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International Journal of Public Opinion Research Advance Access originally published online on July 29, 2007
International Journal of Public Opinion Research 2007 19(3):287-312; doi:10.1093/ijpor/edm014
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© The Author 2007. Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved.

The Role of Communication in Public Opinion Processes: Understanding the Impacts of Intrapersonal, Media, and Social Filters

Lindsay H. Hoffman, Carroll J. Glynn, Michael E. Huge, Rebecca Border Sietman and Tiffany Thomson

Address correspondence to Carroll Glynn, School of Communication, 3016B Derby Hall, 154 N. Oval Mall, Columbus, OH, 43210 USA, glynn.14{at}osu.edu

This study examined multiple factors associated with the process of public opinion including relevant predispositions, media use, interpersonal discussion, and perceptions of community opinion in order to test a theoretical model of public opinion. We conceptualized these factors as intrapersonal, media, and social ‘filters’ within the public opinion process. To test the impact of these filters, we conducted a survey with two independent samples—the first sample was collected during the introduction phase of a community ballot issue and the second just a week before the issue vote. Findings indicate all three filters impacted public opinion regarding the ballot issue. Within these filters, important subprocesses were analyzed to better understand each filter's contribution to the formation of public opinion. Ordinary least squares (OLS) regression equations used to test the proposed process model revealed that the intrapersonal filter accounted for a substantial amount of the overall variance in public opinion, but that media and social filters were also important predictors. Results highlight the importance of communication variables in the formation of public opinion.

Received for publication May 4, 2006. Accepted for publication April 19, 2007.


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