| A | B |
|---|
| public opinion | those attitudes held by a number of persons on matters of government and politics |
| opinion leader | any person who, for any reason, has a more than usual influence on the views of others. |
| mandate | the instructions or commands a constituency gives its elected officials |
| interest groups | private organizations whose members share certain views and work to shape the making and content of public policy |
| public opinion poll | a device that attempts to collect information about public opinion 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 | each member of the universe and each geographic area within it have a mathematically equal chance of being included within the sample |
| quota sample | deliberately constructed to reflect several of the major characteristics of the universe. |
| medium | means of communication |
| mass media | means of communication that can reach large, widely dispersed audiences simultaneously |
| sound bites | snappy reports that can be aired in 30-45 seconds |
| public policy | all those things that a government endeavors to do in order to achieve ceratin goals. |
| public affairs | those events and issues that concern the people at large |
| trade associations | interest groups that are formed from segments of the business community |
| labor union | organization of workers who share the same type of job or who work in the same industry |
| public interest group | seeks to institute certain public policies of benefit to all or most people in this country whether they belong to and support the organization or not |
| propaganda | technique of persuasion aimed at influencing individual or group behaviors |
| single interest groups | concentrate their efforts on one issue |
| lobbying | those activites by which group pressures are brought to bear on legislators and the legislative process |
| grass roots | of or from the common people, the average voter. |
