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Saliency
- How important an issue is to a particular individual or group.
- For example, Social Security has high _______ among senior citizens but low ________ for younger voters.
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Intensity
- How strongly people feel about a particular issue.
- For example, the Nation Rifle Association (NRA) has a high _________ of opposition against gun control.
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Stability
- How quickly public opinion can change.
- Democracy and Capitalism tend to have _________ in the U.S., but not President H.W. Bush's approval rating.
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Public Opinion
How people feel about anything ranging from television programs to commercial products to political issues.
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Random Sampling
- A method that allows pollsters to poll a representative cross-section of the public.
- By phone, they use a machine that dials numbers randomly.
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Exit Polls
A method where pollsters taget voting districts that collectively represent the voting public and randomly poll voters who are leaving the voting place.
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Political Socialization
A process through which individuals develop their political attitude.
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Liberal Ideology
- An ideology the believes that government should be used to remedy the social and economic injustices of the marketplace.
- It supports government regulation of the economy, affirmative action, separation of church and state, and opposes bans on abortion.
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Conservative Ideology
An ideology that stresses that individuals should be responsible for their own well-being and should not rely on government assistance and supports laissez-faire economics.
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News Media
- News broadcasts on television, radio, and the Internet.
- Newspapers.
- New magazines (Time, Newsweek, etc.)
- Magazine broadcast programs (20/20, 60 Minutes, etc.)
- Newsmaker interview programs (Meet the Press, Larry King Live, etc.)
- Political talk radio.
- Websites, blogs, and online forums (Huffington Post, Politico, etc.)
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Public Agenda
The relative importance of issues and when they will be addressed.
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