1. How people feel about the issues, and how they are manipulated.
Public Opinion
How people feel about the issues, and how they are manipulated.

2. What is Public Opinion?
Def.: Politically relevant opinions held by ordinary citizens that they express openly.
Attitudes and opinions of a large group of people on particular issues

3. Political Socialization
So, where do we get our public opinions?
Political Socialization: the learning process by which people acquire their political opinions, beliefs, and values.

4. Political Culture
Most (if not all) Americans fall into a large Political Culture: The Characteristic and deep seated beliefs of a particular people about government and politics.
This political culture is different from that of other nations and may vary from region to region in the U.S.
However, Americans are a part of a larger, common political culture upon which they can all agree.

5. Aspects of American Culture
Political Scientists agree on 3 main aspects:
Commitment to Liberty (freedom)
Equality
Self-government
Other aspects that play a prominent role:
Private Property
Personal Rights
Civic Duty

6. Varying Public Opinion
Outside of the main aspects of American Culture, public opinion varies in the U.S.
Importance of issues also vary, especially over time.
Ex.
The War in Afghanistan
Global Warming
Income Disparity
Banking Regulations

7. Underlying Values
Though issues come and go, general attitudes and political leanings remain the same.
These come from people’s political socialization.

8. Agents of Socialization
Def. The agents that have a significant impact on citizens’ political socialization.
Primary Agents:
Parents and families (#1 influence!)
Schools
Religious Organizations
Secondary Agents:
Peer Groups
Media
Leaders

9. Primary Socializing Agents
Family: Main influence for early life. Political leanings developed early, later given reasons.
School: Reinforce importance of political institutions, pride in country and values (liberty, equality, participation in govt.)
Religion: Socializes beliefs in societal topics, esp. treating the poor and the unborn.

10. Secondary Socializing Agents
Peers: tend to socialize with like peers, and within groups minority opinions are often silenced by majority ones.
Media: influence indirectly, through images and themes. (ex. Exposure to crime on television makes people believe society is more dangerous than it is).
Leaders: Authority figures and those well respected can impact public opinion. Ex. The President (#1), News Media figures (Oprah Winfrey, Jon Stewart, Bill O’Riley)

11. How Americans think Politically
While all people have their own opinions as a result of their socializing agents, public opinion is a collection of those opinions into similar coherent thought.
Three major frames of reference shape public opinion:
Partisanship (Party Identification)
Ideological Leanings
Group Attachments

12. 1. Partisanship
Aka Party Identification: The personal sense of loyalty an individual may feel toward a particular political party.
2/3 of adults consider themselves Democrats or Republicans while 1/3 remain Independent
This identity not only groups like minded people, but also acts as a lens through which they view the world

13. Party as a Lens
Political Party and identity shape views on issues not only on their merit, but based on who proposes them.
Ex.
Romneycare vs. Obamacare
Clinton’s intervention in Yugoslavia vs. Bush’s invasion of Afghanistan and Iraq vs. Obama’s intervention in Libya and possibly Syria

14. Party Loyalty
While on some level party members reflexively support their own party, there is history behind party membership that is long lived.
Ex.
Democrats support workers rights and social welfare, therefore receive great union and worker support
Republicans support tax cuts and pro-business policies, therefore receive support from business and financial sectors.

15. 2. Political Ideology
Def. Consistent pattern of opinion on particular issues that stems from a core belief or set of beliefs.
While most Americans cannot be considered true ideologues (Communists, Socialists, Fascists), Americans have ideological leanings: Liberal and Conservative on the Political Spectrum.

16. The Political Spectrum
Left
Right
Liberal
Conservative
Radical
Reactionary
Moderate

17. Dividing the Issues
In general, political issues can be divided into two categories:
Economic Issues:
Dealing with money, business, taxes, government regulation of business, Government spending, wealth distribution
Cultural (Social) Issues:
Dealing with society and the way people live, crime, morality, prison, liberties, rights

18. Liberals
Economic Liberals: Those who believe government should do more to assist people who have difficulty meeting their own economic needs.
Cultural (social) Liberals: Those who believe it is not government’s role to support traditional values at the expense of new ones.

19. Conservative
Economic Conservatives: Those who believe government tries to do too many things that should be left to private interests and economic markets.
Cultural (social) Conservatives: Those who believe government power should be used to uphold traditional values.

20. Moderate
The moderate tends to stand with different groups on an issue to issue basis or in a middle area between the liberal/ conservative extreme.

21. Libertarian/Statist
Libertarian: Economic conservative (no govt. interference), but Culturally liberal (complete freedom and rights for all)
Statist: Economic liberal with government control of the economy, but Culturally conservative with strict adherence to traditions and norms. (Called Populist in textbook, but I disagree…)

22. 3. Group Orientations
Political Opinion is tied to a person’s group or groups in which they belong.
Different issues impact different groups differently, therefore the political opinion of members of those groups react accordingly.
Ex. Social security is important to seniors, while college tuition is important to young voters,(but not in reverse).

23. Religious Groups
Various religions and their teachings impact members of those religions on various issues.
Ex.
Abortion
Gay Marriage
Welfare programs for the poor
School prayer

24. Economic Class
Income and education impact political opinion on some issues.
Ex. Lower-income are more likely to support welfare and business regulation, while higher-income support free market and tax cuts.
But not others.
Ex. Union support and collective bargaining is high among blue-collar and factory workers, but not among white collar workers or farmers even though they may have similar income levels

25. Region
While not as cut-and-dried as in the past (think North and South Pre-civil war through the 1960s) region has an impact.
“Red States” (Republican Majority) are located in the South, Great Plains and Rocky Mts.
“Blue States” (Democratic Majority) are located in the North East, Midwest, and West Coast

26. Race and Ethnicity Major impact on civil rights and liberties issues
Ex. Black and Hispanic for Affirmative Action, less trusting of police and court system than non-Hispanic Whites
Opinions differ in regards to social welfare programs (in general, Black, Hispanic for, White against) but much is also due to income and education.

27. Gender
Men and Women tend to think alike in many issues, with some exceptions:
Affirmative Action: Women more pro, Men con
Social Welfare: Women pro education spending and welfare programs
Military Spending: Men pro use of military than women

28. Generations and Age
Different generations are shaped by the political environment they are born into. This shapes their public opinion.
Ex.
WWII generation: Civic Duty important
Vietnam generation: Mistrust of government
Also, issues that are important to one age group may be less important to another
Seniors: Social Security
Parents: Funding for Public Education
Young Adults: College debt

29. “Crosscutting Cleavages”
Americans identify with several different groups, (religion/gender/age). The identification with one group is lessoned by belonging to another.
Exposure to members of different groups also lessons group identification.
This fact creates a tendency for political moderation in the U.S., unlike other nations, where group loyalty breeds mistrust of other groups.

30. So What?
Looking at your notes, how might a politician use this information regarding
Party Identification
Political Ideology
Group Orientation
in an election?
Give a SPECIFIC EXAMPLE from each how a politician would use this information to win an election.

32. Influence of Public Opinion
Questions about what the impact of Public Opinion on governing arise often:
How much DOES Public Opinion impact legislation?
How much SHOULD Public Opinion impact legislation
Both these questions can be answered as SOMEWHAT influencing government

33. Limits on the Public’s Influence
Often public opinion is contradictory
Lower Taxes, More Government Action
Also, the public may be uninformed or misinformed on many topics
Iraq being involved in the 9/11 attacks
Obamacare and the Affordable Healthcare act

34. Public Opinion and Boundaries of Action
Because of strong public opinion on certain issues, they are considered politically untouchable (called the 3rd Rail, referring to the electrified subway rail you should not touch!)
Social Security: reforms in 1980s and 2000s went nowhere
Military spending/closing military bases

35. Leaders and Public Opinion
Despite limitations on Public Opinion, leaders do have room to maneuver
Often leaders can take advantage of public misinformation/apathy to push their agendas
Leaders can also use their positions to drive public opinion in the direction they desire

45. Measuring Public Opinion
Public Opinion Polls- Gallup Poll and Harris Survey use telephone questions to sample large groups on their public opinion
Pollster- A person who surveys people’s attitudes about an issue

46. Taking a Poll
To be sure that a poll is accurate and representative of the population, the following have to be done:
Define the population to be polled
Construct a sample-
Random- chosen by chance
Quota- representative number from subgroups
Prepare a valid question- must be neutral, not endorse one side or another
Decide how the question will be asked
Report the findings

47. Mass Media Medium: means of communication Media: plural of medium
Mass Media: Any means of communication that can reach large, widely dispersed audiences simultaneously

48. Examples of Mass Media
Newspapers
Magazines
Radio
Television
Internet

49. What is Mass Media used for?
Political Parties and interest groups (we’ll talk about them in a second) use Mass Media to get their message across and influence public opinion.

50. Techniques Interest Groups use to influence public opinion
Endorsements: famous people who support a candidate (Actors,
musicians, other politicians)
Stacked Cards: present only one side of the issue to distort facts.

51. Techniques Interest Groups use to influence public opinion (cont.)
Bandwagon: Everyone else is voting for candidate, so you should too!
Glittering Generality: A statement that sounds good but is meaningless. (ex. A Thousand Points of Light!, A Bridge to the 21st Century!)

52. Techniques Interest Groups use to influence public opinion
Symbol: Use of the flag, eagle, Uncle Sam, etc. to appear patriotic

53. Techniques Interest Groups use to influence public opinion
Just Plain Folks: Candidates act like average person (Bush on his ranch, Gore doing the Macarena)

54. Techniques Interest Groups use to influence public opinion
Name-Calling: Telling all the bad things about their opponent (Swift-Boat Vets for Truth, associating Obama with Rev. Wright, terrorists.)

55. Interest Groups
People with a similar point of view that work together to promote that point of view

56. Functions of Interest Groups
Bring issues and concerns to the attention of the public and lawmakers
Represent interests and concerns of individuals
Support political candidates who favor their issue

57. Economic Interest Groups
Business Organizations, professional associations, labor unions, industrial and trade associations.
Ex. American Medical Association (doctors), The Bar Association (Lawyers), American Federation of Teachers, United Auto Workers

58. Interest Groups for Specific Race, Age, or Gender
NAACP: National Association for the Advancement of Colored People
NOW: National Organization for Women
AARP: American Association of Retired People

59. Interest Groups for a Specific Cause
Greenpeace: Environmental Issues
Amnesty International: Human Rights Issues
National Rifle Association
PETA: People for the Ethical Treatment of Animals

60. Lobbyists
People who are paid to attempt to persuade government officials to vote in favor of an interest groups concern

61. Political Action Committees (PACs)
PACs are political fundraising organizations established by special interest groups
What they do:
PACs raise money for candidates that support their ideas

62. The Problem with PACs
Politicians need money to run campaigns, so they accept money from PACs
In return PACs expect politicians to vote on the issues they value
Politicians, therefore, have to choose between their constituents and PACs. Doing the right thing, may be political suicide!