Influences on Public Opinion

Public Opinion - Influences

Introduction

  • Public opinion is shaped by various factors.
  • Political ideologies are specific to individuals, but this discussion focuses on factors shaping public opinion in the aggregate.

Main Influences on Political Opinions

  • Three primary influences:
    • Government
    • Private groups (interest groups)
    • Media
  • Effectiveness of these influences varies depending on individual and specific circumstances.
Government
  • Actions have a significant impact on public opinion (e.g., raising/lowering taxes, foreign policy).
  • Inaction can also influence public opinion (e.g., Congressional approval ratings decrease with fewer bills passed).
  • The government actively shapes opinion through public relations and news cycle manipulation.
Presidential Influence
  • The President can control the news cycle due to visibility.
  • Theodore Roosevelt: Saw the presidency as a "bully pulpit."
  • Franklin Roosevelt: Used "fireside chats" for direct appeals to Americans, influencing support for policies.
  • Modern presidents use sophisticated P.R. (e.g., war rooms, polling for image polishing).
  • Examples:
    • Clinton's healthcare initiative: Despite spin, public support was not achieved.
    • Bush and Obama: Used polls to refine public image.
  • Video News Releases: The Bush administration used paid P.R. pieces resembling news stories to promote policies (e.g., "No Child Left Behind").
Historical Context
  • Vietnam War and Watergate Scandal significantly damaged public trust in government during the 1960s and 1970s.
  • Historical perspective:
    • The 1950s/early 1960s may be viewed positively due to a strong economy and Cold War consensus.
    • However, African-Americans may view this period differently due to civil rights issues.
Reactivity to Current Events
  • Public opinion is highly reactive to current events, especially the economy.
  • Presidential and congressional approval ratings were notably low following the 2008 financial crisis.

Private Groups/Interest Groups

  • Organized interest groups (e.g., National Rifle Association) and less-formal groups (e.g., churches) significantly affect public perception of government and policies.
  • Groups advocate for/against legislation through advertising campaigns.
  • Internet growth has decreased P.R. costs, making it easier for groups to disseminate messages.
Financial Influence
  • Groups with more money are often more successful at swaying public opinion.
  • Example: "Harry and Louise" ad campaign by the Health Insurance Association of America.
    • Cost: Between 1414 and 2020 million.
    • Impact: Credited with shifting public opinion against Clinton's healthcare policy.
Other Groups
  • Public interest research groups use volunteers to distribute information.
  • Think tanks (both liberal and conservative) produce research to influence public opinion.
    • Conservative examples: Heritage Foundation, American Enterprise Institute.
    • Liberal examples: Brookings Institute.

The Media

  • The most powerful force in shaping public opinion due to accessibility and pervasiveness.
  • The primary way the media shapes opinion is by selecting what stories to cover.
Priming
  • Priming: Preparing the public to view an issue in a particular way through coverage.
  • Example: Media focusing on crime increases public concern about crime, which can translate into political action.
Framing
  • Framing: How media outlets interpret events.
  • Example: Obamacare launch - some media focused on enrollment numbers, others on the website's initial failures.
  • The stories the media tells about an issue inevitably change the way the public thinks about it.

Conclusion

  • Government, private groups, and the media attempt to shape public opinion.
  • It is beneficial to critically examine the origins of one's opinions.
  • The media landscape is rapidly changing, posing ongoing challenges for understanding its effects on political thinking.