community ballot issue and the second just a week before the issue vote. Findings indicate all three filters impacted public opinion regarding the ballot issue. Within these filters, important subprocesses were analyzed to better understand each filter's contribution to the formation of public opinion. Ordinary least squares (OLS) regression equations used to test the proposed process model revealed that the intrapersonal filter accounted for a substantial amount of the overall variance in public opinion, but that media and social filters were also important predictors. Results highlight the importance of communication variables in the formation of public opinion.