Public Opinion & Interest Groups Chapter 8-9

Public Opinion Public opinion Can be very hard to determine Attitudes held by a significant number of people concerning political issues. Americans belong to many different groups with distinctive viewpoints. Can be very hard to determine

Public Opinion Political Socialization The process by which each person acquires political opinions

Factors that determine our opinions Family Parents’ opinions absorbed Largest influence on our opinion Young voters: more likely to be independent

Factors that determine our opinions Religion Protestants tend to be more conservative (individual morality) Catholics & Jews, historically, have been more liberal (social justice) Others: Not as historically predictable Non-religious: usually more liberal

Factors that determine our opinions Education Learn about citizenship, national pride, great Americans Take Government! College has liberalizing effect

Factors that determine our opinions Occupation Social class, tax burden Gender Gender Gap: Men tend to be more conservative; Women more liberal Social programs? Income?

Factors that determine our opinions Peer Groups Classmates, co-workers compare opinions Historic Events Civil War, Great Depression, Vietnam, 9-11 Current Recession

Factors that determine our opinions Mass Media TV, radio, newspapers, internet TVs in 98% of American homes 1st Amendment guarantees rights of press to express opinions and expose scandals. Lots of options for information, Varying quality

Mass Media How much does media shape opinions? Does it have an agenda? It should not tell us what to think. It should tell us what to think about. Bias undertones of opinions Propaganda Technique of persuasion aimed at creating a belief, regardless of its validity

Persuasive Techniques Used In Political Advertising Name-Calling Using personal attacks on an opponent to distract voters from the real issues of the campaign Transfer Using symbols or images that evoke emotion to something unrelated, such as a candidate or proposition. Bandwagon Creating the impression that “everyone” supports a cause or candidate

Persuasive Techniques Used In Political Advertising Plain Folks The use of folksy or everyday images and language to show that the candidate is a regular person who understand the needs and concerns of the common people. Testimonial Having a well-known celebrity or personality endorse a candidate or proposal.

Persuasive Techniques Used In Political Advertising Card-Stacking Presenting facts, statistics, and other evidence that support only one side of an argument. Glittering Generalities Using vague, sweeping statements that appeal to voters emotionally, but don’t actually say much of anything specific.

Campaign Poster Analysis Working in your groups….. Analyze each campaign poster Identify which techniques are being used Determine if it is effective

Name-Calling

Card-Stacking Plain Folk Transfer

Transfer Glittering Generalities Bandwagon

Testimonial

Bandwagon Transfer Testimonial

Transfer

Transfer Glittering Generalities

Card-Stacking

Which technique was more persuasive? Name-Calling Transfer Bandwagon Plain Folks Card-Stacking Testimonial Glittering Generalities

Measuring Public Opinion Elections Best way to gauge public opinion Almost all citizens are eligible to voice their opinion How can we predict election results?

Measuring Public Opinion Polls: 2 Types 1. Straw Polls Ask a question to a large group and waits for responses Radio hosts, websites Not scientific You cannot draw conclusions based on these results

Measuring Public Opinion 2. Scientific Polls Ask a sample of the voters how they would vote Must represent the voters Proportions from each race, class, and region Always has a margin for error (±3%) Developed by Gallup Organization Quota Poll: Constructed to reflect several major characteristics of the identified universe

Measuring Public Opinion Poll 1: Candidate A - 53% Could be up to 58% or as low as 48% Candidate B – 47% Could be up to 52% or as low as 42% (±5%) This poll shows a statistical tie!

Measuring Public Opinion Poll 2: Candidate A - 53% Could be up to 55% or as low as 51% Candidate B – 47% Could be up to 49% or as low as 45% (±2%) This poll shows a predictable result!

Art of Polling Random Sample of the population Questions must be understandable Questions must be asked fairly Not leading the responder to one answer Answer categories should be carefully considered Approve, disapprove Excellent, pretty good, fair, poor

Evaluating Polls When results are in… Polls are not elections! Do polls report opinions or shape opinions? Or both? “Bandwagon effect” Polls are not elections!

Evaluating Polls Assignment Write THREE clear poll questions on the political topics of your choice Include answer choices for each (yes, no; etc.) Write TWO poll questions that contain bias or otherwise could NOT be used to draw conclusions Finally, explain why each could not be used.

Chapter 9 – Interest Groups Interest Groups – Private organizations whose members share common views and work to shape public policy. Grassroots – political movements supported average voters Nearly all Interest Groups use Lobbyists in D.C. Supply information to elected officials Testify before congressional committees as experts Make campaign contributions

Interest Groups Interest groups DO NOT: They are NOT political parties Nominate candidates Try to win elections They are NOT political parties Examples of Interest Groups MADD, NRA, PETA, AARP Exxon, Boeing, National Association of Realtors, Verizon Smaller institutions like colleges, hospitals, etc.

Interest Groups Criticisms of Interest Groups Don’t always represent the interests of those they claim to speak for. How much of the actual population do they represent? In very rare cases, use tactics like bribery & threats