Course code
MACO 21462
Course Title
Public Opinion
Pre – requisite -None
Types/Status -Optional
Learning outcomes:
At the end of the unit student should be able to:
Evaluate various theories connected with the study of the necessity and formation of public opinion. The student will get the chance to compare the nature and scope of public opinion from its formative stages to the new innovations.
Course content
Nature of Public opinion, The impact of public opinion on community living, evaluation of public opinion ,community and public opinion, pressure groups, public opinion leaders, public opinion holders, market and public opinion, Opinion polls, opinion campaigns.
Method of teaching and learning
Lectures, Staff Student Seminars ,Discussions,
Tutorials, Surveys
Assessment
Examination [60%]
Assignments [20%]
Presentation [20%]
Recommended reading
Key, V.O, (1961) Public Opinion and America Democracy, New York, Knopf
Klapper , J . (1960) The Effects and Mass Communication , New York, Free Press
Lang G and Lang K, (1983) The Battle for Public Opinion, New York, Colombia University Press
Lazarsteld, P.F, Berelson B, and Gaudet, H, (1944) The Peoples Choice, New York, Duell, sloan and Pearce
Lippmann W. (1922) Public Opinion, New York, Harcourt Brace
