Communication research

The task of communication research has been defined by Lasswell as that of answering the question: who says what to whom through what channel and with what effect? ([1948] 1964, p. 37). Thus, communication researchers who follow this formula have not focused their attention directly on opinions regarding public issues, but they have made a number of important indirect contributions to the understanding of public opinion. In particular, studies of symbol manipulators (those who speak), audiences (those who are exposed to communications), the role of the mass media, and the effects of the ideas that are communicated are relevant to such questions as how opinions take hold among large numbers of people, why they are distributed as they are, how they are related to each other, and how they change.

Those who are concerned with the ways in which ideas are spread have studied the activities of government spokesmen, private publicists, and propaganda and news organizations as well as the relationships between communications and policy. Few adequate generalizations have been made about propagandists. One analysis found them to have abnormally strong cravings for power, highly extroverted personalities, unreasoning intolerance for rivals, and a gift for organization and management when these are related to self-aggrandizement (B. L. Smith et al. 1946). This unflattering characterization was, however, based in large part on attention to Nazi, Fascist, and Communist spokesmen. Modern propaganda organizations are characterized by elaborate mechanisms for setting policy, operating media, studying audiences, and evaluating effectiveness (Davison 1965). The task of coordinating the output of such vast organizations with the policy of the sponsoring group (usually a government) has frequently led to clashes between propagandists and policy makers.

Studies of news media have indicated that they, too, tend to structure opinions, even though usually unintentionally. One way this is done is by giving large numbers of people a common focus of attention. An operating definition of news used by most journalists is that a subject is newsworthy if it is already in the headlines. Thus, there tends to be a circular reinforcing process, in that a subject is featured if it is already being given attention and it is given more attention because it is featured (Cohen 1963). News media also help to assure cohesion among members of major population groups. In many nations there is a “prestige paper” that is read by a large proportion of influential persons and that keeps members of this group of influentials informed about what others in the group are thinking. It also serves as a forum for exchange of ideas among them. In 1961, for example, a survey found that the New York Times was subscribed to by 60 per cent of American news editors, 46 per cent of utility executives, 30 per cent of college presidents, and 28 per cent of bank officers throughout the country (Kraft 1961). Newspapers such as he Monde, Pravda, and The Times of London may occupy an even more central position.

Propagandists and the mass media do not, however, have it all their own way. Audience studies have shown that people give their attention selectively to the communications that are available to them and that they frequently derive meanings from these that are quite different from the ones intended. Even very intensive publicity drives have failed to increase knowledge about given subjects when people have no interest in acquiring more information. This was found to be the case in Cincinnati shortly after World War n, when civic organizations and mass media experimented with a campaign to stimulate interest in the UN; in spite of the fact that the entire population was deluged with information about the world body, those who were uninformed prior to the campaign remained uninformed (Star & Hughes 1950). Conversely, news of events that are not given extensive publicity can circulate with amazing rapidity by word of mouth. Attention seems to be governed primarily by two factors: habit, in that people grow accustomed to relying on certain sources for information, and interest, in that people tend to look for information that they think will help them satisfy their wants or needs [SeeCommunication, Mass, article onEffects].

As far as the effects of communications on opinions are concerned, a major finding of researchers has been that well-formed attitudes are highly resistant to change. Even the most skillful propaganda or advertising is unlikely to bring about shifts in attitudes that are firmly based on a person’s own experience or that are shared by those with whom he comes in frequent and close contact. On the other hand, casual attitudes can be changed fairly easily. In nonpartisan local elections, where the candidates are not well known, even a small amount of information or an endorsement by a respected newspaper can sway a substantial number of votes. Similarly, the editorial stand of a newspaper can sometimes tip the scales for or against an issue in a community where opinions are fairly evenly divided and feelings do not run high. Communications can also reinforce existing attitudes and activate latent ones. Agitators frequently make use of activating and reinforcing communications in order to whip up enthusiasm for an idea and bring people to the point where they are willing to vote, demonstrate, or take some other action. Such effects may also be achieved unintentionally. During 1955, when a number of West German newspapers started to publicize crimes committed by American military personnel in West Germany, largely as a circulation-building device, they whipped up latent emotions to a point where at least one town council requested the withdrawal of American forces from the area. It later turned out that the “crime wave” represented no more than the usual number of violations with which American and West German authorities were customarily plagued and that the press had not intended to stimulate political action.

Insights from communication research are used in both the political and the commercial realms. Political uses are made most frequently by those concerned with propaganda and psychological warfare. In democratic elections, for instance, the political propagandist frequently tries to find an issue that is favorable to his side or unfavorable to the opposition and about which there are widespread latent attitudes; he then tries to activate these attitudes by means of emphasizing the issue in the public media. The psychological-warfare specialist often seeks the “marginal man,” one who is in the opponent’s camp without being firmly dedicated to it, and makes him the principal target for propaganda. In the commercial world, communication research makes it possible for the advertiser to select media that are already being given attention by the audience he wishes to reach and also to test the effectiveness of varying advertising appeals. The same principles of selection and testing can be used by those who are merchandising political ideas.

One of the most important applications of communication research is in connection with national development. The mass media play a critical role in turning traditional societies into modern ones by preparing people psychologically for life in an industrial society, by helping to build new political institutions engaging in mass education, and by providing information that is necessary for economic development (Lerner 1958; Conference on Communication …1963). Accordingly, modernizing nations have been advised to examine the channels for the flow of information within their borders and to plan for the growth of the mass media in phase with the growth in other sectors. The mass media are necessary for development not only because they link people with government and disseminate information that is needed in educational and economic programs but also because they draw diverse people together around common national problems and interests and make it possible for them to participate in public affairs (Schramm 1964).