N_PVM Audience and Public Opinion

University of Finance and Administration
Winter 2012
Extent and Intensity
2/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Dr. Ján Mišovič, CSc. (seminar tutor)
PhDr. Petra Raudenská, Ph.D. (seminar tutor)
Ing. Vladimír Kaucký, CSc. (assistant)
Guaranteed by
PhDr. Petra Raudenská, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec
Timetable of Seminar Groups
N_PVM/pMPH: Tue 10:30–11:14 S24, Tue 11:15–12:00 S24, P. Raudenská
N_PVM/uMPH: Tue 20. 11. 15:45–17:15 S26, Tue 27. 11. 14:00–15:30 S26, 15:45–17:15 S26, Tue 11. 12. 14:00–15:30 S26, 15:45–17:15 S26, P. Raudenská
N_PVM/vMPH: Fri 19. 10. 13:45–15:15 S11, Sat 24. 11. 9:45–11:15 S11, 11:30–13:00 S11, Sat 8. 12. 9:45–11:15 S11, 11:30–13:00 S11, P. Raudenská
Prerequisites
Public Opinion Shaping
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The principal aim of this course is to complete and add actual information about the content of public opinion nowadays and its critical assessment. The course follow in the Public Opinion Shaping subject but for this time it will be the phenomenon of public in the spotlight. We will pay attention to the historical transformation of audience into the dispersive mass publics. Students who successfully complete the course:
1. will be able to discuss the media public and their activity, study of media public, mass media effects on its formation;
2. will be able to describe the issue of agenda-setting, its research tradition and interaction among media agenda, public agenda and political agenda;
3. will be able to explain the relationship between the issue of political socialization and responsible voting behaviour, the issue of civic competency to the elections in democratic systems, possible sources of political attitudes – the role of media and opinion leaders;
4. will be able to interactive discuss about gender stereotypes in mass media and advertising, public opinion of the gender issue, the phenomenon of public as a media market and its segmentation for market needs, public opinion of the current domestic and foreign political events in the Czech Republic;
5. will be able to comment on topical press releases from public opinion polls appropriately.
Syllabus
  • 1. The characterization of the current public opinion in the 21st century. a) The essence of the public opinion and its function in the society. b) Public opinion according to E. Noelle-Neumann’s theory. c) The assessment of (mass) public opinion.
  • 2. Formation of public opinion and the role of individual opinion. a) Stages of rise and expression of public opinion. b) Crystallization of public opinion. c) Models of individual opinion changes/transformation.
  • 3. Contemporary conception of public, various historical conditions of its development. a) Definition of public. b) Historical development of public from audience to media mass public. c) Factors which influence developmental process of public. d) The commencement of the civic public and mass public.
  • 4. Media public and consumers. a) Mass public and dispersive public, mass media. b) The characterization of media public and its development. c) Dual conception of media public (McQuail). d) Study of media public (in the Czech Republic). e) Media public and advertisers. f) Viewing of public as group of consumers.
  • 5. The relationship between public and mass media (symbols and persuading). a) The conception of passive and active publics. b) The activity of public (the commencement of interactive public nowadays). c) The influence of mass media on publics. d) Periodization of the theory of mass media effect (McQuail).
  • 6. The agenda-setting effect on public formation. a) What is it “agenda-setting”, what does it mean? b) The development of agenda-setting theory and its research traditions (1972). c) Classification of agenda-setting surveys and important measurement indicators. d) Public agenda, media agenda, political agenda.
  • 7. Political socialization and the individual. a) Political socialization and its role in primary socialization process, its specifics. b) Socialization factors. c) Theory of political socialization. d) Psychological theories (Erikson). e) Stages of development of moral judgement (Kohlberg). f) Purpose of political socialization.
  • 8. Public from the point of view of voting behaviour. a) Voting behaviour and competency of electorate. b) The current source of political attitudes. c) Media effect and opinion leaders, their impact on voting behaviour. d) Why go people to the polls? Rational voter model (Downs). e) Voting motives. f) Political efficiency.
  • 9. Public from the point of view of gender conception. a) Gender discrepancy in the case of public and media communication. b) Gender and mass media (public press). c) The role of gender in the content of newspaper and TV news. d) Global Media Monitoring Project. e) Magazine for women and men. f) Gender stereotypes in mass media and advertising. g) Public opinion of gender issue in the Czech Republic.
  • 10. Public in relation to the social structure. a) Viewing of public as market and group of consumers. b) Concept of media market. c) Structural research tradition of public. d) Structure and types of consumers’ public. e) Segmentation of media public (example of Market & Media & Lifestyle research).
  • 11. Public and domestic political events. a) The Public Opinion Research Centre and current political press releases in the Czech Republic. b) Satisfaction with the situation in areas of public life. Confidence in politicians and constitutional institutions. Satisfaction with Areas of Social Policy, Health Care System and System of Education. Evaluation of the activities of political parties and selected institutions. Morality of politician and influence on political decision-making. Political culture. Opinion on widespreadness and level of corruption among Czech public officials and institutions.
  • 12. Public and foreign political events. a) The Public Opinion Research Centre and current political press releases in the Czech Republic. b) Usefulness of the European Integration and of the Unification of Regulations in Different Areas. Impacts of EU Membership on the Czech Republic. Czech Public's Attitudes to integration of EU. Trust in the institutions of the EU and in the OSN and the NATO. Citizens on Adoption of Euro. Czech Citizens about NATO Membership and National Defence. Debt Crisis in Eurozone and Attempts to Rescue Common Currency. Palestine and Israel in View of Czech Public Opinion.
Literature
    required literature
  • ŠUBRT, Jiří. Kapitoly ze sociologie veřejného mínění : Teorie a výzkum. Praha: Karolinum, 1998. ISBN 80-7184-522-1. info
  • RENDLOVÁ, E and Tomáš LEBEDA. Výzkumy veřejného mínění : teoretické souvislosti a praktická aplikace. Praha: Sociologický ústav AV ČR, 2002. ISBN 80-7330-032-X. info
  • MIŠOVIČ, Ján and KOL. Od A do Z ve výzkumech veřejného mínění. Divišov: Orego, 2010. ISBN 978-80-86741-94-9. info
  • JIRÁK, J and B KÖPPLOVÁ. Média a společnost. Praha: Portál, 2007. ISBN 978-80-7367-287-4. info
  • JIRÁK, J and B KÖPPLOVÁ. Masová média. Praha: Portál, 2009. ISBN 978-80-7367-466-3. info
  • HABERMAS, Jürgen. Strukturální přeměna veřejnosti. Praha: Filosofia, 2000. ISBN 80-7007-134-6. info
  • MCQUAIL, D. Úvod do teorie masové komunikace. Praha: Portál, 2002. ISBN 80-7178-714-0. info
  • ŠKODOVÁ, M and V NEČAS. Veřejná a mediální agenda: komparativní analýza, tematizace veřejné sféry. Praha: Professional Publishing, 2009. ISBN 978-80-7431-009-6. info
  • KALVAS, F. Nastolování agendy. Role masové a interpersonální komunikace, osobní zkušenosti a genderu. Plzeň: ZČU, 2009. ISBN 978-80-7043-805-3. info
  • KUNŠTÁT, Daniel. České veřejné mínění: výzkum a teoretické souvislosti . Praha: SOU AV ČR, 2006. info
  • ŠKODOVÁ, M. (ed.). Agenda-setting : teoretické přístupy. Praha: SOU AV ČR, 2008. ISBN 978-80-7330-151-4. info
  • MCCOMBS, M. and D. L. SHAW. „The Evolution of Agenda-Setting Research : Twenty-Five Years in the Marketplace of Ideas.“. Journal of Communication. 1993, vol. 43, No 2, p. 58 – 67. ISSN 0021-9916. URL info
  • SCHEUFELE, D. A. and D. TEWKSBURY. „Framing, Agenda Setting, and Priming: The Evolution of Three Media Effects Models.“. Journal of Communication. 2007, vol. 57, p. 9 – 20. ISSN 0021-9916. URL info
  • HAVLÍK, R. and Jan KOTALA. Sociologie výchovy a školy. Praha: Portál, 2002. ISBN 80-7178-635-7. info
  • HELUS, Z. Sociální psychologie pro pedagogy. Praha: Grada Publishing, 2007. ISBN 978-80-247-1168-3. info
  • NAKONEČNÝ, M. Sociální psychologie. Praha: Academia, 2009. ISBN 978-80-200-1679-9. info
  • KUNŠTÁT, Daniel. „Normativní a empirické předpoklady moderní demokracie.“. Naše společnost. 2008, vol. 6, No 2, p. 3 - 7. ISSN 1214-438X. URL info
  • LINEK, Lukáš. „Institucionální odcizení a individuální odcizení od politiky.“. Data a výzkum. 2011, vol. 5, No 1, p. 7-34. ISSN 1802-8152. URL info
  • JEŘÁBEK, H. „Počátky Lazarsfeldovy politické sociologie – the People's Choice. Sociální determinanty voličova rozhodování.“. Sociologický časopis. 2000, vol. 36, No 1, p. 67-81. ISSN 0038-0288. URL info
  • NOVÁK, M. „Je voličské chování racionální?“. Politologická revue. Praha: ČSPV, 1995, vol. 5, No 2, p. 3 - 15. ISSN 1211-0353. info
  • KOUŘIL, Vít a kol. Rozhovor s Jaromírem Volkem : „Postmoderní publikum se učí o tom, co je reálné, od mistrů iluze.“. Revue pro média, 2004. 10. URL info
    recommended literature
  • COVER, R. „Inter/aktivní publikum: Interaktivní média, narativní kontrola a revize dějin publika.“. Mediální studia. 2007, vol. 2. ISSN 1801-9978. URL info
  • NOELLE-NEUMANN, E. Výzkum veřejného mínění. Praha: Svoboda, 1968. info
  • MCCOMBS, M. Agenda setting : nastolování agendy: masová média a veřejné mínění. Praha: Portál, 2009. ISBN 978-80-7367-591-2. info
  • DEARING, J. W. and E. M. ROGERS. Agenda-setting. Thousand Oaks: SAGE, 1996. ISBN 0-7619-0563-4. info
  • HAVLÍK, R. and KOL. Vybrané kapitoly ze sociologie výchovy a vzdělávání. Praha: Karolinum, 1993. ISBN 80-7066-781-8. info
  • HAVLÍK, R. and J. KOŤA. „Zamyšlení nad českou sociologií výchovy, vzdělávání a mládeže v 90. letech.“. Sociologický časopis. 2000, vol. 36, No 1, p. 87 – 96. ISSN 0038-0288. URL info
  • ERIKSON, E. H. Dětství a společnost. Praha: Argo, 2002. ISBN 80-7203-380-8. info
  • DOWDING, Keith. „Is it Rational to Vote? Five Types of Answer and a Suggestion.“. British Journal of Politics & International Relations. 2005, vol. 7, No 3, p. 442 - 459. ISSN 1467-856X. URL info
  • FEDDERSEN, Timothy J. „Rational Choice Theory and the Paradox of Not Voting.“. Journal of Economic Perspectives. 2004, vol. 18, No 1, p. 99 - 112. ISSN 0895-3309. URL info
  • ANTUNES, Rui. „Theoretical models of voting behaviour.“. 2010. URL info
  • NOHEJL, M. Jednání, diskurz, kritika. Praha: SLON, 2007. ISBN 978-80-86429-71-7. info
  • KRAUS, J. Jazyk v proměnách komunikačních médií. Praha: Karolinum, 2008. ISBN 978-80-246-1578-3. info
  • PROKOP, J. Sociologie výchovy a školy. Liberec: Technická universita, 2001. URL info
  • MAŘÍKOVÁ, H. and KOL. Jaká je naše společnost. Praha: SLON, 2010. ISBN 978-80-7419-025-4. info
  • SHIRAEV, E. and R. SOBEL. People and their opinions. London: Pearsons, 2006. ISBN 0-321-07898-5. info
  • NEČAS, V. "Vztah politiky a médií.". SOCIOweb. Praha: Sociologický ústav AV ČR, 2009, vol. 03. ISSN 1214-1720. URL info
Teaching methods
Lectures (2 unit per week) in full-time study, tutorials in part-time study; with respect to demanding character of the course it is expected presence at lessons (ca. 50 %), compulsory tutorial participation is 50% in part-time study. In full-time study, every topic will be covered by a lectures. Lectures will be based on presentations of individual topics by the lecturer followed by a discussion.
Assessment methods
a) Written examination:
1. Written test is composed of approximately from 30 to 40 questions, both open and closed questions can appear. It will take about an hour and a half (90 minutes).
2. Questions are based on the course materials and topics covered by lectures, both theoretical and practical knowledge will be integral part of the final test.
3. It is required to fill in the test from 60 % successfully (answer questions correctly) to pass the exam.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Aa1.
Information on the extent and intensity of the course: 10 hodin KS/semestr.
The course is also listed under the following terms Summer 2011, Winter 2011.
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