Rowan University Rowan Digital Works Theses and Dissertations 10-12-2006 The power of the message: a study of media influence on the development of public opinion Jonathan C. Churchill Rowan University Follow this and additional works at: https://rdw.rowan.edu/etd Part of the Public Relations and Advertising Commons Recommended Citation Churchill, Jonathan C., "The power of the message: a study of media influence on the development of public opinion" (2006). Theses and Dissertations. 871. https://rdw.rowan.edu/etd/871 This Thesis is brought to you for free and open access by Rowan Digital Works. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of Rowan Digital Works. For more information, please contact [email protected]. THE POWER OF THE MESSAGE: A STUDY OF MEDIA INFLUENCE ON THE DEVELOPMENT OF PUBLIC OPINION By Jonathan C. Churchill A Thesis Submitted in partial fulfillment of the requirements of the Masters of Arts Degree of The Graduate School at Rowan University June 30, 2006 Approved by Josep f 9ass.D., Ph.D., APR Date Approved 1i//io (2( © 2006 Jonathan C. Churchill ABSTRACT Jonathan C. Churchill THE POWER OF THE MESSAGE: A STUDY OF MEDIA INFLUENCE ON THE DEVELOPMENT OF PUBLIC OPINION 2006 Advisor: Joseph Basso, J.D., Ph.D., APR Public Relations Graduate Program The influential power that media channels have directly affects the development of public opinion when it comes to the National Football League, its players and subsequent on or off the field incidents. The purpose of this study was to show how public opinion of the NFL is driven by different demographic information and by how fans get their news concerning the NFL and its subsequent adverse news. This study will attempt to show how age and media source can affect the development of public opinion, how public opinion is formed and potential variables that may influence opinion formation. The researcher performed a non-scientific pen and paper survey of fifty individual males in the southern New Jersey area to determine their attitudes and opinions. Respondents were asked simple demographic and open ended questions and then asked the same questions again after providing an addendum of facts concerning each case in the survey. Responses to surveys were calculated using Microsoft Excel charting software and then displayed by demographic age group. Resulting data indicates that media content or influence has little to no affect on the development of public opinion about the NFL, its teams or its players. "The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. ... We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of." - Edward Bernays A deep debt of gratitude goes to Professor Joseph Basso who helped me finish this daunting task...To my co-workers and friends who taught me to level my head in order to shoulder the load...and my most profound thanks to Dr. Donald Bagin, who while both on good days and bad always took time to address my concerns and quiet my frustrations. Thank you all Faith - Hope - Sacrifice iii Table of Contents Chapter I: Introduction............................................ ................. Statement of the Problem..........................................................2 Procedure................................................... ..... ....... ..... 2 Purpose of the Study......................................... .... .. ..............3 Hypothesis and Research Questions................................................ 3 Assumptions..................... ........................ ............... 4 Limitations ............ ............................................. Significance of the Study................................................. ............ 5 Definition of Terms..................................................... ........... 6 Chapter II: Review of the Literature...................................... ............ 8 Examining the Elements of Public Opinion .......................... 9 Latent Attitudes and Cognitive Behaviors...................................... 13 Ethics of Public Opinion Formation.............................................. 15 Chapter III: Research Design................................................. 19 Instrum ents ......................................................... ..... ............. 19 Pilot Instrument... .................................. ...... 21 Procedures............................................................. .... 21 Framing Studies...............................................................21 Case Studies................................... .. ............... .............. 22 Data Analysis................................................................ ....... 27 Chapter IV: Results.................................................................28 Part I: Dem ographics............................................................. 28 Part II: Initial Questioning.........................................................36 Part III: Follow-up Questioning.............................. ................ 46 Chapter V : Discussion.......................................................................... ....55 References ................................................................... .. ..... ....... 63 Appendix A: Fan Intercept Survey............................................64 Appendix B: Survey Part III addendum...................... ...............68 iv List of Charts and Tables Chapter IV: Results....... .. ............. .... .................28 Part I: Demographics........ ..... .............................. 28 Question 3................................ .............. .........29 Table 3-A: Ages 14-18......................... ...... ................ 29 Table 3-B: Ages 19-21................................................. .....................29 Table 3-C: Ages 22-30................... ............... ................29 Table 3-D: Ages 31-40....................................... .................30 Table 3-E: Ages 41+........... ..... ........ .. ........... ................30 Question 4................................ ... ................ .30 Chart 4-A: Question 4......... .................................. 30 Question 5.... ....................... .................. 31 Chart 5-A: 14-18 demographic............. ............ ................ 31 Chart 5-B: 19-21 demographic.............................. ................ 32 Chart 5-C: 22-30 demographic............ ... ......................... 32 Chart 5-D: 31-40 demographic............................. ................. 33 Chart 5-E: 41+ demographic................................. .................33 Question 6....................... ... ... ...... ... .. ................ 34 Chart 6-A: 14-18 year olds................ ................. ..................34 Chart 6-B: 19-21 year olds...................... ......... .....................34 Chart 6-C: 22-30 year olds.................. ................................. 35 Chart 6-D: 31-40 year olds....... ... ... ............................... 35 Chart 6-E: 41+ year olds................................ ....................36 Part II: Initial Questioning........... ......... .................. 36 Question 7................................. ......... ...... 36 Table 7-A: 14-18 demographic................ ............................. 36 Chart 7-A: 14-18 years old.. ............. ................................ 36 Table 7-B: 19-21 demographic.................. ............ ..................37 Chart 7-B: 19-21 years old............................ .........................37 Table 7-C: 22-30 demographic........................ .... ................. 37 Chart 7-C: 22-30 years old........................................................37 Table 7-D: 31-40 demographic.......................... ....................... 38 Chart 7-D: 31-40 years old................................38 Table 7-E: 41+ demographic...............................38 Chart 7-E: 41+ years old..................................38 Question 8......................... ............ ........... .. ......... ........ 39 Table 8-A: 14-18 demographic............................ ................... 39 Chart 8-A: 14-18 years old...................................39 Table 8-B: 19-21 demographic................................40 Chart 8-B: 19-21 years old...................................... ................. 40 Table 8-C: 22-30 demographic................................. ................. 40 Chart 8-C: 22-30 years old..................................................40 Table 8-D : 31-40 dem ographic...................................................41 Chart 8-D: 31-40 years old........................................ ............... 41 Table 8-E: 41+ demographic......... &........ ................. 41 Chart 8-E: 41+ years old................................... ................. 41 Question 9................. ............ ................. .. ................. 42 Table 9-A: 14-18 demographic................................. ................. 42 Chart 9-A: 14-18 years old...................................... ................. 42 Table 9-B: 19-21 demographic.......................... ................ 43 Chart 9-B: 19-21 years old..................................... .................. 43 Table