25336 - Public Opinion
Compulsory
5.3. Syllabus
1. HISTORY OF AND THEORIES ABOUT PUBLIC OPINION
1.1 Introduction and background information.
1.2 The Modern Age.
1.3. Appearance of the term and development of the modern concept.
2. CONCEPT AND FUNDAMENTALS CONCERNING PUBLIC OPINION
2.1. Definitions.
2.2. Positivist vision.
2.3. Various analytical perspectives: Habermas, Noelle Neumann, Luhmann, etc.
2.4. Public opinion in modern society.
3. THE SOCIOLOGY OF COMMUNICATION
3.1 Study of the effects of the media.
3.2. The period from 1920 to 1960: persuasive effects.
3.3 Theories regarding direct impact.
4. THE LIMITED, MODERATE AND COGNITIVE EFFECTS OF THE MEDIA.
4.1 The two-step theory of influence and the theory of selective exposure. The reinforcement effect.
4.2 Indirect, latent and long-term effects of the media.
4.3 "Dissemination" models.
4.4 The hypothesis of "social distancing".
4.5 The theory of "uses and gratifications".
5. THE CONTEMPORARY AGE OF RESEARCH
5.1 The theory of the spiral of silence: The consonance of the media and the opinion climate.
5.2. The theory of the establishment of the agenda: priming and framing.
6. OPINION POLL METHODOLOGY
6.1 Theory concerning statistical sampling.
6.2 Types of sampling.
6.3 The preparation of the questionnaire.
6.4 Types of questions and interviews.
7. JOURNALISTIC TREATMENT. THE POLITICAL AND SOCIAL EFFECTS OF POLLS
7.1 The minimum required elements of a data sheet.
7.2 Biases and hidden faults in polls.
8. DRAFTING OF THE QUESTIONNAIRE AND ITS APPLICATION
8.1 The dangers arising from a proliferation of polls.
8.2 Socio-political repercussions of the use of polls.
8.3 Electoral repercussions of political polls.