WHAT IS PUBLIC OPINION? PUBLIC OPINION IS THOSE ATTITUDES HELD BY A SIGNIFICANT NUMBER OF PEOPLE ON MATTERS OF GOVERNMENT AND POLITICS

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2 WHAT IS PUBLIC OPINION? PUBLIC OPINION IS THOSE ATTITUDES HELD BY A SIGNIFICANT NUMBER OF PEOPLE ON MATTERS OF GOVERNMENT AND POLITICS

3 The family is our first contact with ideas toward authority, property and rules. The very foundation of people s attitude begins to form in the very early years, and experiences with family begin to set our attitudes. Most children tend to adopt the political ideology of their parents, and can also learn political efficacy from watching, listening and experiencing the political world through the prism of family. This political socialization is NOT neutral most parents wish for their children to adopt the same political attitudes that they hold. THE FAMILY

4 The school provides political socialization and helps shape public opinion. Students learn about rules, regulations and social expectations as well as the politics of history and the workings of government. Civics classes are required for students to learn about the government, and the role of the people in a democratic system. Schools ought to remain more neutral than the family, presenting information on issues from both sides of the political spectrum. It is also in the schools where peers begin to exert influence on an individual s opinions about politics and government. THE SCHOOLS

5 OPINION LEADERS Opinion Leaders are people who have the ability to influence audiences and present an argument on political issues. These opinion leaders typically speak to an audience that is pre-disposed to align with either more liberal or more conservative thought. Opinion leaders typically serve as an agent to solidify public opinion, but can also bring about a change in attitudes. Politicians, journalists and celebrities often function as opinion leaders.

6 THE MASS MEDIA Mass media is any form of communication that has the ability to reach a large number of people. It can shape public opinion by drawing attention to an issue, presenting a particular side to the issue, and maintaining the public s focus on that issue. The mass media continues to evolve as a source of information; the internet and 24-hour news cycle supply constant pressure on public opinion.

7 THESE FACTORS ARE MIXED: No single factor works in isolation. Individuals are exposed to each of these factors and each plays a part in the formation of public opinion. All factors have their limitations, and people are in a constant struggle for competing political ideologies. No single factor can determine the direction of public opinion, and none can serve as the absolute measure of how the people feel and how they will vote!

8 POLLS PUBLIC OPINION POLLS ARE THE BEST MEASURE OF PUBLIC OPINION. POLLS HAVE BEEN USED FOR NEARLY A HUNDRED YEARS. POLLS ARE GENERALLY RELIABLE AND HELP TO FOCUS ATTENTION ON ISSUES, AND MEASURE PUBLIC OPINION.

9 SCIENTIFIC POLLING IN ORDER FOR POLLS TO BE ACCURATE, POLLSTERS MUST: DEFINE THE UNIVERSE TO BE SURVEYED CONSTRUCT A RANDOM SAMPLE PREPARE VALID QUESTIONS SELECT AND CONTROL THE MEANS BY WHICH POLL WILL BE TAKEN REPORT THE FINDING TO THE PUBLIC WHICH MUST INCLUDE THE SAMPLING ERROR AND THE DATE THAT THE POLL WAS TAKEN.

10 WHY IS IT DIFFICULT TO MEASURE PUBLIC OPINION IT IS DIFFICULT FOR POLLS TO MEASURE THE INTENSITY, STABILITY OR RELEVANCE OF THE OPINIONS THEY STUDY. OFTEN, POLL NUMBERS ARE MISLEADING EVEN THOUGH THE GENERAL PREDICTION IS ACCURATE.

11 WHAT PROBLEMS ARE ASSOCIATED WITH POLLING? 1. The means of delivery Polls may not represent all of the people in the desired universe. If a poll is conducted by telephone, it would only include those who answer the phones. If it is a poll on a website, it is limited to the people who visit that website. Newspapers, magazines and television polls have the same obstacle. 2. Bad Questions If questions are worded poorly, they can be misunderstood or lead people to respond in a way that is not intended. 3. Are they really random? Polls require a response, and not all people who are chosen at random will respond. The people inclined to respond to a particular poll may not represent the political spectrum, but rather may only represent one end of political ideology. Could we expect a poll conducted through FOX News to have the same results as a poll conducted through MSNBC? Probably NOT!

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13 THE ROLE OF MASS MEDIA A MEDIUM IS A MEANS OF COMMUNICATION IT TRANSMITS SOME KIND OF INFORMATION. TELEVISION, RADIO, NEWSPAPERS, MAGAZINES AND THE INTERNET ARE THE MOST IMPORTANT MEDIUMS TO POLITICS. MASS MEDIA IS NOT PART OF THE GOVERNMENT IT HAS ITS OWN AGENDA! THE GOAL OF MOST MASS MEDIA IS TO INCREASE THE AUDIENCE SO THAT PROFITS CAN BE MADE THROUGH ADVERTISING, THIS CAN IMPACT THE CONTENT WHICH IS CONVEYED.

14 NEWSPAPERS THIS IS THE MOST TRADITIONAL MEANS OF PEOPLE LEARNING ABOUT EVENTS, ISSUES AND POLITICS. THE HISTORY OF NEWSPAPERS AND POLITICS IN AMERICA GOES BACK TO THE DAYS OF THE AMERICAN REVOLUTION. NEWSPAPERS NEED TO COMPETE TO INCREASE THEIR CIRCULATION WHILE MANY FEEL OBLIGATED TO REPORT FACTS, THEY STILL FOCUS ON SELLING! MOST NEWSPAPERS ARE LOCAL CATERING TO A SPECIFIC AREA. THIS CAN IMPACT THE WAY NEWS IS REPORTED; IF AN AREA IS CONSERVATIVE OR LIBERAL, THE PAPER WILL OFTEN REFLECT THOSE VALUES IN ITS ARTICLES. RECENTLY, NEWSPAPERS HAVE FACED COMPETITION FROM ONLINE RESOURCES AND ARE LOSING POPULARITY.

15 RADIO RADIO WAS THE MOST POPULAR MEDIUM BETWEEN THE 1930 S AND 1960 S. RADIO IS STILL A MAJOR SOURCE OF NEWS AND POLITICAL INFORMATION BUT HAS DECREASED IN POPULARITY. THERE ARE MANY STATIONS THAT ARE DEVOTED TO TALK FORMAT AND SLANT THEIR VIEWS TO BE LIBERAL OR CONSERVATIVE.

16 MAGAZINES THERE ARE STILL MANY MAGAZINES THAT CARRY POLITICAL AGENDAS. LIKE NEWSPAPERS, MAGAZINES FACE COMPETITION FROM ONLINE RESOURCES AND ARE STRUGGLING TO KEEP UP. SOME MAGAZINES HAVE EVEN MOVED TO AN ONLINE FORMAT AND NO LONGER PUBLISH HARD COPIES!

17 TELEVISION POLITICS AND TELEVISION HAVE BEEN INTERTWINED SINCE THE 1950 S THE IMAGE OF THE CANDIDATE HAS BECOME MUCH MORE IMPORTANT! TELEVISION HAS CHANGED THE WAY POLITICIANS REACH OUT TO THE PUBLIC: THROUGH CAMPAIGN ADS, NEWS COVERAGE AND DEBATES. THE MAJOR NETWORKS NOW HAVE TO COMPETE WITH THE MANY NEWS-NETWORKS ON CABLE WHICH HAS CREATED THE 24-HOUR NEWS CYCLE. THE COMPETITION FOR VIEWERS IMPACTS THE TYPES OF STORIES THAT ARE OFTEN COVERED. TELEVISION IS HOW MOST AMERICANS RECEIVE THEIR INFORMATION!

18 THE INTERNET EACH CANDIDATE TYPICALLY HAS HIS OR HER OWN WEBSITE, FACEBOOK, AND TWITTER ACCOUNTS. THE INTERNET HAS A WIDE VARIETY OF NEWS SITES AND INFORMATION WHICH CAN REACH MILLIONS. THE INTERNET HAS ALLOWED CANDIDATES TO INTERACT WITH THE ELECTORATE, AND THROUGH THEIR APPLICATIONS CAN COMMENT DIRECTLY TO THE VOTERS. THIS IS A RELATIVELY NEW AND GROWING MEDIUM; BUT IS ALREADY ESSENTIAL AS A MEANS FOR CANDIDATES TO REACH YOUNGER VOTERS. THE MAJOR DRAWBACK IS THE VAST AMOUNT OF MISINFORMATION THAT IS CONSUMED AND BELIEVED TO BE FACTUAL.

19 MASS MEDIA AND POLITICS THERE IS A LONG DEBATE ABOUT THE INFLUENCE OF THE MEDIA IT IS MOST INFLUENTIAL IN THE PUBLIC AGENDA AND ELECTORAL POLITICS!

20 THE PUBLIC AGENDA PUBLIC AGENDA: SOCIETAL PROBLEMS THAT POLITICAL LEADERS AND CITIZENS AGREE NEED GOVERNMENT ATTENTION. MEDIA CONTROLS THE PUBLIC S FOCUS ON THESE PROBLEMS WITH AMOUNTS OF COVERAGE. IF THE STORY IS IMPORTANT AND AFFECTS MANY PEOPLE, THE FOCUS WILL REMAIN UNTIL THE PROBLEM IS FIXED, OR UNTIL A LARGER PROBLEM OCCURS. OFTEN, THE MEDIA WILL PRESENT A BIASED VIEW OF EVENTS AND ISSUES IN AN ATTEMPT TO INCREASE RATINGS OR MAINTAIN AN AUDIENCE.

21 ELECTORAL POLITICS TELEVISION HAS MADE CANDIDATES LESS RELIANT ON THEIR PARTIES THEY CAN DIRECTLY REACH LARGE NUMBERS WITHOUT NEEDING PARTY SUPPORT. CANDIDATES TRY TO MANIPULATE MEDIA COVERAGE TO THEIR ADVANTAGE. THEY MUST PRESENT A CONSISTENTLY STRONG IMAGE, AND USE NEWS EVENTS AS A MEANS TO MAKE POLITICAL GAINS. SOUND BITES ARE INCREASINGLY IMPORTANT AS A MEANS OF UTILIZING THE MEDIA. THIS CAN BE A DOUBLE- EDGED SWORD; OFFICIALS CAN COME OFF VERY POSITIVE OR WITH A GAFFE!

22 LIMITS ON THE MEDIA S INFLUENCE FEW PEOPLE ACTUALLY FOLLOW CURRENT EVENTS CLOSELY. MANY ISSUES ARE COMPLICATED AND REQUIRE A GREAT DEAL OF THOUGHT TO UNDERSTAND. AMERICANS HAVE A SHORT ATTENTION SPAN AND WILL OFTEN LOSE INTEREST IN A STORY OVER TIME, EVEN IF IT IS IMPORTANT AND HAS NOT YET BEEN RESOLVED. PEOPLE ARE SELECTIVE IN THEIR MEDIA PREFERRING LIKE-MINDEDNESS. CONSERVATIVES ARE THE AUDIENCE FOR CONSERVATIVE PROGRAMMING, AND LIBERALS ARE THE AUDIENCE FOR LIBERAL PROGRAMMING. SELECTIVE USE OF THE MEDIA CONFIRMS PREVIOUS BELIEFS RATHER THAN PROMOTING A CHALLENGING OPINION. THERE IS A LACK OF DEPTH IN COVERAGE ON TELEVISION. PEOPLE ARE MORE INTERESTED IN BEING ENTERTAINED THAN INFORMED WE WILL CHANGE THE CHANNEL! Both Democrats and Republicans criticize the media as being either too liberal or too conservative; yet both also use the media to their fullest advantage!