Professional Documents
Culture Documents
Different Publics
Believe it or not there
are different Publics
Each issues has a
public
National health care;
President is doing an
excellent/terrible job;
Capital punishment
should be abolished
Different Publics:
Not many Issues
capture the attention
of ALL Americans
Name one????
Public Opinion
includes ONLY those
views related to
PUBLIC AFFAIRS
Politics, public issues,
making public policy
Other Factors
Other Factors
Weight of each factor
that influences public
opinion depends on
the issue
Mass Media
Peer groups
Opinion leaders
Historic events
Other Factors:
Means of communication
that reach large, widely
dispersed audiences
Television:
98% households = 1 T.V.
Turned on for 7 hours a
day
Peer Groups
People who you talk too
regularly
Reinforces what a person
has already come to
believe
Other Factors:
Opinion Leaders
A person who has unusually
strong influence on the views
of others (draw ideas and
conventions)
Hold public office
Newspapers
Magazines
Historical Events
Great Depression ( role of
government)
60s and 70s traumatic
events; resignation of Nixon
Evaluated trustworthiness of
government
Elections
Voting
Lobbying
Books
Pamphlets
Editorial comments in the Press
Public Officials
The Media
mirrors or molders
Reflect only the views of the vocal majority
Polling Process
Defining the Universe
Whole population the poll aims to measure
Every high school student in Georgia
Atlanta voters
Constructing a Sample
A representative slice of the total universe
Random samples
1500 people
Quota sample
Sample deliberately constructed to reflect several of the
major characteristics of a given universe
Polling Process
Preparing Valid Questions
Wording can affect the reliability of any poll
Should local taxes be reduced?
Should the citys police force be increased to
fight rising tide of crime in our community?
Ask loaded questions, emotionally charged
words, terms that are difficult to understand
Polling Process
Interviewing
Telephone: calls are placed randomly chosen
area codes around the nation
Less labor intensive/less expensive
Tone of voice
Emphasis given to certain words
Responses are given to please the pollster
Polling Process
Analyze and Report findings
Collect huge amounts of raw data
Computers
Other election hardware
Tabulate and interpret data; draw conclusions;
report findings
Evaluating Polls
Most national and regional polls are fairly
reliable. (they are far from perfect.)
Potential problems with polls
Inability to measure the intensity, stability, and
relevance of the opinions they report.
polls and pollsters sometimes shape the
opinions they are supposed to measure.
Television
Newspaper
Radio
Magazines
Newspapers:
Freedom of Press
# of papers continues to Decline with rise of
internet
Electoral Politics
Make candidates less dependent on party
organizations
Appeal directly to the people
Create their own image
Strategy:
Take no more than a minute or two of air time
Show people doing something interesting and exciting
Sound Bites: snappy reports that can be aired 30-45
seconds