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Public Opinion and the Media

Public Opinion and the Media. Public Opinion. Consensus vs. Divisive Opinion Private vs. Public Opinion Belief Systems Political Knowledge. Capacity of the individual depends on. Cognitive skills Motivation Opportunity. Opinion Poll. What How Sampling Margin of Error.

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Public Opinion and the Media

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  1. Public Opinion and the Media

  2. Public Opinion • Consensus vs. Divisive Opinion • Private vs. Public Opinion • Belief Systems • Political Knowledge

  3. Capacity of the individual depends on • Cognitive skills • Motivation • Opportunity

  4. Opinion Poll • What • How • Sampling • Margin of Error

  5. Problems with polls • Sampling Errors • Questions of the Survey • Non-response • Non-attitudes • Push Polls

  6. How opinions are formed • Opinion leaders • Self-interest principle • Group identity • Informational shortcuts

  7. Mass media • Agenda setter • Conveyer and gate keeper • Broadcast vs print/cable • Television local news provides the primary news source for many Americans • Rational citizens selectively expose themselves to information

  8. Media on the public airwaves • Subject to FCC guidelines • Equal opportunities rule • Fairness doctrine • Cable/satellite is not subject to these rules

  9. Influences on political socialization • Family • Education / Schools • Peers / Peer groups / Clubs / etc. • Religion / Religious associations • Economic Status / Occupation / Coworkers • Political events • Opinion leaders • Media • Race / gender / demographic traits

  10. Political culture • As a “deeper” form of democracy • Social Capital • Networks • Norms • Trust • Trends • Effect: Participation in the political system

  11. Why? – Putnam’s hypotheses • Busyness, time pressure • Residential mobility • Disruption of marriage • Economic transformation • The Sixties • Growth of the welfare state • Television

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