Identifying the Effective Factors in the Emergence of Inversion Phenomenon on Public opinion

This research is trying to identify the effective factors in public opinion inversion. The methodology of the research is qualitative & phenomenological in category. To achieve this, 21 experts & pundits from communication, media, sociology & psychology have participated in semi-structured in-depth interviews. The findings show that the inversion of public opinion- as a multidimensional phenomenon & interdisciplinary – is dependent on its process & reactions. Factors such as weakness in information exchange, reactionary & traditional routs of official media, sensing the divide in society while ignoring real needs of the public, neglecting the persuasive capacities…. are among the most important factors in emerging of the inversion. Likewise, gaining public opinion satisfaction and maintaining it, assigning the target audience in communication process, paying special attention to persuasion issue in the process of managing the message are the factors which can prevent facing inversion if taken into consideration.