Persuasion and Public Opinion in Society - Essay Example

that compete furiously for attention and support of the masses in shaping public opinion, which implies that public communications seek to frame issues in particular ways to influence public considerations, thereby discrediting all other competing considerations. On the other hand, public opinions regarding issues of public concern in public discourses and debates often exert a considerable level of influence on the ultimate considerations that eventually gain popularity thereby shaping public policies.

However, public opinions keep shifting from time to time2, especially due to the decaying effect of communications over time, leading to the potential implication that professional public communicators should be cautious of public opinions. This paper will highlight why professional public communicators might need to be wary of public opinions by focusing on a thorough exploration of public opinion, private opinion, cultural perspectives, as well as the role of rhetoric in discourse and debate.

Public opinion refers to the sum total of attitudes and beliefs held by individuals collectively, and though this term has shifted in meaning over the years, it has remained a focal aspect in political spheres all over the world since the 17th century. Whereas public opinion in any society could be a synthesis of views held by all, or a section of the society in question, it could also be an aggregate of multiple contrasting views from different corners of the society. Historians and political scientists alike have often conceptualized public opinion as the most fundamental tool in the practice of governance and politics claiming that it plays a significant role in shaping government policy3.

Public opinion has been equated to national will, which implies that there can only be one opinion on an issue at a time; the political elite are obliged to grant the people what they will in the true spirit of democracy4, since failure to heed the voice of the people might be