Public Opinion
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.
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
Problems with Survey Questions Question wording is another potential source of error Sensitive questions Biased questions Confusing questions Non-attitudes
Where to Get Public Opinion Information
How Are Opinions Formed? Political Socialization Retrospective Modification
Political Socialization Explicit or implicit Agents of socialization Family Schools Peers Adult socialization
Retrospective Modification Socialization AND political experiences Looks something like this: Political Events Socialization Opinion Mass Media
The Role of the Media Inform Agenda setting Framing Persuasion
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
Public opinion and public policy Evidence of congruence Evidence of incongruence Explanations
Opinion gaps Education Sex Race Religion