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WEEK 5
TOPIC: PUBLIC OPINION
CONTENT:
(a) Definition and Formation of Public Opinion
(b) Measurement and the Importance of Public Opinion
Sub-Topic 1: DEFINITION AND FORMATION OF PUBLIC OPINION
Definition of Public Opinion: Public opinion can be defined as the general opinion that the majority of people in a community hold on a given public issue at a particular time. It refers to what members of the public think or feel about government proposed action or actions already taken by government.
The level of peoples’ interest in public opinion is mainly determined by their literacy level. This makes the level to be very low in developing countries as only few that have the understanding and know their rights express their views in public issues.
Consensus of opinion is when a large majority of the people hold the same view on any issue.
Formation of Public Opinion
- Political Parties: Political parties try to understand the needs of the citizenry. They therefore build their programmes or manifestoes to address such needs. Such programmes or the communication of political leaders on them now constitute an organized presentation of public opinion on the issue. The political parties therefore educate the electorates on the possibilities of a better living and so direct public opinion toward such goals.
- Pressure Groups: The change in government policies and actions that pressure group demand may be particular to them or affecting the whole society. Whichever way, their activities and goals usually become reference point and helps in the formation of public opinion.
- Peer Groups: Members of similar age group can meet to discuss on any pressing national issue and therefore form an opinion among their members.
- Influential Personalities: Influential members of the society like Pastors, Imams, traditional rulers, etc. can also help to formulate public opinion through their comments and advice to the people and the government.
- Mass Media: The mass media can take a stand on any public issue which can help the members of the public to form an opinion on certain issues of national importance.
- Government Agencies: Public opinion can also be formed through government enlightenment programme like National Orientation Agency especially in making the members of the public have a positive image of the government in power.
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