Section 1 Chapter 8 Public Opinion and Mass Media

Section 1 Section 1 The Formation of Public Opinion  What is Public Opinion?: “Those attitudes held by a significant number of persons on matters of government and politics.”  public opinion groups  must be about an issue relating to public policy  Public opinion must be publicly expressed

Section 1 Factors That Shape Public Opinion  Family –Most important. Children see the world through the eyes of their parents Children see the world through the eyes of their parents We inherit core values from family We inherit core values from family

Section 1 Factors That Shape Public Opinion  Schools Indoctrination function Indoctrination function Exposed to new viewpoints Exposed to new viewpoints Current Events Current Events

Section 1 Factors That Shape Public Opinion  Mass Media large influence on the formation and shaping of public opinion Spin TV is the most important

Section 1 Factors That Shape Public Opinion  Peer Groups: Most people have peers who share their view, so peer groups are more likely to reinforce views than to challenge them Most people have peers who share their view, so peer groups are more likely to reinforce views than to challenge them

Section 1 Factors That Shape Public Opinion  Opinion Leaders—Any person who, for any reason, has a more than usual influence on the views of others. Public officials, people in the media, ministers, prominent business leaders, other prominent and trusted people. Public officials, people in the media, ministers, prominent business leaders, other prominent and trusted people.

Section 1 Factors That Shape Public Opinion Historic Events  Historic Events can dramatically change and shape public opinion Depressions—role of Government Depressions—role of Government World War II—Place of US in the world World War II—Place of US in the world Vietnam—Proper use of US power Vietnam—Proper use of US power Watergate—trustworthiness of Government Watergate—trustworthiness of Government

Section 2 Section 2 The Measurement of Public Opinion  Easy to discover the variety of issues held by the public.  Harder to determine how widely held views are.  Ways to gauge public opinion: Elections, Interest Groups, Media, Personal Contacts and Polls. Elections, Interest Groups, Media, Personal Contacts and Polls.

Section 2 The Measurement of Public Opinion Elections  Elections are a poor measure of public opinion. Why?  What is the one issue that elections do measure accurately?  Mandates—rarely exist

Section 2 The Measurement of Public Opinion Measurement Through Interest Groups  Interest groups: private organizations whose members share certain views and work to shape the making and content of public policy.  Their views on an issue can tell us what certain segments of society believe on a given issue Don’t tell us how many people share those views or how strongly those views are held. Don’t tell us if it is a voting issue

Section 2 The Measurement of Public Opinion Media and Personal Contacts  Media is not a mirror of public opinion. Sometimes reflects, but sometimes shapes. Wants to sell adds. Wants to sell adds.  Politicians hear from many constituents, but not necessarily a fair cross section. Only most energized write or call Only most energized write or call

Section 2 Public Opinion Polls  Public Opinion Poll—device that attempts to collect information about public opinion by asking people questions. Polls are the best measure of public opinion Polls are the best measure of public opinion The most accurate polls are based on scientific polling techniques. The most accurate polls are based on scientific polling techniques.  Until 50 years ago most early polls were Straw What is a straw poll What is a straw poll straw polls are very unreliable straw polls are very unreliable

Section 2 Scientific Polling  Most Reliable  Five key steps: define the universe to be surveyed define the universe to be surveyed construct a sample construct a sample prepare a valid question prepare a valid question select and control means by which the poll will be taken select and control means by which the poll will be taken report findings. report findings.

Section 2 Scientific Polling Constructing a sample  Can’t ask everyone, so must ask a sample.  Sample must be similar to the group to be measured. Race, gender, age, etc. Race, gender, age, etc.  Random Sample—best method Easier said than done Easier said than done  Margin of error Sample of 1500 people gives an error margin of +or- 3% Sample of 1500 people gives an error margin of +or- 3%  Quota Sample Less reliable but easier Less reliable but easier

Section 2 Scientific Polling Valid Questions  The way in which questions are worded makes a big difference in how they are answered. Loaded Questions. Loaded Questions.  Important to ask neutral questions.  Beware of loaded polling data

Section 2 Evaluation of Polls  Limits on usefulness of polls Intensity—the strength of one’s feelings. Intensity—the strength of one’s feelings. Stability—the permanence of an opinion. How deeply rooted the opinion is. Stability—the permanence of an opinion. How deeply rooted the opinion is. Relevance—how important a particular opinion is to the person who holds it. Relevance—how important a particular opinion is to the person who holds it. Is it a voting issue?Is it a voting issue?  Bandwagon effect.

Section 3 Section 3—Mass Media and Politics  Mass Media Defined—those means of communication that can reach large, widely dispersed audiences—masses of people— simultaneously.  Major mass media in order of importance— Television Television Newspapers Newspapers Radio Radio Magazines Magazines Internet is moving up the list in importance.Internet is moving up the list in importance.

Section 3 Television  Television first became a common in the 1950s. Today in 98% of all homes.  Television replaced newspapers as the principle source of political information for a majority of the American people in the early 1960s.  Is the principle source for 80% of Americans.  Cable News increasingly replacing Networks.

Section 3 Newspapers  11,000 newspapers today are dailies.  Circulation of more than 150 Mil.  45% of the adult population reads a newspaper every day.  Report issues in greater depth than TV  Number declining for decades. But still second in Importance.  Best reporting still done by newspapers  Key papers: New York Times, Washington Post, Wall St. Journal, Chicago Tribune, LA Times.

Section 3 Radio  In the 1930s radio had the role that TV does today.  Although TV has displaced radio as most important medium, is still largely listened to.  Short News Broadcasts  Talk Radio. Major source of opinion pieces, especially conservative  NPR.  Radio also serves niche markets such as Hispanics, Asians, etc.

Section 3 Magazines  12,000 magazines today.  Newsweek, Time, and US News and World Report focus entirely on current events and public policy and are highly read and very influential.  Combined 10 Mill. circulation.

Section 3 The Media’s Impact of Politics  The Public Agenda— The media’s ability to tell people what to think is over- stated, but the media has a large role in telling people what to think about The media’s ability to tell people what to think is over- stated, but the media has a large role in telling people what to think about  Media also has an important influence on politicians Media Consultants Media Consultants Spokesmen Spokesmen Spin Spin Sound-bites Sound-bites Post Cards Post Cards

Section 3 Limits on Media Influence  Should not over-state the importance of media  only 10-15% of voters are well-informed  Many listen to viewpoints with which they already agree and filter out everything else.  Most media outlets are not devoted to public affairs and policy  Many news reports simply skim the news and don’t go into in-depth reporting  BUT, all of these things mean that what IS reported can have a big effect.