Public opinion is the outcome of many interrelated
forces. The mass media which includes newspapers, radio and television
constantly present a flood of information to the public. Thus people
are always kept abreast of day to day events. Several people however,
may actually be ignorant of the how the government functions, what
is the public policy or even what particular issue the candidates
stand for. This does not deter them from expressing their opinions.
And this gives rise to the source of the formation of public opinion.
7.5a Personal Interest
Public opinion often depends on the effect of political
policies on personal lives. Thus if people are likely to be affected
by certain issues, they will respond accordingly. For example, issues
related to payments under Medicare or cutting the capital gains
tax will evoke a strong response as it is definitely based on self-interest.
However all political issues may not personally concern individuals,
such as, whether the United States will send more troops to Bosnia?
People may make use of schema or a set of beliefs,
to examine a particular subject. It is made up of various influences
including one’s background, ideologies and life experience. For
example, political affiliation may be regarded as a schema. Thus
party preferences are helpful in stabilizing political attitudes.
For example a strong Democrat is more likely to come to the conclusion
that Democratic candidates are men of integrity and to regard their
policy proposals in a favorable light.
7.5c Effective leadership
People occupying positions of power or responsibility,
as in business the church or in labor unions, have immense influence
on public opinion. However the greatest weight is attached to the
opinions of those exercising control over government, particularly
those of the President. The President has as Theodore Roosevelt
expressed it a "bully pulpit," with the White House as
his platform. Through television he can directly appeal to the public.
Further he can summon the Press whenever he wishes, accept invitations
to speak in public or arrange for a speaking tour. The President
can systematically use press conferences to lead public opinion.
Thus President Bush successfully managed to attract a lot of public
opinion after Iraq invaded Kuwait in 1990. The President not only
gauges and shapes public opinion, but also mobilizes it behind his
actions. For example the voters might be influenced by a presidential
appeal for support of a civil rights measure in the Congress.