Shaping Public Opinion: Crash Course Government and Politics #34

Summary

This episode of Crash Course Government and Politics explores the origins of public opinion, influenced by individual ideologies and shaped by external factors like government actions, private groups, and media. It discusses how these entities attempt to sway opinions, using historical and modern examples, including the ineffectiveness of government PR and the significant impact of well-funded interest groups. The video also touches on how media, through priming and framing, is a powerful force in forming public opinion.

Takeaways

• 🤔 Public opinion is shaped by a combination of individual ideologies and external influences.
• 🗣️ The government can shape public opinion through actions, inactivity, and public relations strategies.
• 📺 The media is a powerful influencer of public opinion due to its widespread presence and accessibility.
• 💡 The concept of the 'bully pulpit' allows presidents to directly appeal to the public and shape their views.
• 📉 Government inactivity, like the low productivity of Congress, can negatively impact public opinion.
• 📈 Interest groups, such as the NRA, can significantly sway public opinion through well-funded campaigns.
• 🌐 The rise of the internet has made it easier and cheaper for interest groups to disseminate their messages.
• 💼 Think tanks on both the left and right produce research aimed at influencing public opinion.
• 📊 Media 'priming' and 'framing' techniques determine which issues gain public attention and how they are perceived.
• 📉 Public opinion is highly reactive to current events, especially economic conditions.
• 👴 Historical events, like the Vietnam War and Watergate, have long-lasting effects on trust in government and public opinion.

Q & A

What are the three main influences on political opinions mentioned in the script?

The three main influences on political opinions mentioned are the government, private groups (interest groups), and the media.

How does the government shape public opinion according to the script?

The government shapes public opinion by doing things, such as raising or lowering taxes, invading other countries, or engaging in public relations maneuvers and manipulating the news cycle.

What is the historical significance of the term 'bully pulpit' in the context of the presidency?

The term 'bully pulpit' refers to the idea that the President can use the office to influence public opinion, starting with Theodore Roosevelt and becoming more prominent with Franklin Roosevelt's 'fireside chats'.

What is the role of private groups in shaping public opinion?

Private groups, especially organized interest groups, can mount advertising campaigns for or against laws, influence public opinion through funding, and use the internet to disseminate their messages.

Can you provide an example of how an interest group has shaped public opinion as mentioned in the script?

The script mentions the 'Harry and Louise' ad campaign sponsored by the Health Insurance Association of America, which is credited with helping move public opinion against the Clinton health policy.

How does the media shape public opinion according to the script?

The media shapes public opinion by choosing what stories to cover, using 'priming' to prepare the public to take a particular view on an issue, and 'framing' events in a certain way.

What is 'priming' in the context of media and public opinion?

'Priming' is when the media focuses on certain topics, making them a greater concern to the public, which can influence political action.

What is 'framing' and how does it relate to media coverage?

'Framing' is the way media outlets choose to interpret and present an event or issue, which can change the way the public thinks about that issue.

How has the changing media landscape affected the government's ability to shape public opinion?

The changing media landscape has made it more difficult for the government to shape public opinion due to increased access to diverse sources of information and the decline in trust in government institutions.

What historical events are mentioned in the script that have impacted public trust in the government?

The script mentions the Vietnam War and the Watergate Scandal as historical events that have significantly impacted public trust in the government.

How does the script suggest that public opinion is reactive to current events?

The script suggests that public opinion is highly reactive to current events, such as the economy, referencing the low approval ratings during the aftermath of the 2008 financial crisis.

Outlines

00:00

🗣️ Shaping Public Opinion

This paragraph discusses the origins of public opinion, emphasizing that it is influenced by individual ideologies but also by external factors such as government actions, private groups (interest groups), and the media. The government can shape opinion through its activities, public relations strategies, and manipulating the news cycle. The President's ability to control the news cycle is highlighted, with historical examples like Franklin Roosevelt's 'fireside chats'. The effectiveness of government efforts in shaping public opinion has varied, with some strategies like policy commercials not being very successful. The paragraph also touches on the historical distrust in government following events like the Vietnam War and Watergate, and how current events, particularly economic conditions, can significantly affect public opinion.

05:02

📰 The Power of Media

The second paragraph focuses on the media's role in shaping public opinion, which is considered the most powerful among the three factors due to its ubiquity and accessibility. The media influences opinion by selecting which stories to cover, a process that can be termed 'priming' where the media prepares the public to view an issue in a certain way based on the amount of coverage it receives. 'Framing' is also discussed, which refers to how media interprets events for the public. The launch of Obamacare is used as an example to illustrate how different media outlets can frame the same event in different ways, thus influencing public perception. The paragraph concludes by encouraging viewers to critically examine the sources of their opinions, especially in light of the rapidly changing media landscape.

Keywords

💡Public Opinion

Public opinion refers to the collective view of a group of people, often shaped by various influences such as media, government actions, and private groups. In the video, it is the central theme as it discusses how different factors can shape the views of the masses. The script mentions how government inactivity, such as Congress passing fewer bills, can impact public opinion negatively.

💡Political Ideologies

Political ideologies are the sets of political beliefs that guide an individual's political philosophy and attitudes. The script notes that while a person's political opinions are grounded in their ideology, they are also influenced by external factors. It implies that even though one might identify as liberal or conservative, they can still be swayed by other influences.

💡Interest Groups

Interest groups, also known as private groups, are organizations that seek to influence government policy by representing the interests of their members. The video discusses how these groups can significantly affect public opinion through advertising campaigns and lobbying efforts, such as the National Rifle Association's efforts to prevent strict gun control laws.

💡Media

The media is highlighted as one of the most powerful forces in shaping public opinion due to its pervasive presence and accessibility. The script explains how the media can influence opinions by choosing which stories to cover (or ignore), a concept referred to as 'priming'. For instance, focusing on crime can make it a greater concern for the public.

💡Priming

Priming is a media effect where the emphasis on certain issues in the news can make the public view those issues as more important. The video uses the example of crime coverage, suggesting that if media outlets focus on crime, it becomes a more significant concern for the public, potentially leading to political action.

💡Framing

Framing is the process by which the media presents a particular perspective on an issue, influencing how the public interprets it. The video gives the example of the launch of Obamacare, where different media outlets chose to focus on either the positive aspect of people gaining insurance or the negative aspect of the website's initial failure.

💡Government Inactivity

Government inactivity is mentioned in the context of Congress's low approval ratings, which are attributed to the perception that they are not effectively passing legislation. This inactivity is portrayed as a factor that can shape negative public opinion about the government's performance.

💡Think Tanks

Think tanks are organizations that conduct research and advocacy concerning topics such as public policy, with the intent of influencing political opinion. The script mentions both liberal and conservative think tanks, such as the Heritage Foundation and the Brookings Institute, as entities that produce research aimed at swaying public opinion.

💡Policy Commercials

Policy commercials, also known as video news releases, are a form of government-sponsored advertising designed to promote specific policies in a way that resembles news stories. The video cites President Bush's use of these commercials to promote his 'No Child Left Behind' education policy as an example of such attempts to shape public opinion.

💡Public Relations

Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public. The video discusses how presidents, starting from Theodore Roosevelt, have used PR to shape public opinion, with modern presidents using polls and media strategies to polish their image.

💡Trust in Government

Trust in government is a measure of public confidence in the honesty and reliability of government institutions. The script refers to a decline in trust during the Vietnam War and Watergate, which is suggested to have lasting effects on public opinion about government efforts to shape positive views.

Highlights

Public opinion originates from individual ideologies but is also influenced by external factors.

Three main influences on political opinions are the government, interest groups, and the media.

Government actions, such as tax policies and military interventions, shape public opinion.

Government inactivity, like low congressional lawmaking, also impacts public opinion.

The President can control the news cycle, influencing public opinion.

The concept of the 'bully pulpit' began with Theodore Roosevelt and evolved with Franklin Roosevelt's 'fireside chats'.

Government public relations have become more sophisticated but not necessarily more effective.

President Clinton had a war room for PR, but it didn't ensure support for his healthcare initiative.

Bush and Obama used public opinion polls to shape their images and policies.

Video news releases, or policy commercials, have been used with limited success to sway public opinion.

The Vietnam War and Watergate eroded public trust in government, affecting opinion-shaping efforts.

Public opinion is highly reactive to current events, especially economic conditions.

Interest groups can significantly influence public views on government and policies through advertising campaigns.

The rise of the internet has made it easier for interest groups to disseminate their messages.

Wealthier groups often have a greater impact on public opinion due to their advertising capabilities.

The 'Harry and Louise' ad campaign is an example of how a well-funded interest group can sway public opinion.

Think tanks sponsored by liberal and conservative groups produce research to change public opinion.

The media is a powerful force in shaping public opinion by selecting which stories to cover.

Media 'priming' prepares the public to view an issue in a certain way through the amount of coverage given.

Media 'framing' interprets events for the public, influencing how they perceive issues.

It's important to question the sources of our opinions, especially considering the rapid changes in media.

Transcripts

Hi, I'm Craig, and this is Crash Course Government and Politics, and today we're going to talk about where public opinion comes from.

It comes from my mind brain! And yours! And Stan's! Although no one really cares to hear from Stan's mind brain...

Just kidding Stan. You're crying?

Political ideologies are specific to individuals,

but right now we're gonna try to explain the factors that shape public opinion in the aggregate,

which is a fancy word for, like, all the people.

[Theme Music]

A person's opinions on politics are very much grounded in their ideology:

whether they consider themselves liberal or conservative, but that doesn't mean they aren't susceptible to outside factors.

I get my opinions from PewDiePie.

Three of the main influences on our political opinions are the government, private groups, A.K.A. interest groups, and the media.

A.K.A. my T.V. and my Internet.

There's a lot of debate about which of these is more effective, and like anything

a lot depends on the individual and the circumstances in which the group is trying to move public opinion.

Probably the biggest thing that the government can do to shape public opinion is to do things.

Whether it's raising or lowering taxes, or invading other countries,

when the government does stuff, we got opinions about it.

More recently government inactivity, at least in terms of congressional lawmaking, has also had an impact on public opinion.

It seems like Congress' approval ratings have gotten lower and lower as they pass fewer and fewer bills.

But aside from doing, or not doing, their jobs, the government actively shapes public opinion

by engaging in public relations maneuvers and manipulating the news cycle.

Let's go to the Thought Bubble.

The President is especially good at controlling the news cycle since he can go on television whenever he wants.

The idea that the President might be at the center of the news started in the 20th Century.

Probably with Theodore Roosevelt, who saw the office of the presidency as a "bully pulpit".

But it really picked up steam with Franklin Roosevelt, who began the trend of presidents speaking directly to

the American people with his "fireside chats". These were direct appeals to Americans

to support the president's policies, and a classic example of presidential P.R.

Since then, the government has gotten more sophisticated with its public relations,

although perhaps not more effective.

President Clinton was known for having a war room to coordinate his P.R. apparatus.

But all the spin in the world didn't make Americans support his healthcare initiative.

Presidents Bush and Obama have continued this trend, using public opinion polls to polish their images,

even trying to figure out what sort of vacations they should take.

But as with Clinton, there's not a ton of evidence that their P.R. activities worked.

This probably has something to do with the changing media landscape,

which we will discuss in greater future episodes.

One innovation that has not worked all that well are policy commercials known as video news releases.

President Bush in particular tried to sway public opinion by paying for P.R. pieces that

looked and sounded like news stories which made his policies sound good.

This was especially true of his education policies.

I'll leave it to you to decide whether you think "No Child Left Behind" was a success,

but the point is that you need to be very careful when watching news stories about actual polices these days.

There's also a historical explanation for why government efforts to create positive public opinion are less successful than we might think.

In the 1960's and 1970's, the Vietnam War and then the Watergate Scandal put a massive dent in the people's

trust in the government, which is understandable since government officials were lying about the war

and using the C.I.A. to spy on Americans.

I bet if you ask your parents, or maybe your grandparents, you'll hear a story about how much better

the government was back in the '50s and early '60s, but that might be a reflection of the

generally robust economy, and a Cold War consensus that criticizing the government

was unpatriotic, you communist sympathizer!

And if you're African-American the 1950's and early 1960's probably don't look so rosy either.

Thanks, Thought Bubble. This brings us to another point about public opinion generally:

It's highly reactive to current events, especially the economy,

or eagles being in your vicinity and you wanting to punch them.

I don't think it's a coincidence that presidential and congressional approval ratings have been pretty low

during the aftermath of the 2008 financial crisis.

I mean, Americans love to complain, but the six years following 2008 have seemed pretty awful.

Or maybe it has a lot to do with the other two primary influences on public opinion.

Private groups, especially organized interest groups, but also less-formally-political organizations like

churches, can have a significant effect on the way the public views government and its polices.

Any group with a particular interest in legislation can mount an advertising campaign

for or against a law, provided that they have the money to do so.

Sometimes these groups exist already, like the National Rifle Association,

which works hard to ensure that stringent regulations on firearms don't get passed.

Other times an interest group will grow up around a specific issue,

as often happens in states like California that feature ballot initiatives.

The growth of the Internet as a source of news, information, and advertising has

lowered the cost of public relations and makes it easier for specific interest groups to get their messages out.

Like the time I Tumbled about how the dress was totally black and blue!

Often the group that's better at swaying public opinion has more money.

A great example of how an interest group with a lot of money and a single issue

can shape public opinion was the "Harry and Louise" ad campaign sponsored by

the Health Insurance Association of America. Or, hiyaah!

Over the course of a year in 1993 and 1994 the group sponsored 14 television ads

featuring a fictitious couple, Harry and Louise, who fretted over the potentially calamitous consequences

of President Clinton's health care proposals.

The ads cost between 14 and 20 million dollars, and are widely credited with helping move

public opinion against the Clinton health policy.

Some groups don't have as much money.

Public interest research groups often use volunteers or very low paid interns to go door to door

or stand in the street handing out information about issues that concern them, such as the environment.

Both liberal and conservative groups sponsor "think tanks" that produce research intended to change people's minds.

On the right are groups like the Heritage Foundation and the American Enterprise Institute.

On the left you might have heard of the Brookings Institute.

All the information that's put out by various think tanks and interest groups

probably wouldn't have as big an impact if not for the third factor shaping public opinion: the media.

Of the three, the media tends to be the most powerful force in shaping public opinion

because it's everywhere, and it's easy to access, and people look all nice

with their makeup and the flashy graphics make them seem real smart.

For most of us the news media is the lowest cost way to get our information that shapes our opinion.

The main way that the media shapes public opinion is by choosing what stories to cover and not cover.

It's pretty hard to have an opinion on a topic if you know nothing about it.

Although many would say it's getting easier and easier, at least on Twitter.

One way the media shapes what we know is through what is called "priming".

That's when you put a coat of primer on the house before you paint it. The paint sticks real good.

No. This is when the media prepares the public to take a particular view of an issue,

often through the amount of coverage it gives.

For example, if media outlets chose to focus on crime, they do a crime-prime,

then crime will become a greater concern to the public, and this might translate into more political action.

Closely related to priming is "framing", which is the way the media outlets choose to interpret an event for us.

The launch of Obamacare is a good example.

Some media outlets focused on the numbers of people who signed up for healthcare who

didn't previously have it, and some focused on the failure of the initial launch of healthcare.gov.

The point is the stories the media decides to tell about an issue inevitably change the way

the public thinks about that issue.

So that's a brief introduction to the way that government, private groups, and the media

can attempt to shape public opinion, and I know a lot of this seems like common sense,

but I think it's good to look closely at our opinions and to question where they come from.

This is especially true when it comes to the media, which is changing so fast

the political scientists are struggling to figure out what its effects on our political thinking might be.

This is good news for political scientists because it promises future employment,

but difficult for those of us trying to create videos that explain how the world of politics works.

Much of what I've told you here will probably change over the next few years,

but your ability to think about it shouldn't, as well as your ability to click on the video and play it.

And watch it again. Even though it's two years old. Thanks for watching! See you next time!

Crash Course Government and Politics is produced in association with PBS Digital Studios.

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Crash Course is made with the help of all these nice public opinion-havers. Thanks for watching.