The Impact of Media and Politics on Public Opinion: A Zaller Analysis

This essay examines the intricate relationship between media, politics, and public opinion, primarily through the lens of John Zaller's theory. It emphasizes the crucial role of elite discourse in shaping voters' information and highlights how individuals, often lacking comprehensive knowledge, rely on mediated information. The essay agrees with Zaller's assertion that people's daily interactions are limited, making them susceptible to biased or stereotypical news. It further discusses the significance of political knowledge in voter decision-making, distinguishing between those who rely on personal attitudes versus elite cues. The concept of predisposition is explored, noting its impact on the acceptance of messages from elite discourse. Finally, the essay touches on the role of partisanship in Clinton's approval ratings and the impact of the Monica Lewinsky scandal, demonstrating the complex interplay of factors influencing public opinion. Desklib provides access to similar essays and study tools for students.

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Media Politics
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“Indeed every opinion is a marriage of information and predisposition”. This is one of arguments
made by Zaller in his book, “The Nature and Origin of Mass Opinion”. Undoubtedly the elite
discourse has a very crucial role to play in determining the information which voters have
regarding potential election candidates (Zaller, 1992). You like or not quite a large number of
people who live in large societies always lack information on various issues that are affecting
them in the larger world. As a result of this, people will always rely on information from what
can be called unseen about what is happening or rather issues that are affecting them in one way
or the other. I entirely agree with Zaller that our living here on earth rotates in a small part of the
earth surface meaning that our daily moves as well as interaction are mostly in a small circle and
thus in such case it becomes hard for an individual to have so many acquaintances (Zaller, 1992).
Zaller says that most of the information people receive over the news is in most cases untrue and
stereotypic aiming at winning people opinions about something. It is highly selective ignoring
aspects that may form contrary opinion.
Role of Political Knowledge on reception of information by Voters

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Zaller further argues that political information plays a very crucial role in influencing voters’
decision making (Silbey, 1994). Voters will always make decisions of voting depending on the
information they already have at hand. The political knowledge does not only affect individuals
but as also at contextual level. This implies that the greatness of campaigns carried out will
definitely play an essential role in determining the voters’ behavior at the time of voting.
Increase in the intensity of the campaigns done leads to a corresponding increase in the
information available to citizens and therefore gives voters a ground to make decision on voting.
However, there exists a difference in that those people with high heights of political information
will always make decisions from their own attitudes rather that basing them on elite cues. On
contrast, people with less political knowledge will base their judgments on the elite discourse.
Meaning of predisposition and its impact on individual acceptance of message from elite
discourse
By predisposition, Zaller means the tendency of an individual to be able to accept certain
information from elite discourse. He farther says that predisposition is essential in determining
whether an individual while accept certain information or not. For instance, most people have a
tendency of disagreeing with information that doesn’t go as per their political predispositions and
thus convincing them to accept can prove to be difficult (Stanley, 1988).
Role of Partisanship in Clinton Approval ratings
Apart from acknowledging Clinton skyrocketing ratings to his good relation with the public, his
good relationship with some of his party members such as Obama gave him an upper hand in
improving his ratings (Morris, 1997). Moreover, despite the congress ratings went down after the
Monica Lewinsky scandal, the percentage was higher than those who thought that Clinton should

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leave the office thus partisanship was essential in keeping the ratings high as well as keeping his
office.
Monica Lewinsky Case
Monica case dropped Clinton’s public rating as after a referendum only 35% where in support of
him. Surprising, he reversed the trend as his job rating of 55% outweigh his weaknesses and thus
many were for Clinton to stay in the office despite of the scandal.

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Works Cited
Zaller, John R. The nature and origins of mass opinion. Cambridge university press, 1992.
Silbey, Joel H. "The rise and fall of American political parties 1790-1993." The parties respond:
Changes in American parties and campaigns (1994): 3-18.
Stanley, Harold Watkins, and Richard G. Niemi. Vital statistics on American politics. Cq Press,
1988.
Morris, Dick. Behind the Oval Office: Winning the presidency in the nineties. Random House
Incorporated, 1997.