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Cracked Egg (Persuasion) Model – Also known as Public Opinion Formation Model.
Rowan students should be thinking THIS model as well as the MAC Triad Plus and Two-Way model as they approach the pros and cons of the Rowan-Rutgers merger. All information is available in the above books.
It is an eight-step process whose purpose is to shape or change public opinion:
1. Mass Sentiment - morals/values;
2. Incident/Issue - interrupts morals;
3. Publics Pro/Con;
4. Debate -PR people and advertisers come in and try to change peoples’ attitudes to agree with theirs;
5. Time (opinions marinate) - very important or you do not have a true public opinion;
6. Public Opinion - the accumulated opinion of many individuals on an important topic in public debate affecting the lives of people (need all these elements or you do not have public opinion);
7. Social Action - new law, or action, is taken against people. Society could be so traumatized that it goes overboard;
8. Mass Sentiment - Society gets a certain attitude/moral/values due to the social action. Society becomes very sensitized.
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