Download the media - Madison County Schools

 http://www.youtube.com/watch?v=pWXa-jowbqU
(CBS report)
 http://www.youtube.com/watch?v=xNiDTElPc5w
(different source)
 http://www.youtube.com/watch?v=s7tq2o2Hks4&play
next=1&list=PL21866BECC795DABC&feature=resul
ts_video (more recent view from Democratic
strategist)
Copyright 2012 Cengage Learning
1
Public Opinion,
Polls,
and the Media
Defining Public Opinion
 Definition: aggregate of individual attitudes or
beliefs shared by some portion of the adult
population
 Guides leaders/politicians into what matters to
the public (helps direct policy)
3
Two types of opinions
 Consensus opinion – when citizens
largely agree on an issue
 Divided opinion – when issue is
polarized between two distinct
positions
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4
Public Opinion: Divided Opinion vs.
Consensus Opinion
Figure 6-1
Figure 6-2
Divided Opinion
Consensus Opinion
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5
How Public Opinion is Formed:
Political Socialization
 Political socialization: process by which
people acquire political beliefs and values
 Models of political socialization
 Family and social environment (most common)

Less likely to occur from children to parents
 Education

More education, the more likely the person will be interested in
politics
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 Peer and peer groups
Attitudes more likely to be shaped when peer
groups are directly involved in political
activities
 Opinion leaders (influences opinions of others)
 “formal” opinion leaders: public officials,
lobbyists, journalists, religious leaders
 “informal” leaders: close associates held in
high regard

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Impact of the Media on Public
Opinion
a) Write down opinion on Sarah Palin (what you know,
heard, think you know, etc.)?
b) Write down one (or more) policies that she
supported that you agree with or disagree with? (if you
can think of a policy)
c) What shaped your opinion concerning Palin?
Peers? Family?
2) Saturday Night Live?
3) Media/news?
4) Research?
1)
Copyright 2012 Cengage Learning
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Sarah Palin and Media
 http://www.youtube.com/watch?v=Q1
lkr38c93M (NBC breaking news
report on VP selection)
 http://www.youtube.com/watch?v=x0j
k_B4svLw (reporter reporting from a
fake website…she doesn’t know it
isn’t real…takes as truth…this is why
it is important you do the research
yourself after you hear something)
 "We write to see how far we can
get people to believe our
nonsense. People believe
anything they read on the
Internet." Do readers get the
joke? Just like with the media, not
always.
 http://www.youtube.com/watch?v=LH
BCeidv9vE
 SNL
 http://www.youtube.co
m/watch?v=cG1g5qvgt
Sg
 http://www.youtube.co
m/watch?v=IEOCDexYrU
Copyright 2012 Cengage Learning
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The Impact of the Media
 Media strongly influences public opinion.
 Agenda setting effect
 Determining which public policy questions will
be debated or considered
 Media can dictate what is important and
decide how to present it
 Many scholars contend media’s influence on
public opinion is as strong as the family’s.
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Impact of new media
 Fairness Doctrine: requiring radio and TV to present
controversial issues in a balanced way (enforced for
decades by the FCC)
 Abolished in 1987 but some are wanting to revive
 New forms: not so balanced outlets: (strengthens
beliefs of viewers rather than change them)
 cable news
 Talk radio
 social blogs
 social networking
11
The Influence of Political
Events
 Momentous political events can shape
attitudes of an entire generation.
 Generational effect (cohort effect)
 Examples
 Great Depression
 Watergate break-in
 Reagan popularity
Copyright 2012 Cengage Learning
12
The Influence of Demographic
Factors on Public Opinion/Ideology
 Education
 In past, college degree holders voted Republican but not true today.
 Increase in Democrat voting with degree higher than Bachelor’s
 Economic status
 Family income is strong predictor of economic liberalism or
conservatism
 Less income – lean more liberal (more intervention)
 More income – lean more conservative (less intervention by
government in economy)
 Small business owners tend to vote Republican
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 Religious influence
 Denomination (less valuable in past years)




Jewish individuals continue to vote more liberal
Nonreligious persons continue to be more liberal
on social issues
Catholics are no longer mainly Democrats
Protestants are no longer largely Republican
Catholics and Protestants have grown closer to each
other politically
High levels in commitment/beliefs tend to be linked to cultural
conservatism (greater value on social order) (hence “Bible
Belt” voting more conservative)
14
 Influence of Race and Ethnicity
 African Americans:


more liberal on social welfare matters, civil
liberties, foreign policy
Historically vote more Democratic since 1930s
New Deal policies
 Asian Americans:


lean Democratic
Vietnamese Americans – usually Republican
(strong anti-communist feelings after Vietnam War)
Copyright 2012 Cengage Learning
15
 Muslim Americans
Middle Eastern descent – voted Republican in 2000 in
support of cultural conservatism but had turned largely
Democratic by 2010 (possibly due to civil liberties issues)
 Hispanic vote diverse
 Majority vote Democratic
 http://www.youtube.com/watch?v=_fRucQRijMk (Julian
Castro)
 Cuban Americans often Republican (possibly due to anticommunist tendencies)
 http://www.youtube.com/watch?v=M0-_s0lLMas (Marco
Rubio and RNC speech)
 George W. Bush received large portion of Hispanic vote
in 2000 and 2004 but by 2008 Democratic candidates
received more than 2/3s votes

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Gender Gap
 Definition: difference between the percentage
of women and men who vote for a particular
candidate
 Analysts began to detect in 1980 Election
 Some women likely to:
 Oppose use of force abroad
 Oppose capital punishment
 Show concern about environmental and social
welfare programs
17
2012 election and women
 http://www.youtube.com/watch?v=gKsKQlX_zbg
 http://www.youtube.com/watch?v=PBA7rPKhGtQ
(Ann Romney’s RNC speech start 10:00 and end
16:00)
 http://www.youtube.com/watch?v=ZTPdKUA9Ipg
(Michelle Obama’s DNC speech start 15:15 and end
21:00ish)
Copyright 2012 Cengage Learning
18
Geographic Region
 Not as important today as in the past
 Southern, Midwest, and Rocky Mountain
states tend to support Republicans
 People in large cities tend to be liberal and
Democratic
Copyright 2012 Cengage Learning
19
STOP!!!!
 In assigned groups, you will be given a portion of a
chapter from a book to read about politicians, media, and
public opinion.
 Read your assigned section (will be highlighted).
 Document facts from reading on handout.
 Presentations:



You will line up in order of your choosing.
I will pull a number out of a cup and that person (in that number
order) will have to read the assigned material.
I will pull another number out of the cup and that person will
have to discuss main points from reading.
 This activity will review previous material and introduce
points for next class!!!!
20
Public Opinion Polls
Romney's bounce from convention looks
short-lived: looking at various polls
 http://news.yahoo.com/poll-romneys-bounce-convention-
looks-short-lived-201257488.html (recent poll done...just
scanning title can be misleading…read towards the end to see
WHO was polled, HOW many, and the FORM)
 http://www.newsmax.com/Politics/Reuters-poll-ObamacareRomney/2012/07/01/id/444101 (Reuters/Ipsos)
 http://www.huffingtonpost.com/2012/07/01/obamacaresupreme-court-ruling_n_1641560.html (same story/poll but
different source…compare title of this article to previous
article)
 http://www.realclearpolitics.com/docs/2012/reuters_ipsos_061
2.pdf (another poll done by Ipsos…breaks down very
specifically WHO was polled and HOW)
Opinion Polls
 Define: method of systematically questioning a
small, selected sample of respondents who are
deemed representative of the total population.
 Most common method of gathering and measuring the
feelings and beliefs of a democratic population
 http://electoralmap.net/2012/2008_election.php
(report card/reliability on the various polls in 2008
election)
Copyright 2012 Cengage Learning
23
The History of Opinion Polls
 In the 1800s, magazines conducted polls by
surveying their readers.
 Literary Digest conducted opinion polls by
mailing questionnaires to readers and conducting
face to face interviews (then predicting election
results with a 70% accuracy)
 1936 – Roosevelt won by a landslide when he
was predicted to be defeated (polls were done by
wealthier than average Americans)
Copyright 2012 Cengage Learning
24
Gallop and Roper polls
 Market research and sampling techniques
were introduced in the 1936 election.
 Did predict Roosevelt victory due to more
modern research techniques and creating
respected survey organizations that remain
today
 Interview about 1500 individuals
Sampling techniques
 http://www.ncpp.org/?q=node/4 (questions to ask when reviewing a
poll)
 “Random Sampling”
 Must be representative and based on “randomness” (can’t
interview every person in population)
 Gives each person equal chance to be selected


Surveying residents at random selection of phone numbers from
various geographic and demographic locations
Usually very high accuracy rate, usually with a margin or +/- 3%
 “Quota Sampling”
 Based on demographics (certain types of people)

Interviewers find necessary types of people to answer questions
 May be nonrandom, inaccurate, and biased
Polls
 http://www.rasmussenreports.com/
 http://www.gallup.com/corporate/115/About-
Gallup.aspx
 http://www.outsidethebeltway.com/todd-akin-withinone-point-of-claire-mccaskill-in-new-poll/
(sometimes, you have to go to “About Us” to view
ideological views/history of polling group)
 http://pewresearch.org/about/
 http://www.cbsnews.com/sections/opinion/polls/main
500160.shtml
 http://www.youtube.com/watch?v=48NgtfRvEkU
(Luntz)
Problems with Polls
 Polls are only a snapshot of an opinion at one specific
moment.
 Sampling errors
Difference between the sample result and the true result (if entire
population had been interviewed)
 Occurs when samples are too small or are biased
 Can control by taking a large enough random sample
 Poll questions
 Design and delivery of questions can affect results
 Structure of questions (yes/no), phrasing, terminology, order of
questions, answer options, interactions…
 Unscientific or fraudulent polls
 Any with self-selected respondent should be viewed with great
skepticism (most on news stations)

28
Luntz and Charlotte residents
 http://www.youtube.com/watch?v=bAQALhKy-N4
 Listen to the types of questions asked…
Copyright 2012 Cengage Learning
29
Public Opinion and the
Political Process
 Strong support from the public can be a source of power in
dealing with other politicians
 Public opinion can help candidates identify important concerns
& issues
 American political culture provides support for political
system
 shared by citizens of different backgrounds and different
attitudes about country, government, and its beliefs (life,
equality, property)
 Consists of symbols such as American flag, Statute of
Liberty
30
Public Opinion about
Institutions
 Political Trust: degree to which individuals express trust
in political institutions
 Military and religious organizations have ranked
highest
 Supreme Court and banking industry ranked fairly high
over time
 Less confidence in media, big business, organized
labor, and Congress
Copyright 2012 Cengage Learning
31
Public Opinion about
Institutions
 At times, popular confidence in all institutions may
rise or fall, reflecting optimism or pessimism about the
general state of the nation.
 People expect government to solve the “most important
problems” facing the country
 Problems can shift abruptly and seem contradictory
(immediate concerns)
 Policymakers cannot be ruled by public opinion

Must make some choices and trade-offs (cannot satisfy every
constituent); must evaluate costs
32
THE MEDIA
The Media and Politics
 About 90% of Americans
use television news as their
primary source of
information.
 The Internet is now the
second most widely used
source of information,
displacing newspapers.
Copyright 2012 Cengage Learning
AP Photo/Kristie Bull/Graylock.com
34
Functions of the Media
Entertainment
• Greatest number of radio
and TV hours
Reporting the news
Identify public
problems
 Public agenda

Reporting on certain
issues can increase
awareness and
policy support
Make profits
• Come from advertising
revenues which may
influence newsroom
operations
• Focused on ratings
Socialize new
generation
Provide political
forums
35
Television’s influence on the
political process
 TV is constrained because it has only a short time to
tell the story.


Importance of video image
Sound bite (brief and superficial small clips aimed at
having immediate impact on viewers)
 “drama” of long campaigns and daily congressional
activities is hard to portray without the mechanics of
a “story line” or “plot.”
http://www.youtube.com/watch?v=tJAz8D14wDQ
http://www.youtube.com/watch?v=s-c1ahIBDcw
1st clip: Fox News
2nd clip: MSNBC
The Media and Political
Campaigns
 Because TV is so influential, politicians
must devise ways to use it for their benefits.
Copyright 2012 Cengage Learning
37
Advertising
 Candidates in 2008 and 2010 elections spent about $3 billion in advertising
 Negative political ads can backfire when there are three or more candidates
in the race.
 History of political ads (becoming more negative)
 Ike - http://www.youtube.com/watch?v=TctDYRECE9o
 LBJ - http://www.youtube.com/watch?v=STXz6Ukkl4U
 Reagan - http://www.youtube.com/watch?v=EU-IBF8nwSY
 Obama ad against Clinton during primaryhttp://www.youtube.com/watch?v=cWvHbOoG3tI
 Bush ad (appeals to emotion) - http://www.youtube.com/watch?v=LWA052Bl48
 http://www.youtube.com/watch?v=WiE0SkKj_kA (Romney ad against
Obama)
 http://www.youtube.com/watch?v=yhQlnx1NSUw (Obama ad against
Romney)
38
Management of News
Coverage
 TV spots expensive but coverage of a candidate by the news
media is free
 To get favorable and accurate message out, staffers plan
around technical aspects and deadlines, grant favors to
networks, and stage interesting photogenic events
 Press advisers rely on SPIN to interpret political events as
favorable to their candidate or officeholder, acting as SPIN
DOCTORS
 Spin City (tv show)
39
Going for the Knockout PunchPresidential Debates
 Performance of the candidates in
debates is just as important as
advertisements and news coverage.
 Challengers have more to gain by debating
than incumbents.
 1960 presidential debates

http://www.youtube.com/watch?v=u02nZW0QiSE
 2008 presidential debates

http://www.youtube.com/watch?v=M0VOWqrD_0A
Copyright 2012 Cengage Learning
40
Political Campaigns and the
Internet
 The Internet is a way to advertise and raise
money for a campaign, generate coverage
 Most candidates have Internet campaign
strategies
 It is difficult to manage coverage on blogs and
Internet websites.
 Supporters may engage in activities that the
candidate may not support.
 Examples: Obama’s outspoken pastor giving controversial
sermons; McCain’s overzealous supporters taking his
allegations of Obama radicalism too far
41
Government Regulation of the
Media
 U.S. has a very free press compared to the rest
of the world but regulation of media does exist.
 FCC regulates: Radio, TV, Wire and cable
 Created environment in which the three major networks
dominated broadcasting
 Telecommunication Act of 1996
 Allowed telephone companies to enter other media
markets but also cleared way for large corporations to
control media ownerships
 Had far-reaching implications for communications
Copyright 2012 Cengage Learning
42
Government Control of
Content
 U.S. Supreme Court has been slow to give
free speech and press guarantees to new
media.
 TV and radio do not have full First
Amendment protections.
 Government can restrict indecent programming.
 FCC can assess fines for indecency and profanity
 One exception: its quick extension of full protection to
the Internet
Copyright 2012 Cengage Learning
43
Bias in the Media
 DO YOU THINK THERE IS BIAS IN THE MEDIA?
US Weekly
 Prior to the presidential election in 2008, the
magazine US Weekly released its magazine with two
different covers.
 In the store, you could purchase the magazine with
one of the two covers.
 On the next slide, you will see the two versions.
 After looking at the covers, do you
think US Weekly was promoting one
candidate over the other?
Copyright 2012 Cengage Learning
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Copyright 2012 Cengage Learning
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47
 Americans have long argued that there is
ongoing bias in mainstream media.
 Both sides claim media is bias
 Rise of blogs and online outlets has
complicated issue of media bias.
Copyright 2012 Cengage Learning
48
Bias in the Media
 People claim that the media is biased.
 Both sides claim the media is biased.





http://www.youtube.com/watch?v=WKIUCjbh_Q4 (Chris Wallace and Jon
Stewart interview)
http://www.youtube.com/watch?v=_UyaIR5XxNI (MSNBC attacking Fox
News…irony…MSNBC/Olbermann doing exactly what he is accusing
FoxNews doing)
http://www.youtube.com/watch?v=hrsI6ELO8Gg (Glenn Beck attacking
Olbermann)
http://www.youtube.com/watch?v=TOPelKpGkd8 (Jon Stewart…liberal
comedian)
http://www.youtube.com/watch?v=V-ISOmqlRN0 (Dennis Miller and
O’Reilly…conservative comedian)
49
Other theories of media bias
 Communications professor has examined how ABC,
CBS, NBC, and FOX news reported public opinion
polls that assessed the job performance of two
presidents.
 ABC,CBS,NBC gave Bill Clinton more favorable
coverage
 FOX news gave George W. Bush more favorable
coverage
 Scientific test for bias?
 2005 UCLA report

http://newsroom.ucla.edu/portal/ucla/Media-Bias-Is-RealFinds-UCLA-6664.aspx
50
 http://www.youtube.com/watch?v=Unj-kcGOe5I
(O’Reilly and Barney Frank)
Copyright 2012 Cengage Learning
51