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Mass Media & Public Mass Media & Public OpinionOpinion
Chapter 8Chapter 8
8.1 The Formation of Public Opinion
• What is Public Opinion? – Suggests that most or all Americans hold the same
view/attitude on some Gov’t issue.– It is NOT the single & undivided view of some
mass mind. • Different Publics– Individuals that hold the same view. – Most issues attract the interest of some people. – Public Affairs: politics, issues, public policies must
hold concern for people as a whole. • EX> taxes, unemployment, welfare, etc.
Family & Education
• We learn our political opinions We learn our political opinions from……….from……….political political socializationsocialization– Begins in childhood & continues Begins in childhood & continues
throughout life. throughout life. • The Family
– You learn from what your parents say & do, older siblings, & watching TV with the fam.
– We learn: authority, rules of behavior, property, neighbors, race, religion, etc.
– We absorb info w/o knowing it…..we become democrat or republican.
• The SchoolsThe Schools– You are trained to be a good citizen!You are trained to be a good citizen!• Salute the flag, Pledge of Allegiance, Salute the flag, Pledge of Allegiance,
patriotic songs.patriotic songs.– Learn political knowledge from Social Learn political knowledge from Social
Studies classes!Studies classes!–Working with others who have different Working with others who have different
opinions, learning to compromise, seeing opinions, learning to compromise, seeing other view pointsother view points!
Other Factors• Mass MediaMass Media– Communication that reaches the masses.Communication that reaches the masses.• TV, Radio, Newspaper, internet, etcTV, Radio, Newspaper, internet, etc
– 98% of Americans owns at least 1 TV.98% of Americans owns at least 1 TV.• Peer GroupsPeer Groups– People we regularly associate with: friends, co-People we regularly associate with: friends, co-
workers, classmates, neighbors.workers, classmates, neighbors.– Reinforces what we already believe in. Reinforces what we already believe in. – We have need to belong: We do not stray too far We have need to belong: We do not stray too far
how our peers behave and think.how our peers behave and think.
• Opinion LeadersOpinion Leaders– Any person has strong influence on views of Any person has strong influence on views of
others. others. – News Anchors, talk show hosts, writers, actors, News Anchors, talk show hosts, writers, actors,
business, church, teachers, etc. business, church, teachers, etc. • Historical EventsHistorical Events– Wars, Civil Rights Era, Scandals, Economic Wars, Civil Rights Era, Scandals, Economic
Trouble.Trouble.– The Great DepressionThe Great Depression• Shift of Minorities to the Democratic PartyShift of Minorities to the Democratic Party
Homework
–Questions 1-5 on page 213Questions 1-5 on page 213–Find issues that have high public Find issues that have high public
opinions & current Opinion Leaders.opinions & current Opinion Leaders.
8.2 Measuring Public Opinion
• ““According to the recent poll……..”According to the recent poll……..”• Measuring by: voting, books, media, Measuring by: voting, books, media,
editorials.editorials.• ElectionsElections– Voice of the people!Voice of the people!– Candidates claim to have mandates.Candidates claim to have mandates.
• Interest GroupsInterest Groups– Private organizations who members share views Private organizations who members share views
& try to shape public policy.& try to shape public policy.– Use lobbyistsUse lobbyists
• The MediaThe Media– Not the mirror of opinion, only those who are Not the mirror of opinion, only those who are
most vocal. most vocal. – TV commentaries, editorials, magazines, etcTV commentaries, editorials, magazines, etc
• Personal ContactsPersonal Contacts– Public officials try to stay in contact with the Public officials try to stay in contact with the
people to get opinions on issues or to sell their people to get opinions on issues or to sell their proposals. proposals.
POLLS• Devices that attempt to collect information Devices that attempt to collect information
by asking people questions.by asking people questions.• NEVER TRULY ACCURATE!NEVER TRULY ACCURATE!• Straw Votes:Straw Votes:– Asking Questions & waiting for responses.Asking Questions & waiting for responses.– UnreliableUnreliable
• Scientific PollingScientific Polling– Gallup & Roper & Harris PollsGallup & Roper & Harris Polls– Based on political preferences. Based on political preferences.
The Polling Process
• 5 Basic Steps5 Basic Steps• 1) 1) Defining the UniverseDefining the Universe– Whole population (group) that the polls aims to measure.Whole population (group) that the polls aims to measure.
• EX> Republicans, HS students, Men 40 or older, etcEX> Republicans, HS students, Men 40 or older, etc
• 22) Constructing a Sample) Constructing a Sample– Sample: Representative slice of the total universe.Sample: Representative slice of the total universe.– Random Sample: Random selecting peopleRandom Sample: Random selecting people– Quota Sample: sampling a specific group.Quota Sample: sampling a specific group.– Use of law of mathematical probabilityUse of law of mathematical probability
• Accurate (+/-) by 3%.Accurate (+/-) by 3%.
• 3) Preparing Valid Questions3) Preparing Valid Questions– Wording Questions is very important! Wording Questions is very important! – Cannot use emotionally charged words or terms Cannot use emotionally charged words or terms
difficult to understanddifficult to understand• 4) 4) InterviewingInterviewing– Face to face, telephone, or by mailFace to face, telephone, or by mail– Wording, voice, dress can effect results.Wording, voice, dress can effect results.
• 5) 5) Analyze ReportsAnalyze Reports– Computers are used to interpret data and give Computers are used to interpret data and give
results. results.
• Polls can be FAIRLY reliable.• However,– Some people want to jump on the bandwagon of
who is ahead.
Homework
• Questions 1-5 on page 221Questions 1-5 on page 221• BONUS: Create your own simple poll.BONUS: Create your own simple poll.– Must have the 5 basic parts! Must have the 5 basic parts!
8.3 MASS MEDIA
• The Role of Mass MediaThe Role of Mass Media– Media is a medium (transmitting communication)Media is a medium (transmitting communication)– TVTV• There are more than 1500 stationsThere are more than 1500 stations• CBS, NBC, FOX, ABC, CNN, MSNBC, CNBC, PBS, etcCBS, NBC, FOX, ABC, CNN, MSNBC, CNBC, PBS, etc
– NewspapersNewspapers• 10,000 published10,000 published• NY Times, Washington Post, Chicago Tribune, LA NY Times, Washington Post, Chicago Tribune, LA
Times, Wall Street Journal, USA Today, Christian Times, Wall Street Journal, USA Today, Christian Science Monitor.Science Monitor.
• RadioRadio– 12,000 stations12,000 stations– KDKA in Pittsburg was the 1KDKA in Pittsburg was the 1stst station station– FDR was the first to use radio.FDR was the first to use radio.
• MagazinesMagazines– Ben Franklin’s General Magazine was the 1Ben Franklin’s General Magazine was the 1stst..– 12,000 today with 20 million printed12,000 today with 20 million printed• TIME, US News & World Report, NewsweekTIME, US News & World Report, Newsweek
