Mass Media / Public Opinions and Political Campaigns

What is “public opinion”?

What factors determine public opinion?

How does public opinion effect a political campaign?

What is “public opinion”? •  Public Opinion is the

attitudes of voters towards a specific candidate or political leader –  Spoken –  Written –  Private Thought

•  During a campaign, public opinion is important to get a feel for “public mood”

How is public opinion formed?

•  Public Opinion is formed through a number of actions called “political socialization” –  Family –  Education –  Occupation –  Race / Ethnicity –  “Peer Groups”

How do political candidates use public opinion in their campaigns?

•  Political candidates often will study public opinion –  How do voters view me

as a politician or future leaders?

•  Often, candidates will appeal to certain aspects that generate “good” public opinion –  Avoid “bad” public

opinion

Examples of Bad Public Opinion

Examples of Bad Public Opinion

Examples of Bad Public Opinion

Examples of Bad Public Opinion

How do politicians measure public opinion?

•  Campaigns will conduct public opinion polls –  “Door to door”

–  “Over the Phone”

–  Online surveys

•  The point? –  Get a feel for how voters

view them

–  Work the results into their political campaign

What is the “mass media”?

•  The mass media also helps to create public opinion through communicating with large audiences at one time –  Newspapers / Magazines

–  Radio

–  Television

–  Internet

How does the mass media helped to influence public opinion?

•  Because mass media can attract large audiences, people will often look to media for political guidance –  Political Ads –  Political Commentators –  News Networks –  Political humor?

•  Sociologists often call these commentators “opinion leaders”

Is Jon Stewart the Most Trusted Man on TV?

Glenn Beck and Rally to Restore Honor

Mass Media Shaping Public Opinion

How do candidates use mass media to help their campaigns?

•  Candidates will often use the mass media to: –  Shape “good” public

opinion about themselves –  Shape “bad” public

opinion about their opponents

•  Examples: –  Campaign Ads –  Debates –  Interviews –  Campaign Speeches