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PUBLIC OPINION AND THE MASS MEDIA

Public opinion and the mass media powerpoint

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Page 1: Public opinion and the mass media powerpoint

PUBLIC OPINION AND THE MASS MEDIA

Page 2: Public opinion and the mass media powerpoint

Public Opinion

Are the attitudes held by a significant number of people on government and politics Sum of all opinions NOT mass opinion

Truth is sometimes irrelevant, what matters is what

people think is true

Page 3: Public opinion and the mass media powerpoint

Factors that Shape Public Opinion

1. Family2. Formal education3. Mass media4. Peer groups (work, community,

friends)5. Opinion leaders (public office, media

stars)6. Historic events ( 9/11, The Great

Depression)

Page 4: Public opinion and the mass media powerpoint

How is Public Opinion Measured?

Polls: 1200 random sample Intensity and validity of sample always

questioned Elections Interest groups The media

Page 5: Public opinion and the mass media powerpoint

The Mass Media

Functions: Entertainment and profit making Reporting the news

Infotainment a driving force Socializing tool Providing a public forum

Page 6: Public opinion and the mass media powerpoint

Types of Media

1. Print: magazines and newspapers

Declining in impact/ victim of creative destruction

2. Electronic Radio Television

Commercial tv & radio are regulated by government

Cable: fragmentation of audience Lets you decide what you want

to hear

Page 7: Public opinion and the mass media powerpoint

Types of Media cont.

3. Internet Questionable validity and biasDo blogs contribute to the polarization or

allowing for diversity of opinion?

Page 8: Public opinion and the mass media powerpoint

Campaign Information

Sources:1. Commercial television (60%)2. MSNBC3. CNN4. Yahoo5. Google News6. Fox

Page 9: Public opinion and the mass media powerpoint

Old Types of Media

In decline Newspapers have lost circulation and

network news audiences declined Splintered audience Media outlets have become partisan and

ideological, objectivity and neutrality less valued