1. Mass Media and Public Opinion
Chapter 8

2. “The hand that rules the press, the radio, the screen, and the far-spread magazine rule the country.”
* Judge Learned Hand (1942)

3. What is Public Opinion?
Public opinion refers to the attitudes of a significant number of people about public affairs.
Public opinion is formed out of a very complex process.
Political socialization, process by which people learn ideas and develop opinions about issues.

4. List six forces that shape your political socialization
List six forces that shape your political socialization. Rank them in order from 1 (most important) to 6 (least important).
For the top two items explain why they have influenced you.

5. Factors cont…….
Many different factors: age, race, income, occupation etc.
Family and education are two of the most important factors.
Mass Media: Newspapers, television, and the internet
Peer Groups: usually share political opinions.
Opinion Leaders
Historical Events

6. Media In a democracy the free press does the following:
Serves as a government watchdog.
Helps set public agenda
Supports the exchange of ideas, information, and opinion.

7. Campaign Commercials

8. Advertisements Advertisement appeals (H.O)
There are four main types of ads:
Negative - One candidate portrays the other in an unfavorable light.
Warm and Fuzzy - Candidates make the viewer feel good about the country or his/her campaign.
Humorous - Candidates elicit a laugh or smile from the viewer.
Scary - Candidates evoke images of fear (usually combined with a Negative ad).

9. Commercials http://www.youtube.com/watch?v=OKs-bTL-pRg
Daisy Girl ---fear
Gingrich - quotes
Reagan: Morning in America 84’ - peaceful
Kennedy – jingle