MASS MEDIA & PUBLIC OPINION

Chapter 8-9

Public Opinion

Public opinion Attitudes held by a significant number

of people concerning political issues. Americans belong to many different

groups with distinctive viewpoints. Can be very hard to determine

Public Opinion

Political Socialization The process by which each person

acquires political opinions

Factors that determine our opinions

Family Parents’ opinions absorbed Largest influence on our opinion Young voters: more likely to be

independent

Factors that determine our opinions

Religion Protestants tend to be more

conservative (individual morality) Catholics & Jews, historically, have

been more liberal (social justice) Others: Not as historically predictable Non-religious: usually more liberal

Factors that determine our opinions

Education Learn about citizenship, national

pride, great Americans Take Government! College has liberalizing effect

Factors that determine our opinions

Occupation Social class, tax burden

Gender Gender Gap: Men tend to be more

conservative; Women more liberal Social programs? Income?

Factors that determine our opinions

Peer Groups Classmates, co-workers compare

opinions

Historic Events Civil War, Great Depression, Vietnam,

9-11 Current Recession

Factors that determine our opinions

Mass Media TV, radio, newspapers, internet TVs in 98% of American homes 1st Amendment guarantees rights of

press to express opinions and expose scandals.

Lots of options for information, Varying quality

Mass Media

How much does media shape opinions? Does it have an agenda?

It should not tell us what to think. It should tell us what to think about.

Bias undertones of opinions

Propaganda Technique of persuasion aimed at

creating a belief, regardless of its validity

Measuring Public Opinion

Elections Best way to gauge public opinion Almost all citizens are eligible to voice

their opinion How can we predict election

results?

Measuring Public Opinion

Polls: 2 Types

1. Straw Polls Ask one question to a large group and

waits for responses Radio hosts, websites Not scientific

You cannot draw conclusions based on these results

Measuring Public Opinion

2. Scientific Polls Ask a sample of the voters how they

would vote Must represent the voters

Proportions from each race, class, and region

Always has a margin for error (±3%) Gallup Organization, etc.

Art of Polling

1. Random Sample of the population2. Questions must be understandable3. Questions must be asked fairly

• Not leading the responder to one answer

4. Answer categories should be carefully considered

• Approve, disapprove• Excellent, pretty good, fair, poor

Evaluating Polls

When results are in… Do polls report opinions or shape

opinions? Or both? “Bandwagon effect”

Polls are not elections!

Evaluating Polls

Assignment Write THREE clear poll questions on

the political topics of your choice Include answer choices for each

(yes, no; etc.)

Write TWO poll questions that contain bias or otherwise could NOT be used to draw conclusions

Finally, explain why each could not be used.

Chapter 9 – Interest Groups

Interest Groups – Private organizations whose members share common views and work to shape public policy.

Grassroots – political movements supported average voters

Nearly all Interest Groups use Lobbyists in D.C. Supply information to elected officials Testify before congressional committees

as experts Make campaign contributions

Interest Groups

Interest groups DO NOT: Nominate candidates Try to win elections

They are NOT political parties

Examples of Interest Groups MADD, NRA, PETA, AARP Exxon, Boeing, National Association of

Realtors, Verizon Smaller institutions like colleges,

hospitals, etc.

Interest Groups

Criticisms of Interest Groups Don’t always represent the interests

of those they claim to speak for. How much of the actual population do

they represent? In very rare cases, use tactics like

bribery & threats