1. Copyright, 2000 © Prentice Hall Magruder’s American Government C H A P T E R 8 Mass Media and Public Opinion

2. Mass Media and Public Opinion C H A P T E R 8 Mass Media and Public Opinion SECTION 1 The Formation of Public Opinion SECTION 2 The Measurement of Public Opinion SECTION 3 The Mass Media and Politics Chapter 8

3. Chapter 8, Section 1 The Formation of Public Opinion S E C T I O N 1 The Formation of Public Opinion Public opinion is a concept both widely used and misunderstood because it doesn’t refer to any opinion shared by all Americans. It includes attitudes held by a significant number of people on government and politics but doesn’t include opinions on nonpublic issues. In reality, “the public” holds many different and often conflicting views on nearly every public question. Individuals acquire their public opinions in several ways: (1) Children undergo the first, crucial steps of political socialization in the family. (2) Students are trained to be “good citizens” by their schools. (3) Opinion leaders and the mass media also influence public opinion.

4. The Measurement of Public Opinion S E C T I O N 2 The Measurement of Public Opinion The content of public opinion can be partly determined by checking the various means through which the public expresses its opinions. There are several instruments with which to measure public opinion: (1) Election returns can be an expression of public opinion but cannot be viewed as accurate indicators of opinion. (2) Activities of interest groups are another indicator, although it is not always possible to know for whom the group works or how strongly the members support the group’s activities. (3) The mass media are often regarded as a mirror for public opinion but are often not accurate. (4) Public officials often rely on contact with the public to get a feel for public opinion but this method is often limited by the willingness of officials to hear differing opinions. The best way to measure public opinion is with scientifically designed polls. It is important to remember that public opinion is only one factor shaping public policy. Chapter 8, Section 2

5. Chapter 8, Section 3 The Mass Media and Politics S E C T I O N 3 The Mass Media and Politics The American public gets information on public issues through several forms of mass media, including television, newspapers, radio, and magazines. The media influence American politics primarily by helping to set the public agenda and by playing a central role in the field of electoral politics. Television has influenced the electoral process by changing the role of political parties and shifting the emphasis to style over substance for candidates. Many people use the mass media for entertainment rather than information and retain little of what the media communicates.