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 14 and 20 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.