| Term | Definition |
|---|
| public affairs | those events & issues that concern the people at large, e.g, politics, public issues, and the making of public policies |
| public opinion | the complex collection of the opinions of many different people: the sum of all their views |
| mass media | those means of communication that reach large audiences, especially television, radio, printed publications, and the internet |
| peer group | people with whom one regularly associates, including friends, classmates, neighbors, and co-workers |
| opinion leader | any person who, for any reason, has an unusually string influence on the views of others |
| mandate | the instructions or commands a constituency gives to its elected officials |
| interest group | private organizations whose members share certain views and work to shape public policy |
| public opinion poll | devices that attempt to collect information by asking people questions |
| straw vote | polls that seek to read the public's mind simply by asking the same question of a large number of people |
| sample | a representative slice of the public |
| random sample | a certain number of randomly selected people who live in a certain number of randomly selected places |
| quota sample | a sample of deliberately constructed to reflect several of the major characteristics of a given population |
| medium | a means of communication; something which transmits information |
| public agenda | the public issues on which the people's attention is focused |
| sound bite | short, sharply focused reports that can be aired in 30 or 40 seconds |
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