1. Pick up an article and notes packet2. Journal the article

3. Notes over Measuring Public Opinion4. Crossword/Review

You will be able to describe the impact the media has on public opinion.

NOV. 25

CHAPTER 8

The attitudes of a significant number of people on matters of government and politics

It is the collection of the opinions of many different people.

The factors involved are almost infinite.

PUBLIC OPINION

FamilyYOUR PARENTS/GUARDIANS

(children tend to observe political views from family without realizing it)

SchoolYOUR EDUCATION

OthersOccupation, race, media, peer

groups..

WHO SHAPES YOUR PUBLIC OPINION?

MediaPeer Groups

Opinion LeadersHistoric Events

FOUR OTHER FACTORS THAT INFLUENCE OPINION-MAKING

Newspapers, magazines, radio, television, films, recordings,

books, and electronic communications

News Media-the part of mass media that reaches the news

Ex. The Daily Show, 60 Minutes, Larry King, Crossfire, 20/20, The

Colbert Report

MASS MEDIA

• Made up of people with whom one regularly associates, including friends, classmates, neighbors, and co-workers.

• The influence of peer groups continues through adulthood.

• Belonging to a peer group usually reinforces what a person has already come to believe.

PEER GROUPS

• Are any person who, for any reason has an unusually strong influence on

the views of others. • Many hold public office.

• Some write for newspapers or magazines.

• They are the people whom others listen to and draw ideas from

OPINION LEADERS

•Can have a major impact on the content and direction of public policy.

•The Great Depression persuaded a large majority of Americans to support a larger role for government in the nation’s economic and social life.

HISTORIC EVENTS

Elections, interest groups, the media, and

public opinion polls provide the means of

measurement.

MEASURING PUBLIC OPINION

• In a democracy, the voice of the people is supposed to express

itself through the ballot.• Votes show the people’s approval or rejection of the

stands taken by candidates or their parties.

ELECTIONS

• Are private organizations whose members share certain views and work to shape the making and

content of public policy.

• They seek to influence public policy or the goals a government sets and the various courses of action it pursues as it attempts to realize these goals.

• Examples: Laws governing speed limits and seat belt use.

• Are mostly concerned with the what of government, the issues.

INTEREST GROUPS

• Are a gauge for assessing public opinion.

• The views expressed through the different forms of media are often reflecting only the views

of a vocal minority.

THE MEDIA

Devices that attempt to collect information by asking people questions.

To report on public opinions pollsters must:1.Define the population to be surveyed

2.Construct a sample3.Prepare valid questions

4.Select and control how the poll will be taken5.Analyze and report their findings to the public

PUBLIC OPINION POLLS

1. Entertainment2. Reporting the News

3. Identify Public Problems4. Socializing New

Generations5. Providing a Public Forum

6. Making Profits

MEDIA FUNCTIONS

• Popularity started in the 1950s• Replaced newspapers as primary source in the 1960’s

• 98% of people own at least one TV --average 3 TVs per

household (2003)• Most watched presentations include the Super Bowl and the

Presidential debate

TELEVISION

•1st Paper –1704 “Boston News letter”• 1st papers were political news

•10,000 newspapers published today, the number of daily newspapers is

declining•Newspapers rank second to TV’s as the public’s sources of information

about government and politics

NEWSPAPER

• Nov. 2 1920 first presidential election on radio

• Exposed Americans to national and international politics

• Franklin Roosevelt was the first major public figure to use the radio effectively

• People thought radio would die because of the arrival of the television but it survived because of its convenient availability

RADIO

•Magazines are an important source of news and comment

•The first political magazines appeared in the mid 1800’s

•In the early 1900’s, magazines were devoted mainly to literature and social

aspects•For decades, magazines were the only

national medium•Over 12,000 magazines are published

in the United States today.

MAGAZINES

Power to focus on a few issuesMedia is the gatekeeper-gives

contentMedia affects government

leaders directlyThe President pays close

attention to the news reports, analysis, and editorial

comments

PUBLIC AGENDA

1. Few people follow elections2. TV allows candidates to directly

appeal to the people3. Most people learn everything

they know about a candidate through TV.

4. Candidates often manipulate

media to look better

MEDIA’S INFLUENCE ELECTORAL POLITICS

• A small part of the public actually takes in and understands what the

media have to say about public affairs

• People who watch elections know what's going on

• Radio and news mostly “skim” the news (lack detail) and report what they think is the most important

• Most content on news is not political

LIMITS ON MEDIA INFLUENCE