Public Opinion and the Mass Public Opinion and the Mass MediaMedia

AppetizerAppetizer

Name and describe four types of Name and describe four types of propaganda we talked about last week.propaganda we talked about last week.

Four TypesFour Types

EndorsementEndorsement

Name-CallingName-Calling

Glittering GeneralitiesGlittering Generalities

BandwagonBandwagon

ObjectivesObjectives

4.04 Demonstrate active methods of 4.04 Demonstrate active methods of promoting and inhibiting change through promoting and inhibiting change through political action.political action.

4.06 Describe the benefits of civic 4.06 Describe the benefits of civic participationparticipation

4.08 Participate in civic life, politics, 4.08 Participate in civic life, politics, and/or government.and/or government.

Public OpinionPublic Opinion

Public opinion includes the ideas and Public opinion includes the ideas and attitudes that most people hold about attitudes that most people hold about elected officials, candidates, government, elected officials, candidates, government, and political issues.and political issues.– Presidents and candidates know that they Presidents and candidates know that they

need the people’s support to carry out their need the people’s support to carry out their programs. This includes members of the programs. This includes members of the general population and Congress.general population and Congress.

Public OpinionPublic Opinion

The Public opinion is not uniform or the The Public opinion is not uniform or the same.same.

Americans rarely agree on issues.Americans rarely agree on issues.

Factors that influence Public Factors that influence Public OpinionOpinion

Personal BackgroundPersonal Background

Mass MediaMass Media

Public OfficialsPublic Officials

Interest GroupsInterest Groups

Personal BackgroundPersonal Background

People’s economic and social background People’s economic and social background can affect a person’s public opinion.can affect a person’s public opinion.– AgeAge -Residency-Residency– GenderGender– IncomeIncome– RaceRace– ReligionReligion– occupationoccupation

The Mass MediaThe Mass Media

Media that communicates to the masses through Media that communicates to the masses through radio, newspapers, magazines, recordings, radio, newspapers, magazines, recordings, movies, and books.movies, and books.

Mass Media has a major influence on public Mass Media has a major influence on public opinion.opinion.– The media provides images and political information The media provides images and political information

that is delivered directly to the masses.that is delivered directly to the masses.– The way that the media covers major events or issues The way that the media covers major events or issues

can play a strong part in swaying public opinion.can play a strong part in swaying public opinion.

Public OfficialsPublic Officials

Public OfficialsPublic Officials– Candidates, Office Holders, they can swing Candidates, Office Holders, they can swing

public opinion.public opinion.– They try to bring the issues to the masses in They try to bring the issues to the masses in

hopes of persuading them to support their hopes of persuading them to support their point of view.point of view.

Interest GroupsInterest Groups

Interest groups work at influencing public Interest groups work at influencing public opinion by trying to persuade people to opinion by trying to persuade people to see their point of view.see their point of view.

Components of Public OpinionComponents of Public Opinion

DirectionDirection

IntensityIntensity

StabilityStability

DirectionDirection

Is a topic positive or negative?Is a topic positive or negative?

IntensityIntensity

The Strength of a Given IssueThe Strength of a Given Issue– Most Americans do not have intense positions Most Americans do not have intense positions

on most political topics.on most political topics.– However, when they do they tend to vote However, when they do they tend to vote

against or for a candidate or work in an against or for a candidate or work in an election campaign or participate in a election campaign or participate in a demonstrationdemonstration

StabilityStability

The firmness of the public’s opinion.The firmness of the public’s opinion.

For example, people’s opinions on civil For example, people’s opinions on civil rights are more stable than their beliefs on rights are more stable than their beliefs on political issues and candidates.political issues and candidates.

Measuring Public OpinionMeasuring Public Opinion

Public Opinion is measured in a variety of Public Opinion is measured in a variety of ways.ways.– Through Election ResultsThrough Election Results– Through Public Opinion PollsThrough Public Opinion Polls

Pollsters are specialists who collect poll data. Pollsters are specialists who collect poll data. They also interpret and analyze the data.They also interpret and analyze the data.

PollstersPollsters

Pollsters have to be careful how they word Pollsters have to be careful how they word their questions. their questions. – Poll questions need to be as unbiased and Poll questions need to be as unbiased and

fair as possible.fair as possible.– Note that there is usually some bias in Note that there is usually some bias in

questions it doesn’t matter how unbiased they questions it doesn’t matter how unbiased they try to be.try to be.

Before we get to the media…Before we get to the media…

Do you think more people get their news Do you think more people get their news from electronic sources or printed media from electronic sources or printed media such as newspapers?such as newspapers?

The Mass MediaThe Mass Media

The Mass Media is involved in everything The Mass Media is involved in everything and anything related to politics, issues, and anything related to politics, issues, and media.and media.

Print MediaPrint Media

Print Media consists of Print Media consists of – NewspapersNewspapers– BooksBooks– LettersLetters– MagazinesMagazines– JournalsJournals

Electronic MediaElectronic Media

RadioRadio

TelevisionTelevision

InternetInternet

MoviesMovies

Media OutletsMedia Outlets

The majority of media outlets are private The majority of media outlets are private businesses and are in it to make money.businesses and are in it to make money.

Managers, Editors decide what stories to Managers, Editors decide what stories to run or what programs to run to attract run or what programs to run to attract more viewers, readers, and listenersmore viewers, readers, and listeners

The larger the audience, the more money The larger the audience, the more money the business is likely to make.the business is likely to make.

Some Media FactsSome Media Facts

Television is considered to be the most Television is considered to be the most important medium to convey political ideas important medium to convey political ideas and issues to the peopleand issues to the people– Over 98% of homes today have at least one Over 98% of homes today have at least one

televisiontelevision– Most people rely on the TV for their news and Most people rely on the TV for their news and

information.information.

NewspapersNewspapers

More than 70 percent of adults read More than 70 percent of adults read newspapers according to your book.newspapers according to your book.However, the real number is around 50-However, the real number is around 50-60%60%For those that do read, they usually spend For those that do read, they usually spend three to four hours a week on them.three to four hours a week on them.Newspapers and magazines present more Newspapers and magazines present more in depth coverage of current events than in depth coverage of current events than the TV. the TV.

The InternetThe Internet

The Internet is one of the fastest growing The Internet is one of the fastest growing media outlets in the world today.media outlets in the world today.

People can get more information from the People can get more information from the net than reading a newspaper or watching net than reading a newspaper or watching brief TV reports.brief TV reports.

The Internet gives people faster access to The Internet gives people faster access to news information.news information.

Media’s Impact on Politics and Media’s Impact on Politics and GovernmentGovernment

The Media has a strong influence on The Media has a strong influence on political issues and public opinions.political issues and public opinions.They can influence which issues are the They can influence which issues are the most important while others go unnoticed.most important while others go unnoticed.– For example, Gas Prices and the For example, Gas Prices and the

Environment.Environment.

Vocab. Alert: Public Agenda: issues that Vocab. Alert: Public Agenda: issues that are considered to be the most significant are considered to be the most significant by public officialsby public officials

Influence on Candidates and Influence on Candidates and Public OfficialsPublic Officials

The media makes it possible for The media makes it possible for candidates who may not consider running candidates who may not consider running for office, actually run.for office, actually run.– Candidates do not necessarily have to have Candidates do not necessarily have to have

prior political experience to run.prior political experience to run.

For example, Ronald ReaganFor example, Ronald Reagan

Elected OfficialsElected Officials

Elected officials want the media to portray Elected officials want the media to portray them as hardworking individuals.them as hardworking individuals.

They also rely on the media to They also rely on the media to communicate to the masses on political communicate to the masses on political activities and dealings.activities and dealings.

The Double-Edged SwordThe Double-Edged Sword

Political Officials will use assistants such as Political Officials will use assistants such as press secretaries to get information to the press secretaries to get information to the people about what is going on in office. people about what is going on in office.

• Sometimes information will Sometimes information will leakleak out. out. • Officials will secretly pass on or leak Officials will secretly pass on or leak

information, good or bad to the masses.information, good or bad to the masses.• This is a double edged sword since This is a double edged sword since

information can be good or it can be bad.information can be good or it can be bad.

Watchdog RoleWatchdog Role

• The Media can also serve as a watchdog The Media can also serve as a watchdog for political activities. for political activities.

• Journalists are hungry for scandals, Journalists are hungry for scandals, corruption, or government waste.corruption, or government waste.

• They want to share anything and They want to share anything and everything related to a politicians public everything related to a politicians public and private life.and private life.

• This not only affects an official but their This not only affects an official but their family as well.family as well.

Media and National SecurityMedia and National Security

Since 9/11 there has been a general need Since 9/11 there has been a general need for information on National Security.for information on National Security.

However, there are some things that the However, there are some things that the government will do in order to protect government will do in order to protect intelligence information and limit intelligence information and limit information that the media can leak out to information that the media can leak out to the peoplethe people

Terror Alert SystemTerror Alert System

Note, you will Note, you will generally see the generally see the current terrorism current terrorism threat level on the threat level on the bottom scroll of most bottom scroll of most major cable news major cable news networks.networks.

Make a Quiz….Make a Quiz….

• Your assignment is to make a ten question Your assignment is to make a ten question quiz related to Chapter 11 which will be quiz related to Chapter 11 which will be due at the end of the period.due at the end of the period.

• You may use Short-Answer, Multiple You may use Short-Answer, Multiple Choice, and Matching questions on your Choice, and Matching questions on your quiz or you can mix and match.quiz or you can mix and match.

• Do not use True-False or Essay questions.Do not use True-False or Essay questions.

Breakdown of the ChapterBreakdown of the Chapter

11-1 Public Opinion 11-1 Public Opinion

11-2 Mass Media11-2 Mass Media

11-3 Propaganda and Interest Groups11-3 Propaganda and Interest Groups

Agenda for ThursdayAgenda for Thursday

Interest Groups (Warm-Up/Appetizer)Interest Groups (Warm-Up/Appetizer)

and……and……

Intro to LawIntro to Law

For Friday…..For Friday…..

• Midpoint test!!!Midpoint test!!!• Law ContinuationLaw Continuation