C H A P T E R 8

PUBLIC OPINION/MASS MEDIA

WHAT IS PUBLIC OPINION

• The term ‘public opinion’ is s frequently used, yet so rarely understood• Public opinion is a collection of opinions of many

different people. It is not the single view of a collective mind. • Public Opinion- Those attitudes held by

significant number of people on matters of government and politics.

THE PUBLIC?

• Each public is made up of all those individuals who hold the same view on some particular public issue. • Public opinion includes only those views that

relate to public affairs.- Those events and issues that concern the people at large.

INFLUENCES

• Family- Children learn from their parents. Children get those first political ideas from what they hear their parents say.• Schools- Teach American values. A good place

where both formal and informal learning takes place. • Mass Media- Newspapers, magazines, radio,

internet, and the television. Americans spend a lot of time “tuned in”

INFLUENCES

• Peer Groups- the people you associate with tend to reinforce your own beliefs or can actually help shape your own.• Opinion Leaders- Any person who has an

unusually strong influence on the views of others. • Historical Events

MEASURING PUBLIC OPINION

• The number one way of measuring public opinion is by looking at election results.

-Candidates that win elections claim that they have a mandate to carry out their campaign promises. They have a strong idea of what public opinion is.

• Interest Groups- Private organizations whose members share certain views and objectives and work to shape the content of public policy.

MEASURING PUBLIC OPINION

• Public Opinion Polls- Devices that attempt to collect information by asking people questions. They were not very scientific until the 1930’s• Straw Vote- Asking the same question of a large

number of people. - FDR vs Alfred Landon 1936

SCIENTIFIC POLLING

• 5 Steps.1. Define the “universe to be surveyed”2. Construct a sample3. Prepare valid questions4. Interviewing, select and control how the poll will

be taken5. Analyze and report finding to the public

POLLING KEY TERMS

• Universe- The whole population the poll aims to measure• Sample- A representative slice of the total

universe- Random sample- interview randomly

selected people in randomly selected locations - Quota sample- constructed to reflect several of the major characteristics of a given

universe

MEDIA

• A Medium is a means of communication• Media is the plural form of medium

MEDIA SOURCES

• Major Media Sources: TelevisionNewspaperRadioMagazinesInternet/Films• Lesser Sources

Books Films

TELEVISION

• Television overtook newspapers as the main source of political information in the 1960’s • Now television is the principal source of news of

about 80 percent of the Us population• Public opinion on television has continued to

evolve from the very beginning. Starting with CBS NBC ABC, to the addition of private cable networks to its current online streaming capabilities

NEWSPAPERS

• The Dying Business• About 45% of adults read the newspaper

everyday • Most newspapers cover stories in greater depth

than television does and try to represent more viewpoints • The number of daily newspapers has been

declining for decades• Newspapers have transitioned to online print only• Social Media Links

RADIO/PODCASTS

• Many thought the television would replace the radio, however the radio remains a viable option for the public because o its convenience• The emergence of satellite radio has made

national syndication for radio personalities even more functional. • Talk radio has become an important source of the

political commentary.• Podcast accessibility allows for viewers to

subscribe to information.

MAGAZINES

• Magazines have been published in the Untied States since colonial times• Time Magazine, Newsweek, and US News World

Report are three of the most popular magazines and over 10 million copies are in circulation every single week.

SOCIAL MEDIA

• Social Media is the single largest influence on the American Public today. • All information is at the finger tips of the

American public if they choose for it to be.

• Social Media

MEDIA AND POLITICS

• Public Agenda- The societal problems that the nation’s political leaders and the general public agree need government attention.• The media have the power to focus the public’s

attention on particular issues.

ELECTORAL POLITICS

• Candidates can appeal directly to voters through the media.• Voters are heavily influenced by their perceptions

of candidates.

SOUND BITES

• Newscasts featuring candidates are usually short reports that can be aired in 30 or 45 seconds• These sound bites

typically lack substance about the issues

LIMITS ON MEDIA INFLUENCE

• Studies on voting behavior have shown that only 15% of people that vote are well informed on the many candidates and issues

LIMITS ON MEDIA INFLUENCE

• People often take in news that agrees with opinions they already hold• The media really only “skims” important news

and much of the news is nonpolitical• Good, in depth information is out there, but

citizens have to work to get it