1. Public Opinion and the Media

2. Public Opinion Consensus vs. Divisive Opinion Private vs. Public Opinion Belief Systems Political Knowledge

3. Capacity of the individual depends on Cognitive skills Motivation Opportunity

4. Opinion Poll What How –Sampling –Margin of Error

5. Problems with polls Sampling Errors Questions of the Survey Non-response Non-attitudes Push Polls

6. How opinions are formed Opinion leaders Self-interest principle Group identity Informational shortcuts

7. Mass media Agenda setter Conveyer and gate keeper Broadcast vs print/cable Television local news provides the primary news source for many Americans Rational citizens selectively expose themselves to information

9. Media on the public airwaves Subject to FCC guidelines Equal opportunities rule Fairness doctrine Cable/satellite is not subject to these rules

10. Influences on political socialization Family Education / Schools Peers / Peer groups / Clubs / etc. Religion / Religious associations Economic Status / Occupation / Coworkers Political events Opinion leaders Media Race / gender / demographic traits

11. Political culture As a “deeper” form of democracy Social Capital –Networks –Norms –Trust Trends Effect: Participation in the political system

13. Why? – Putnam’s hypotheses Busyness, time pressure Residential mobility Disruption of marriage Economic transformation The Sixties Growth of the welfare state Television