University of Washington School of Communications
Spring 2000
CMU 442/PolSci 452
Public Opinion and the Mass Media
Mondays & Wednesdays, 4:30-6:20 p.m.
249 Savery Hall
Professor: David Domke
Office: Communications 225
Office Hours: Mondays and Wednesdays, 3:00-4:15 p.m.; and by appointment
Office Phone: 685-1739
e-mail: domke@u.washington.edu
This course explores the close relationship between mass communication and opinions, both individual (what we will call "private") and collective (what we will call "public") in nature. We are surrounded by media messages that bombard us with ideas, values, and information every day, yet most of the time we give little consideration to how mass media influence us. In this course, we will discuss research that sheds light on how the various forms of mass communication — TV, newspapers, magazines, public relations, advertising, photography, and the Internet — substantially shape and reinforce our thoughts, emotions, behaviors, social relationships, and broader culture. Topics we will examine include the concept of public opinion, methods used to measure public opinion and whether — as media consumers and producers — we can trust these methods, and several theories that explore the sociological, psychological, and cultural dynamics of a mass media world. In sum, I want you to leave this course with a deep understanding of the link between mass communication and opinions so that you can participate in the public arena in a thoughtful way, and, if you go on to become a working member of the media, produce media messages in a thoughtful manner.
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Required Texts Walter Lippmann, Public opinion (New York: Simon & Schuster, [1922], 1997). Joseph N. Cappella and Kathleen Hall Jamieson, Spiral of cynicism: The press and the public good (New York: Oxford University Press, 1997). Course Readings Packet, available at the Ram Copy Center, 4144 University Ave. |
Course Requirements
Course readings, assignments, and exams have been selected and designed with two goals in mind: (1) to increase your knowledge and understanding of the linkages between mass communication and public opinion; (2) to allow you to demonstrate your knowledge through evaluation and study of contemporary social problems related to the course concepts. The course grade will consist of several components, added together and converted into a letter grade through a scale that begins with the average of the five highest scores in the class. You will notice that the points are spread out across your in-class participation, group research project, and two course exams. The point distribution is as follows:
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Class participation (discussion) |
.................................. 30 |
......... 10% |
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Mid-term exam #1 |
.................................. 90 |
......... 30% |
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Mid-term exam #2 |
.................................. 90 |
......... 30% |
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Research Project |
60 individual + 30 group = 90 |
……. 30% |
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TOTAL 300 |
100% |
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Examinations
There are two examinations: a mid-term on Monday, April 17, and a mid-term on Monday, May 15. Both exams will cover assigned readings, lectures, and other classroom presentations (such as guest lectures). The exams will consist of a variety of questions, including multiple-choice, matching, short answer, and essay. Approximately one week before each exam students will be given a study guide, which will include the potential essay questions.
Group Research Project (described in detail on next page)
Grades will be assigned for (a) each student’s individual contribution (60 points of project grade), and (b) the group’s final paper and presentation (30 points of project grade). The paper must be typed, double-spaced, in 12-point type, margins of 1 inch, 15-20 pages long, and documented by endnotes. The presentation must be 12-15 minutes in length. It will be crucial that you communicate with the professor throughout the development of this project.
Late Papers or Missed Exams
In general, I try to be very flexible in working with students. Certain standards do exist, though. Except in the case of dire emergencies (such as illness, family problem, accident, etc.), there is a hefty penalty for late group project papers — minus 5% of total points for every day the paper is late. For example, if you hand in the group research paper 2 days late, 9 points automatically will be taken off. Exams cannot be made up unless you encounter a dire circumstance or discuss time conflicts with me ahead of time. By all means, if troubles arise with the projects or some things in your life are getting in the way of this class, come and talk with me before things get out of hand.
Group Research Project
The research project assignment is an opportunity for you to do two things: (1) show how well you can think about an issue or topic related to mass communication and public opinion; (2) show how well you can work together with others to produce a group project. This project must focus on a contemporary issue — that is, it must be upcoming, on-going, or have occurred in the very, very recent past.
Research teams will consist of 3-4 people and will work together to produce two things: (1) a research paper, which will be 15-20 pages in length including tables or graphs (but not endnotes or citations); (2) a research presentation that is 12-15 minutes in length and provides a summary overview of the project. The project will be worth 90 points toward the class grade. Of these 90 points, 60 will be earned individually by each member of the project and 30 will be based on the group paper and presentation.
Group members will have input in all areas of the project, but each group member is responsible for one of these three positions: (1) the Information Researcher will gather considerable information (such as background; legal and political trends; apparent attitudes of elites and citizens) regarding a specific social situation; (2) once the group, together, selects a particular communication theory (one discussed in class during weeks 4-7), the Theorist will review academic journals and books to see how well the theory has performed in explaining other, perhaps even similar situations, and, drawing upon this research, will discuss how the theory may explain the linkage between mass communication and public opinion in the chosen social situation; (3) once the group, together, selects a particular research method (one discussed in class during weeks 2-3), the Methodologist will discuss how and why the strengths of this method, in testing the theoretical predictions, will provide credible insight into the relationship between mass communication and public opinion in your chosen social situation.
Example social situation: The public reaction to the World Trade Organization convention
Information Researcher: This person gathers info, covering the past several years, on trade disputes, money involved, citizens’ groups, cross-cultural differences, public opinion poll data.
Theorist: Once group selects specific theory, this person reviews journals and books to see how well the theory has explained other social situations, and then discusses why and how theory seems to apply in the case of the WTO.
Methodologist: Once group selects specific methodology, this person discusses how and why the strengths of this methodology would be likely to provide credible insight into public reaction to the WTO convention.
Paper and Presentation: Each person is responsible to contribute their portion to these final products.
Timeline:
The social situations to be examined this quarter will originate with you, the students.
· Due on Monday, April 3, is a half-page, typed proposal discussing the contemporary social situation that you think is worthy of research. Briefly explain why you think this topic is interesting.
· Based on your suggestions, I will select several ideas and on Monday, April 10, the ideas will be presented to the class. More detailed information will be given about the project at this time.
· Due on Monday, April 17, is a sheet in which you (1) rank the social situations in terms of their interest to you, and (2) rank the positions (of the three discussed above) that you would prefer to hold in a group project.
· On Wednesday, April 19, the groups will be formed and students will use the class period to talk about the projects. It is crucial for your research partners that you attend class this day.
· Students also will have the class periods on Wednesday, May 17, and Monday, May 22, to talk about group projects. You can also expect to meet at least once outside of class time, in your groups, with the professor.
· Due on Wednesday, May 24, is the research project papers.
· Research project presentations will be made in class meetings on Wednesday, May 24; Wednesday, May 31; and Monday, June 5 (final exam time period).
Course Schedule & Readings
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Week 1: March 27 & March 29
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The Concept of Public Opinion Readings packet: Peters article; Mermin article Lippmann, Public Opinion: Foreword & Introduction, xi-xvi & 3-20
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Week 2: April 3 & April 5 |
Public Opinion in Modern Democracies Lippmann, Public Opinion: "Stereotypes" (53-62), "The detection of stereotypes" (85-100), "Leaders and the rank and file" (150-158), "The nature of news" (214-225), "News, truth, and a conclusion" (226-230), and "The appeal to reason" (258-262) Readings packet: Babbie chapter ("Sampling"); Paleologos article
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Week 3: April 10 & April 12 |
Public Opinion: Another Look Readings packet: Zaller article; Delli Carpini and Williams paper; Babbie chapter ("Experiments")
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Week 4: April 17 & April 19
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MID-QUARTER EXAM #1 (APRIL 17) Public Opinion and Media: Strange Bedfellows Readings packet: King and Schudson article; McGarrell and Sandys article Group meetings, April 19 |
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Week 5: April 24 & April 26 |
The Agenda-Setting Role of Mass Media Readings packet: McCombs article; Iyengar, Peters, and Kinder article; Brewer and McCombs article
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Week 6: May 1 & May 3 |
Priming and Framing: News Criteria and News Values Cappella and Jamieson, Spiral of Cynicism Readings packet: Krosnick and Kinder article
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Week 7: May 8 & May 10 |
Spirals of Silence, and Medium Theory: Wholly Different Takes Readings packet: Noelle-Neumann article; Jeffres, Neuendorf, and Atkin article; Just, Crigler, and Buhr article; Althaus and Tewksbury article
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Week 8: May 15 & May 17 |
MID-QUARTER EXAM #2 (MAY 15) Group meetings, May 17
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Week 9: May 22 & May 24
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Group meetings, May 22 GROUP RESEARCH PAPER DUE (MAY 24) Group Project Presentations, May 24
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Week 10: May 31 (Wednesday) |
Group Project Presentations
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Finals Week: June 5 (Monday, 4:30-6:20 pm) |
Group Project Presentations
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Scholarly Journals Which May Be Useful for Your Research Paper
Communication Research
Political Communication
Journal of Communication
Journal of Politics
Journalism & Mass Communication Quarterly
American Political Science Review
Political Science Quarterly
Journal of Social Issues
Public Opinion Quarterly
Harvard Journal of Press & Politics
Critical Studies in Mass Communication
American Journal of Political Science
Social Science Quarterly
Political Behavior
Political Psychology
Journal of Broadcasting and Electronic Media
International Journal of Public Opinion Research
American Sociological Review
American Journal of Sociology
American Behavioral Scientist
Journal of Personality and Social Psychology
Social Cognition
Mass Communication Review