1. Public Opinion/Mass Media
Chapter 8

2. What is Public Opinion
The term ‘public opinion’ is s frequently used, yet so rarely understood
Public opinion is a collection of opinions of many different people. It is not the single view of a collective mind.
Public Opinion- Those attitudes held by significant number of people on matters of government and politics.

3. The Public?
Each public is made up of all those individuals who hold the same view on some particular public issue.
Public opinion includes only those views that relate to public affairs.
- Those events and issues that concern the people at large.

4. Influences
Family- Children learn from their parents. Children get those first political ideas from what they hear their parents say.
Schools- Teach American values. A good place where both formal and informal learning takes place.
Mass Media- Newspapers, magazines, radio, internet, and the television. Americans spend a lot of time “tuned in”

5. Influences
Peer Groups- the people you associate with tend to reinforce your own beliefs or can actually help shape your own.
Opinion Leaders- Any person who has an unusually strong influence on the views of others.
Historical Events

6. Measuring Public Opinion
The number one way of measuring public opinion is by looking at election results.
-Candidates that win elections claim that they have a mandate to carry out their campaign promises. They have a strong idea of what public opinion is.
Interest Groups- Private organizations whose members share certain views and objectives and work to shape the content of public policy.

7. Measuring Public Opinion
Public Opinion Polls- Devices that attempt to collect information by asking people questions. They were not very scientific until the 1930’s
Straw Vote- Asking the same question of a large number of people.
- FDR vs Alfred Landon 1936

8. Scientific Polling 5 Steps. Define the “universe to be surveyed”
Construct a sample
Prepare valid questions
Interviewing, select and control how the poll will be taken
Analyze and report finding to the public

9. Polling Key Terms
Universe- The whole population the poll aims to measure
Sample- A representative slice of the total universe
- Random sample- interview randomly selected people in randomly selected locations
- Quota sample- constructed to reflect several of the major characteristics of a given universe

10. Media A Medium is a means of communication
Media is the plural form of medium

11. Media Sources
Major Media Sources: Television Newspaper Radio Magazines Internet/Films
Lesser Sources Books Films

12. Television
Television overtook newspapers as the main source of political information in the 1960’s
Now television is the principal source of news of about 80 percent of the Us population
Public opinion on television has continued to evolve from the very beginning. Starting with CBS NBC ABC, to the addition of private cable networks to its current online streaming capabilities

13. Newspapers The Dying Business
About 45% of adults read the newspaper everyday
Most newspapers cover stories in greater depth than television does and try to represent more viewpoints
The number of daily newspapers has been declining for decades
Newspapers have transitioned to online print only
Social Media Links

14. Radio/Podcasts
Many thought the television would replace the radio, however the radio remains a viable option for the public because o its convenience
The emergence of satellite radio has made national syndication for radio personalities even more functional.
Talk radio has become an important source of the political commentary.
Podcast accessibility allows for viewers to subscribe to information.

15. magazines
Magazines have been published in the Untied States since colonial times
Time Magazine, Newsweek, and US News World Report are three of the most popular magazines and over 10 million copies are in circulation every single week.

16. Social media
Social Media is the single largest influence on the American Public today.
All information is at the finger tips of the American public if they choose for it to be.
Social Media

18. Media and Politics
Public Agenda- The societal problems that the nation’s political leaders and the general public agree need government attention.
The media have the power to focus the public’s attention on particular issues.

19. Electoral Politics
Candidates can appeal directly to voters through the media.
Voters are heavily influenced by their perceptions of candidates.

20. Sound Bites
Newscasts featuring candidates are usually short reports that can be aired in 30 or 45 seconds
These sound bites typically lack substance about the issues

21. Limits on Media Influence
Studies on voting behavior have shown that only 15% of people that vote are well informed on the many candidates and issues

22. Limits on Media influence
People often take in news that agrees with opinions they already hold
The media really only “skims” important news and much of the news is nonpolitical
Good, in depth information is out there, but citizens have to work to get it