Public Opinion and the Media <ul><li>Day 8 </li></ul><ul><li>TCI ch9 </li></ul><ul><li>July 2, 2008 </li></ul>
Notes - Day 8 <ul><li>(TCI Ch9) </li></ul><ul><li>Essential Question: To what extent do the media influence your political...
Political Opinion <ul><li>political socialization - process by which people form their political values and attitudes.  Th...
Shaping Public Opinion <ul><li>shaped by: </li></ul><ul><ul><li>special interest groups </li></ul></ul><ul><ul><li>journal...
Measuring Public Opinion <ul><li>opinion poll - method of measuring public opinion; done by asking questions of a random s...
Impact of Mass Media <ul><li>mass media - means of communication that reach a large audience: newspapers, magazines, TV, r...
Media Bias <ul><li>media bias - real or imagined prejudice that is thought to affect what stories journalists cover and ho...
Persuasive Techniques in Political Ads <ul><li>Name-calling - using personal attacks on opponent to distract voters from r...
Persuasive Techniques <ul><li>transfer - using symbols that evoke images or emotion to something unrelated to the candidat...
Persuasive Techniques <ul><li>bandwagon - creating the impression that “everyone” supports a cause or candidate </li></ul>
Persuasive Techniques <ul><li>plain folks - use of folksy or everyday images and language to show that the candidate is a ...
Persuasive Techniques <ul><li>testimonial - having a celebrity endorse a candidate.  The hope is you will follow the perso...
Persuasive Techniques <ul><li>card-stacking - presenting facts, statistics, and other evidence that only support one side ...
Persuasive Techniques <ul><li>glittering generalities - using vague, sweeping statements that appeal to voters emotionally...
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Day 8 notes

  1. 1. Public Opinion and the Media <ul><li>Day 8 </li></ul><ul><li>TCI ch9 </li></ul><ul><li>July 2, 2008 </li></ul>
  2. 2. Notes - Day 8 <ul><li>(TCI Ch9) </li></ul><ul><li>Essential Question: To what extent do the media influence your political views? </li></ul>
  3. 3. Political Opinion <ul><li>political socialization - process by which people form their political values and attitudes. This process starts in childhood </li></ul><ul><li>family, school, religion, peers, gender and ethnicity, news media </li></ul>
  4. 4. Shaping Public Opinion <ul><li>shaped by: </li></ul><ul><ul><li>special interest groups </li></ul></ul><ul><ul><li>journalists, politicians, opinion makers </li></ul></ul><ul><ul><li>what politicians say it is </li></ul></ul>
  5. 5. Measuring Public Opinion <ul><li>opinion poll - method of measuring public opinion; done by asking questions of a random sample of people and using their views to represent larger population </li></ul>
  6. 6. Impact of Mass Media <ul><li>mass media - means of communication that reach a large audience: newspapers, magazines, TV, radio, Internet </li></ul><ul><li>spin - deliberate shading of information about a person or event in an attempt to influence public opinion </li></ul><ul><li>staged events, leaks, trial baloons </li></ul>
  7. 7. Media Bias <ul><li>media bias - real or imagined prejudice that is thought to affect what stories journalists cover and how they report those stories </li></ul><ul><li>need to attract an audience to stay in business </li></ul>
  8. 8. Persuasive Techniques in Political Ads <ul><li>Name-calling - using personal attacks on opponent to distract voters from real issues of campaign; appeal to people’s fears or prejudices </li></ul>
  9. 9. Persuasive Techniques <ul><li>transfer - using symbols that evoke images or emotion to something unrelated to the candidate </li></ul>
  10. 10. Persuasive Techniques <ul><li>bandwagon - creating the impression that “everyone” supports a cause or candidate </li></ul>
  11. 11. Persuasive Techniques <ul><li>plain folks - use of folksy or everyday images and language to show that the candidate is a regular person who understands the common people </li></ul>
  12. 12. Persuasive Techniques <ul><li>testimonial - having a celebrity endorse a candidate. The hope is you will follow the person’s example without questioning qualifications to make such a judgement </li></ul>
  13. 13. Persuasive Techniques <ul><li>card-stacking - presenting facts, statistics, and other evidence that only support one side of an argument </li></ul>
  14. 14. Persuasive Techniques <ul><li>glittering generalities - using vague, sweeping statements that appeal to voters emotionally, but don’t actually say anything specific </li></ul>
  15. 15. end of notes

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