1. Mass Media and Public Opinion
How does it change our minds and does it make them up for us?

2. What is the building blocks of public opinion?

3. What is public opinion anyway?
Public opinion is a complex collection of opinions
There is no mass mind out there
Public opinion: attitudes held by
Significant number of people on matters of government and politics.

4. Public Affairs Politics Public issues Public Policy
General concern/interest to a significant portion of the people.

5. Where do our attitudes come from?
Family – views of parents
Education – views of teachers
Mass Media – views of broadcasters
Peer Groups – views of friends

6. Attitudes continued…..
Opinion Leaders – person who has a strong influence on views of others.
Historic Events…..

7. What does this mean to you?
911

8. They shape our lives Great Depression Turbulent 60’s & 70’s 9/11
JFK Iraq/ Afghanistan
MLK /11 revisited BK
Nixon
Berlin Wall
Clinton

9. How is it measured? A few ways…. Elections Interest groups Media
Personal Contacts

10. Polls --- the best way
Straw vote: asks the same question to a large number of people
Scientific polling: cross section

11. Polling Process Defining the universe – opinions that matter
Constructing a sample – slices of the universe
Random sampling – no pattern
Quota sample – reflective of universe
Interviews – what impact does this have?
Analyze findings -- results

12. Evaluation Measures Do polls shape? Intensity: strength of feeling
Stability: changeableness of feeling
Relevance: how important is the feeling
Do polls shape?

13. Limits on impact Must still protect the opinions not in majority
Not elections

14. The Mass Media Media – plural of medium – means of communication. TV
Newspapers
Radio
Magazines

15. Media and politics
Public agenda: problems that need political attention
Electoral politics

16. Limits on media influence
Few people follow events
Few voters
Few informed voters
selectivity

17. How does the media affect you?
Think about how it affects your opinions.
Think about how you get your information.
Think about social media in this equation.
Does that skew reliable information?
Compare your awareness prior to this class to before entering.
Think about your awareness following RHS.