we not assume the opinion expressed in the news media are public opinion. Frequently, this is a source of confusion. Newspersons believe they are the public, often confusing their own opinions with public opinion. They even tell the mass
public what its opinion is, thus actually helping to mold it to conform to their own beliefs. Decision makers, then, may act in response to news stories or the opinions of influential newspersons in the belief that they are responding to public opinion.