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39 Cards in this Set
- Front
- Back
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5 Ways Networks are trying to increase viewers:
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1) News shows all year round
2) Limited run series 3) Abrupt schedule shifts 4) Changing reruns 5) Super-sized program |
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Rating
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The percentage of all homes with televisions, whether in use or not.
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Share
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The ratings service-provided estimated percentage of sets on tuned to a particular program relative to other programs at that time
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Rating Point
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One rating point represents about 994,000 homes
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People Meters
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Set top boxes in 5,000 homes record TV viewing and gather data regarding viewers and programs viewed
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Passive People Meters
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Use camera-like device and computer attached to top of TV set in Nielsen homes and uses Pattern Recognition technology to record viewing and viewer info
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Active/Passive Metering
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Nielsen's latest, but controversial because of some reported glitches, ratings tool that reads video and audio identification codes actively embedded in the telecast stream. The devices are placed on TVs and PCs in the Nielsen home.
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VNR
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Video News release -- prepared by a public relations company and sent to stations by satellite to be used on the news (ex., pharmacy company provides videotapes on new drugs, which, of course, features their drugs and lots of pictures of their facilities and logo)
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Target rating points
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The audience promised to be delivered to advertisers by buyers of TV time (usually in a local market)
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Ambush media/Place-Based TV
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TV with special programming and ads put in locations where the audience is captive
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Spin room
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a place near political debates and other news events where special interests engage media in an effort to gain a favorable portrayal in the media presentation of the debate or event
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3 Functions of Advertising:
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1. We are provided with information about the availability of goods and services.
2. Demand is created -- we are taught to want a good or service. 3. We are socialized to be consumers -- so advertising becomes a tool of socialization. |
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ADVERTISING FORMULA
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Fix the attention but don't engage the mind
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THREE MAIN FACTORS OF ADVERTISEMENTS:
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1. simplification
2. intensify the feeling 3. do not diminish the audience either by antagonizing anyone or leaving anyone out |
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Neuromarketing
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Determining how the brain processes information and tying the knowledge to marketing products and brands. Neuromarketing makes use of technology like functional magnetic resonance imaging to measuring blood flow in the brain to find out how information is being processed.
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3 kinds of culture
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1. Folk -- culture of the common people, generated spontaneously, passed along through personal contacts
2. High -- upper class or highly educated, molded by aesthetic canons, noted for its complexity 3. Mass -- involves a relationship between artist and audience and generated by entrepreneurs who control it. Sometimes called popular culture. Music, writing, drama, creations, goods with broad-based appeal. Tied directly to growth of mass media. A culture created by persons other than the consumers of the culture. |
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Five negative effects of mass culture on humanity
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1) Life is reduced to a spectator sport
2) Mass culture appeals to base instincts, distracting people rather than enlightening them 3) In excess, it tends to isolate people from one another, from themselves, and from experience. Real life becomes trivial in the face of vicarious experience 4) Distracts people from their lives, which they view as boring and thus generate obsession with ESCAPE. This deprives them of autonomous growth and enrichment -- lives become even more boring and unfulfilled 5) Mass appeal needed to make mass culture profitable deindividualizes people |
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Seven arguments in support of mass culture
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1) Those who criticize it don't understand it
2) Given limitation of time/space, MC is more inventive and varied than people admit 3) It is not all that different from high culture, which is also commercial in nature 4) Individuality is rare in anything, not just MC 5) So what if it's escapist-- we need to escape 6) MC is not bad for a mass society -- it fulfills a need and supplies enjoyment for those unable to appreciate high culture 7) Not a situation in which mass media affect society in major manipulative and insidious ways -- BUT mass media that are reflective of society and GIVE THE PUBLIC WHAT THEY WANT AND DESERVE |
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Problems with how TV presents culture
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1. camera lies -- distorts reality
2. dramatic use of music with news 3. confrontational reporter tactics 4. reporters rely on official and corporate sources 5. news often based on PR releases -- or are VNRs 6. news programs driven by same ratings system as entertainment 7. fiction becomes seen as reality |
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Reasons why docudramas are harmful
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1) People use them as history and are misled
2) Cheapen the characters they profile 3) People in them are oversimplified 4) Tend to prey on the families and friends of those real life persons in the stories 5) Serve as a tool of hegemony |
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framing
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appoach used by public relations practitioners of being first to reach the media with the client's interpretation or side of a news issue or event
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greenwashing
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PR tactic of linking clients to a pro-environmental stance in the public's eyes (ex. oil company boasting about how its drilling is not disturbing the surrounding ecosystem)
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spin
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framing used in a more selfish manner, usually with efforts to manipulate media and/or information to the advantage of the PR client
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agenda spinning
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using "noise" in a public relations effort to dilute the importance of an issue in people¹s minds
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Theories of the Press:
AUTHORITARIAN |
power top down; total censorship
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Theories of the Press:
SOVIET/COMMUNIST |
party controlled; subtle censorship
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Theories of the Press:
LIBERTARIAN |
assumes people are rational, intelligent & can decide -- so they should have all information
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Theories of the Press:
SOCIAL RESPONSIBILITY |
press is free but has responsibilities; people are like children, who need to be guided
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Theories of the Press:
DEVELOPMENTAL & REVOLUTIONARY |
models that use the press as a tool for ends of the emerging nation or nations in revolutiony periods
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Theories of the Press:
DEMOCRATIC-SOCIALIST THEORY |
press is an avenue for all kinds of citizen expression -- and free press is promoted by government subsidy (with no strings attached) of alternative media
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Techniques used by Fox News:
Shut up |
Fox hosts such as Sean Hannity and Bill O'Reilly telling interviewees to be quiet
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Techniques used by Fox News:
Polling & graphics |
the American flag as a backdrop or the Fox News Alert or the graphic, "Fair and Balanced
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Techniques used by Fox News:
News, commentary & ad libs |
off-the-cuff comments that support the Fox point of view and which receive positive reinforcement from management
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Techniques used by Fox News:
Some people say |
inserting Fox-oriented opinion by using a vague phrase of attribution -- also used, "some say" or "a couple people say," etc. --where no source is named
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Techniques used by Fox News:
Use of experts |
similar to 3rd-party advocacy as a PR technique -- Fox primarily uses experts that reflect its stances
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Techniques used by Fox News:
Operation character assassination |
use of attack politics -- mirroring the administration talking points during the G.W. Bush administration -- against newsmakers with a different ideological view
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Techniques used by Fox News:
Fox liberals |
using unknown and weak conservative or moderate lilberal commentators opposite strong Fox hosts
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Techniques used by Fox News:
Guests |
relying heavily on conservative guests -- for example, FAIR statistics showed five times as many Republicans as Democrats on Sean Hannity's program
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Hegemony
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system that accounts for why people don't easily rebel. Functions at the level of ideas -- a ruling class (power elites?) dominates at this level. People won't rebel easily because we prefer to seek some sort of niche within the prevailing society. In effect, we participate in our own domination
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