Notes for Chapter 8 Public Opinion US Government CP

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.”

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

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

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

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

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

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

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

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