1. Public Opinion, The Media and Propaganda Techniques

2. How do individuals form their political beliefs?
Political Socialization
Process by which we gain our political identity

3. Examples 1950’s- positive view of government
1960’s- more likely to view government with discontent

4. Importance of Public Opinion
Guide
Guides leaders as they make decisions about public policy
Guard
Guards against hasty or poorly made decisions
Glue
Glues our diverse society together with widespread agreement on basic political beliefs

5. Public Opinion: What is it and how is it shaped?
The sum of many individual opinions on a public person or issue.
So how do we know “what people want”?
Shaped by 1. special interest groups 2. journalists, politicians, and other opinion makers 3. what people say it is
Seldom is public opinion a single view held by all Americans

6. How do we measure public opinion?
Straw Polls
An informal survey of opinion conducted by a show of hands or some other means of counting preferences.
Scientific Sampling
Selecting a small group of people that are representative of the entire population
The wording of the question matters!!

7. The Polling Process Identify the population to be surveyed
Randomly dial phone numbers
Talk to people
Report the margin of error
How accurately the sampled surveyed reflects the views of the target population.
Small margin of error = more accurate results

8. Polls in Campaigns 3 types Benchmark polls Tracking polls Exit polls
Used by prospective candidate to “test the waters”. Helps determine which messages to emphasize
Tracking polls
Conducted during a campaign to determine how a candidate is doing on a day to day basis. Can reveal shifts in attitude over time
Exit polls
Used to predict the winners on election day long before the polls close
Push polls

9. The Influence of the Media in Political Campaigns
1960: Televised Debates begin

10. Word Magic
Selling the product through catchy phrasing and slogans that stick in the consumer’s mind. Includes jingles.
Ex. “Just do it”- Nike
“Image in nothing, thirst is everything”
-Sprite

11. Testimonial
The use of personalities (usually well known) who lend their good name and reputation to a product
Ex. Michael Jordan selling Gatorade

12. Name Calling When candidates deliberately mock each other in ads.
Ex. “Al Gore is a tax and spend liberal.” “George W. Bush is an elitist who’s in the pocket of big oil companies.”

13. Glittering Generalities
Highly general, abstract statements that can’t really be proven. A common application is when advertisers claim they have the best product for individual needs.
Ex. “Secure, safe and stable. That’s the advantage of a Subaru. No other car on the road is as reliable.”

14. Plain Folks
The average person appearing in commercials or writing letters of praise to the company. Uses the common person’s touch.
Ex. Wal-Mart using real employees in advertisements

15. Card Stacking
Presenting overwhelming evidence for one side and not the other or leading questions that force the consumer into choosing the product advertised.
Ex. Bounty paper towels and another brand presented side by side.

16. Bandwagon
Everyone is using this product. The advertiser may use words that say, “nine out of ten Americans choose…”
Ex. “Millions of Americans use Bayer aspirin.”

17. Symbols
Using symbols to elicit certain feelings and emotions from viewers.
Ex. The American flag and bald eagle appearing in commercials to represent patriotism.

18. Sex Appeal
Using attractive models to convey the idea that a product will make you more appealing
Ex. Abercrombie and Fitch’s clothing is similar to Old Navy’s, but A&F uses young half clothed models in almost all advertisements.
You must identify the propaganda techniques used in the following political .