This document discusses the key concepts of public opinion, including that it represents the collective political beliefs and attitudes of groups within the public on important issues facing government. It also addresses how public opinion can be influenced by factors like salience, stability, direction, and intensity of feeling on issues, as well as political socialization through education, peer groups, religious institutions, media coverage, and generational experiences. The document concludes by noting some ways public opinion polls can be biased, such as through ambiguous, leading, and loaded word choice in questions.

1. POL 205
Fall 2018

5.  Public opinion is:
 (1) Collective political beliefs and attitudes,
 (2) of the public, or groups within the public,
 (3) on matters important to government.

8.  Salience
 Issue’s important to a person or public
 Stability
 Are issues likely to stay the same or change?
 Direction
 Does public favor or oppose issue? (agree or disagree)
 Intensity
 How strongly do people feel about issues?

12. Children are broadly politically
socialized through formal education.

13. A peer group can
include friends,
neighbors, and
co-workers.
They can reinforce
or refine your views
about politics.

14. Religious institutions teach values relating to
law and authority, equality, and social justice.

16. Political
socialization
can depend on
what the media
covers, how
they cover it,
and the
accessibility of
coverage.

18. Example: Those coming of
age during WorldWar II
versus those who grew up
during theVietnamWar.

41. George Gallup

42.  Ambiguous Questions
 Questions that are not clearly defined
 What is your income? How many children?
 Leading Questions
 Choose response because researcher expects it
 Don’t you think that global warming is a serious
environmental problem?
 Word Choice
 Helping “the needy” vs. “those on welfare”
 “Going toWar” vs. “FightingTerrorism”