Effects of Information Source on Public Opinion: Gun Control & Affirmative Action

Abstract

Public opinion and the various aspects that can influence opinion and therefore political behavior are invaluable resources in the American political system. The ways in which individuals perceive, process, and understand information is vital to how voters behave on Election Day, which is why understanding how individual opinion, and subsequently public opinion can be affected by information sources is essential. Understanding how to influence the perceived credibility of a particular source of information is a powerful tool in influencing public opinion and the democratic process. In order to gain a thorough understanding of some of the ways in which information sources can influence public opinion, a survey experiment was conducted in the Spring of 2015 at the University of Arizona to examine the effect of an author's demographic characteristics on his or her perceived credibility, and therefore, public opinion with regard to gun control and affirmative action.