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Mass Media's Role in Shaping Public Opinion

This article explores the influence of mass media on the formation and measurement of public opinion. It discusses the concept of public affairs, peer groups, opinion leaders, mandates, and interest groups. Additionally, it examines different methods of measuring public opinion such as polls and samples. The article also touches upon the public agenda, sound bites, political cartoons, and the impact of government programs and mass media.

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Mass Media's Role in Shaping Public Opinion

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Presentation Transcript

  1. 8. Mass Media and Public Opinion.

  2. The Formation of Public Opinion.

  3. Measuring Public Opinion.

  4. The Mass Media.

  5. public affairs

  6. public affairs politics, public issues, and the making of public policies – those events and issues that concern the people at large

  7. public opinion

  8. public opinion attitudes held by a significant number of people on matters of government and politics

  9. mass media

  10. mass media means of communication that reach large, widely dispersed audiences (masses of people) simultaneously

  11. peer group

  12. peer group the people with whom one regularly associates, including friends, classmates, neighbors, and co-workers

  13. opinion leader

  14. opinion leader any person who, for any reason, has an unusually strong influence on the views of others

  15. mandate

  16. mandate instructions or commands a constituency gives to its elected officials

  17. interest group private organizations whose members share certain views and objectives, and work to shape the making and the content of public policy

  18. public opinion poll

  19. public opinion poll devices that attempt to collect information by asking people question

  20. straw vote

  21. straw vote polls that sought to read the public’s mind simply by asking the same question of a larger group

  22. sample

  23. sample a representative slice of the total universe

  24. random sample

  25. random sample probability sample; pollster interviews a certain number of randomly selected people

  26. quota sample

  27. quota sample constructed to reflect several of the major characteristics of a given universe

  28. medium

  29. medium a means of communication

  30. public agenda

  31. public agenda the societal problems that the nation’s political leaders and the general public agree need government attention

  32. sound bite

  33. sound bite snappy reports that can be aired in 30 to 45 seconds or so

  34. The Political Spectrum

  35. Interpreting Political Cartoons.

  36. Government Programs.

  37. Mass Media Use, 2007.

  38. The Great Depression.

  39. The Latino Media Story.

  40. AIDS Memorial Quilt.

  41. Senator Barbara Boxer.

  42. Scientific Polling.

  43. Interpreting Political Cartoons.

  44. Effect of Poll Wording on Reliability.

  45. A Famous Polling Failure.

  46. Interpreting Political Cartoons.

  47. The Gallup Poll.

  48. The “Wireless Web”

  49. Shaping Public Opinion.

  50. Americans with Internet Access.

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