1. MASS MEDIA

2. The Formation of Public Opinion
What is Public Opinion?
Public Opinion is the complex collection of opinions of many different people.
There are many publics that exist in the U.S. too many to be counted. Each public is made up of all those individuals who hold the same view on on some particular issue. Example: National Health Care, prayer in public schools

3. The Formation of Public Opinion
Public Affairs includes only those views that include relate to public opinion.
Public Opinion involves only the views people have on matters of government and politics. Example: taxes, foreign policy, candidates.

4. The Formation of Public Opinion
What Shapes Our Public Opinion?
Family-parents
Schools- example: pledge of allegiance, government class
Mass Media
Peer Groups
Opinion Leaders- example: Bill O’Reilly, Rush Limbaugh, ministers
Historic Events-Great Depression, Civil Rights Movement

5. Measuring Public Opinion
How is Public Opinion Measured?
Elections-Mandate-instructions or commands a constituency gives to elected officials.
Interest Groups
The Media
Personal Contacts
Polls-polls are taken to measure the public’s attitudes and viewpoints

6. Measuring Public Opinion
Types of Polls
Straw Polls
Scientific Polling-the most reliable measurement of public opinion
Quota Samples

7. The Role of Mass Media
A medium is a means of communication. Media is the plural of medium
Television-the top source of political information (80%)
The rise of 24 hour cable news (Fox News or CNN)
Internet- rising as people’s preferred source of political news
Newspapers-formerly widely used source of political news but have lost some readers due to television and internet
Radio
Magazines

8. The Role of Mass Media
Public Agenda- the societal problems that political leader and citizens agree need government attention.
Electoral Politics-Television allows candidates to appeal directly with the people and has led to the decline of the importance of political parties.
Newscast often use sound bites to feature candidates.

9. Limits on Media Influence
Only 15% of people who vote are considered well informed about the issues
Voters are selective in what they watch, listen to and read. They typically ignore sources with which they do not agree
Advertisers-few public affair shows air in prime time-exceptions would be 20/20 or 60 minutes
Radio and TV rarely give in depth coverage of the news-they mostly skim the news-In depth coverage is only available to those who want it and seek it out