govt9

Chapter 9: Public Opinion and the Media

9.1 Introduction

• Every four years, Americans express their views through presidential ballots.

• Leading up to elections, voters encounter numerous television ads aimed at influencing public opinion.

• Vast sums of money are invested in these ads hoping to persuade voters to support one candidate.

• Adlai Stevenson (1952) criticized this approach, suggesting it disrespected voters' intelligence by comparing political advertising to commercial ads.

• The 1952 campaign was the first to leverage television extensively.

• Stevenson opted for long speeches over ads which limited his audience, as most viewers were likely his supporters.

Speaking of Politics

• Public Opinion: The collective sum of individual opinions, beliefs, or attitudes about a public figure or issue.

• Political Socialization: The process individuals undergo to develop political values and attitudes, starting in childhood and continuing through adulthood.

• Opinion Poll: A method of gauging public opinion through questions posed to a random sample that represents a broader group.

• Margin of Error: Indicates the accuracy of a poll; smaller margins suggest greater confidence in results.

• Mass Media: Communication means that reach large audiences, including newspapers, magazines, radio, television, and the Internet.

• Spin: The intentional framing of information to influence public perception.

• Media Bias: Actual or perceived prejudices in journalism regarding the selection and reporting of stories.

• Negative Campaigning: Campaign strategies that highlight the opponent’s weaknesses; historically referred to as mudslinging.

9.2 The Formation of Public Opinion

• The significance of the 1952 election was evident in the stark contrast between Eisenhower and Stevenson’s use of media.

• Eisenhower effectively used short, impactful television ads that connected with voters emotionally, leading to his victory with over 55% of the vote.

• Stevenson's reluctance towards TV advertising changed by 1956 when he adopted shorter spots recognizing television's power.

• Political Socialization: A lifelong process affected by experiences from family, schools, religion, peers, and media, shaping how individuals view political issues.

• Political beliefs also fluctuate due to external factors like historical events affecting generational perspectives.

9.3 Measuring Public Opinion

• George Gallup: Achieved success by implementing scientific polling methods which contrasted the faulty methods of the Literary Digest’s straw polls.

• Straw Poll: An informal opinion survey that can result in biased outcomes if not carefully designed.

• Gallup’s methodology involved random sampling to ensure representation of broader opinions, which revolutionized polling practices.

Polling Process

• Opinion polls comprise essentials such as the polling organization's name, the question format, analysis, sample size, and margin of error.

• The wording of polls greatly influences responses (e.g., the framing of economic questions).

• Polling organizations utilize telephone surveys primarily, with newer methods including online sampling.

• The purpose of polls extends to measuring public sentiment, support, and guiding public officials toward public-aligned policies.

9.4 The Impact of the Mass Media on Public Opinion

• Since the 2000s, traditional news consumption has shifted, with a rise in the Internet's role in information dissemination.

• A variety of media sources exist, including blogs and social media, which play an increasing role in shaping public opinion.

• The media fulfills critical functions: serving as a watchdog, setting public agendas, and facilitating dialogue across society.

Influencing the Media

• Public officials engage the media through staged events and strategic interviews to guide coverage.

• Trial Balloons: Ideas shared with the press to gauge public reaction.

• Leaks: The release of confidential information for various strategic reasons.

Media Bias

• Perception of media bias illustrates a divide, influenced by the financial needs of news organizations and audience interests.

• Coverage often reflects appealing stories that captivate audience attention rather than a balanced ideological perspective.

9.5 The Influence of the Media in Political Campaigns

• The 1960 Nixon-Kennedy debate showcased the importance of visual presentation in politics, emphasizing the growing significance of media image over policy issues.

• Media Consultants: Specialists tasked with shaping candidates' public images and strategizing media campaigns to maximize impact.

• Campaign ads can be categorized as either positive (highlighting the candidate's strengths) or negative (attacking the opponent).

Conclusion

• Public opinion remains a vital tool in democracy, guiding officials, preventing rushed decisions, and fostering unity despite diversity.

• Mass media reflects and shapes public opinion while also fulfilling essential democratic roles.