ch 8 the formation of public opinion

why is the term public opinion often misused

Because it suggests that all or most of the American public hold the same view on some public issues. But there are very few issues on which all people think alike.

Describe the influence of the media on public officials

The mass media has a direct impact on the nations' leaders. Top political figures pay close attention to major news sources. The President receives a daily report of the news.

Explain why each of the following is not a reliable way to measure public opinion (Elections, Interest Groups, The Media and Personal Contracts)

a. Elections- Choices made in elections have little or nothing to do with the candidates' stand on public questions. b. It's hard to tell how many people an interest group really represents or how strongly the members of the interest group hold the views that the organization says they hold. c. The media are "mirrors" as well as "molders" of public opinion, but sometimes only reflect the views of a vocal minority. d. Public officials try to find "the voice of the people"

Why are newspapers declining as a source of news?

Radio and television, and internet, have contributed to the decline of newspapers.

When discussing public opinion, what is a "public"?

"Public" means made up of those individuals who hold the same view on some particular public issue. Each group of people with a differing point of view is a separate "public" with regard to that issue.

Explain how each of the following factors shapes public-opinion, and give at least one example. (Family,Schools,Mass Media, Peer Groups, Opinion Leaders and Historic Events)

How the following factors shape public opinion: a. Family: One of the earliest/most important factors of shaping public opinion. Most children take on the same political views as their parents. b. Schools: Marks the first time children become regularly involved in activities outside of the home. Saluting the flag, pledge of allegiance, etc. c. Mass Media: huge influence on public opinion... hits widespread audiences d. Peer Groups: Friends, coworkers, neighbors, etc. People tend to trust the views of their friends and think along the same lines because they share similar social experiences. e. Opinion leaders: politicians, business leaders, ministers, teachers, etc. f. Historic Events: Events shape the way people view the role of government and the content of public policy. Ex. Great Depression, 9/11, etc.

Why is the wording of poll question important ?

It's important to the reliability of the poll. Questions need to be worded to avoid emotionally charged words and terms that are difficult to understand.

Name to of the best known national pollsters.

Gallup Poll, and the Pew Research Center for People and the Press

Name and explain the three aspects of opinions that are difficult to measure.

3 aspects of opinions that are difficult to measure: a. Intensity, the strength of feeling with which an opinion is held b. Stability, the relative permanence of an opinion c. Relevance, how important a particular opinion is to the person who holds it

List five questions you should ask when evaluating a poll

5 questions: a. Who is responsible for the poll? b. What is the poll's universe? c. How was the sample chosen? d. Why is the poll being conducted? e. When was the data collected?

List thee five basic steps in the scientific polling process.

5 steps: a. Define the universe to be surveyed. b. Construct a sample. c. Prepare valid questions. d. Select and control how the poll will be taken. e. Analyze and report their findings to the public

Define the terms medium and mass media.

A medium is a means of communication- it transmits some kind of information. The mass media are those means of communication that can reach large, widely dispersed audiences simultaneously.

Explain the difference between a random sample and a quota sample.

A random sample is composed of randomly selected people, and so it is one in which all the members of the universe stand an equal chance of being interviewed. A quote sample is one deliberately constructed to reflect the major characteristics of a given universe.

Why is it important that interviews be carefully trained ?

An interviewer's tone of voice or the emphasis he or she gives to certain words can influence a respondent's replies and affect the validity of the poll.

What is the "bandwagon effect"?

Refers to the fact that some voters, wanting to be with the winner, jump on the bandwagon of the candidate who is ahead in the polls

What are straw votes, and why are they unreliable ?

Straw votes are polls that seek to read the public's mind simply by asking the same question of a large number of people. The straw-vote technique is highly unreliable because it rests on the assumption that a large number of responses will provide a fairly accurate picture of the public's view on a given question. They really don't represent a large section of the total population.

List, in order of their impact, the five forms of mass media that are the most important in American politics.

Television, internet, newspapers, radio, magazines. The Internet is slowly becoming more important than television.

Explain the importance of the media in political campaigns

How voters see a candidate is one of the major factors that influence voting behavior. Candidates and professional campaign managers are aware of this fact. They know that the kind of "image" a candidate projects in the media can have a telling effect on the outcome of an election. As a result, candidates regularly try to manipulate media coverage to their advantage. They plan campaigns that emphasize television coverage and that take into account the fact that newscasts are built on short, sharply focused sound bites.

Is it true that the government in the United States is "government by public opinion"? Explain.

It is true only if it is understood to mean that public opinion is the major force at work to influence public policy in this country. Our system of constitutional government is not designed to give free, unrestricted play to public opinion, and especially not to majority opinion. Public opinion polls are not elections or substitutes for elections

What are public affairs ?

Public affairs include politics, public issues, and the making of public policies—those events and issues that concern the people at large

How is public opinion best measured ?

Public opinion is best measured by public opinion polls, based on scientific polling techniques.

How has the media contributed to a decline in the place of political parties in American politics?

The media have made candidates less dependent on party organizations than they once were. Before television, candidates depended on party organizations in order to reach the voters. Now, both TV and the Internet allow candidates to appeal directly to the people, without the help of a party organization.

What is the public agenda, and how do the media help shape it?

The public agenda refers to the societal problems that the nation's political leaders and the general public agree need government attention. As the media report and comment on events and issues, they determine to a very large extent what public matters the people will think and talk about.

What are weblogs ?

They are website postings usually devoted to some specific subject. Blogs devoted to government and politics typically feature links to articles and commentaries from a variety of sources. Many allow visitors to post their own comments.

Briefly explain what is, and is not, a public opinion.

To be a public opinion, a view must involve something of general concern and of interest to a significant portion of the people as a whole. In addition, public opinion involves only those views people hold such as things as parties and candidates, taxes, unemployment, foreign policy, etc. In other words, those attitudes held by a significant number of people on matters of government and politics.

In polling, what is a universe? A sample?

Universe: the whole population that the poll aims to measure. Sample: representative slice of the total universe.

Name the 3 factors that limit the media's influence on American voters.

a. Few people follow international, national, or local public events closely. Only a small part of the public actually takes in and understands much of what the media has to say about public affairs. b. Most people who do pay some attention to politics are likely to be selective about it. They most often watch, listen to, and read those sources that agree with their own viewpoints. c. Much of the content that the media carry has little or nothing to do with public affairs, at least not directly. Most people are more interested in being entertained than in being informed about public issues.

Explain the role of each of the following in providing political information:(Television, Newspapers, Radio, Magazines and the Internet)

a. TV: principal source of news and political information for about 80% of the population. b. Newspapers: the number of daily newspapers is declining, but they are still an important source of information about government and politics. Most papers cover stories in greater depth than television does. c. Radio: a major source because people can listen to the radio in many places where they can't watch TV. Talk radio is an important source. d. Magazines: about 12,000 are published in the US Today. Some magazines are also devoted specifically to public affairs. e. Internet: is becoming one of the major sources of political news and information for the American people. The internet makes it possible for people to blog, email, and create videos to add their voices to public discussion.