Section 5 - Public Opinion and the Media

Question 1

mass media

Answer 1

Types of technology that communicate to large numbers—a mass—of people; present-day
mass media include newspapers, radio, broadcast and cable television, films, magazines, compact discs,
podcasts, and many forms of digital/social media.

Question 2

broadcast media

Answer 2

TV and radio stations regulated by the Federal Communications Commission (FCC)

Question 3

hypodermic theory

Answer 3

A model of communications suggesting that an intended message is directly
received (“injected”) and completely accepted & believed by the receiver.

Question 4

cultivation theory

Answer 4

The idea that media presents a version of reality that eventually “cultivates” a
worldview generally accepted by the population.

Question 5

minimal effects theory

Answer 5

the idea that the media have little effect on citizens. Media affects us indirectly
through others.

Question 6

framing

Answer 6

the process of giving a news story a specific context or background.

Question 7

priming

Answer 7

The process of predisposing media readers or viewers to think and act a particular way.

Question 8

Overt media:

Answer 8

when the writer or publication makes clear to the reader or viewer that the information
offers only one side of the political debate or open stating their political ideology.

Question 9

Covert media

Answer 9

political information using political ideologies/viewpoints yet presented under the
pretense that it is neutral.

Question 10

agenda setting

Answer 10

The ability of powerful media to focus public attention on particular issues or topics via
strength of its coverage. The media attempts to get government to do something about these issues

Question 11

horse-race journalism

Answer 11

The common media practice of only reporting which candidates are ahead in the
public opinion polls. This journalism does not report on why the candidates are ahead or what their
issues are

Question 12

bandwagon effect

Answer 12

A tendency by the media to increase coverage of candidates who are currently
polling well.

Question 13

pack journalism

Answer 13

A style of journalism in which all journalists cover the same issues and stories rather
than seeking out their own stories.

Question 14

prior restraint

Answer 14

The legal suppression of speech or media coverage prior to public speaking or
publication; a form of censorship; the First Amendment significantly limits prior restraint (that is, favors
freedom of speech and the press).

Question 15

equal-time rule

Answer 15

A provision of the 1934 Communications Act, this federal rule requires broadcasters to
provide equal opportunities for airtime and advertising to all legally qualified candidates for the same
office.

Question 16

fairness doctrine

Answer 16

A federal rule, repealed in 1987, that required media broadcasters to provide
balanced airtime to all sides of an issue

Question 17

sunshine laws

Answer 17

A law that mandates government proceedings and meeting documents be made
available to the public.

Question 18

Freedom of Information Act (FOIA)

Answer 18

A 1967 act that requires the executive branch of the U.S.
government to provide information requested by citizens; a “sunshine law” that allows citizens to know
what the government does. Helps the Media to be a ‘political watchdog’ to report on scandals or
corruptions in government.

Question 19

mandate

Answer 19

In politics, newly elected officials want to claim more authority and influence an elected
official by claiming they win with substantial popular support. A politician with a mandate has
confidence to push for desired policies, knowing people will probably maintain their support.

Question 20

Miller v. California (1973)

Answer 20

a Supreme Court case that identified a Miller test for obscenity, allowing the
regulation of indecency in broadcasting; as well as communities to allow indecent pornography.

Question 21

muckraking

Answer 21

the process of journalists seeking out information on scandals or misconduct in
government, politics, or business. Ties into the Media being our political watchdog

Question 22

political cultures

Answer 22

shared political attitudes, values, and beliefs

Question 23

political socialization

Answer 23

the process by which we are trained to understand and join a country’s political
world.

Question 24

political ideologies

Answer 24

A consistent philosophy about the structure, power, and purpose of government.
American political ideologies include progressive, liberal, moderate, independent, conservative, and
libertarian.

Question 25

Liberal

Answer 25

a political ideology that values equality in government laws and actions. Promotes larger
government & higher taxes to enforce equality, more welfare and economic control over businesses.

Question 26

Classical Liberalism

Answer 26

a political ideology that believes in individual rights, liberties and freedoms. Views
government with suspicion and rejects government intervention.

Question 27

Conservative

Answer 27

A political ideology that values personal freedom with less government taxes and
regulations over businesses, less welfare, and government spending

Question 28

gender gap

Answer 28

the marked differences in political opinion between men and women.

Question 29

political elites

Answer 29

A community and/or political leader who shapes or even dominates public opinion by
providing information to citizens and fostering political strategy

Question 30

research

Answer 30

learning background information before making a decision

Question 31

heuristics

Answer 31

rules of thumb (cues or labels from others, organizations)