1. Mass Media & Public Opinion
8.1 The Formation of Public Opinion

2. Focus Your Thoughts . . .
What is ‘public opinion’? What influences it?
What role does it play in the election process?
What are some of the more influential outlets for public opinion?

3. What is Public Opinion?
Public Opinion is a complex collection of the opinions of many different people; it is the sum of all of their views it is not the single and undivided view of some mass mind.

4. Different Publics
Many publics exist in the United States, each public is made up of all those individuals who hold the same view on some particular public issue.
Most public issues attract the interest of some people; few of them attract the interests of all people.
Taxes, unemployment, welfare, national defense, etc.

5. Family & Education
No one is born with a set of attitudes about government and politics; instead, each of us learns our political opinions
Family – The strong influence the family has on the development of political opinions is largely a result of the near monopoly the family has on the child in his or her earliest, most impressionable years.
Schools –
Both formal and informal learning in schools contribute a great deal to the formation of political thought
Formal: Students are taught about the political process from a very early age (i.e., singing the Pledge of Allegiance and learning about the Founding Fathers through Constitution Day)
Informal: The importance/necessity of compromise

6. Mass Media
Mass Media – Those means of communication that reach large, widely dispersed audiences simultaneously.
Newspaper, radio, the internet, television, etc.
The Census Bureau reports that there is at least one television set in 98% of the nation’s 110 million households most of which are turned on for seven hours a day.

7. Yearly Mass Media Use

8. Peer Groups
Peer groups are made up of the people with whom one regularly associates, including friends, classmates, neighbors, and co-workers.
Being part of a peer group often reinforces what a person has already come to believe; most people trust the opinions of their friends.
Often members of the same peer group have shared the same or similar socializing experiences.
Most people want to be liked by their friends and are often reluctant to stray too far from what their peers think.

9. Opinion Leaders
Opinion leader – Any person who, for any reason, has an unusually strong influence on the views of others.
Politicians, journalists, t.v. personalities,celebrities
Rush Limbaugh
Oprah Winfrey
Sean Hannity
Jesse Jackson
Al Sharpton
Sean Penn

10. Historic Events
Historic events can have a major impact on the views of large numbers of people – and so have a major impact on the content and direction of public policy.
The Great Depression
The Civil Rights Movement
September 11th

11. Assignment (Pg. 213) What is public opinion and what factors shape it?
Give three examples of an opinion leader.
Describe the political socialization of a young child.
What is mass media? What evidence can you give that the mass media influence public opinion?
Is it likely that interaction with one’s peer group would prompt one to switch his or her allegiance from one party to the other? Why or why not.
Why is it so difficult to define public opinion?