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1.EXPLAINING
Why is public approva! such a valuable resource for a president?
2.GIVING EXAMPLES
Underline three major
influences on public opinion.
Then, identify which of these
you think would be most
importantfor a person who is
running for public office for the first time. What might be the most important for someone who is voting for the first time?
334 CIVICS
ss.7.c.2.3, ss.7.c.2.
Public Opinion
Government leaders often talk about "the public." In the United States, the public—all the people in our country—is the source of political power. This is why government leaders want to know what the public thinks. The term for the attitudes of all Americans is public opinion. Public opinion means the ideas and views people have toward various issues or elected officials.
Public opinion is importantin a democracy. For one thing, elected officials—including the (^) president—must understand what the people want them to do. When enough people hold an opinion, government officials listen to them. Public opinion can also help determine how successful elected officials can be, Government leaders are more likely to get the political support they need to carry out their programs if their plans are popular with the public.
Sources of Public Opinion
Americans often have different opinions about matters of
public policy. Several factors influence their attitudes and
viewpoints. These include a person's background, the mass
media, and interest groups.
People's opinions are shaped by their life experiences. A number of factors work together to influence how each individual thinks. For example, a retired person in a small town will probably have different opinions on education than a
working motherwho lives in a city.
Age
Occupation^ Income ACTORS HAT SHAPE PERSON'S PINION
Gender Religion
Race
A major factor shaping public opinion is the mass media. The mass media include all the types of communication^ that reach targe audiences. People use informationfrom the mass media to form their opinions. The more stories the media publish about an issue, the more people will view it as important. Editorialsand blogs also can shape opinions.
TYPES OF MASS MEDIA
Television Radio Internet Web sites Newspapers Magazines Books Recordings Movies, including documentaries
Interest groups are formed by people who have the same opinion about an issue. People in a particular interest group share a common goal. They come together to support their views and to persuade others—government^ leaders as well as other citizens—to^ agree with them. Interest groups are sometimes called pressure groups because they put pressure on leaders to act in ways the group wants.
Features of Public Opinion
People often use three factors to describe public opinion: direction, intensity, and stability.
Direction refers to whether public opinion on a topic is positive or negative. For example, do people agree or disagree with a tax cut? In most cases, direction is mixed, but one side can be stronger than the other. Intensity refers to the strength of a person's or group's opinion. When people feel strongly about an issue, they are often more inclined to pay attentionto it.^ They are also more likely to take action. To do so, they may^ join an interest group, work on an election campaign, or try to solve a problem with a
public action.
Stability tells how firmly people hold their opinions. Opinions based on strong beliefs are usually very stable. For example, most people don't change their views about civil rights, but their opinions about political candidates change more easily.
- REFLECTING If you were an elected official, to which would you pay the most attention: the direct:on, intensity. or stabil,ty of your constituents' opinions on Issues? Explain.
Pros and Cons of Polls
Polls can be taken on any issue. Common topics include
crime. education, or a leader's performance.^ Some people
believe that public opinion polls are useful. They believe that
polls help elected leaders recognize what citizens want and
need, which can guide their decisions. Some polls are broken
down by groups, such as working people and retired^ people.
This way leaders can find out how certain groups think.
Others, however.^ argue that polls cause elected leaders to
focus on pleasing the vocal members of the public rather than
making wise decisions that benefit everyone. Many also
believe that polls unfairly affect election results. For example,
if the media report that polls indicate a candidate is a "sure
winner,"then people might not bother to vote.
REVIEW LESSON 1
5. MAKING
GENERALIZATIONS
How Co
make goverrtm g,l t dernocrat;co
- Public opinion can influence elected officials, and elected officials try to shape public opinion. In the chart below, write P next to examples of citizens attempting to influence public policy. Write E next to examples of elected officials attempting to
influence public opinion.
A senator holds^ a press^ conference^ about^ a foreign^ policy^ issue.
A voter writes^ a letter to the^ newspaper^ criticizing the^ president.
A citizen joins an^ environmental^ interest group.
A mayor answers^ questions^ about^ the city budget^ at a town^ hall meeting.
- MAXING GENERALIZATIONS^ can citizens more effectively impact the
actions of elected leaders on an individual basis or on a collective basis? Explain.
ANALYZINGVISUALS
1.DESCRIBING Accord;ng to the g raph. vvhqch media fotmat popular among peop:e aged 65 and otter? is ieast popular?
2.EVALUATING
Does •ed z have too much power ever the setting of the public agenda?
ss.7.c.2.3. ss.7.c.2.10, ss.7.c.2.13. ss.7.ce3.
The Influence of the Media In the United States, the mass media play an importantrole in informingpeople about issues. They also influence government and connect citizens to their elected officials. There are two types of mass media sources. print (newspapers, magazines, newsletters, and books) and electronic (radio, television, and the Internet),Most media outlets are private businesses, which means they want to make a profit.Often, media managers choose topics that are popular and will allow them to make more money on advertisements. Such selections can shape what the media cover.
AMERICA'S USE OF MASS MEDIA
80 60 o (^40)
z 20 Television
18 to 24 years old 25 to 34 years old
Radio (^) Newspaper Internet MEDIA
35 to 44 years old 45 to 54 years old
55 to 64 years old 65 years old and older
Source: U.S Census Bureau; Stctsttcc/ Abstroct (^) ofthe Umted States, 2009.
Influencing the Public Agenda
The government deals with many problems and issues. Those problems and issues that receive the most time, money, and effort (^) from government leaders make up what is often called the public agenda. The media can influence which problems officials consider important. People begin to notice a problem when the media focus on it. Then they often demand action.
