Magruders American Government

C H A P T E R 8Mass Media and Public Opinion

Mass Media and Public OpinionSECTION 1The Formation of Public OpinionSECTION 2Measuring Public OpinionSECTION 3The Mass MediaChapter 8 Chapter 8, Section 1S E C T I O N 1The Formation of Public OpinionWhat is public opinion and why is it so difficult to define?How do family and education shape public opinion?What additional factors shape public opinion? Quote of the Day"Here may lie the most important effect of mass communication, its ability to mentally order and organize our world for us. In short, the mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about."--Shaw & McCombs, 1977

Public Opinion vs. Private OpinionDo you like broccoli? Blue fingernail polish? Hard rock? What about sports? Old cars? Country music? You almost certainly have an opinion on each of those things. However, each is your own view, none qualify as public opinion.

Public opinion view that a significant part of the public has on govt and politics.Chapter 8, Section 1What is Public Opinion?Different PublicsThe U.S. is made up of many groups, or publics, who share common views. This makes public opinion difficult to define. Issues that matter to some publics do not matter to others.Public AffairsPublic Opinion refers only to those issues that relate to Public affairs, those events and issues that concern the public at large (taxation, education, obesity, global warming).

Public Opinions vs. Private OpinionsA view or position must be expressed in the open in order to be a public opinion (example: we pay too much or too little in taxes, obesity is or is not a problem, Affordable Care Act)

Public OpinionPublic opinion refers to only those views that relate to public affairs. It is hard to define because there are many groups and issues to account for.

Entering the Public SphereIn order to become public opinion, private views must be expressed. Only when they are expressed, do they enter into the public sphere.

There are many ways that public opinion can be expressed:Spoken:Protest:Film: Billboard:Vote against a candidate:

The Political SpectrumPeople who have similar opinions on political issues are generally grouped according to whether they are left, right, or center on the political spectrum.Chapter 8, Section 1Family and EducationThe FamilyChildren spend the most time around family. Family has the greatest impact on opinion and attitudes.(acquire a basic slant toward race, authority, religion, and other beliefs).

The SchoolsChildren acquire political knowledge in school. Students learn about political systems, patriotism, and great Americans (GW, Lincoln, MLK). Most are required to take a course on govt in high school.Chapter 8, Section 1Factors that influence our political opinions over the course of a lifetime.

Other Factors Influencing Public OpinionMass MediaThe mass media include those means of communication (radio, internet, tv) that reach large, audiences (masses of people) simultaneously. Peer GroupsPeer groups are made up of the people with whom one regularly associates, including friends, classmates, neighbors, and co-workers.Opinion LeadersAn opinion leader is any person who, for any reason, has an unusually strong influence on the views of others (TV hosts, Religious leaders, President, radio show host, etc). Historic EventsHistoric events can have a major impact on public opinion. The Great Depression is one event that shaped the political views and opinions of a generation. Created nearly 40 years of Democratic domination. Chapter 8, Section 1 Section 1 Review1. Public opinion is difficult to define because(a) everyone shares the same views.(b) there are many groups and issues to account for.(c) no one is allowed to have opinions.(d) none of the above.

2. The mass media consist of(a) friends and family.(b) neighbors.(c) newspapers, magazines, television, and the Internet.(d) peer groups. Chapter 8, Section 1AssignmentCreate a list of issues that interests you.Write a sentence about each issue, explaining your stance on it. Finally, decide which factor family, school, peer group, opinion leader, event, or mass media had the most influence on that stance.Chapter 8 Section 2 Measuring Public OpinionWhat are the challenges involved in measuring public opinion?Why are opinion polls the best measure of public opinion?What are the five steps in the polling process?What are the challenges of evaluating polls?What are the limits on the impact of public opinion in a democracy?Chapter 8, Section 2 Measuring Public OpinionIf public policy is to reflect public opinion, one needs to be able to find the answers to those question: What are peoples opinions on a particular issue? (same-sex marriage, the Presidents job performance, marijuana legalization, abortion).How many people share that opinion?

In other words, there must be a way to measure public opinion.

Measuring Public Opinion

Factors that influence public opinion often tell little about how many people share those views. The following provide little to some degree of measurement:Elections: Candidates are seldom an accurate measure of public opinion. Winners often claim a mandate, or commands given by constituency (voters), to carry out their campaign promises. Often voters make choices that have little to do with the candidates stance on issues.Interest Groups: Interest groups = pressure groups or organizations whose members share certain views and work to shape public policy. Interest groups help shape public opinion (NRA, PETA, NAACP). Only represent views of those who are part of the group.The Media: The media are frequently described as mirrors as well as molders of opinion (CNN, FoxNews). Usually only represent the views of a vocal few.Personal Contacts: Public officials rely on frequent and wide-ranging contacts such as reading their mail, answering calls, and meeting people in public. Many find only what they want to find.Pros and cons public opinion pollsTED Ed Video

Chicago Daily Tribune relied on opinion polls PollsThe Best MeasureStraw VotesA straw vote is a method of polling that seeks to read the publics mind simply by asking the same question of a large number of people.The straw-vote technique is highly unreliable, however.Ex: In 1936, Literary Digest measured 2,376,000 people based on auto registrations. Poll said Rep. Alfred Landen would crush FDR in the election. The problem was millions of people couldnt afford a car.Public opinion is best measured by public opinion polls survey of questions.Scientific PollingSerious efforts to take the publics pulse on a scientific basis date from the 1930s.

There are now more than 1,000 national and regional polling organizations in this country, with at least 200 of these polling political preferences (Gallup is one of the most popular).

Today these polls tap the publics preference on everything from President to tooth paste preference.The Polling Process (4 Steps)1. Defining the UniverseThe universe is a term that means the whole population that the poll aims to measure (ex. Voters in Chicago, Students at Buchanan, The entire U.S.).ucting a SampleA sample is a representative slice of the total universe. Most professional pollsters draw a random sample, also called a probability sample, where every person has a mathematically equal chance of being selected. 1,500 people usually does the job. +/- 3 percent margin of error. Relies on the law of probability. Flip a coin 1,000 times. An honest coin, heads will come up 500 times. A quota sample is one that is deliberately constructed to reflect several of the major characteristics of a given universe. Less reliable than a random sample.2. Preparing Valid QuestionsThe way in which questions are worded is very important. Wording can affect the reliability of any poll. (Look at top of page 219). Should local taxes be reduced? Should the police force be increased to fight crime in our community?3. InterviewingPollsters communicate with the sample respondents using various methods including person-to-person interviews, telephone calls, and mail surveys.4. ReportingPollsters use computers to store and manipulate data, which helps them analyze and report the results of the poll.Evaluating Polls and Their Limit on Public OpinionEvaluating PollsMost national and regional polls are fairly reliable. Still, they are far from perfect.Potential problems with polls include their inability to measure the intensity, stability, and relevance of the opinions they report.Another potential problem is that polls and pollsters are sometimes said to shape the opinions they are supposed to measure (bandwagon).Limits on the Impact of Public OpinionPublic opinion is the major, but by no means the only, influence on public policy in this country.Finally, polls are not elections, nor are they substitutes for elections (election is ultimately what matters). Chapter 8, Section 2

PollsNeed for Third Party at All Time Highhttp://www.gallup.com/poll/165392/perceived-need-third-party-reaches-new-high.aspx

Americans Reject Size Limit on Soft Drinks in Restaurantshttp://www.gallup.com/poll/163238/americans-reject-size-limit-soft-drinks-restaurants.aspxMichigan Governor Race

http://www.realclearpolitics.com/epolls/2014/governor/mi/michigan_governor_snyder_vs_schauer-3506.html

http://elections.huffingtonpost.com/pollster/2014-michigan-governor-snyder-vs-schauerSection 2 Review1. A straw vote(a) correctly predicted the outcome of the 1936 election.(b) is a method of polling that asks a large amount of people the same question.(c) is a very reliable type of polling.(d) measures the opinion of only the rural community.

2. To pollsters, the universe is(a) a private organization whose members share certain views and work to shape public policy.(b) all of outer space.(c) a probability sample.(d) the whole population that a poll aims to measure.Chapter 8, Section 2Chapter 8, Section 3S E C T I O N 3The Mass MediaHow does the mass media fulfill its role to provide the public with political information?How does the mass media influence politics?What are the factors that limit the influence of the media?Mass MediaAmericans have always gotten most of their political information through the media. The framers understood the importance of protecting the mass media (press). The Declaration of Independence was circulated as an early form of media and helped revolutionize the new nation. The First Amendment guarantees the freedom of the press.

Today, the average high school student spends more than 20 hours a week watching tv.

They hear another 20 hours of radio per week.The Role of Mass MediaA medium is a means of communication; it transmits some kind of information (media=plural). Four major mass media are particularly important in American politics:Chapter 8, Section 3Internet Today, Americans access magazines, videos, and newspapers online. The internet has become one of the major sources of media.Media StatisticsChapter 8, Section 3Access to media varies from country to country.The Media and PoliticsThe Public AgendaThe media play a very large role in shaping the public agenda, the societal problems that political leaders and citizens agree need government attention.It is not correct that the media tell the people what to think; but it is clear that they tell the people what to think about. People acquire most of the political information they know about government from the media.

Electoral PoliticsToday, television allows candidates to appeal directly to the people, without the help of a party organization.Candidates regularly try to use media coverage to their advantage.Newscasts featuring candidates are usually short, sharply focused sound bitessnappy reports that can be aired in 30 to 45 seconds.

Chapter 8, Section 3

Limits on Media InfluenceOnly a small part of the public actually takes in and understands much of what the media have to say about public affairs.Most Republicans and Democrats do not read or listen to media outlets that report on the party that they do not associate with.Recent studies indicate that those who watch comedic news sources such as the Daily Show on Comedy Central, are more informed than those who rely on the major news networks like FoxNews or MSNBC.

Limits on Media InfluenceMany media sources mostly skim the news, reporting only what their news editors judge to be the most important and/or most interesting stories of the day.In-depth coverage of public affairs is available to those who want it and will seek it out. Seeking out political information is part of being a well informed citizen.

Much of the content of most newspapers is nonpolitical. Like all businesses, media outlets rely on advertising revenues, which in turn depends on a product that reaches the widest possible audience. Thus, we get entertainment.Section 3 Review1. Which of the following are major media? (a) television(b) newspapers(c) magazines(d) all of the above

2. Which media source is accessible to the most Americans?(a) newspapers(b) radio(c) television(d) none of the aboveChapter 8, Section 3