Student Number : 55639224
Student Name : Sipho. M. Khaile
Module : PRO251X (Public Relations 2)
Assignment Number : 1
QUESTION 1
1.1
Public Opinion Attitudes
Is the judgment, views or convictions that Attitudes are comprised of likes and dislikes.
people have on a specific matter. They are the favourable and unfavourable
May not have a thorough knowledge on the reactions to people, objects and situations.
specific matter or issue. They are determined by manner, disposition
Is the total sum of a group of people’s views and position.
on an issue that affects them directly or Therefore attitudes can be defined as the
indirectly. result of strong opinions.
It is an expression of an attitude towards a
certain issue.
It is a process in which ideas are expressed on
a certain issue.
Therefore public opinion can be defined as
strong attitudes that manifest into opinions
and may lead to behavioral actions.
1.2
The characteristics that form the basis of attitudes are:
Race. Different ethnic and racial groups have their own unique beliefs , norms and ethics therefore
shaping people’s attitudes.
Religion. Religious beliefs play an very significant role in how people view specific issues that affect
them directly or indirectly hence influencing attitudes.
Family. Family, just like religion and race also shapes the views of individuals belonging to a specific
family on specific issues thus shaping and influencing behaviour and attitudes.
Social Class. An individual’s social standing or class will also have baring on that individuals perception,
views, behaviour and attitude on specific issues.
Cultural. Environmental and lifestyle factors will also influence behaviour and attitude.
Educational. An individual’s educational level will directly influence the individual’s perception,
behaviour and attitude. The higher a person’s educational level, the greater his/her reasoning capacity.
1|Page
Student Name : Sipho. M. Khaile
Module : PRO251X (Public Relations 2)
Assignment Number : 1
QUESTION 1
1.1
Public Opinion Attitudes
Is the judgment, views or convictions that Attitudes are comprised of likes and dislikes.
people have on a specific matter. They are the favourable and unfavourable
May not have a thorough knowledge on the reactions to people, objects and situations.
specific matter or issue. They are determined by manner, disposition
Is the total sum of a group of people’s views and position.
on an issue that affects them directly or Therefore attitudes can be defined as the
indirectly. result of strong opinions.
It is an expression of an attitude towards a
certain issue.
It is a process in which ideas are expressed on
a certain issue.
Therefore public opinion can be defined as
strong attitudes that manifest into opinions
and may lead to behavioral actions.
1.2
The characteristics that form the basis of attitudes are:
Race. Different ethnic and racial groups have their own unique beliefs , norms and ethics therefore
shaping people’s attitudes.
Religion. Religious beliefs play an very significant role in how people view specific issues that affect
them directly or indirectly hence influencing attitudes.
Family. Family, just like religion and race also shapes the views of individuals belonging to a specific
family on specific issues thus shaping and influencing behaviour and attitudes.
Social Class. An individual’s social standing or class will also have baring on that individuals perception,
views, behaviour and attitude on specific issues.
Cultural. Environmental and lifestyle factors will also influence behaviour and attitude.
Educational. An individual’s educational level will directly influence the individual’s perception,
behaviour and attitude. The higher a person’s educational level, the greater his/her reasoning capacity.
1|Page
