Chapter 8 Mass Media and Public Opinion

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 Definition Those attitudes held by a significant number of people on matters of government and politics. Does not need to be written.

Family and Education –Political “socialization” starts at home. –The Family A “monopoly” until we are older –The Schools Patriotism History Experiences Other Factors –Your job and issues there –Mass Media Television in 98% of homes—many with 2 Movies, magazines, radio, Internet, etc. –Peer Groups

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 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.

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

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

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

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.

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 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

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

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

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