1. Mass Media And Public Opinion
Chapter 8
Mass Media
And
Public Opinion

2. Section 1 The Formation of Public Opinion
Focus Question: What factors help to shape a person’s opinions about public affairs?

3. Public Opinion
Public opinion refers to the attitudes of a significant number of people about public affairs, or matters of government and politics that concern the people at large.
Political socialization is the process by which people learn ideas and develop concerns about issues. Many factors play a part in this process.

4. Family and Education
Two of the most important factors in political socialization. Children pick up fundamental attitudes from their families. Schools teach children the value of the American political system and train them to become good citizens.

5. Other Important Factors
Occupation
Race

6. Internet also have a huge effect on the formation of public opinion.
Mass Media
Those means of communication that reach many people simultaneously, such as newspapers, television, and the
Internet also have a huge effect on the formation of public opinion.

7. Peer Groups
Groups of people with whom one regularly associates, including friends, neighbors, classmates, and co-workers. Members of peer groups usually share political opinions.

8. Those people who can strongly influence the views of others.
Opinion Leaders
Those people who can strongly influence the views of others.

9. Historic Events
For example, wars can also affect people’s lives and thus can also influence public opinion.

10. Section 2 Measuring Public Opinion
Focus Question: What is the most effective method of measuring public opinion?

11. Mandate
A claim often made by a winning party and candidate that claims they have instructions from the constituency. Based on this they say that election results indicate public opinion. Few candidates receive true mandates.

12. Interest Groups
Private organizations that work to shape public policy often present their views as public opinion, but how many people they represent is unknown.

13. Media and Public Contacts
Public officials use these to gain some sense of public opinion.

14. Devices that collect information through questioning.
Public Opinion Polls
Devices that collect information through questioning.

15. Straw Votes
Asking the same question to many people. Not reliable because those who respond may not represent the total population.

16. Scientific Polling
This can be very accurate because it breaks the polling process into steps:
Choose the “universe,” that is the population the poll aims to measure.
Get a sample – a representative slice a of the universe.

17. Types of Samples
Most pollsters will draw a random sample, or one which members of the chosen universe are equally likely to be picked.
Some use less reliable quota system polls, one that deliberately reflects several of the major characteristics of a given universe.

18. Finally
Pollsters prepare valid questions, select and control the polling process, and report the results.

19. Section 3 The Mass Media
Focus Question: Why are the media our most important sources of information?

20. A means of communication. Media is the word’s plural.
Medium
A means of communication. Media is the word’s plural.
The American public gets information about public issues through several forms of mass media.

21. Four Major Types of Mass Media
Important in American politics:
Television has the most influence
Newspapers
Radio
Magazines

22. Other Media Also Have an Impact
Books
Internet

23. Public Agenda
The media play a large part in setting the public agenda, or the public issues that people think and talk about.

24. Central Role in Elections
For Example: Television has reduced the importance of political parties. In the past, candidates relied on their party members to reach the voters.

25. Focused snappy statements that can be aired in 35 or 45 seconds.
Now. . .
Television allows the candidates to reach the public directly, so many candidates operate with loose ties to a party. They work hard to get good media coverage and to provide the media with good sound bites –
Focused snappy statements that can be aired in 35 or 45 seconds.

26. Limited Influence
Few people actually follow political issues carefully in the media.
Those who do then to watch, listen to, or read choose favorite sources rather than sources with contrary opinions to their own. For Example: Many Democrats do not watch the televised campaign appearances of Republican candidates, and vice versa.