Public Opinion and The Mass Media

Forming Public Opinion Public opinion includes the ideas and attitudes that most people hold about elected officials, candidates, government, and political issues. It helps shape the decisions of every president as well as the timing of the decisions.

The Mass Media Television, radio, newspapers, magazines, recordings, movies, and books are called the mass media because they communicate broadly to masses of people. Issues and events the mass media cover and the way they cover them affect people’s attitudes.

The Media’s Impact on Politics and Government The problems that receive the most time, money, and effort from government leaders make up the public agenda. The media have great influence on which problems governments consider important. They publicize some while others go unnoticed.

Leaks Officials may secretly pass on, or leak, information to friendly reporters. Leaks allow them to test public reaction before deciding whether to publicly move ahead with a proposal or to quietly drop it. They also use leaks to make competing officials look bad, to change public opinion on an issue, or to gain favor with a reporter. Leaks benefit reporters by allowing them to report “inside” information.

“Watchdog” The mass media play a “watchdog” role. By exposing government misconduct, they serve both their interests and the public interest.

Freedom of the Press v. Classified Information There is tension between the American citizens’ need for information and the need for government to keep secrets to protect national security. The government can control information the media report by classifying it as secret and limiting coverage of military actions.

The FCC The government has the power to decide who gets access to the limited number of airwaves available for radio and television broadcasting. The Federal Communications Commission cannot censor broadcasts, but it can penalize stations that violate its rules.

Components of Public Opinion Experts often describe public opinion in terms of: Direction - Refers to whether opinions on a topic are positive or negative, for or against Intensity - Refers to the strength of opinion on an issue Stability – Refers to how firmly people hold their views Public opinion on candidates is relatively unstable.

Measuring Public Opinion Election results give a broad measure of public opinion. A more accurate measure comes from asking people to answer questions in a survey, or public opinion poll.

Pros and Cons of Polling Some people believe polls support democracy by allowing officials to keep in touch with citizens’ opinions on issues. Critics claim polling makes officials more concerned with following the public than in leading.

Other Criticisms Many people worry that polls distort elections. During campaigns, the media constantly report who is ahead at the moment, taking the focus off the issues. Also, some people may decide not to vote if they think the outcome has been determined.