Presentation Pro Magruder s American Government C H A P T E R 8 Mass Media and Public Opinion 200 by Prentice Hall, Inc.
S E C T I O N The Formation of Public Opinion 2 3 Chapter 8, Section
What is Public Opinion? Public opinion can be described as those attitudes held by a significant number of people on matters of government and politics. Different Publics The United States is made up of many groups, or publics, who share common news. Public Affairs Public affairs are those events and issues that concern the public at large. In its proper sense, public opinion includes only those views that relate to public affairs. Public Opinions More than one public opinion can exist at the same time, because there are many publics. A view or position must be expressed in the open in order to be a public opinion. 2 3 Chapter 8, Section
The Political Spectrum People who have similar opinions on political issues are generally grouped according to whether they are left, right, or center on the political spectrum. 2 3 Chapter 8, Section
Family and Education Many factors influence our political opinions and political socialization over the course of a lifetime. The Family Children first see the political world from within the family and through the family s eyes. The strong influence the family has on the development of political opinions is due to the large amount of time children spend with the family. The Schools Children acquire political knowledge throughout their time in the classroom. Students are taught about political systems, patriotism, and great Americans. Some are even required to take a course on government in high school. 2 3 Chapter 8, Section
Other Factors Influencing Public Opinion Mass Media The mass media include those means of communication that reach large, widely dispersed audiences (masses of people) simultaneously. The mass media has a huge effect on the formation of public opinion. Peer Groups Peer groups are made up of the people with whom one regularly associates, including friends, classmates, neighbors, and co-workers. Opinion Leaders An opinion leader is any person who, for any reason, has an unusually strong influence on the views of others. Historic Events Historic events can have a major impact on public opinion. The Great Depression is one event that shaped the political views and opinions of a generation. 2 3 Chapter 8, Section
Section Review. Public opinion is difficult to define because (a) everyone shares the same views. (b) there are many groups and issues to account for. (c) no one is allowed to have opinions. (d) none of the above. 2. The mass media consist of (a) friends and family. (b) neighbors. (c) newspapers, magazines, television, and the Internet. (d) peer groups. Want to connect to the Magruder s link for this section? Click Here! 2 3 Chapter 8, Section
S E C T I O N 2 Measuring Public Opinion 2 3 Chapter 8, Section 2
Measuring Public Opinion Elections Candidates who win an election are said to have a mandate, or a command from the electorate, to carry out campaign promises. In reality, however, election results are seldom an accurate measure of public opinion. Interest Groups Interest groups are private organizations whose members share certain views and work to shape public policy. Interest groups are a chief means by which public opinion is made known. The Media The media are frequently described as mirrors as well as molders of opinion. Personal Contacts Public officials rely on frequent and wide-ranging contacts with their constituents, such as reading their mail, answering calls, and meeting people in public. 2 3 Chapter 8, Section 2
Polls The Best Measure Public opinion is best measured by public opinion polls, devices that attempt to collect information by asking people questions. Straw Votes A straw vote is a method of polling that seeks to read the public s mind simply by asking the same question of a large number of people. The straw-vote technique is highly unreliable, however. 2 3 Scientific Polling Serious efforts to take the public s pulse on a scientific basis date from the 930s. There are now more than,000 national and regional polling organizations in this country, with at least 200 of these polling political preferences. Chapter 8, Section 2
The Polling Process Defining the Universe The universe is a term that means the whole population that the poll aims to measure. Constructing a Sample A sample is a representative slice of the total universe. Most professional pollsters draw a random sample, also called a probability sample. A quota sample is one that is deliberately constructed to reflect several of the major characteristics of a given universe. Preparing Valid Questions The way in which questions are worded is very important. Wording can affect the reliability of any poll. Interviewing Pollsters communicate with the sample respondents using various methods including person-to-person interviews, telephone calls, and mail surveys. Reporting Pollsters use computers to store and manipulate data, which helps them analyze and report the results of the poll. 2 3 Chapter 8, Section 2
Evaluating Polls and Their Limit on Public Opinion Evaluating Polls On balance, most national and regional polls are fairly reliable. Still, they are far from perfect. Potential problems with polls include their inability to measure the intensity, stability, and relevance of the opinions they report. Another potential problem is that polls and pollsters are sometimes said to shape the opinions they are supposed to measure. Limits on the Impact of Public Opinion Public opinion is the major, but by no means the only, influence on public policy in this country. Much of the American political system is designed to protect minority interests against the excesses of majority views and actions. Finally, polls are not elections, nor are they substitutes for elections. 2 3 Chapter 8, Section 2
. A straw vote Section 2 Review (a) correctly predicted the outcome of the 936 election. (b) is a method of polling that asks a large amount of people the same question. (c) is a very reliable type of polling. (d) measures the opinion of only the rural community. 2. To pollsters, the universe is (a) a private organization whose members share certain views and work to shape public policy. (b) all of outer space. (c) a probability sample. (d) the whole population that a poll aims to measure. Want to connect to the Magruder s link for this section? Click Here! 2 3 Chapter 8, Section 2
S E C T I O N 3 The Mass Media 2 3 Chapter 8, Section 3
The Role of Mass Media A medium is a means of communication; it transmits some kind of information. Four major mass media are particularly important in American politics: Television Politics and television have gone hand in hand since the technology first appeared. Today television is the principle source of political information for a majority of Americans. Newspapers The first newspapers carried mostly political news. Even with the total number of newspapers declining, they are still the second leading source of political information for most Americans. Radio On average, Americans hear 20 hours of radio each week. Radio has been a source of news and entertainment since 920. Magazines Some 2,000 magazines are published in the United States today. Several magazines are devoted to American news and politics. 2 3 Chapter 8, Section 3
Media Statistics Access to media varies from country to country. 2 3 Chapter 8, Section 3
The Media and Politics The Public Agenda The media play a very large role in shaping the public agenda, the societal problems that political leaders and citizens agree need government attention. It is not correct that the media tell the people what to think; but it is clear that they tell the people what to think about. 2 3 Electoral Politics Today, television allows candidates to appeal directly to the people, without the help of a party organization. Candidates regularly try to use media coverage to their advantage. Newscasts featuring candidates are usually short, sharply focused sound bites snappy reports that can be aired in 30 to 45 seconds. Chapter 8, Section 3
Limits on Media Influence Only a small part of the public actually takes in and understands much of what the media have to say about public affairs. Many media sources mostly skim the news, reporting only what their news editors judge to be the most important and/or most interesting stories of the day. In-depth coverage of public affairs is available to those who want it and will seek it out. 2 3 2 Chapter 8, Section 3
Section 3 Review. Which of the following are major media? (a) television (b) newspapers (c) magazines (d) all of the above 2. According to the chart on international media usage found earlier in this section, which media source is accessible to the most Americans? (a) newspapers (b) radio (c) television (d) none of the above Want to connect to the Magruder s link for this section? Click Here! 2 3 Chapter 8, Section 3
Presentation Pro Magruder s American Government C H A P T E R 9 Interest Groups 200 by Prentice Hall, Inc.
The Role of Interest Groups Interest groups are private organizations whose members share certain views and work to shape public policy. Public policy includes all of the goals a government sets and the various courses of action it pursues as it attempts to realize these goals. Interest groups exist to shape public policy. 2 3 Chapter 9, Section
Political Parties and Interest Groups Political parties and interest groups differ in three striking respects: () in the making of nominations, (2) in their primary focus, and (3) in the scope of their interests. Nominations Political parties are responsible for the nominating process, while interest groups hope to influence those nominations. Primary Focus Political parties are interested in winning elections and controlling government, while interest groups are interested in influencing the policies created by government. Scope of Interest Political parties concern themselves with the whole range of public affairs, while interest groups tend to focus on issues that their members are concerned about. 2 3 Chapter 9, Section
Valuable Functions of Interest Groups Interest groups raise awareness of public affairs, or issues that concern the people at large. Interest groups represent people who share attitudes rather than those who share geography. Interest groups provide specialized information to government agencies and legislators. Interest groups are vehicles for political participation. Interest groups keep tabs on various public agencies and officials. Interest groups compete. 2 3 Chapter 9, Section
Criticisms Some groups have an influence far out of proportion to their size or importance. It can be difficult to tell who or how many people are served by a group. Groups do not always represent the views of the people they claim to speak for. In rare cases, groups use tactics such as bribery, threats, and so on. 2 3 Chapter 9, Section
Section Review. What is the role of interest groups? (a) Raising the interest rate (b) Organizing party conventions (c) Influencing public policy (d) All of the above 2. Which of the following is not a criticism of interest groups? (a) They keep tabs on public agencies. (b) They may not represent the views of all of their members. (c) Some use underhanded tactics. (d) Some have undue influence. Want to connect to the Magruder s link for this section? Click Here! 2 3 Chapter 9, Section
S E C T I O N 2 Types of Interest Groups 2 3 Chapter 9, Section 2
Reasons for Interest Groups Most interest groups have been founded on the basis of an economic interest, especially business, labor, agricultural, and professional interests. Some are grounded in geographic area. Some are based on a cause or idea, such as environmental protection. Some promote the welfare of certain groups of people, such as retired citizens. Some are run by religious organizations. 2 3 Chapter 9, Section 2
Public-Interest Groups A public-interest group is an interest group that seeks to institute certain public policies that will benefit all or most of the people in the country, whether or not they belong to that organization. 2 3 Chapter 9, Section 2
Section 2 Review. What kind of an interest group is the National Bar Association? (a) Religious (b) Professional (c) Agricultural (d) Labor Union 2. The Wilderness Society is what type of interest group? (a) Agricultural (b) Cause-related (c) Professional (d) Public-interest Want to connect to the Magruder s link for this section? Click Here! 2 3 Chapter 9, Section 2
S E C T I O N 3 Interest Groups at Work 2 3 Chapter 9, Section 3
Influencing Public Opinion Interest groups reach out to the public for these reasons:. To supply information in support of the group s interests 2. To build a positive image for the group 3. To promote a particular public policy 2 3 Chapter 9, Section 3
Propaganda Propaganda is a technique of persuasion aimed at influencing individual or group behaviors. Its goal is to create a particular belief which may be true or false. Propaganda disregards information that does not support its conclusion. It is not objective. It presents only one side of an issue. Propaganda often relies on name-calling and inflammatory labels. 2 3 Chapter 9, Section 3
Influencing Parties and Elections Political Action Committees (PACs) raise and distribute money to candidates who will further their goals. 2 3 Chapter 9, Section 3
Lobbying Lobbying is any activity by which a group pressures legislators and influences the legislative process. Lobbying carries beyond the legislature. It is brought into government agencies, the executive branch, and even the courts. Nearly all important organized interest groups maintain lobbyists in Washington, D.C. 2 3 Chapter 9, Section 3
Lobbyists at Work Lobbyists use several techniques: They send articles, reports, and other information to officeholders. They testify before legislative committees. They bring grass-roots pressures to bear through email, letters, or phone calls from constituents. They rate candidates and publicize the ratings. They make campaign contributions. 2 3 Chapter 9, Section 3
Section 3 Review. What is propaganda? (a) A bill that has been vetoed (b) A one-sided argument (c) An objective description (d) A scientific paper 2. How do lobbyists influence legislators? (a) Campaign contributions (b) Grass roots campaigns (c) Publicized ratings (d) All of the above Want to connect to the Magruder s link for this section? Click Here! 2 3 Chapter 9, Section 3