Psychology of Mass Communication

Date: 2015-10-07; view: 473.

Psychology is the science of mind and behavior; it involves the scientific study, of mental processes such as such perception, cognition, emotion, personality, behavior, and interpersonal relationships.

Psychologists find out how the mind can function to a person's benefit and mass media play a significant role in shaping public perceptions on a variety of important issues.

The basic purpose of PR is to persuade and influence people. PR specialist should understand public opinion and individual's attitude and in this case the knowledge of psychology are important.

Gustave Le Boa a French social psychologist was the author of the theory of crowd psychology. Crowd manipulation it is to engage, control, or influence the desires of a crowd in order to direct its behavior toward a specific action. Edward Bernays was one of the first to attempt to manipulate public opinion using the subconscious. Edward Bernays, the so-called "Father of Public Relations", believed that public manipulation was not only moral, but a necessity. He was the inventor of press release and Third Party Advocacy.

The main methods of influence through psychology:

§ Persuasion

§ Impromptu effect

§ Panic Phenomenon

§ Visual impression

§ Method of reiteration

§ Laconism

§ Charisma or the idea dominations over the mind

§ Individual dependence on the crowd

All these factors should be taken into account while organizing any PR campaign. PR specialist should use his knowledge to create favourable opinion about an organization, its goods and services.