1. Chapter 8 Mass Media and Public Opinion

2. Section 1—The Formation of Public Opinion
Objectives:
Examine the term public opinion and understand why it is difficult to define.
Analyze how family and education shape public opinion.
Describe four additional factors that shape public opinion.

3. Section 1—The Formation of Public Opinion
Why It Matters:
You no doubt have opinions on a variety of issues, from school prayer to which political party should be in power. Several factors help shape your opinions. The two most important factors are family and education.

4. Section 1—The Formation of Public Opinion
Political Dictionary:
Public Affairs
Public Opinion
Mass Media
Peer Group
Opinion Leader

5. Section 1—The Formation of Public Opinion
What Is Public Opinion?
Vs. “private” opinion
Is very complicated.
Different Publics
All who hold a particular view
Vs. “public affairs”
A loose term—hard to define

6. Section 1—The Formation of Public Opinion
What Is Public Opinion? (cont.)
Definition
Those attitudes held by a significant number of people on matters of government and politics.
Does not need to be written.

7. Section 1—The Formation of Public Opinion
Family and Education
Political “socialization” starts at home.
The Family
A “monopoly” until we are older
The Schools
Patriotism
History
Experiences
Dr. Lou, et. al.

8. Section 1—The Formation of Public Opinion
Other Factors
Your job and issues there
Mass Media
Television in 98% of homes—many with 2
Movies, magazines, radio, Internet, etc.
Peer Groups

9. Section 1—The Formation of Public Opinion
Other Factors (cont.)
Opinion Leaders
The President
Ministers, doctors, lawyers, talk-radio
Historic Events
Great Depression, WWII, 9-11, assassinations,

10. Section 2—Measuring Public Opinion
Objectives:
Describe the challenges involved in measuring public opinion.
Explain why scientific opinion polls are the best measure of public opinion.
Identify five steps in the polling process.
Understand the challenge of evaluating polls.
Recognize the limits on the impact of public opinion in a democracy.

11. Section 2—Measuring Public Opinion
Why It Matters:
Have you ever responded to a poll? Taken a poll yourself? Scientific polls are the most effective means for measuring public opinion. Other measures include election returns, the activities of interest groups, and direct personal contact.

12. Section 2—Measuring Public Opinion
Political Dictionary:
Mandate
Interest Group
Public Opinion Poll
Straw Vote
Sample
Random Sample
Quota Sample

13. Section 2—Measuring Public Opinion
Voting, lobbying, books, pamphlets, magazine and newspaper articles, editorial comments, paid advertisements, and letters to the editor.
Elections—NOT mandates
Just “indicators,” not definitive
Electorate is just too complex and divided.

14. Section 2—Measuring Public Opinion
Measuring Public Opinion (cont.)
Interest Groups
The Media—mirrors and molders
Personal Contacts

15. Section 2—Measuring Public Opinion
Polls—The Best Measure
Straw Votes—very unreliable
Scientific Polling
Gallup and Roper in the 1930s
Now more than 1,000 organizations
Gallup and Harris are most respected

16. Section 2—Measuring Public Opinion
The Polling Process
Define the Universe
Constructing a Sample
Representative
Randomness—probability sample
1,500 people are interviewed in most polls
Law of Probability—1,500 + or – 3%
Quota Sample—used to reflect demographics

17. Section 2—Measuring Public Opinion
The Polling Process (cont.)
Preparing Valid Questions
Avoiding emotionally charged words.
Interviewing
Face to face
Telephone/mail
Analyze and Report Findings
Technology can refine the results
“Push” Polling

18. Section 2—Measuring Public Opinion
Evaluating Polls
Intensity—strength of feeling with which a response is held.
Stability—permanence or changeability of the opinion.
Relevance—how important is the opinion to the person who holds it.
Bandwagon Effect—influences the result.

19. Section 2—Measuring Public Opinion
Limits on the Impact of Public Opinion.
They do not decide elections
They do not remove the protections built into our Constitution.

20. Section 3—The Mass Media
Objectives:
Examine the role of the mass media in providing the public with political information.
Explain how the mass media influence politics.
Understand the factors that limit the influence of the media.

21. Section 3—The Mass Media
Why It Matters:
How often do you watch television, read a newspaper or magazine, listen to the radio? While these media provide entertainment, they are also our most important sources of political information.

22. Section 3—The Mass Media
Political Dictionary:
Medium
Public agenda
Sound bite

23. Section 3—The Mass Media
The Role of Mass Media (from “medium”)
Television—98%, fewer bathrooms
1,400 stations
Major networks plus CNN, PBS, etc.
Newspapers—1,500
Radio—12,000 stations
Magazines—12,000

24. Section 3—The Mass Media
The Media and Politics
The Public Agenda
Not “what” to think but what to think “about”
Electoral Politics
Drives coverage
Short, interesting
Sound bites

25. Section 3—The Mass Media
Limits on Media Influence
Less than 10% follow news closely
Those who do are often selective
Entertainment shows convey messages
Few public affairs programs
Coverage “skims” news
Becoming informed takes effort

26. Section 3—The Mass Media