American Citizenship Chapter 8 Mass Media and Public Opinion. A. What is public opinion? a. One of the most overused and misunderstood terms b.

Transcription

1 American Citizenship Chapter 8 Mass Media and Public Opinion Section 1 a. The Formation of Public Opinion A. What is public opinion? a. One of the most overused and misunderstood terms b. c. Different Publics i. ii. Public affairs d. Definition i. 1. Those attitudes held by a significant number of people on matters of government and politics B. Family and Education a. Public Opinion is formed through the b. Political Socialization preformed by: i. 1. Parents beliefs build a foundation of views on political beliefs in their children ii. The Schools c. not the only factors, but most significant Chapter 8: Page 1

2 C. Other Factors a. Mass Media i. ii. TV and Internet the most common form of Mass Media b. Peer Groups i. 1. friends, classmates, neighbors, and coworkers ii. reinforces what a person has already come to believe c. Opinion Leaders i. 1. Could be anyone who people believe and tend to follow d. Historic Events i. led to the belief that the National Government should have a larger role in citizens lives ii. Events of the 1960 s and 70 s led to in the national government Section 2 e. Measuring Public Opinion D. Measuring Public Opinion a. b. Elections Chapter 8: Page 2

3 i. ii. Mandate iii. However an election very likely does not give from the public c. Interest Groups i. Private organizations whose members share 1. Chief means through which public opinion is made known d. The Media i. Considered many times as mirrors and/or molders of public opinion ii. e. Personal Contacts i. Public Administrators receiving calls, mail, s, or through meetings E. Polls The Best Measure a. Public opinion polls i. b. Straw Votes i. 1. however highly unreliable ii. does not make sure that the sample is an accurate cross-section of the population Chapter 8: Page 3

4 election and Library Digest mishap c. Scientific Polling i. George Gallup and Elmo Roper have helped polls to become highly sophisticated level ii. Best pollsters today are and F. Polling Process a. Defining the Universe i. b. Constructing a Sample i. To poll the entire universe is very difficult, and often impossible ii. Must select a sample iii. Random sample 2. Generally national polls only are represented by about 3. Mathematics tells us that 1,500 people selected randomly, can give you the probability iv. Quota sample 1. sample deliberately constructed to reflect several of the major characteristics of a given universe c. Preparing Valid Questions i. 1. try to avoid loaded questions G. Evaluating Polls a. Major National polls are fairly reliable i. Intensity Chapter 8: Page 4

5 ii. Stability iii. Relevance b. However, criticized for creating a H. Limits on the Impact of Public Opinion a. Polls are not elections b. Section 3 c. The Mass Media I. The Role of Mass Media a. Medium is a means of communication i. 1. TV, Newspaper, Internet, and magazines most prolific ii. b. Television i. Replaced newspaper as the principal source of political information for a majority of Americans in the early 1960 s c. Newspapers i. 1. Most, if not all newspapers, have their publications on the internet d. Radio i. Still considered one of the top sources of information 2. Chapter 8: Page 5

6 e. Magazines i. Generally used by scholarly or educated individuals J. The Media and Politics a. Public Agenda i. 1. Ultimately the Media help influence those mattes of concern to public-policy makers a. ii. 1. Presidents currently receive a daily digest of the news reports and analysis b. Electoral Politics i. TV has lessoned the power of political party committees ii. iii. Extensive use of sounds bites K. Limits on Media Influence a. Only a small part of the population actually is well informed for elections i. b. TV tends to share very little information about news due to the short amount of time i. Chapter 8: Page 6

7 c. i. Requires effort to read and analyze the information in each medium Chapter 8: Page 7