Mass Media, Public Opinion,
and Interest Groups
What is Public Opinion?
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Definition
Public Affairs
Political Spectrum
Influences of Family and School
Other Factors?
Measuring Public Opinion
• 5 methods
1. Elections
2. Interest Groups
3. Media
4. Personal Contact
5. Polls
• Straw vs Scientific
Role of Mass Media
• 5 major means of communication
1. Television
2. Newspaper
3. Radio
4. Magazine
5. Internet
• Helps shape the Public Agenda
• Helps candidates talk to public
Interest Groups
• Private Organizations
• 3 goals
1. Influence public opinion
2. Affect elections
3. Affect public policy
• Watch agencies/officials/interest groups
• Criticisms of Interest Groups
Types of Interest Groups
1. Economic Interest Groups
2. Public Interest Groups
Interests
Promotes Business
Interest Group
National Association of Manufacturers
Organizes Labor
AFL-CIO
Protects Agricultural Interests
National Farmers Union
Promotes Social Programs
American Legion
Religious interests
National Council of Churches
For the public good
League of Women voters
Political Parties
Interest Groups
Have candidates
Support candidates
Want to win elections,
control government
Want to influence
certain policies
Must answer to the
public
Private, must answer
to members
Lobbying
• Pressure/influence on legislators
• Lobby vs Lobbyist vs Lobbying
• Political Action Committees (PACs)
– Citizens United v FEC
– Video
Propaganda
• Purpose = influence opinion/behavior
• Techniques
– Glittering Generalities
– Plain Folks
– Bandwagon
– Name Calling
– Transfer
– Testimonial
– Card Stacking