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The Persuasive Press Inference
Effects of Mass Media on Perceived Public Opinion
ALBERT C. GUNTHER
Recent theoretical models propose that mass media, apart from any influence they may have on personal opinions, can also influence an individual's perceptions of what other people are thinking. But how this influence on perceived public opinion might take place remains a question. One answer proposed here—the persuasive press inference—suggests that people infer public opinion from their perceptions of the content of media coverage and their assumptions of the persuasive impact of that coverage on others. Data were gathered in an experiment measuring participant responses to news stories on two current issues, each presented with either a favorable or unfavorable slant. The slant of both news articles had a significant effect on participants' judgments of public opinion on those issues, even when adjusted for the effect of projected personal opinion. Findings supported the hypothesis that people appear to estimate public opinion based on their own reading of press coverage—an indirect effect of mass media that can have significant consequence.
Communication Research, Vol. 25, No. 5,
486-504 (1998)
DOI: 10.1177/009365098025005002
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