Chapter 8 Mass Media and Public Opinion

Section 1—The Formation of Public Opinion Objectives: Examine the term public opinion and understand why it is difficult to define. Analyze how family and education shape public opinion. Describe four additional factors that shape public opinion.

Section 1—The Formation of Public Opinion Why It Matters: You no doubt have opinions on a variety of issues, from school prayer to which political party should be in power. Several factors help shape your opinions. The two most important factors are family and education.

Section 1—The Formation of Public Opinion Political Dictionary: Public Affairs Public Opinion Mass Media Peer Group Opinion Leader

Section 1—The Formation of Public Opinion What Is Public Opinion? Vs. “private” opinion Is very complicated. Different Publics All who hold a particular view Vs. “public affairs” A loose term—hard to define

Section 1—The Formation of Public Opinion What Is Public Opinion? (cont.) Definition Those attitudes held by a significant number of people on matters of government and politics. Does not need to be written.

Section 1—The Formation of Public Opinion Family and Education Political “socialization” starts at home. The Family A “monopoly” until we are older The Schools Patriotism History Experiences Dr. Lou, et. al.

Section 1—The Formation of Public Opinion Other Factors Your job and issues there Mass Media Television in 98% of homes—many with 2 Movies, magazines, radio, Internet, etc. Peer Groups

Section 1—The Formation of Public Opinion Other Factors (cont.) Opinion Leaders The President Ministers, doctors, lawyers, talk-radio Historic Events Great Depression, WWII, 9-11, assassinations,

Section 2—Measuring Public Opinion Objectives: Describe the challenges involved in measuring public opinion. Explain why scientific opinion polls are the best measure of public opinion. Identify five steps in the polling process. Understand the challenge of evaluating polls. Recognize the limits on the impact of public opinion in a democracy.

Section 2—Measuring Public Opinion Why It Matters: Have you ever responded to a poll? Taken a poll yourself? Scientific polls are the most effective means for measuring public opinion. Other measures include election returns, the activities of interest groups, and direct personal contact.

Section 2—Measuring Public Opinion Political Dictionary: Mandate Interest Group Public Opinion Poll Straw Vote Sample Random Sample Quota Sample

Section 2—Measuring Public Opinion Voting, lobbying, books, pamphlets, magazine and newspaper articles, editorial comments, paid advertisements, and letters to the editor. Elections—NOT mandates Just “indicators,” not definitive Electorate is just too complex and divided.

Section 2—Measuring Public Opinion Measuring Public Opinion (cont.) Interest Groups The Media—mirrors and molders Personal Contacts

Section 2—Measuring Public Opinion Polls—The Best Measure Straw Votes—very unreliable Scientific Polling Gallup and Roper in the 1930s Now more than 1,000 organizations Gallup and Harris are most respected

Section 2—Measuring Public Opinion The Polling Process Define the Universe Constructing a Sample Representative Randomness—probability sample 1,500 people are interviewed in most polls Law of Probability—1,500 + or – 3% Quota Sample—used to reflect demographics

Section 2—Measuring Public Opinion The Polling Process (cont.) Preparing Valid Questions Avoiding emotionally charged words. Interviewing Face to face Telephone/mail Analyze and Report Findings Technology can refine the results “Push” Polling

Section 2—Measuring Public Opinion Evaluating Polls Intensity—strength of feeling with which a response is held. Stability—permanence or changeability of the opinion. Relevance—how important is the opinion to the person who holds it. Bandwagon Effect—influences the result.

Section 2—Measuring Public Opinion Limits on the Impact of Public Opinion. They do not decide elections They do not remove the protections built into our Constitution.

Section 3—The Mass Media Objectives: Examine the role of the mass media in providing the public with political information. Explain how the mass media influence politics. Understand the factors that limit the influence of the media.

Section 3—The Mass Media Why It Matters: How often do you watch television, read a newspaper or magazine, listen to the radio? While these media provide entertainment, they are also our most important sources of political information.

Section 3—The Mass Media Political Dictionary: Medium Public agenda Sound bite

Section 3—The Mass Media The Role of Mass Media (from “medium”) Television—98%, fewer bathrooms 1,400 stations Major networks plus CNN, PBS, etc. Newspapers—1,500 Radio—12,000 stations Magazines—12,000

Section 3—The Mass Media The Media and Politics The Public Agenda Not “what” to think but what to think “about” Electoral Politics Drives coverage Short, interesting Sound bites

Section 3—The Mass Media Limits on Media Influence Less than 10% follow news closely Those who do are often selective Entertainment shows convey messages Few public affairs programs Coverage “skims” news Becoming informed takes effort

Section 3—The Mass Media