2. Whose Opinion do you care about? What News do you listen to? Radio? Internet? TV? Do Now:

3. Formation of Public Opinion Means most or nearly all Americans believe something or hold the same view on an issue. To be a public opinion, must involve something of general concern and of interest to a significant portion of the people. Sports teams, favorite foods, and popular movies are not public opinion in the proper sense.

4. Different Publics Public groups can change depending on the issue. Each group with a different point of view is a separate public. Public opinion is the sum of all views.

5. What shapes Public Opinion? Public Opinion occupationrace Mass media Historic events family Peer groups education Opinion leaders

6. Influences on public opinion Family : Learn political attitudes by absorbing everyday conversations and stories about politicians and issues by watching the actions of family members –Children see the political world thru their parents’ eyes

7. Influences on public opinion Educational Influence: we learn about the US political system from early grades –Learn citizenship skills thru school rules and regulations –The level of education a person has influences his/her political knowledge and participation ~ “the more you know”

8. Influences on public opinion Mass Media : Newspapers, magazines, television (the most influential source) and radio have an impact on political socialization –Media determines what issues, events, and personalities are in the public eye, determines the relative importance of issues – what people will talk and think about –Most influential to those people who have not formed an opinion about an issue being discussed –98% of American households have at least one television

9. Influences on public opinion Peer Groups: usually reinforce what you already believe –Group of people who share a number of social characteristics –Close friends, classmates, coworkers, club and church members

10. Opinion Leaders: Those people who can strongly influence the views of others. State and community leaders influence the opinion of their fellow citizens Public officials, religious leaders, teachers, or celebrities (sports figures, movie stars, etc.) Celebrities have played an increasing role as opinion leaders in American politics. Influences on public opinion

11. Economic Status and Occupation –Poorer people more likely to favor government assisted programs than wealthier people –People working for non-profit organizations –Factory workers more likely to favor National Healthcare

12. Influences on public opinion Age – not a central role in determining political preferences –Younger  generally more liberal, more progressive when it comes to race & gender equality –Older  generally more conservative

13. Summary What is public opinion? What influences public opinion?