Chapter 8
What is it that polls cannot measure about public opinion?
Polls can measure public opinion but cannot measure the intensity, stability or relevance.
Why is it important to consider the source of a poll?
Polls can often be misleading so considering the source can suggest the intent of the poll. Evaluating the method is important as well.
random sample vs quota sample
A random sample is composed of randomly selected people (about 1,500). A proper random sample can be quite accurate (plus or minus 3%). A quota sample is less complicated but also less accurate. Pollsters try to tailor samples to reflect major characteristics of a given universe. People often belong to more than one category, making it difficult to get accurate results.
Who can be an opinion leader?
Anyone from a journalist to a congressman.
How does the family affect a person's political views?
Children tend to favor the political parties supported in the households in which they were raised. Schools prepare students to become good citizens. Occupation and racial background play a significant role as well.
How do peer groups affect a person's political views?
People may be reluctant to disagree with others and/or already share in the same beliefs and do similar things that express these views.
How is the measurement of public opinion used?
Government officials used public opinion to guide their public policy decisions.
How are mass media and the government related?
Mass media in the United States are independent of government control. At the same time, most people gain their knowledge about the government and politics from mass media.
Newspapers
Newspapers were the main source of news in the colonies. Yellow journalists were able to manipulate the news to push America into war with Spain in the mid-1800s. Newspapers cover news in-depth as opposed to TV, radio and the internet.
Are public opinions generally the same?
No. There are many different public opinions. Additionally, people disagree about which public issues are important. Few issues capture the attention of all Americans. Most issues are of little interest to the majority.
How is public opinion expressed?
People express their opinions by voting, writing letters or emails, making phone calls or holding public meetings. Interest groups also share the views of their members in hopes of influencing public policy.
Where do people get information about politics?
People gain information from a wide range of media. The five major sources are television, internet, radio, newspapers, and magazines.
How is public opinion measured?
Public opinion is measured by election results, personal contacts, media reporting, and especially by polls.
How are public affairs and public opinion related?
Public opinions are formed about public affairs.
Radio
Radio became the major source of political news in the 1920s and 30s. It is convenient and has the ability to focus on specific groups of listeners.
What kind of poll is most accurate?
Scientific polls
How accurate is straw polling?
Straw polling is very unreliable because there is no guarantee that the people who are responding represent an accurate cross-section of the population.
What kind of poll is most common? Why?
Straw polls are cheap and easy.
How do pollsters poll large groups?
They create a sample or a representative slice.
How does mass media affect public opinion?
Television is one of the biggest mediums between ideas and the people. Other mediums include radio, magazines, and newspapers.
Television
Television news became popular in the 1950s and 60s.
How have historic events shaped public opinion and policies?
The Great Depression devastated the economy and shifted popular support for Democrats.
medium
a means of communication
straw vote
a nonscientific poll that asks many people the same questions often by phone, email or mail
quota sample
a polling group constructed to reflect the major characteristics of a given universe
random sample
a polling group of randomly selected people
interest group
a private group that works to shape the making of public policy
sample
a representative slice of the total universe
public opinion poll
a toll used to collect information by asking people questions
opinion leader
any person who has an unusually strong influence on the views of others
public affairs
events and issues that concern the people at large (politics making of public policies)
What factors shape public opinion?
family, school, race, occupation, gender, mass media, peer groups, opinion leaders, historic events
Magazines
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What are some examples of public affairs?
political parties, candidates, taxes, unemployment, national defense, foreign policy
What is the best way to measure public opinion?
polling
sound bite
short, focused reports that can be aired in about 30-45 seconds
mandate
the instructions a constituency gives its elected officials
Political socialization
the process by which a person gains his or her political views
public agenda
the societal problems that the nation's political leaders and the general public agree need government attention
universe
the whole population that a poll aims to measure
public opinion
those attitudes held by a significant number of people on matters of government and politics
mass media
those means of communication that reach large, widely dispersed audiences simultaneously
peer group
those people with whom one regularly associates, including friends, classmates, co-workers, and neighbors
weblog
web site postings usually devoted to a specific subject like politics