chapter  Eight
11 Pages

Forming Images and Opinions

ByMaxwell McCombs, Edna Einsiedel, David Weaver

Anyone who has read the letters to the editor section of a newspaper or magazine no doubt has been struck by the range of reactions evoked by the same article or public issue. This is hardly unusual, for our individual constellations of images and opinions act as unique filters through which each of us idiosyncratically processes our experiences. These personal filters act as screens that help us manage the daily barrage of information, provide defenses for our vulnerabilities, and allow us to express ourselves in ways that define our uniqueness to others.