1.Pick up an article and notes packet 2.Journal the article 3.Notes over Measuring Public Opinion 4. Crossword/Review You will be able to describe the impact the media has on public opinion. NOV. 25

CHAPTER 8

The attitudes of a significant number of people on matters of government and politics It is the collection of the opinions of many different people. The factors involved are almost infinite. PUBLIC OPINION

Family YOUR PARENTS/GUARDIANS (children tend to observe political views from family without realizing it) School YOUR EDUCATION Others Occupation, race, media, peer groups.. WHO SHAPES YOUR PUBLIC OPINION?

Media Peer Groups Opinion Leaders Historic Events FOUR OTHER FACTORS THAT INFLUENCE OPINION- MAKING

Newspapers, magazines, radio, television, films, recordings, books, and electronic communications News Media-the part of mass media that reaches the news Ex. The Daily Show, 60 Minutes, Larry King, Crossfire, 20/20, The Colbert Report MASS MEDIA

Made up of people with whom one regularly associates, including friends, classmates, neighbors, and co-workers. The influence of peer groups continues through adulthood. Belonging to a peer group usually reinforces what a person has already come to believe. PEER GROUPS

Are any person who, for any reason has an unusually strong influence on the views of others. Many hold public office. Some write for newspapers or magazines. They are the people whom others listen to and draw ideas from OPINION LEADERS

Can have a major impact on the content and direction of public policy. The Great Depression persuaded a large majority of Americans to support a larger role for government in the nation’s economic and social life. HISTORIC EVENTS

Elections, interest groups, the media, and public opinion polls provide the means of measurement. MEASURING PUBLIC OPINION

In a democracy, the voice of the people is supposed to express itself through the ballot. Votes show the people’s approval or rejection of the stands taken by candidates or their parties. ELECTIONS

Are private organizations whose members share certain views and work to shape the making and content of public policy. They seek to influence public policy or the goals a government sets and the various courses of action it pursues as it attempts to realize these goals. Examples: Laws governing speed limits and seat belt use. Are mostly concerned with the what of government, the issues. INTEREST GROUPS

Are a gauge for assessing public opinion. The views expressed through the different forms of media are often reflecting only the views of a vocal minority. THE MEDIA

Devices that attempt to collect information by asking people questions. To report on public opinions pollsters must: 1.Define the population to be surveyed 2.Construct a sample 3.Prepare valid questions 4.Select and control how the poll will be taken 5.Analyze and report their findings to the public PUBLIC OPINION POLLS

1.Entertainment 2.Reporting the News 3.Identify Public Problems 4.Socializing New Generations 5.Providing a Public Forum 6.Making Profits MEDIA FUNCTIONS

Popularity started in the 1950s Replaced newspapers as primary source in the 1960’s 98% of people own at least one TV -- average 3 TVs per household (2003) Most watched presentations include the Super Bowl and the Presidential debate TELEVISION

1 st Paper –1704 “Boston News letter” 1 st papers were political news 10,000 newspapers published today, the number of daily newspapers is declining Newspapers rank second to TV’s as the public’s sources of information about government and politics NEWSPAPER

Nov first presidential election on radio Exposed Americans to national and international politics Franklin Roosevelt was the first major public figure to use the radio effectively People thought radio would die because of the arrival of the television but it survived because of its convenient availability RADIO

Magazines are an important source of news and comment The first political magazines appeared in the mid 1800’s In the early 1900’s, magazines were devoted mainly to literature and social aspects For decades, magazines were the only national medium Over 12,000 magazines are published in the United States today. MAGAZINES

Power to focus on a few issues Media is the gatekeeper-gives content Media affects government leaders directly The President pays close attention to the news reports, analysis, and editorial comments PUBLIC AGENDA

1. Few people follow elections 2. TV allows candidates to directly appeal to the people 3. Most people learn everything they know about a candidate through TV. 4. Candidates often manipulate media to look better MEDIA’S INFLUENCE ELECTORAL POLITICS

A small part of the public actually takes in and understands what the media have to say about public affairs People who watch elections know what's going on Radio and news mostly “skim” the news (lack detail) and report what they think is the most important Most content on news is not political LIMITS ON MEDIA INFLUENCE