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Differences in Public Opinion: Elites vs. Mass Public

Differences in Public Opinion: Elites vs. Mass Public. Elite Political Behavior People who are deeply interested and involved in politics High levels of political knowledge Well structured ideologies “Liberal” or “conservative” ideologies unite their positions on policy issues

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Differences in Public Opinion: Elites vs. Mass Public

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  1. Differences in Public Opinion:Elites vs. Mass Public • Elite Political Behavior • People who are deeply interested and involved in politics • High levels of political knowledge • Well structured ideologies • “Liberal” or “conservative” ideologies unite their positions on policy issues • Response stability

  2. Differences in Public Opinion:Elites vs. Mass Public • Mass Behavior • Low levels of political knowledge • Unstable opinions • Over time, their responses to similar questions vary greatly • Inconsistent opinions • Ideologies are not grounded in consistent issue positions

  3. Explaining Political Behavior of Masses • Low levels of political knowledge can be attributed to several factors: • Education tied to political knowledge • High information costs • Gathering, processing, and storing information is neither effortless nor free • Other more interesting things to do with your time • Other things to do, read, watch

  4. How can information costs be reduced? • Issue publics • Deflects information costs by limiting the amount of information needed to form opinions • Cues • Elite Cues • Partisan Cues • Finding more enjoyable means for obtaining political “information” • Soft news – O’Reilly Factor, Crossfire, etc. • Late-night – Letterman, Leno, Conan, Daily Show

  5. How are opinions formed? • Political Socialization • Definition: The process through which individuals acquire their orientations towards the political world • Personal experience • Opinions are often influenced by life experiences

  6. Socializing Agents • Family • Education • Peer groups and associations • Friends, social groups • Media • Focusing Events • Columbine, 9/11, Exxon Valdez

  7. Why is public opinion important? • Helps political candidates identify the most important concerns among the public • Issues to run on • Policies to pass • Drawbacks • Can create a “bandwagon effect” • Can be easily manipulated • Intentionally (by elites and media) • Unintentionally (by salient events) • Encourages short-term solutions over long-term solutions

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