1. Notes for Chapter 8 Public Opinion
US Government CP

2. Public Opinion Right = conservative (Republican)
Left = liberal (Democrat)
Middle = moderate
Public Opinion = Those attitudes held by a significant number of persons on matters of government and politics. People have opinions on everything. There are many “publics.”

5. Where do people get their opinions?
Opinion Leaders
Media: T.V., radio, magazines, newspapers, internet
Family: Parents, siblings
Schools
Work-- your salary/benefits effect what is important to you
Race
Gender, Class status
Personal life experiences

7. Measuring public opinion
Elections: Re-election shows support
Voting for opponent shows disapproval
Interest Groups
Media:
a) Gatekeeper
b) Scorekeeper
c) Watchdog
Personal Contact with a politician

8. 5 steps to Scientific polling
Define Universe
Valid questions
Get random sample
Do the poll
Report the results

9. Measuring Public Opinion
Scientific polling is better than a straw vote
Limits:
Stability
Intensity
Relevance

10. MASS MEDIA Newspapers -- #2 influence Radio-1920’s
T.V. – 98% of American households (started in the late 1930’s early 1940’s) #1 influence
Newspapers -- #2 influence
Radio-1920’s

11. MASS MEDIA Magazines (started early 1800’s)
Internet (started in late 1960’s – available to public in 1990’s)

12. MEDIA and POLITICS Editor bias
Two way street – Media uses politicians to make use; Politicians use media to exploit issues or agendas
Making news -- Gatekeeper function determines what is news and what is not

13. MEDIA and POLITICS Campaigning/Advertising -- Necessary for election
Most people believe what they see/hear (Most people are uninformed)
Time limit (24 hour day)