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Books > Social sciences > Politics & government > Political control & freedoms > Political control & influence > Public opinion & polls
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Predictions of Public Opinion from the Mass Media - Computer Content Analysis and Mathematical Modeling (Hardcover)
Loot Price: R2,895
Discovery Miles 28 950
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Predictions of Public Opinion from the Mass Media - Computer Content Analysis and Mathematical Modeling (Hardcover)
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Those of us on the lookout for insights into social behavior must
be impressed when a book strikes us as being powerful enough to
shake firmly held beliefs in a single reading. Even as we explore
the vagueness of social science, we unveil bias that prejudices how
we think, what we teach. One bias in the social sciences derives
from the influence of `cognitive dissonance' invoking thoughts of
message reinforcement, not opinion change, and suggesting minimal
effects of the press. Author David Fan goes far in dissuading those
of us who have fallen under the minimalist spell. His clear
examination of the power of the American press on public opinion
provides compelling evidence for the profound impact the press has
on our thinking. Fan, a cellular biologist, parades an impressive
array of data to support his contention that opinion can be
measured by the application of his mathematical model to the
content of national news reports. His findings confirm a clear
connection between the content of national news and the results of
national opinion polls. Public Relations Review This incisive
examination of the power of information in society uses a new
mathematical model, ideodynamics, to describe social responses to
information and suggests that public opinion can be swayed in a
predictable fashion by messages acting on the populace. In addition
to mathematical modeling, this book also introduces a new method
for computer content analysis able to score text for its support of
different viewpoints. The method is highly flexible and adaptable,
yielding great precision for any topic in any language. Although
previous work has indicated that the press is able to set the
agenda with regard to public opinion, this book is unique in
demonstating that the press also is able to mold opinion within
that agenda. Fan begins with a presentation of ideodynamics
followed by an examination of the ability of the mathematical model
to incorporate previous theories. He then considers data
applications and discusses the conclusions to be drawn from the
work. The empirical testing uses the ideodynamic equations and
scores from the text analysis to predict time trends of public
opinion which correspond strikingly well with actual poll
measurements.
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