Mass Media and Public Opinion Chapter 8

Goals & Objectives 1.Attitudes about government & politics. 2.Factors shaping public opinion. 3.Elections, Interest Groups, Media, Peers shaping political viewpoints. 4.Measuring public opinion. 5.Polling and Validity.

Formation of Public Opinion Measuring Public Opinion:Measuring Public Opinion: –Too complex to define. Different Publics: Income Groups, Ideologies, Experiences, Needs, WantsDifferent Publics: Income Groups, Ideologies, Experiences, Needs, Wants –The sum of all public views? –Different Publics: Individuals who hold the same view on some particular public issue.Individuals who hold the same view on some particular public issue.

Public Affairs Public opinion that relates to public affairs: Public opinion that relates to public affairs: –1. national health care –2. global warming –3. gun control –4. death penalty –5. taxes –6. welfare –7. national defense

The Political Spectrum Left –Liberal Democrats Greens Socialists Communists Labor

The Political Spectrum Right Right –Conservative Republican Republican Libertarian Libertarian Reform Reform Constitutionalists Constitutionalists Independents Independents

Shaping Group Attitudes Family VALUES: Family VALUES: Learning your political attitudes. Learning your political attitudes. Parents and Political Socialization Parents and Political Socialization Experiences, Relationships, Socioeconomics, Religion, Success or Failure Experiences, Relationships, Socioeconomics, Religion, Success or Failure

The New American Family shaping young voters

Schools shaping attitudes Pledge of Allegiance, Saluting the Flag, No Child Left Behind, Character Education, Drug Education, Common Core, etc…

Political Attitudes

Mass Media Shaping Attitudes Newspapers Newspapers Television Television Radio Radio Internet Internet Social Media Social Media

Media Shaping Attitudes

Opinion Leaders TeachersPreachersLawyersDoctorsChurches Talk show hosts

Opinion Leaders & Attitudes

Peer Groups & Attitudes “Birds of the same feather tend to flock together”. “If you want to be rich do you hang out with poor or rich people?”

Peers & Attitudes

Historic Events The Great Depression Era The Great Depression Era –How it changed public opinion to a Socialist viewpoint…….Why?  Employment  Poverty  Circulation of Currency 9/11: 9/11:

Historic Events & Attitudes

’ s JFK assassination JFK assassination RFK assassination RFK assassination MLK assassination MLK assassination Civil Rights Movement Civil Rights Movement Vietnam War Vietnam War Watergate Watergate Race Riots Race Riots Zimmerman/Martin Trial Zimmerman/Martin Trial Simpson Trial Simpson Trial

Measuring Public Opinion “ according to a recent poll ” “ according to a recent poll ” Mandate: simply means the winner of the election Mandate: simply means the winner of the election Interest Groups: Interest Groups: Media: Media: Personal Contacts Personal Contacts

Media & Pushpolls

POLLS The Best Measure Straw Polls –Unreliable, false assumptions –Why? Too broad of a group and questioning is emotionally loaded with generic questions Do you support fair Housing?

Scientific Polling Gallop Poll Harris Poll 1. define the universe 2.sample 3. valid questions 4. select and construct 5. analyze

Types of Samples: Random…probability sample READ pg. 219 Quota sample….different groups selected to represent universe

Evaluating Polls 1. Intensity…strength of feeling 2. Stability…Changing opinions 3. Relevance…importance of opinions BANDWAGON EFFECT

Media and Politics Pg. Sound Bites: –10-15% of Voters are informed with facts instead of sound-bites –READ pg. 229

Media and Public Opinion