1. Influences on Elections
Public Opinion, Mass Media, and Special Interest Groups

2. Bell Ringer! What impact does the media have on public opinion?
Is the media’s influence good or bad? Explain!

3. What is public opinion?
Public opinion: attitudes held by a significant number of people on matters of government and politics
Formation of Public Opinion:
Family
Education
Mass Media
Peer Groups
Opinion Leaders
Historic Events

4. How Do We Measure Public Opinion?
There are a variety of means to “measure” public opinion, but not all are accurate
Examples:
Personal Contacts – candidates talk to you
Polls – surveys (usually most accurate)
Elections – vote for the candidate of choice!
The Media – mirrors and molders
Special Interest Groups – what topics are important?

5. The role of Mass Media
Media has the power to get the public to focus on a certain issue
Influences and reflects public opinion
It is the “mirrors and molders” of people’s views
Types of Media
Print (newspapers)
Radio
Television
Internet
Social Media

6. Mass Media Bias Propaganda Allowing values to alter opinion Examples:
FOX News (Conservative)
MSNBC (Liberal)
Propaganda
Definition:
Technique of persuasion aimed at influencing individual or group behaviors
Disregards information that does not support its conclusion
Goal:
Create a particular belief which may be true or false

7. Special Interest Groups
Private organizations
Members share views and work to shape public policy
Economic
Noneconomic
Business
Labor
Professional Association
Public Interest
Single Issue
Ideological
Government

8. Influencing Parties and Elections
Political Action Committees (PACs)
Raise and distribute money to candidates who further THEIR goals

9. Functions of Interest Groups
Raise awareness of issues that concern the people at large
Represent people who share attitudes rather than those who share geography
Provide specialized information to government agencies and legislators
Political participation
Keep tabs on various public agencies and officials

10. Criticisms of interest groups
Influence far out of proportion to their size or importance
Difficult to tell who or how many people served by a group
Do not always represent the views of the people they claim to speak for
Groups HAVE used tactics such as bribery, threats, and so on

11. Lobbying
Activity by which a group pressures legislators and influences the legislative process
Seen in the: legislature, government agencies, executive branch, and even the courts
Nearly all important organized interest groups maintain lobbyists in Washington, D.C.

12. Lobbyists at Work
Lobbyists (the people who lobby) use several techniques:
Send articles, reports, & other information to officeholders
Testify before legislative committees
Bring “grass-roots” pressures to bear through , letters, or phone calls from constituents
Rate candidates and publicize the ratings
Make campaign contributions