Impact of Media on The Making of Public Opinion

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Purpose.

The objective and purpose of this research proposal is, ‘to

model interactions, at individual and aggregate levels, while identifying segments

of the society based on age, gender and education. The research also takes into

account viewing preferences of the targeted public. Visual modeling of the key

components and their mutual interactions would be done in order to clearly

communicate inclusions and exclusions of the research to the reader. The

research would be conducted in two phases over a period of one year. Since

Multilevel Analysis permits researchers to model different layers in the structure

of multilevel data and determine how layers interact and influence the dependent

variables, this method would be used in first phase of the study while

concurrently developing a more comprehensive and interactive analysis tool for

utilization in the second phase.

5 Significance of the Study. The research proposal identifies various

segments in the society based on gender, age groups, and education level to

apply the multi-level analysis in ascertaining the impact of media on the public

opinion. The major highlights of the proposed study are described below;

(a) The segmentation in the society based on gender, age groups, and

education level presents variety of viewing habits such as TV, Radio,

Newspaper, and Internet. Each type of media has its own dynamics of

delivering information and hence, provides wide-ranging effects. This

study would take into account various demographic groups and their

viewing preferences in order to ascertain their dynamics for realistically

and accurately measuring impact of media on the public opinion.

(b) The visual modeling of different interactions would be used in

clearly presenting the boundaries of the study, its premises and limitations

to the audience.

(c) Given more viable results of the proposed research, various

stakeholders such as policy makers, media companies, and general public

would be able to benefit from them in understanding the impact of media

on the public opinion and shaping media in a way that drives positive

changes in the society.

6. Foregone in view, the research proposed in this research proposal would

aim at accurately measuring the impact of media on the public opinion. The

modern modeling and analysis tools would be utilized in accomplishing this key

objective.

7. Research Questions.

The specific research questions are as follows;

(a) Identify demographic differences and segmentations in the society

that have profound effect on how media impacts individuals and societies.

(b) Model various segments and their interactions to clearly convey the

relationships and hierarchies of the research to the end users.

(c) Deploy tools that are suitable to model all of the interactions and

variables. Multilevel analysis is one such example; however, a more

comprehensive interactive analysis tool would be developed.

(d) Communicate the findings and recommendations along with the

future work to all of the stakeholders.

Literature Review

8. The relevant literature was surveyed in order to ascertain the level of

research in the discipline of public opinion making, limitations of the current

research and various methods of data analysis. Each of these categories is

briefly described in this section.

9. Media Impact on the Public. The problem of unemployment is one that

is often covered in the news and is one with which many individuals also have

personal experience. According to Mutz (1994), “Exposure to unemployment

news appears to strengthen the impact of personal experiences [with

unemployment] on presidential performance ratings. Heavy unemployment

coverage also increases the extent to which perceptions of national

unemployment conditions are generalized from personal experience. Overall,

mass media may help legitimize the translation of private interests into political

attitudes

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