1. What factors influenceYour own and other’s

Political views?

2. What is “bias” and where is there “bias?”

Chapter 9:Public OpinionAnd the Media

Political Socialization1. Family2. School3. Religion4. Peer Group5. Gender &Equality6. News Media

What Shapes Public Opinion?“OPINION MAKERS”

1. Interest Groups

2. Journalists

3. Politicians

4. Other

Polling1. Straw 2. Opinion3. Benchmark4. Tracking5. Exit6. Push

Hello. My name is ____________ and I am calling from _____________, a national public opinion firm. We are conducting a brief survey about issues facing people in Michigan, and this number was selected at random. According to my instructions, I

am to interview the youngest man [ALTERNATE WITH: YOUNGEST WOMAN, OLDEST MAN, OLDEST WOMAN] in your household who is registered to vote at this address.

Would that be you? [ON FIRST TWO NIGHTS, CALL BACK TO REACH DESIGNATED PERSON] Would that be you?

[SCREENER] How likely are you to vote in this November’s elections for President, Congress and state legislature. Are you almost certain to vote, will you probably

vote, are the chances about 50-50, are you unlikely to vote, or are you definitely not going to

vote? Almost Certainly 1

Probably 2 50-50 [TERMINATE]

Probably not [TERMINATE] All Other [TERMINATE]

Benchmark Poll

SamplingRANDOM

a group of people selected at

random from the general

population; used in opinion polling

SCIENTIFIC the selection of a

small group of people that is

representative of the whole

population; used in opinion polling

Mass Media

Social Mediameans of interactions among people in which they

create, share, and exchange information and ideas in virtual communities and networks

Political Influence on Media1. Staged Events

2. Spin

3. Sound Bites

4. Leak

5. Photo-Op

Media Influence1. Bias

2. Horse-Race

3. Soap Opera

4. “Got-chya”

5. Mudslinging