1. Public Opinion

2. Learning Objectives Describe how public opinions are formed Identify the main characteristics of American public opinion Understand the difference between a sample an population Describe error and reliability in mass surveys (Friday) Analyze mass surveys from pew research

3. Why does public opinion matter? (three reasons) 127 What is the role of latent opinions? 128 Where do considerations come from and what is their role in opinion forming? 128-129

4. Why does public opinion matter Citizens political actions are driven by opinions Examining public opinion explains behavior of candidates It motivates political officials and citizens

5. Latent Opinion Latent Opinion a decision formed on the spot when needed Versus Deeply help position What do you think about a 10% tax on sugar?

6. Reading Guide Where do considerations come from? Briefly explain the four sources of political socialization.

7. Socialization 1. Families and Communities 2. Events 3. Group Identity 4. Politicians

8. Surveys What is a Mass Survey? What is a population? What is a sample? What is the problem with measuring public opinion? Briefly describe the problems involved in measuring public opinion? What is sampling error? Unreliable responses? 135- 136 What does the example about healthcare reform explain about the accuracy of public opinion? 138

9. Polling Population- A group of people the researcher wants to study Ex. Americans, Senior citizens, students, FALA students Sample- the actual population surveyed Sampling error a calculation that describes the percentage of people that might not accurately represent the population We are 95% positive that 52 percent of Americans like Obama + or - 3 percent Increase the sample size lowers sampling error, see chart on pg. 136

10. Other Polling Problems How do we get a “random sample”? For example using home phones excludes young people (cell phone only) The wording of the question changes responses see table on page 137 People may lie on responses Example: people lie about deeply held racist attitudes Other problems??

11. Example Poll in the Media Is Obama a secret shape shifting reptile? Polling Data

12. Characteristics of American Public Opinion What do trends say about the issue of ideological polarization? 139-140 What do trends say about how citizens feel about government and their representatives? 140-142 What do trends say about policy preferences?

13. Ideological Polarization? Book says no evidence see 139 What years? What happened in 2010? Pew Research from 2014

14. Reading Guide Briefly describe the three mainstream media sources and the role that each plays in the political process. 145-146

15. Three Media Sources Print Media Broadcast Media Internet Look at the Chart on 147

16. Reading Guide Why does the government regulate media? What regulations have existed? 150 What has been the effect of deregulation? Is this a problem? 151-152 What is the role of media effects on the political process? 152-153

17. Reading Guide Federal Communications Commission (FCC)- Government agency created in 1934 to regulate television, wireless, and other broadcast media Broadcast media – uses the airwaves Fairness doctrine- 1940’s- 1987 requires broadcast media to present several points of views Equal times provision- equal airtime for non-news to each candidate.

18. Deregulation Lead to: Concentration Cross-ownership Creating Media Conglomerates

20. Media Effects Filtering- editors decision about what news to report Slant- coverage not “balanced” Priming- how coverage effects the important people place on issues or candidates Framing- the way a story is presented Details Explanations context