The purpose of this book is to explore the effects of public opinion on governmental policy making, with a special focus on the role of the mass media in this process. Specific areas covered include political campaigning, the President and the press, blacks and the media, and cable television. Topics of discussion in the ten chapters are: linkage models, public opinion, and media effect; professional public relations and political power; causal factors and media influence in voters' choice; presidential manipulation and reporters' bias--the eternal conflict; the Watergate scandal--the opinion-policy process exposed; blacks and the mass media; the media and society--theories of media effects; the mass media and political change--an empirical test; the wired nation--social and political implications; and some concluding thoughts and new research avenues. An index concludes the book. (JM)