This document discusses several topics related to mass media and public opinion in the United States, including how public opinion is shaped through political socialization and factors like family, schools, peers and media. It also covers how politicians and others measure public opinion through polls, letters, and election results. Finally, it discusses how the media can influence public agenda and elections through their choice of issues and candidates covered, as well as potential biases in media reporting.

1. Mass Media & Public Opinion

2. Influencing Public Opinion Interest Groups Public-Interest Groups Lobbyists Public opinion: ideas and attitudes a significant amount of Americans have about political issues

3. Political Socialization Political Socialization: Process of shaping one’s ideas and attitudes about government Factors that Affect Political Views: Family Schools Peers Media

4. Measuring Public Opinion Politicians monitor public opinion: Email Letters Talking to Constituents Town hall meetings Election results Media Polls

5. Scientific Polling Polls: ask voters for their opinions Random sample: randomly chosen people up to a specified amount (usually 1500+) Telephone interviews Leading Questions vs. Scientific Questions Margin of error: measures poll’s accuracy Margin of error: 2%

7. Newspapers

8. Radio

9. Magazines

11. Images affect attitudes VS. Case Study: (Vietnam War)

12. Media Influence on Elections Presidents use the media to promote their policies and programs Media plays a role in who is elected How television shapes elections: Little-known candidates can make an impact TV ads reach more people than print TV networks put more resources into covering front-runners in primaries

13. Images affect attitudes Vice President Nixon vs. newcomer John Kennedy 1st time presidential debate was televised TV viewers thought Kennedy won, but radio listeners thought Nixon won. Case Study: (1960 Election)

14. Media, Congress, & the Courts Press Secretary C-SPAN Broadcast of state & local trials Daily sessions for reporters at Federal trials

15. Media Bias Types of Bias: Advertising bias, when stories are selected or slanted to please advertisers. Corporate bias, when stories are selected or slanted to please corporate owners of media. Mainstream bias, a tendency to report what everyone else is reporting, and to avoid stories that will offend anyone. Sensationalism, bias in favor of the exceptional over the ordinary, giving the impression that rare events, such as airplane crashes, are more common than common events, such as automobile crashes.

16. The Simpsons lampoons Fox News bias

17. Watchdog Groups Liberal Fairness and Accuracy in Reporting (FAIR) Media Matters for America Conservative Accuracy In Media Media Research Center