A message is worth least without a source
An Attitude is a mixture of belief and emotion that predisposes a person to respond to other people, object, or institutions in a positive or negative way (Mitterer& Coon, 2007,p.632). Attitudes summarize our evaluation of objects (Oskamp & Schultz, 2005).Put another way, evaluation of objects come before an attitude formation. Understanding how an attitude is formed is prerequisite for examining how do sources play a prominent role in forming a new attitude to substitute the audience current attitude.
In communication perspective, a communication process is comprised of 4 elements, i.e. source, message, receiver, and feedback (Dominick, 2002, p.4). The attitudinal change among audiences is evident when we scrutinize the feedback of the audience as the audience feedback could be either a positive feedback (attitude) or a negative feedback (attitude) towards the message that originated from source. Thus,......
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