Mass Media and Public Opinion Chapter 8 Section

Mass Media and Public Opinion Chapter 8

Section 2 MEASURING PUBLIC OPINION

Measuring Public Opinion • In the American political system, information about public opinion is critically important. – Elections, interest groups, the media, and personal contacts with the public all provide a means through which the measurement of public opinion can take place.

Elections • Election results are often taken to be an indicator of public opinion – A mandate refers to the instructions or commands a constituency gives to its elected officials. – Election results to not match public opinion exactly so can not be taken as absolute.

Interest Groups • Interest groups are private organizations whose members share certain views and objectives and work to shape public policies. – They are the means by which public opinion is made known. – Interest groups don’t necessarily represent all of the people, however.

The Media • The media are also a gauge of public opinion. – Are both “mirrors” and “molders” of public opinion. – Can sometimes be only a mirror of a vocal minority.

Personal Contacts • Public officials often meet with constituents (those whom they represent) to understand the public’s mind on issues. – Some public officials are better at gauging public opinion through these contacts than others.

Public Opinion Polls • Public opinion polls are devices that attempt to collect information by asking people questions. – Straw votes – asking the same question of a large group of people. • Not very accurate – Scientific polling – scientific based statistical analysis of multiple respondents from a truly random sampling of citizens.

The Polling Process • Scientific polling is extremely complex, Pollsters must – 1 Define the universe to be surveyed • A universe is a term that means the whole population that the poll aims to measure – 2 Construct a sample • A representative slice of the total universe – 3 Prepare valid questions – 4 Select and control how the poll will be taken – 5 Analyze and report their findings to the public.

Evaluating Polls • Major national polls are fairly reliable • Regional surveys tend to be fairly accurate too. • Pollsters have difficulty measuring intensity and stability of public opinion. • Pollsters may shape results if they are not purely objective • Polls are the most useful tools for measuring public opinion.

Limits on the Impact of Polls • Public opinion is a major force behind political policy but is not the only factor. – Governmental structure is not designed to completely reflect public opinion. – Civil rights protect minority interests. – Civic virtue?