Chapter 8. Definition: those attitudes held can be described this way; those attitudes held by a...
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Transcript of Chapter 8. Definition: those attitudes held can be described this way; those attitudes held by a...
![Page 1: Chapter 8. Definition: those attitudes held can be described this way; those attitudes held by a significant number of people on matters of government.](https://reader035.fdocuments.in/reader035/viewer/2022081515/56649f525503460f94c75f78/html5/thumbnails/1.jpg)
Mass Media and Public Opinion
Chapter 8
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The Formation of Public Opinion
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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.
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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.
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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.
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Measuring Public Opinion
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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.
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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.
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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.
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Evaluating Polls
• How Good are Polls?
• Sometimes they shape the
opinion??• Do they shape
how people really feel?
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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.
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The Mass Media
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The Role of Mass Media
•Television•Newspapers•Twitter•Radio
•Magazines
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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.
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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.