1. Chapter 8: Mass Media and Public Opinion Section 1

2. Objectives
Examine the term public opinion and understand why it is so difficult to define.
Analyze how family and education help shape public opinion.
Describe four other factors that shape public opinion.

3. Key Terms
public affairs: events and issues that concern the people at large, such as politics and the making of public policies
public opinion: those attitudes held by a significant number of people on matters of government and politics
mass media: those means of communication that reach large, widely dispersed audiences simultaneously

4. Key Terms, cont.
peer group: those people with whom one regularly associates, including friends, classmates, co-workers, and neighbors
opinion leader: any person who has an unusually strong influence on the views of others

5. Introduction
What is public opinion, and what factors help to shape it?
Public opinion consists of the attitudes held by a significant number of people about public affairs—matters of government and politics.
It is shaped by a wide variety of factors, such as family, school, race, occupation, gender, mass media, peer groups, opinion leaders, and historic events.

6. Different Publics
Public opinion in the United States is typically divided.
Any given public issue is likely to have separate groups with their own points of view.
In addition, people disagree about which public issues are important.
Few issues capture the attention of all Americans.
Most issues are of little interest to the majority.

7. Public Affairs Checkpoint: What do public affairs include?
Public affairs include events and issues involving politics, public issues, and the making of public policies.
Examples include political parties, candidates, taxes, unemployment, national defense, foreign policy, and so forth.
Technically, public opinion includes only those views that relate to public affairs.
Checkpoint Answer: Public affairs include events and issues involving politics, public issues, and the making of public policy, as opposed to topics relating to popular culture such as music or sports. 7

8. Public Opinion
Public opinion consists of those attitudes publicly expressed by a large number of people about matters of government and politics.
How might the responses shown on this 2008 chart about the most important public issues change in 2012?
Answer: Student answers will vary, but they should note that changing events could shift public opinion considerably. The recovery or worsening of the economy, the ending of the Iraq conflict, or a terrorist strike could raise or lower public opinion on any of those issues.

9. Political Socialization
Public opinion is shaped by many different factors throughout our lives.
The process by which a person gains his or her political views is called political socialization.
This process begins in early childhood and involves the influence of many experiences and relationships. Two of these are family and school.

10. Family Influences
Parents have a strong influence on the basic beliefs that will shape the political views of their children.
Children tend to favor the political parties supported in the households in which they were raised.

11. School Influence
Schools try to prepare students to become good citizens by educating them about our political system.
Schools also give students an informal education about decision- making, influence, and compromise.

12. Other Factors
In general, occupation and racial background are usually more significant than factors such as gender or place of residence.
However, the nature of the issue can change what factors influence people’s views on it.
Four other key factors that influence public opinion are the mass media, peer groups, opinion leaders, and historic events.

13. Mass Media
The mass media includes radio, television, magazines, and newspapers.
More than 98 percent of the 115 million U.S. households have a television, and most are turned on for eight or more hours a day.

14. Peer Groups
Checkpoint: How does one’s peer group shape his or her attitudes?
Belonging to a peer group tends to reinforce what a person has already come to believe.
This happens in part because peer group members share many socializing experiences and tend to be reluctant to disagree openly with others in their peer group.
Checkpoint Answer: It tends to reinforce a person’s existing beliefs rather than introduce new beliefs. 14

15. Opinion Leader
Some people listen to and draw ideas from opinion leaders.
Many opinion leaders hold public office, while others are journalists or prominent members of society.
What is the cartoonist implying about the media?
Answer: The cartoonist is suggesting that the media often tries to tell viewers what they should think about a news story, such as how or why it is important.

16. The Great Depression
Historic events can shape public opinion and policy.
In the 1930s, the Great Depression wrecked the U.S. economy, shifting popular support to Democrats and persuading many Americans to support an increased role for the national government in U.S. economic and social life.

17. The 1960s and 1970s
In the 1960s, the nation was shaken and divided by the civil rights movement, the Vietnam War, and the assassinations of President Kennedy and Martin Luther King, Jr.
The 1970s saw the Watergate scandal and the resignation of President Nixon.
The events of these two decades caused many American to lose respect and trust of their government.

18. Review
Now that you have learned about what public opinion is and what factors shape it, go back and answer the Chapter Essential Question.
What is the place of the media and public opinion in a democracy?