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Mass Media & Public Opinion

Mass Media & Public Opinion. DO NOW: THINK OF AN EXAMPLE OF AN OPINION POLL THAT YOU HAVE SEEN RECENTLY. Mass Media & Public Opinion. “The hand that rules the press, the radio, the screen, and the far-spread magazine rules the country.” - Judge Learned Hand (1942).

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Mass Media & Public Opinion

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  1. Mass Media & Public Opinion DO NOW: THINK OF AN EXAMPLE OF AN OPINION POLL THAT YOU HAVE SEEN RECENTLY.

  2. Mass Media & Public Opinion “The hand that rules the press, the radio, the screen, and the far-spread magazine rules the country.” - Judge Learned Hand (1942)

  3. Formation of Public Opinion • Means most or nearly all Americans believe something or hold the same view on an issue. • To be a public opinion, must involve something of general concern and of interest to a significant portion of the people. • Sports teams, favorite foods, and popular movies are not public opinion in the proper sense.

  4. Different Publics • Public groups can change depending on the issue. • Each group with a different point of view is a separate public. • Public opinion is the sum of all views.

  5. Influences on public opinion • Family: acquire a slant which forms the foundation of one’s opinions on public affairs. • School: training to be a good citizen; how decisions are made; compromise • Mass Media: 98% of American households have at least one television • Peer Groups: usually reinforce what you already believe • Socio-Economic Factors: race, occupation, levels of education and income

  6. How is Public Opinion Measured? • Elections • Indicate approval or rejection of political performance • Seldom an accurate measure • Interest Groups • Represent real people to the elected representatives • Media • Described as mirrors and molders • Not very accurate – described vocal minority

  7. Opinion Polls • Straw Poll: read the public’s mind by asking the same question/questions to many people • ie: Mike Francessa • Highly unreliable • Relies on false information that asking many people will provide accurate information.

  8. Opinion Polls • Scientific Polls: more formal • Define the universe: the whole population that the poll aims to measure • Construct the sample: • Random sample: participants chosen at random • Major national polls interview over 1500 people • Quota Sample: deliberately chosen to reflect characteristics of whole universe • Margin of Error: degree to which result may vary • + - 3%

  9. Opinion Polls 3. Prepare the questions • Wording can reflect reliability • Avoid emotionally charged words 4. Interviewing • Today done mostly by telephone • Random digit dialing • Use only one technique to gather data 5. Analyze and report findings • Must analyze and report results to be of any real value • Use technology to tabulate and interpret data

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