Public Opinion
Public opinion Attitudes held by a significant number
of people concerning political issues. Americans belong to many different
groups with distinctive viewpoints. Can be very hard to determine
Factors that determine our opinions
Family Parents’ opinions absorbed Largest influence on our opinion Young voters: more likely to be
independent
Factors that determine our opinions
Religion Protestants tend to be more
conservative (individual morality) Catholics & Jews, historically, have
been more liberal (social justice) Others: Not as historically predictable Non-religious: usually more liberal
Factors that determine our opinions
Education Learn about citizenship, national
pride, great Americans Take Government! College has liberalizing effect
Factors that determine our opinions
Occupation Social class, tax burden
Gender Gender Gap: Men tend to be more
conservative; Women more liberal Social programs? Income?
Factors that determine our opinions
Peer Groups Classmates, co-workers compare
opinions
Historic Events Civil War, Great Depression, Vietnam,
9-11 Current Recession
Factors that determine our opinions
Mass Media TV, radio, newspapers, internet TVs in 98% of American homes 1st Amendment guarantees rights of
press to express opinions and expose scandals.
Lots of options for information, Varying quality
Mass Media
How much does media shape opinions? Does it have an agenda?
It should not tell us what to think. It should tell us what to think about.
Bias undertones of opinions
Propaganda Technique of persuasion aimed at
creating a belief, regardless of its validity
Persuasive Techniques Used In Political Advertising Name-Calling
Using personal attacks on an opponent to distract voters from the real issues of the campaign
Transfer Using symbols or images that evoke
emotion to something unrelated, such as a candidate or proposition.
Bandwagon Creating the impression that “everyone”
supports a cause or candidate
Persuasive Techniques Used In Political Advertising Plain Folks
The use of folksy or everyday images and language to show that the candidate is a regular person who understand the needs and concerns of the common people.
Testimonial Having a well-known celebrity or
personality endorse a candidate or proposal.
Persuasive Techniques Used In Political Advertising Card-Stacking
Presenting facts, statistics, and other evidence that support only one side of an argument.
Glittering Generalities Using vague, sweeping statements that
appeal to voters emotionally, but don’t actually say much of anything specific.
Campaign Poster Analysis
Working in your groups….. Analyze each campaign poster Identify which techniques are being used Determine if it is effective
Which technique was more persuasive? Name-Calling Transfer Bandwagon Plain Folks Card-Stacking Testimonial Glittering Generalities
Measuring Public Opinion
Elections Best way to gauge public opinion Almost all citizens are eligible to voice
their opinion How can we predict election
results?
Measuring Public Opinion
Polls: 2 Types
1. Straw Polls Ask a question to a large group and
waits for responses Radio hosts, websites Not scientific
You cannot draw conclusions based on these results
Measuring Public Opinion
2. Scientific Polls Ask a sample of the voters how they
would vote Must represent the voters
Proportions from each race, class, and region
Always has a margin for error (±3%) Developed by Gallup Organization Quota Poll: Constructed to reflect
several major characteristics of the identified universe
Measuring Public Opinion
Poll 1: Candidate A - 53%
Could be up to 58% or as low as 48% Candidate B – 47%
Could be up to 52% or as low as 42% (±5%)
This poll shows a statistical tie!
Measuring Public Opinion
Poll 2: Candidate A - 53%
Could be up to 55% or as low as 51% Candidate B – 47%
Could be up to 49% or as low as 45% (±2%)
This poll shows a predictable result!
Art of Polling
1. Random Sample of the population2. Questions must be understandable3. Questions must be asked fairly
• Not leading the responder to one answer
4. Answer categories should be carefully considered
• Approve, disapprove• Excellent, pretty good, fair, poor
Evaluating Polls
When results are in… Do polls report opinions or shape
opinions? Or both? “Bandwagon effect”
Polls are not elections!
Evaluating Polls
Assignment Write THREE clear poll questions on
the political topics of your choice Include answer choices for each
(yes, no; etc.)
Write TWO poll questions that contain bias or otherwise could NOT be used to draw conclusions
Finally, explain why each could not be used.
Chapter 9 – Interest Groups
Interest Groups – Private organizations whose members share common views and work to shape public policy.
Grassroots – political movements supported average voters
Nearly all Interest Groups use Lobbyists in D.C. Supply information to elected officials Testify before congressional committees
as experts Make campaign contributions
Interest Groups
Interest groups DO NOT: Nominate candidates Try to win elections
They are NOT political parties
Examples of Interest Groups MADD, NRA, PETA, AARP Exxon, Boeing, National Association of
Realtors, Verizon Smaller institutions like colleges,
hospitals, etc.