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Terms in this set [21]
public opinion
the collective attitudes and beliefs of individuals on one or more issues
public opinion polls
scientific efforts to estimate what an entire group thinks about an issue by asking a smaller sample of the group for its opinion
political socialization
the process by which we learn our political orientation and allegiances
spiral of silence
the process by which a majority opinion becomes exaggerated because minorities do not feel comfortable speaking out in opposition
political generations
groups of citizens whose political views have been shaped by the common events of their youth
gender gap
the tendency of men and women to differ in their political views on some issues
marriage gap
the tendency for married people to hold political opinions that differ from those of people who have never married
sample
the portion of the population that is selected to participate in a poll
sample bias
the effect of having a sample that does not represent all segments of the population
straw polls
unscientific surveys that attempt to determine who is ahead in a political race
sampling error
a number that indicates within what range the results of a poll are accurate
random samples
samples chosen in such a way that any member of the population being polled has an equal chance of being selected
weighting
adjustments in surveys during analysis so that selected demographic groups reflect their values in the population, usually as measured by the census
benchmark poll
initial poll on a candidate and issues on which campaign strategy is based and against which later polls are compared
tracking polls
ongoing series of surveys that follow changes in public opinion over time
exit polls
election-related questions asked of voters right after they vote
push polls
polls that ask for reactions to hypothetical, often false, information in order to manipulate public opinion
rational ignorance
the state of being uninformed about politics because of the cost in time and energy
on-line processing
the ability to receive and evaluate information as events happen, allowing us to remember our evaluation even if we have forgotten the specific
two-step flow of information
the process by which citizens take their political cues from more well-informed opinion leaders
opinion leaders
people who know more about certain topics than we do and whose advice we trust, seek out, and follow
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