1. Mass Media and Public Opinion
US Government
Mr. LeHew

2. 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

3. 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

4. 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

5. 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

6. 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.

7. 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.

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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