Chapter 8 Mass Media and Public Opinion. Section 1—The Formation of Public Opinion Objectives: –Examine the term public opinion and understand why it

Chapter 8Chapter 8Mass Media and Public Mass Media and Public

OpinionOpinion

Chapter 8Chapter 8Mass Media and Public Mass Media and Public

OpinionOpinion

Section 1—The Formation of Public Opinion

• Objectives:– Examine the term public opinion and

understand why it is difficult to define.– Analyze how family and education

shape public opinion.– Describe four additional factors that

shape public opinion.


• Why It Matters:– You no doubt have opinions on a

variety of issues, from school prayer to which political party should be in power. Several factors help shape your opinions. The two most important factors are family and education.


• Political Dictionary:– Public Affairs– Public Opinion– Mass Media– Peer Group– Opinion Leader


• What Is Public Opinion?– Vs. “private” opinion– Is very complicated.– Different Publics

• All who hold a particular view• Vs. “public affairs”• A loose term—hard to define


• What Is Public Opinion? (cont.)– Definition

• Those attitudes held by a significant number of people on matters of government and politics.

• Does not need to be written.


• Family and Education– Political “socialization” starts at home.– The Family

• A “monopoly” until we are older

– The Schools• Patriotism• History• Experiences• Dr. Lou, et. al.


• Other Factors– Your job and issues there– Mass Media

• Television in 98% of homes—many with 2

• Movies, magazines, radio, Internet, etc.

– Peer Groups


• Other Factors (cont.)– Opinion Leaders

• The President• Ministers, doctors, lawyers, talk-radio

– Historic Events• Great Depression, WWII, 9-11,

assassinations,

Section 2—Measuring Public Opinion

• Objectives:– Describe the challenges involved in

measuring public opinion.– Explain why scientific opinion polls are the

best measure of public opinion.– Identify five steps in the polling process.– Understand the challenge of evaluating

polls.– Recognize the limits on the impact of public

opinion in a democracy.


• Why It Matters:– Have you ever responded to a poll?

Taken a poll yourself? Scientific polls are the most effective means for measuring public opinion. Other measures include election returns, the activities of interest groups, and direct personal contact.


• Political Dictionary:– Mandate– Interest Group– Public Opinion Poll– Straw Vote– Sample– Random Sample– Quota Sample


• Measuring Public Opinion– Voting, lobbying, books, pamphlets,

magazine and newspaper articles, editorial comments, paid advertisements, and letters to the editor.

– Elections—NOT mandates• Just “indicators,” not definitive• Electorate is just too complex and

divided.


• Measuring Public Opinion (cont.)– Interest Groups– The Media—mirrors and molders– Personal Contacts


• Polls—The Best Measure– Straw Votes—very unreliable– Scientific Polling

• Gallup and Roper in the 1930s• Now more than 1,000 organizations• Gallup and Harris are most respected


• The Polling Process– Define the Universe– Constructing a Sample

• Representative• Randomness—probability sample• 1,500 people are interviewed in most polls• Law of Probability—1,500 + or – 3%

– Quota Sample—used to reflect demographics


• The Polling Process (cont.)– Preparing Valid Questions

• Avoiding emotionally charged words.

– Interviewing• Face to face• Telephone/mail

– Analyze and Report Findings• Technology can refine the results

– “Push” Polling


• Evaluating Polls– Intensity—strength of feeling with

which a response is held.– Stability—permanence or

changeability of the opinion.– Relevance—how important is the

opinion to the person who holds it.– Bandwagon Effect—influences the

result.


• Limits on the Impact of Public Opinion.– They do not decide elections– They do not remove the protections

built into our Constitution.

Section 3—The Mass Media

• Objectives:– Examine the role of the mass media

in providing the public with political information.

– Explain how the mass media influence politics.

– Understand the factors that limit the influence of the media.


• Why It Matters:– How often do you watch television,

read a newspaper or magazine, listen to the radio? While these media provide entertainment, they are also our most important sources of political information.


• Political Dictionary:– Medium– Public agenda– Sound bite


• The Role of Mass Media (from “medium”)– Television—98%, fewer bathrooms

• 1,400 stations• Major networks plus CNN, PBS, etc.

– Newspapers—1,500– Radio—12,000 stations– Magazines—12,000


• The Media and Politics– The Public Agenda

• Not “what” to think but what to think “about”

– Electoral Politics• Drives coverage

– Short, interesting

• Sound bites


• Limits on Media Influence– Less than 10% follow news closely– Those who do are often selective– Entertainment shows convey messages– Few public affairs programs– Coverage “skims” news– Becoming informed takes effort


Documents

Chapter 8 Mass Media and Public Opinion. Section 1—The Formation of Public Opinion Objectives: –Examine the term public opinion and understand why it