Mass Media and Public Opinion

Chapter 8

“The hand that rules the press, the radio, the screen, and the far-spread magazine rule the country.”

* Judge Learned Hand (1942)

What is Public Opinion?

Public opinion refers to the attitudes of a significant number of people about public affairs. Public opinion is formed out of a very complex

process. Political socialization, process by which people

learn ideas and develop opinions about issues.

List six forces that shape your political socialization. Rank them in order from 1 (most important) to 6 (least important).

For the top two items explain why they have influenced you.

Factors cont…….

Many different factors: age, race, income, occupation etc.

Family and education are two of the most important factors.

Mass Media: Newspapers, television, and the internet

Peer Groups: usually share political opinions.

Opinion Leaders Historical Events

Media

In a democracy the free press does the following: Serves as a government watchdog. Helps set public agenda Supports the exchange of ideas, information, and

opinion.

Campaign Commercials

http://upfront.scholastic.com/issues/09_17_12/Videos

Advertisements

Advertisement appeals (H.O) There are four main types of ads:

1. Negative - One candidate portrays the other in an unfavorable light.

2. Warm and Fuzzy - Candidates make the viewer feel good about the country or his/her campaign.

3. Humorous - Candidates elicit a laugh or smile from the viewer.

4. Scary - Candidates evoke images of fear (usually combined with a Negative ad).

Commercials

http://www.youtube.com/watch?v=OKs-bTL-pRg Daisy Girl ---fear

http://www.youtube.com/watch?v=Eax3GtBKOzc Gingrich - quotes http://www.youtube.com/watch?

v=wAkKl3Y8xmQ&feature=channel_video_title Reagan: Morning in America 84’ - peaceful

http://www.youtube.com/watch?v=nplm1G7t5UE Kennedy – jingle http://www.youtube.com/watch?v=7DoUiNxh6_0