ࡱ> HJIt#( / 0LDArial 00TT<ܖ 0ܖ@ .  @n?" dd@  @@`` 0( `B       0AA@wʚ;ʚ;g4KdKd? 0ppp@ <4dddd w 0T< <4BdBd x 0T80___PPT10 ?  %)4A Social Psychological Perspective on Public OpinionMilburn Psychology 335  Central Question for this CourseWhy do people believe what they do about politics and political issues? What is public opinion? What factors influence public opinion? How does psychology help us understand the political process?+What is a social psychological perspective?,,(.The study of behavior as a result of situational influences, Interacting with personality characteristics For example, A specific political communication (the President says there is a threat to our nation) may be more effective with individuals who are high in authoritarianism or personal insecurity/ZkPerson by Situation InteractionWhat is public opinion?Construct not real Public Dispersed (geographically) Interested in and divided over an issue over time Has view toward affecting future course of action Opinion  complex value, belief calculations that establish a fit between outer world and life experience (Bennett)Ttm\Fishbein-Ajzen model Theory of Reasoned Action//(!Complex belief value calculation Beliefs are translated into attitudes through values Attitude = " (bi) x (ei) dp(  kFishbein and Ajzen$Probability (p) that each belief is accurate (my own judgment) Belief1:GWB fights terrorism (p=.5) Belief2: GWB helps education (p=.3) Belief3: GWB helps wealthy people (p=.9) lE!! 8Evaluation of belief (-5 to 5) e1 = 3 e2 = 5 e3 = -4 H9! Fishbein and Ajzen$Probability (p) that each belief is accurate (my own judgment) Belief1:GWB fights terrorism (p=.5) Belief2: GWB helps education (p=.3) Belief3: GWB helps wealthy people (p=.9) lE!! 9Evaluation of belief (-5 to -5) e1 = 3 e2 = 5 e3 = -4 H:"3Situational Perspective on Public Opinion (Bennett)44(JPhilip Converse: Non-attitudes of Mass Public State of consciousness fallacy: public is a stable entity that changes little in composition from one situation to another; Is public opinion informed? Is public opinion stable? Is public opinion consistent? From the state of consciousness perspective, these questions make sense; HOWEVER, Situational perspective: public as a collection of individuals who actually form and express opinions on a specific issue at a particular time This perspective recognizes many conditions which may affect development and expression of public opinion pPPPL_]"'  Situational PerspectivelThe composition of the  public may change in different political situations The amount of the public s information, stability and consistency of attitudes may all change, depending on different political situations In order to understand the importance of public opinion in the political system, it is important to be clear that 1) different people may be active at different times 2) political communication may have a profound effect upon opinions 3) political institutions affect individuals thoughts and actions [often mediated through the mass media Edelman].KZZK  Theories of democracy (8th grade): public officials assess public opinion (how their constituents feel), then implement policy [see graph] This theory requires that the public Be informed Have stable attitudes Be consistent Many critics like political scientist Philip Converse argue the public has  non-attitudes  implying elites should make decisions However, it is meaningless to argue that a government can only be as democratic as the consciousness of the people allows, if the structure and operation of government affects opinion situations and consequently the consciousness of the public nP0PvP 08th Grade Model of Democracy$Modified Model of Democracy 2Dynamic model of attitude formation/public opinion33(&The beliefs to be used in the formulation: Attitude = " (bi) x (ei) Are situationally affected that is, what beliefs an individual uses in the cognitive calculation of his/her attitudes depends upon situational influences (e.g. , the government and the media) JZHy$',N    0` 33` Sf3f` 33g` f` www3PP` ZXdbmo` \ғ3y`Ӣ` 3f3ff` 3f3FKf` hk]wwwfܹ` ff>>\`Y{ff` R>&- {p_/̴>?" dd@,|?" dd@   " @ ` n?" dd@   @@``PR    @ ` ` p>> f(    6u  `}  T Click to edit Master title style! !  0w  `  RClick to edit Master text styles Second level Third level Fourth level Fifth level!     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Person by Situation InteractionWhat is public opinion?/Fishbein-Ajzen modelTheory of Reasoned ActionFishbein and AjzenFishbein and Ajzen4Situational Perspective on Public Opinion (Bennett)Situational Perspective Slide 118th Grade Model of DemocracyModified Model of Democracy3Dynamic model of attitude formation/public opinion  Fonts UsedDesign Template Slide Titles 32 <Perspective on Public Opinion.-@ArialRoot EntrydO)}տDG Current User,SummaryInformation((PowerPoint Document(Y  !"#$%&'()*+,-./0123456789:;<=>?@AVC\jWXYZ[]^_`abcdefghikB  !"#$%_5useruserburnOh+'0 `h  4Social Psychological Perspective on Public Opinionmilburnmilburn12Microsoft PowerPoint@>g@@eR$@iDQGg  3  y-Root EntrydO)@6 K Current User;SummaryInformation((PowerPoint Document(Y  !"#$%&'()*+,-./0123456789:;<=>?@AVC\jWXYZ[]^_`abcdefghikB  !"#$%!_5 wctuser04wctuser04Oh+'0 `h  4Social Psychological Perspective on Public Opinionmilburnmilburn12Microsoft PowerPoint@>g@@eR$@iDQGg  3  y-Root EntrydO)iDU Current User5SummaryInformation((PowerPoint Document(Y  !"#$%&'()*+,-./0123456789:;<=>?@AVC\jWXYZ[]^_`abcdefghikB  !"#$%_50milburnmilburnOh+'0 `h  4Social Psychological Perspective on Public Opinionmilburnmilburn12Microsoft PowerPoint@>g@@eR$@iDQGg  3  y-  0AA@wʚ;ʚ;g4KdKd6o 0ppp@ <4dddd w 0T3o <4BdBd x 0T80___PPT10 ?  %4A Social Psychological Perspective on Public OpinionMilburn Psychology 335  Central Question for this CourseWhy do people believe what they do about politics and political issues? What is public opinion? What factors influence public opinion? How does psychology help us understand the political process?+What is a social psychological perspective?,,(.The study of behavior as a result of situational influences, Interacting with personality characteristics For example, A specific political communication (the President says there is a threat to our nation) may be more effective with individuals who are high in authoritarianism or personal insecurity/ZkPerson by Situation InteractionWhat is public opinion?Construct not real Public Dispersed (geographically) Interested in and divided over an issue over time Has view toward affecting future course of action Opinion  complex value, belief calculations that establish a fit between outer world and life experience (Bennett)Ttm\Fishbein-Ajzen model Theory of Reasoned Action//(!Complex belief value calculation Beliefs are translated into attitudes through values Attitude = " (bi) x (ei) dp(  kFishbein and Ajzen$Probability (p) that each belieDocumentSummaryInformation8f is accurate (my own judgment) Belief1:GWB fights terrorism (p=.5) Belief2: GWB helps education (p=.3) Belief3: GWB helps wealthy people (p=.9) lE!! 8Evaluation of belief (-5 to 5) e1 = 3 e2 = 5 e3 = -4 H9! Fishbein and Ajzen$Probability (p) that each belief is accurate (my own judgment) Belief1:GWB fights terrorism (p=.5) Belief2: GWB helps education (p=.3) Belief3: GWB helps wealthy people (p=.9) lE!! 9Evaluation of belief (-5 to -5) e1 = 3 e2 = 5 e3 = -4 H:"3Situational Perspective on Public Opinion (Bennett)44(JPhilip Converse: Non-attitudes of Mass Public State of consciousness fallacy: public is a stable entity that changes little in composition from one situation to another; Is public opinion informed? Is public opinion stable? Is public opinion consistent? From the state of consciousness perspective, these questions make sense; HOWEVER, Situational perspective: public as a collection of individuals who actually form and express opinions on a specific issue at a particular time This perspective recognizes many conditions which may affect development and expression of public opinion pPPPL_]"'  Situational PerspectivelThe composition of the  public may change in different political situations The amount of the public s information, stability and consistency of attitudes may all change, depending on different political situations In order to understand the importance of public opinion in the political system, it is important to be clear that 1) different people may be active at different times 2) political communication may have a profound effect upon opinions 3) political institutions affect individuals thoughts and actions [often mediated through the mass media Edelman].KZZK  Theories of democracy (8th grade): public officials assess public opinion (how their constituents feel), then implement policy [see graph] This theory requires that the public Be informed Have stable attitudes Be consistent Many critics like political scientist Philip Converse argue the public has  non-attitudes  implying elites should make decisions However, it is meaningless to argue that a government can only be as democratic as the consciousness of the people allows, if the structure and operation of government affects opinion situations and consequently the consciousness of the public nP0PvP 08th Grade Model of Democracy$Modified Model of Democracy 2Dynamic model of attitude formation/public opinion33(0 The beliefs to be used in the formulation: Attitude = " (bi) x (ei) are situationally affected that is, what beliefs an individual uses in the cognitive calculation of his/her attitudes depends upon situational influences (e.g. , the government and the media) -ZZ&ZZZZJ|$'6K $  0 ,$(  ,r , S h `}  h r , S |h ` h H , 0޽h ? 3380___PPT10.U$@9r 1-$xx--'@Arial-. *2 0A Social Psychological ."System-@Arial-. 32 <Perspective on Public Opinion.-@Arial-. 2 KEMilburn.-@Arial-. 2 V7Psychology 335.-՜.+,0