1. Ch 9
Public Opinion and the Media

2. 9.1
The media?
politics
Are you influenced?
Lots of $$$ spent on media

3. 1952 TV used to reach voters D. Eisenhower v A. Stevenson
Purpose: Influence public opinion

4. Winner?
Ike
Included ordinary citizens in ads.
Short & to the point

5. 9.2 The Formulation of Public Opinion All about strategy
“Sell” the candidate

6. Political Socialization
Deeply held political beliefs and values begins early in life and continues throughout adulthood

7. socialization
Socialize = fit in as member of society

8. (add) political
Learning about values, beliefs and processes in a political system in order to participate in it effectively

9. How
Experiences that lead us to view political issues

10. Agents of Socialization
Toddler = family
Young child = school
Older child = Religion
Teenager = peer groups
Young adult = gender & ethnicity
Mature adult = news media

11. And….
Historical events
1950
1960
Very different

12. Public Opinion
Collection of many individual opinions about a public person or issue

13. How shaped?
Special Interest Groups
Represent large groups of people

14. Others Journalists Politicians Business leaders
“their” opinions become “our” opinions

15. Politicians Claim that they know what the public wants Do they?
Which “public” ?

16. Public Opinion What does it do? Guides decision by leaders
Guards against poor decisions
Holds society together

17. ???? What are the 5 agents of political socialization?
What are some factors of shaping public opinion?