Chapter Five: Public Opinion, Political Socialization and the Media

Chapter Five: Chapter Five: Public Opinion, Political Public Opinion, Political

Socialization and the MediaSocialization and the Media

Learning OutcomesLO 1 Define public opinion, consensus opinion, and divided opinion, and

discuss major sources of political socialization, including the family, schools, the media, and political events.

LO 2 Identify the effects of various influences on voting behavior, including education, income, religion, race/ethnicity, and geography.

LO 3 Describe the characteristics of a scientific opinion poll, and list some of the problems pollsters face in obtaining accurate results.

LO 4 Consider the effect that public opinion may have on the political process.

LO 5 Describe the different types of media and the changing roles that they play in American society.

LO 6 Summarize the impact of the media on political campaigns, and consider the issue of political bias in the media.

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Public Opinion and Political SocializationConsensus and Divided OpinionForming Public Opinion: Political

SocializationThe familyEducation as a source of political socializationPeers and peer group influenceOpinion leaders’ influence


Pastor Rick Warren, author of The Purpose Driven Life, speaks to a conference on AIDS in Washington, D.C. Is Warren an opinion leader?



Consensual Opinion Divided Opinion

Public Opinion and Political SocializationThe Media and Public Opinion

The popularity of the mediaThe impact of new media

Political Events and Public Opinion


The Influence of Demographic FactorsEducational AchievementEconomic StatusReligious DenominationReligious Commitment and Beliefs


The Influence of Demographic FactorsRace and EthnicityThe Hispanic Vote


A Latino woman and her eighteen-month-old daughter march to the White House in support of immigration reform. How is the daughter acquiring political values by attending a rally with her mother?

The Influence of Demographic FactorsThe Gender GapGeographic Region


Measuring Public OpinionThe History of Opinion PollsSampling Techniques

The statistical nature of pollingSampling error


Harry Truman won the presidential election in 1948 despite the prediction of most opinion polls that he would lose. Would a newspaper today make such an inaccurate prediction and put it on newsstands?

Measuring Public OpinionThe Difficulty of Obtaining Accurate

ResultsWeighting the sampleHouse effectsHow accurate are the results?


Measuring Public OpinionAdditional Problems with Polls

Poll QuestionsUnscientific and Fraudulent Polls


Presidential Election Polling


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Presidential Election Polling

Taking a closer look:1. Have you ever participated in a political poll?

Did you feel the questions were biased toward a candidate or political viewpoint?

2. Is sample size or sampling technique more important in polling accuracy?

3. How can political polling increase voter apathy among certain demographic groups?


Public Opinion and the Political ProcessPolitical Culture and Public Opinion

Political trust


Public Opinion and the Political ProcessThe Most Important ProblemsPublic Opinion and Policymaking

Politicians make own decisionsTrade-offs


The Roles of the MediaThe Roles of the Media

EntertainmentReporting the newsIdentifying public problems


The Roles of the MediaThe Roles of the Media

Socializing new generationsProviding a political forumMaking profitsThe financial crisis of the press


The Roles of the MediaTelevision versus the New Media

New patterns of media consumptionThe continuing influences of television


Political blogger Ezra Klein of the Washington Post has become well known as a guest host on the Rachel Maddow television show. Are political blogs influential?


The Media and Political Campaigns

Political Advertising“Daisy Girl”

Management of News CoverageSpin doctors


President Lyndon Johnson’s “Daisy Girl” ad contrasted the innocence of childhood with the horror of an atomic attack. Would such a campaign ad be effective today?


The Media and Political Campaigns

Going for the Knockout—Presidential DebatesThe 2011-2012 Republican primary debatesObama versus Romney


The Media and Political CampaignsPolitical Campaigns and the InternetBias in the Media

Alternative forms of biasBias and professionalism


Proud to be an American


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Proud to be an American

Taking a closer look:1. What forms of political socialization are

evident in the video?

2. Do all Americans share the same political values? Why or why not?

3. How do media “sound bites” affect public opinion? Does this play too large a role in modern political campaigns?


Documents

Chapter Five: Public Opinion, Political Socialization and the Media