Mass Media & Public Opinion Chapter 8

8.1 The Formation of Public Opinion What is Public Opinion? – Suggests that most or all Americans hold the same view/attitude on some Gov’t issue. – It is NOT the single & undivided view of some mass mind. Different Publics – Individuals that hold the same view. – Most issues attract the interest of some people. – Public Affairs: politics, issues, public policies must hold concern for people as a whole. EX> taxes, unemployment, welfare, etc.

Family & Education We learn our political opinions from………. political socialization We learn our political opinions from………. political socialization – Begins in childhood & continues throughout life. The Family – You learn from what your parents say & do, older siblings, & watching TV with the fam. – We learn: authority, rules of behavior, property, neighbors, race, religion, etc. – We absorb info w/o knowing it…..we become democrat or republican.

The Schools The Schools – You are trained to be a good citizen! Salute the flag, Pledge of Allegiance, patriotic songs. Salute the flag, Pledge of Allegiance, patriotic songs. – Learn political knowledge from Social Studies classes! – Working with others who have different opinions, learning to compromise, seeing other view points – Working with others who have different opinions, learning to compromise, seeing other view points !

Other Factors Mass Media Mass Media – Communication that reaches the masses. TV, Radio, Newspaper, internet, etc TV, Radio, Newspaper, internet, etc – 98% of Americans owns at least 1 TV. Peer Groups Peer Groups – People we regularly associate with: friends, co- workers, classmates, neighbors. – Reinforces what we already believe in. – We have need to belong: We do not stray too far how our peers behave and think.

Opinion Leaders Opinion Leaders – Any person has strong influence on views of others. – News Anchors, talk show hosts, writers, actors, business, church, teachers, etc. Historical Events Historical Events – Wars, Civil Rights Era, Scandals, Economic Trouble. – The Great Depression Shift of Minorities to the Democratic Party Shift of Minorities to the Democratic Party

Homework – Questions 1-5 on page 213 – Find issues that have high public opinions & current Opinion Leaders.

8.2 Measuring Public Opinion “According to the recent poll……..” “According to the recent poll……..” Measuring by: voting, books, media, editorials. Measuring by: voting, books, media, editorials. Elections Elections – Voice of the people! – Candidates claim to have mandates. Interest Groups Interest Groups – Private organizations who members share views & try to shape public policy. – Use lobbyists

The Media The Media – Not the mirror of opinion, only those who are most vocal. – TV commentaries, editorials, magazines, etc Personal Contacts Personal Contacts – Public officials try to stay in contact with the people to get opinions on issues or to sell their proposals.

POLLS Devices that attempt to collect information by asking people questions. Devices that attempt to collect information by asking people questions. NEVER TRULY ACCURATE! NEVER TRULY ACCURATE! Straw Votes: Straw Votes: – Asking Questions & waiting for responses. – Unreliable Scientific Polling Scientific Polling – Gallup & Roper & Harris Polls – Based on political preferences.

The Polling Process 5 Basic Steps 5 Basic Steps 1) Defining the Universe 1) Defining the Universe – Whole population (group) that the polls aims to measure. EX> Republicans, HS students, Men 40 or older, etc EX> Republicans, HS students, Men 40 or older, etc 2) Constructing a Sample 2) Constructing a Sample – Sample: Representative slice of the total universe. – Random Sample: Random selecting people – Quota Sample: sampling a specific group. – Use of law of mathematical probability Accurate (+/-) by 3%. Accurate (+/-) by 3%.

3) Preparing Valid Questions 3) Preparing Valid Questions – Wording Questions is very important! – Cannot use emotionally charged words or terms difficult to understand 4) Interviewing 4) Interviewing – Face to face, telephone, or by mail – Wording, voice, dress can effect results. 5) Analyze Reports 5) Analyze Reports – Computers are used to interpret data and give results.

Polls can be FAIRLY reliable. However, – Some people want to jump on the bandwagon of who is ahead.

Homework Questions 1-5 on page 221 Questions 1-5 on page 221 BONUS: Create your own simple poll. BONUS: Create your own simple poll. – Must have the 5 basic parts!

8.3 MASS MEDIA The Role of Mass Media The Role of Mass Media – Media is a medium (transmitting communication) – TV There are more than 1500 stations There are more than 1500 stations CBS, NBC, FOX, ABC, CNN, MSNBC, CNBC, PBS, etc CBS, NBC, FOX, ABC, CNN, MSNBC, CNBC, PBS, etc – Newspapers 10,000 published 10,000 published NY Times, Washington Post, Chicago Tribune, LA Times, Wall Street Journal, USA Today, Christian Science Monitor. NY Times, Washington Post, Chicago Tribune, LA Times, Wall Street Journal, USA Today, Christian Science Monitor.

Radio Radio – 12,000 stations – KDKA in Pittsburg was the 1 st station – FDR was the first to use radio. Magazines Magazines – Ben Franklin’s General Magazine was the 1 st. – 12,000 today with 20 million printed TIME, US News & World Report, Newsweek TIME, US News & World Report, Newsweek