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Mass Media and Public Opinion

Mass Media and Public Opinion. Chapter 8. The Formation of Public Opinion. What is Public Opinion?. Definition: those attitudes held can be described this way; those attitudes held by a significant number of people on matters of government and politics. Different types of public opinion!

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Mass Media and Public Opinion

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  1. Mass Media and Public Opinion Chapter 8

  2. The Formation of Public Opinion

  3. What is Public Opinion? • Definition: those attitudes held can be described this way; those attitudes held by a significant number of people on matters of government and politics. • Different types of public opinion! • Newspaper, Internet, Twitter, magazines.

  4. Family and Education • How do we learn our political opinion? • We have many different teachers. • Teachers and our Family members can help us decide where we stand political opinion.

  5. Other Factors • Mass Media • Include those means of communication that reach large, widely spread audiences. • Peer Groups • Are made up of the people with whom one regularly associates, including friends, classmates, neighbors, and co-workers. • Opinion Leaders • Bears heavily on public opinion. Leader has strong views of others. • Historic Events • This has a major impact on the content and direction of public policy.

  6. Measuring Public Opinion

  7. Measuring Public Opinion • Elections • Voice of the people is suppose to express itself through elections. • Interest Groups • Are private organizations whose members share certain views and work to shape certain views and work to shape the making and the content public policy. • The Media • They are described as the mirrors as well as the molders of opinion. • Personal Contacts • These personal contacts try and read the public’s mind. Their jobs demand that they do so.

  8. Polls- The Best Measure • Straw Polls • These are polls to read the public’s mind and simply by asking the same question of a large number of people. • Scientific Polling • Techniques have advanced since the mid 1930’s. They tap everything from toothpastes to television shows.

  9. The Polling Process • Defining the Universe • The whole population that the poll will seek to discover. • Constructing a Sample • Not possible to poll everyone. So they will sample a slice of the whole universe. • Preparing Valid Questions • Pollsters have to phase their questions very carefully and are precise. • Interviewing • Most polls are face to face. Sometimes they have to be by mail or by telephone. • Analyze and Report Findings • They just try and measure people’s attitudes.

  10. Evaluating Polls • How Good are Polls? • Sometimes they shape the opinion?? • Do they shape how people really feel?

  11. Limits on the Impact of Public Opinion • Democracy is more than a simple measurement of opinion. • Democracy is about making careful choices among leaders and their positions on issues, and among the governmental actions that may follow.

  12. The Mass Media

  13. The Role of Mass Media • Television • Newspapers • Twitter • Radio • Magazines

  14. The Media and Politics • How does the Media play a role in public opinion? • Do they play a role in the election process? • Play a role in two areas public agenda, and electoral politics. • Public Agenda- the societal problems that need attention. • Electoral Politics- television has taken the place of parties in American Politics.

  15. Limits on Media Influence • Radio and Television skim the news. • There are other assets that people can go and seek if they want more coverage.

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