Which content actually shapes public opinion? Which media contribute most to the evolution of citizens’ views, perspectives, and policy preferences?
To get to the bottom of this question, our framework introduces three dimensions we call Reach, Salience, and Discursiveness:
Quantifies the size of a message's audience, capturing how many people encounter specific content across various platforms such as television, print, or digital media.
Assesses the relevance and prominence of a communication by measuring to what degree it reflects issues that the public considers a priority. Inspired by established frameworks like Gallup’s "Most Important Problem" surveys, Salience helps gauge how effectively content addresses the concerns that matter most to citizens.
Evaluates the rhetorical impact of communication, encompassing its persuasive power through logical reasoning (logos), credibility (ethos), and emotional resonance (pathos). Grounded in Aristotle’s classical persuasion triad, Discursiveness identifies content that actively aims to shape public opinion rather than merely informing audiences.
Influence in the public sphere is generated only when these three dimensions come together. To quantify this, we use the following formula:
Multiplying the variables emphasizes their interdependence—significant weaknesses in any dimension diminish overall Influence. For example, a widely viewed entertainment program that does not address key societal concerns scores lower despite its Reach, whereas a niche policy-focused podcast featuring structured debates on highly salient issues will still have limited Influence if it has a very small audience. To spark Influence, a sample requires strength in all three dimensions.