Media and political persuasion

Public opinion is important for political decisions. Politicians change public attitudes. They often turn public disagreement to predominant support for some policies (Mutz, etal. 1996). Long term change of political attitudes is caused by slow development of personality types (Riesman 1950). Research efforts in the field of political persuasion were based on personality stability, rather than media influence. On the other hand, changes in public opinion and social conditions occur frequently.

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