Mass Media and Public Opinion

Chapter 8

Goals & Objectives

1. Attitudes about government & politics.

2. Factors shaping public opinion.3. Elections, Interest Groups,

Media, Peers shaping political viewpoints.

4. Measuring public opinion.5. Polling and Validity.

Formation of Public Formation of Public OpinionOpinion

• Measuring Public Opinion:Measuring Public Opinion:– Too complex to define.Too complex to define.

• Different Publics: Income Groups, Different Publics: Income Groups, Ideologies, Experiences, Needs, WantsIdeologies, Experiences, Needs, Wants

– The sum of all public views?The sum of all public views?– Different Publics:Different Publics:

• Individuals who hold the same view on Individuals who hold the same view on some particular public issue.some particular public issue.

Public AffairsPublic Affairs

Public opinion that relates to Public opinion that relates to public affairs:public affairs:– 1. national health care1. national health care– 2. global warming2. global warming– 3. gun control3. gun control– 4. death penalty4. death penalty– 5. taxes5. taxes– 6. welfare6. welfare– 7. national defense7. national defense

The Political Spectrum

• Left– Liberal

• Democrats• Greens• Socialists• Communists• Labor

The Political SpectrumThe Political Spectrum

• RightRight– ConservativeConservative

• RepublicanRepublican

• LibertarianLibertarian

• ReformReform

• ConstitutionalistConstitutionalistss

• IndependentsIndependents

Shaping Group AttitudesShaping Group Attitudes

Family VALUESFamily VALUES: : Learning your political Learning your political attitudes.attitudes.

Parents and Political Parents and Political SocializationSocialization

Experiences, Relationships, Experiences, Relationships, Socioeconomics, Religion, Socioeconomics, Religion, Success or FailureSuccess or Failure

The New American Family The New American Family shaping young votersshaping young voters

Schools shaping attitudesSchools shaping attitudesPledge of Allegiance, Saluting the Flag, No Child Pledge of Allegiance, Saluting the Flag, No Child Left Behind, Character Education, Drug Education, Left Behind, Character Education, Drug Education, Common Core, etc…Common Core, etc…

Political AttitudesPolitical Attitudes

Mass Media Shaping AttitudesMass Media Shaping Attitudes

NewspapersNewspapersTelevisionTelevisionRadioRadio InternetInternet

Social MediaSocial Media

Media Shaping AttitudesMedia Shaping Attitudes

Opinion LeadersOpinion Leaders

TeachersTeachers

PreachersPreachers

LawyersLawyers

DoctorsDoctors

ChurchesChurches

Talk show hostsTalk show hosts

Opinion Leaders & AttitudesOpinion Leaders & Attitudes

Peer Groups & AttitudesPeer Groups & Attitudes

““Birds of the same feather tend to flock Birds of the same feather tend to flock together”.together”.

““If you want to be rich do you hang out If you want to be rich do you hang out with poor or rich people?”with poor or rich people?”

Peers & AttitudesPeers & Attitudes

Historic EventsHistoric Events

The Great Depression EraThe Great Depression Era– How it changed public opinion to a How it changed public opinion to a Socialist viewpoint…….Why?Socialist viewpoint…….Why? EmploymentEmployment PovertyPoverty Circulation of CurrencyCirculation of Currency

9/11: 9/11:

Historic Events & Historic Events & AttitudesAttitudes

1960-19701960-1970’’ss JFK assassinationJFK assassination RFK assassinationRFK assassination MLK assassinationMLK assassination Civil Rights MovementCivil Rights Movement Vietnam WarVietnam War WatergateWatergate Race RiotsRace Riots Zimmerman/Martin TrialZimmerman/Martin Trial Simpson TrialSimpson Trial

Measuring Public OpinionMeasuring Public Opinion

““according to a recent pollaccording to a recent poll”” MandateMandate: simply means the : simply means the winner of the electionwinner of the election

Interest Groups: Interest Groups: Media: Media: Personal ContactsPersonal Contacts

Media & PushpollsMedia & Pushpolls

POLLS The Best MeasurePOLLS The Best Measure

Straw PollsStraw Polls– Unreliable, false assumptionsUnreliable, false assumptions– Why?Why?

Too broad of a group and questioning Too broad of a group and questioning is emotionally loaded with generic is emotionally loaded with generic questionsquestions

Do you support fair Housing?Do you support fair Housing?

Scientific PollingScientific PollingGallop PollGallop Poll

Harris PollHarris Poll1. define the 1. define the universeuniverse

2.sample2.sample

3. valid 3. valid questionsquestions

4. select and 4. select and constructconstruct

5. analyze5. analyze

Types of Samples:Types of Samples:

Random…probability sampleRandom…probability sample

READ pg. 219READ pg. 219

Quota sample….different groups Quota sample….different groups selected to represent universeselected to represent universe

Evaluating PollsEvaluating Polls

1. Intensity…strength of 1. Intensity…strength of feelingfeeling

2. Stability…Changing opinions2. Stability…Changing opinions

3. Relevance…importance of 3. Relevance…importance of opinionsopinions

BANDWAGON EFFECTBANDWAGON EFFECT

Media and Politics

• Pg. Sound Bites:

– 10-15% of Voters are informed with facts instead of sound-bites

– READ pg. 229

Media and Public Opinion