| A | B |
|---|
| Public Affairs | Those events and issues that concern the people at large |
| Public Opinion | Those attitudes held by a significant number of people on matters of government and politics |
| Mass Media | Includes those means of communication that reach large, widely dispersed audiences |
| Peer Groups | Made up of the people with whom one regularly associates with |
| Opinion Leaders | Any person who has an unusually strong influence on the views of others |
| Mandate | Instructions or commands a constituency gives to its elected officals |
| Interest Groups | Private organizations whose members share certain views and objectives and work to shape the making and the content of public policy |
| Public Opinion Polls | Devices that attempt to collect information by asking people questions |
| Straw Vote | Polls that sought to read the public's mind simply by asking the same question of a large number of people |
| Sample | A representative slice of the total universe |
| Random Sample | The pollster interviews a certain number of randomly selected people who live in a certain nmber of randomly selected places |
| Quota Sample | A sample deliberately constructed to reflect several of the major characteristics of a given universe |
| Medium | A means of communication; it transmits some kind of information |
| Public Agenda | The societal problems that the nation's political leaders and the general publis agree need government attention |
| Sound Bites | Snappy reports that can be aired in 30 or 45-seconds or so |
