This paper explains that the factors which effect political opinion are family, gender, race, religion and region-values. The author points out that media in America has taken many positions from self-supporting mass-readership, to investigation for political reform to the talking heads of politicians, which allowsthe voters to be more objective, to the electronic press, which reaches a broader crowd furthering the media market. The paper relates that electronic news allows spin control, through manipulation and quick planning, on the part of the political figures to the point that a certain newscast calls itself a "no-spin zone".
From the Paper:
"Public opinion is defined as the "attitudes, perspectives, and preferences of a population toward events, circumstances, and issues of mutual interest. It is characteristically measured by the sample survey or public opinion poll." Public opinion of politics is then simply the attitudes, perspectives, and preferences of a population towards political issues. Surveys and polls are used to determine public opinion of political matters but they are not always accurate."