Interesting video that looks how public opinion on drug control has been shaped by the media
How media influence public opinion
For example, after the attacks of 911 the media gave a huge coverage of the event and exposed Osama guilty for the attack as they were told by the authorities. This shaped the public opinion to support the war on terrorism, the same happened with the war on Iraq. The problem is that if media received un accurate information then the public opinion supported a wrong cause, this is the power of public opinion influence.
Other ways to influence are with polls and trends, especially in political campaigns. The candidates that can pay for more tv and media exposure have more influence on public opinion and thus can receive more votes.
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