How does this video clip portray former President Bush?

How does what you see or hear on TV or the radio affect your beliefs about politics?

Mass Media and Public Opinion

“The hand that rules the press, the radio, the screen, and the far-spread magazine rules the country.”

Judge Learned Hand (1942)

Public Opinion

Definition: Those attitudes held by a significant

number of people on matters of government and politics

Public opinion is complex Because “the public” holds many

different viewpoints on nearly every issue

This is because there are many different “publics”

Examples?

Factors that shape public opinion:

1. Family2. Education3. Peer groups4. Opinion leaders5. Historic events6. Mass media

How do we measure public opinion? Elections – Candidates who win often claim to have a

MANDATE, a command to the public to carry out their campaign promises

Interest Groups – They make public opinion known through the work of lobbyists (via phone calls, letter writing, campaigning, etc.)

The Media – Sometimes stories in the news mirror public opinions, other times the media can mold it

The best way to measure public opinion is through Public Opinion Polls Attempts to collect info by asking people questions Examples:▪ www.gallup.com “Gallup Poll” or “Harris Survey”▪ http://www.zogby.com/SOUNDBITES/ReadClips.dbm/?ID=17317

Effect of Poll Wording on Reliability

1

The Federal Government should see to it that all people have adequate housing.

Agree Disagree55.1% 44.9%

1

The Federal Government should see to it that all people have adequate housing.

Agree Disagree55.1% 44.9%

2

Some people feel the Federal Government should see to it that all people have adequate housing while others feel each person should provide his or her own housing. Which comes closest to how you feel about this?

Gov is Gov notresponsible responsible44.6% 55.4%

1

The Federal Government should see to it that all people have adequate housing.

Agree Disagree55.1% 44.9%

2

Some people feel the Federal Government should see to it that all people have adequate housing while others feel each person should provide his or her own housing. Which comes closest to how you feel about this?

Gov is Gov notresponsible responsible44.6% 55.4%

3

Some people feel each person should provide his or her own housing, while others feel the Federal Government should see to it that all people have adequate housing. Which comes closest to how you feel about this?

Gov is Gov notresponsible responsible29.5% 70.5%

Mass Media

Types: Television Newspape

rs Radio Magazines Internet Any more?

Influence of the Media

The media plays a significant role in politics! Plays a large role in shaping the Public

Agenda – the problems the citizens and government agree need attention

Has made candidates less dependent on their party since they can now reach voters themselves▪ Often when speaking, they deliver

information in sharply focused segments that newscasts can air as sound bites – quick 30-45 second reports

Media to INFORM The News Media

Know your sources Today many have agendas Examples ->▪ During the 2004 elections, a study

of election coverage found that ABC, CBS, NBC was more favorable toward John Kerry; while Fox News was more favorable towards Bush

Limits of the News:▪ Not everyone pays attention or

understands media reports▪ People often pay attention to

sources and stories with which they agree

Satire in the Media

In 2009 a poll was taken as to the source of news for people aged 18 to 29

23% listed ABC, CBS, or NBC 21% listed “The Daily Show” and

“Saturday Night Live”

Media to PERSUADE

Political ads http://www.livingroomcandidate.org/

Watch for propaganda Worksheet