Mass Media and Public Opinion

1. Mass Media and Public Opinion Chapter 8

2. “The hand that rules the press, the radio, the screen, and the far-spread magazine rule the country.” * Judge Learned Hand (1942)

3. What is Public Opinion? • Public opinion refers to the attitudes of a significant number of people about public affairs. • Public opinion is formed out of a very complex process. • Political socialization, process by which people learn ideas and develop opinions about issues.

4. List six forces that shape your political socialization. Rank them in order from 1 (most important) to 6 (least important). • For the top two items explain why they have influenced you.

5. Factors cont……. Many different factors: age, race, income, occupation etc. • Family and education are two of the most important factors. • Mass Media: Newspapers, television, and the internet • Peer Groups: usually share political opinions. • Opinion Leaders • Historical Events

6. Media • In a democracy the free press does the following: • Serves as a government watchdog. • Helps set public agenda • Supports the exchange of ideas, information, and opinion.

7. Campaign Commercials http://upfront.scholastic.com/issues/09_17_12/Videos

8. Advertisements • Advertisement appeals (H.O) • There are four main types of ads: • Negative - One candidate portrays the other in an unfavorable light. • Warm and Fuzzy - Candidates make the viewer feel good about the country or his/her campaign. • Humorous - Candidates elicit a laugh or smile from the viewer. • Scary - Candidates evoke images of fear (usually combined with a Negative ad).

9. Commercials • http://www.youtube.com/watch?v=OKs-bTL-pRg • Daisy Girl ---fear • http://www.youtube.com/watch?v=Eax3GtBKOzc • Gingrich - quotes • http://www.youtube.com/watch?v=wAkKl3Y8xmQ&feature=channel_video_title • Reagan: Morning in America 84’ - peaceful • http://www.youtube.com/watch?v=nplm1G7t5UE • Kennedy – jingle • http://www.youtube.com/watch?v=7DoUiNxh6_0