Mass Media and Public Opinion US Government Mr. LeHew

Public Opinion 1. Public affairs -- the events and issues that concern the public at large (politics, public issues, making public policy 2. Public opinion -- defined as those attitudes held by a significant number of people on matters of government and politics

Influences on Public Opinion Family Influenced by how and what your family feels is important Pick up basic attitudes and values from parents Schools Work to train students to be good citizens and teach the values of the American political system

Influences on Public Opinion Mass media Includes those means of communication that reach large numbers of people A major source of information for most people Provides an image for viewers Peer groups The people with whom one regularly associates

Influences on Public Opinion Opinion leaders Views expressed by prominent people Because of their position, people listen to what they say Historical Events Events change the way someone views the government, policy, etc. ie 9-11 changed views on national security/role of the military Great Depression changed views on governmental involvement in the economy

Measuring Public Opinion Elections If people like what an official is doing, they keep them in office Candidates claim to have received a mandate - support from constituents Interest Groups Private organization whose members share certain views and actively work to influence public policy Present public opinion through lobbyists, letters, phone calls, etc.

Measuring Public Opinion Media Reflect what people think Both mirrors and molds public opinion Personal Contact Officials have contact with their constituents by mail, at public hearings, etc.

Public Opinion Polls Attempts to collect information by asking people questions Straw polls Polls that ask the same question of a large number of people Very unreliable as it assumes a large number of responses accurately presents public opinion

Public Opinion Polls Scientific polls Initially developed by George Gallup and Elmo Roper to provide for a more scientific sampling with more Accurate results Polling process Define universe to be surveyed ie all voters Construct a sample--usually random--this is a representative slice of the universe Quota sample--deliberately constructed to reflect several of the major characteristics of a given universe

Public Opinion Polls Prepare valid questions Select and control the means by which the poll will be taken Report findings Evaluating polls Major national polls are fairly reliable Polls don’t measure intensity Sometimes polls shape rather than measure public opinion

The Role of Media Five Types important to politics: Television Internet Newspapers Radio Magazines People acquire most of their information about politics from the media

Media Types Television 1939 Roosevelt opened World’s Fair with broadcast 1951 Truman addressed Japanese Peace Treaty Conference in San Francisco via TV in first transcontinental broadcast 1960s TV replaced newspapers as principle source political information More homes with TV than with indoor plumbing in the US Today 80% of population gets information from TV

Media Types Newspapers 1704 first regularly published newspaper (Boston) Today more than 10,000 newspapers published in US Newspapers cover stories in greater depth than TV and try to present various viewpoints with editorials Radio 1920 KDKA Pittsburgh aired the first presidential election returns Roosevelt first major public figure to use radio (Fireside Chats) Most convenient of all mediums because it can go places TV can’t

Media Types Magazines 1740s 1st magazines appear Newsweek, Time, US News and World Report cover political issues Internet Becoming more important More than 75% have access to internet Most newspapers/magazines have websites

Role of Media in Politics Shape public agenda--those problems politicians and citizens agree need government attention--by what and how they report--can emphasize or ignore it Electoral politics Media, TV in particular, have led to decline in party centered elections as they focus on candidates/issues Candidates are less dependent on parties -- can appeal directly to the people Also influence the way candidates are perceived Limits on media influence Few people follow political events closely Generally watch/read sources that they agree with