1. Public Opinion

2. What is Public Opinion?  Overt expression of values, beliefs, and attitudes by some segment of society. Values: basic orientation to politics and life Beliefs: perceptions of reality Attitudes: positive or negative orientations toward an object  Not strictly limited to politics and government.

3. How Do We Measure Public Opinion?  Usually measured via public opinion polls (surveys). Sometimes from focus groups  What do we learn from polls? Values, attitudes, beliefs Facts Behavior  Sampling procedures. Population vs. Sample Random vs. non-random (biased) Sample size

4. Problems with Survey Questions  Question wording is another potential source of error Sensitive questions Biased questions Confusing questions Non-attitudes

5. Where to Get Public Opinion Information  www.pollingreport.com www.pollingreport.com  www.gallup.com www.gallup.com

6. How Are Opinions Formed?  Political Socialization  Retrospective Modification

7. Political Socialization  Explicit or implicit  Agents of socialization Family Schools Peers Adult socialization

8. Retrospective Modification  Socialization AND political experiences  Looks something like this: Political Events Socialization Opinion Mass Media

9. The Role of the Media  Inform  Agenda setting  Framing  Persuasion

10. Attitudes, Beliefs, and Values  Short-term attitudes and beliefs Candidate evaluations, issues, etc.  Long-term attitudes and beliefs Party affiliation, efficacy, trust  Core values Democratic principles, ideology  Political knowledge

11. Public opinion and public policy Evidence of congruence Evidence of incongruence Explanations

12. Opinion gaps Education Sex Race Religion