1. Conference of the British Sociological Association, 1955. VI The Press and Public Opinion.
- Author
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McLachlan, Donald
- Subjects
CONFERENCES & conventions ,PRESS ,PUBLIC opinion ,ASSOCIATIONS, institutions, etc. - Abstract
The article focuses on the press and public opinion in Great Britain, discussed at the Conference of the British Sociological Association in 1955. The first influence on the policy of a paper will be its tradition, which is a vital part of its goodwill as a business. Next important factor is the readership's character and the circulation. A paper that is read standing in the train, giving special attention to the interests of women, punters and filmgoers, will not have space to inform its readers adequately about foreign affairs. Third in the list of influences in a newspaper office comes the experience, educational background, sense of responsibility of the editor and his editorial staff. Whatever the policy of the paper, their special interests and bias will be reflected in it. The next factor to consider is contact with readers. The newspaper can influence the reader by a multitude of stories, ideas, recommendations and services. The reader can only refuse his pennies. Circulation is, of course, very important. Without it advertising dies, and the paper dies with it. But generally speaking, the paper's attitude in foreign affairs will be a secondary factor in the reader's choice of reading.
- Published
- 1955
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