By Jaap van Ginneken
It is a hugely cutting edge and stimulating paintings with the description of a wholly new method of sizeable and fast shifts in opinion and verbal exchange. It discusses and explains such mysterious phenomena as unexpected crazes and crashes, fads and type, hypes and manias, ethical outrage and protests, gossip and rumors, and scares and panics. wealthy in replacement insights, the publication is split into 4 elements. half I discusses the issues of departure: the main suitable approaches of opinion formation and conversation. half II is set phenomena on 3 diversified degrees, that experience typically been studied in the dual fields of mass psychology and collective habit sociology. half III specializes in the 3 best kinds of ''emotional coloring'' of opinion currents and public moods. half IV discusses a mix of a few of the aforementioned phenomena: successive crazes and crashes in monetary markets, and appears at why technological and fiscal, and social and opinion forecasts usually fail so miserably. The viewers for this e-book contains scholars of social and mass psychology, social activities and collective habit sociology, and opinion and verbal exchange typically. pros in public kinfolk, advertising, overall healthiness, finance, and politics, in addition to the knowledgeable lay viewers, also will locate this e-book of curiosity.
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Extra info for Collective Behavior and Public Opinion: Rapid Shifts in Opinion and Communication
The first empirical social science research into rumors was linked to World War I, and even more, World War II, because rumors could play into 32 CHAPTER 2 the hands of the enemy, but also into the hands of allies or neutral parties; for instance, by boosting or sapping morale of civilians, the belief in the just cause, and in the inevitability of final triumph. Propaganda and counter propaganda, media manipulation and disinformation, so-called political and psychological warfare, were (and are) aimed at persuading relevant populations.
If someone says, “I have it from hearsay,” we would suppose that the status of the information is not entirely certain; the informa- CONTINUOUS MUTATION OF INFORMAL MESSAGES 31 tion comes from others, who have it from others, who have it from still others. At first sight, the source is “just around the corner,” a friend of a friend, an acquaintance of an acquaintance. But on closer inspection, the chain turns out to be much longer. The quest for the original source takes us into the haze at the horizon, and then beyond.
There will always be unforeseen and surprising new issues, phasing out existing ones and thereby completely restructuring the force field. Whenever there is a huge image crisis, therefore, public relations consultants often advise their clients to simply “lie low” for a while, because the storm will inevitably blow over. Unfortunately, the reverse is true as well; whenever somebody or something has once been controversial, only very little fuel is needed to revive the flames. Emotional Coloring of Issues The existing literature about public opinion places a heavy emphasis on rationality and lucid deliberation.
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