Artikel

Public relations en de sociale factoren bij de opinievorming

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Abstract

„The final aim of public relations is the framing of public opinion” - The study of public opinion and the different social factors, which affect the formation of opinion, leads to a better evaluation of the function of the public relations officer. Especially when the opinion is considered in its wide sense, as being the synthesis of knowledges, emotions and endeavours, the relationship between the modelling of public opinion and public relations becomes obvious. In public opinion an internal and external structure can be demonstrated. In public relation mainly the opinions situated in the upper level of actual life situations are concerned, as well as partial opinions. However it should be noticed that also historical values may play a part and there are also resultant public opinions. Formation of opinion can happen through unconscious, not-intentional influencing, through personal experiences and through purposeful systematic persuasion. In case of public relations, mainly purposeful and systematic endeavour is concerned. From the psychological, socio-psychological and sociological investigations, it has prevailed that a lot of social factors affect the formation of opinion. The image of “mass-audience” and “hypodermic needle model” has made room for the more complex “reference group theory” and the conception of the “to step flow of communication”. The formation of public opinion and public relations are rather intricate activities. Public relations is no work for “amateurs”; a thorough scholing is required.

How to Cite:

Van Vaerenbergh, M., (1967) “Public relations en de sociale factoren bij de opinievorming”, Tijdschrift voor Sociale Wetenschappen 12(2), 159–179. doi: https://doi.org/10.21825/tvsw.95771