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66 Cards in this Set
- Front
- Back
Diffusion
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The spread of innovations
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Functionalism
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Examines the social functions media fulfill.
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Syndication
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The rental or licensing of media products.
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FCC
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Federal Communication Commission - regulate communication.
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Entry costs
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Pose barriers to entry to new competitors. (not enough money, for example)
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Marginal costs
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The incremental costs of each additional copy.
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Vertical Integration
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Concentrating ownership by acquiring companies that are in related businesses.
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Pitch letters
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Designed to interest editors and reporters in covering a topic from a given perspective or "angle."
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Feminist Studies
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The concern that too few women appear in the media and are limited to a few stereotypical roles.
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Direct Marketing
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A form of advertising that requests an immediate consumer response.
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Propoganda
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Intentional influence of attitudes and opinions.
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Media Distribution Services
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A major public relations printing, mailing, fax and e-mail service (w/ a database of 250,000 editors and reporters at more than 40,000 media stations)
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Webcast
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A real-time event broadcast over the Internet.
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Federal Trade Commission
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Works for consumer protection and a competitive marketplace.
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Brand Loyalty
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The consumer's propensity to make repeat purchases of a specific brand of product.
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Correlations
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Statistical measure of association between two variables.
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Content Analysis
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A quantitative description of the content of the media.
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Technological Determinism
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The idea that technology drives social change and that information technologies dominate culture.
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Media drive culture
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A view of culture that emphasizes media content over technology.
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Taylorism
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Efficiency system based on the principle of de-skilling
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Confidentiality
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Protects the identity of news sources.
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Cookies
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Small files that web sites leave on their visitors' computers.
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Censorship
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Control over media by those in authority.
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Ethics
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Moral rules of conduct that guide one's actions.
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Scarcity argument
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Maintains that regulation is necessary to allocate limited frequencies.
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Patent
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Gives an inventor the exclusive right to make, use or sell an invention for 17 years.
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Cultural Proximity
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The desire for cultural products as similar as possible to one's own language, culture, history, and values.
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Online Data Bases
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Put valuable research and information at the practioner's fingertips in seconds; used by P.R. groups.
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Modem
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Convert digital data to analog signals.
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Internet Service Provider (ISP)
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The companies that provide connections to the Internet.
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Packet Switching
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Breaks up digital information into individually addressed chunks, or packets.
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Hegemony
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Underlying consensus of ideology that serves the dominant groups in society.
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Economies of Scale
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When unit costs go down as production quantities increase.
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Electronic Commerce
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Completes online purchases and financial transactions on the Web
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Video News Release (VNR)
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The equivalent of press releases except that they are viewed and heard, not just read.
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Personal Digital Assistant (PDA)
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Personal device that fills the functions of a notepad, personal computer and telephone.
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Readability Studies
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Analyzing a publication's effectiveness.
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Media Relations
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Focuses on establishing and maintaining good relations with the media.
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Press Release
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Summarizes news and information in a form and style that is preferred by the media.
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Bullet Theory
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(also known as hypodermic)
Posits powerful, direct effects of the mass media. |
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Copywriters
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Person who writes advertising or publicity text(copy)
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Cost Per Thousand
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How much a commercial costs in relation to the number of viewers that see it, in thousands.
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Knowledge Gap Hypothesis
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Gap in between the information "haves" and the information "have-nots;" Dissemination of information benefits both but benefits the "haves" more.
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Limited effects
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Holds that the effects of the mass media on individuals are slight.
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Digital Divide
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The gap in internet usage between rich and poor, anglos and minorities.
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Social Learning Theory
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Explains media effects in terms of imitating behavior seen in the media.
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Stereotyping
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The making of generalizations about groups of people on the basis of limited information.
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Cultural Determinism
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The theory that culture dominates the development of technology.
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Situation Ethics
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States that moral principles are not absolute but relative to the situation at hand.
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Marketplace of Ideas
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Means that the best ideas will win out in competition.
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Indecent Speech
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Graphic language that pertains to sexual or excretory functions.
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Copyright
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A legal privilege to use, sell or license creative works & to control intellectual property.
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Intellectual Property
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A work of art, writing, film or software.
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Encryption
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Means writing a message in secret code.
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SMT
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Satellite Media Tour; the primary application of satellite technology for PR professionals who need to work with the media long distance.
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Fiber Optic
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Systems use light instead of electricity to communicate.
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Telecommmunications Act of 1996
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Deregulated the communications media & opened the U.S. telecommunications industry to competition.
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Parochialism
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Limitation of views or interests (as defined by a parish).
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Tariffs
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Taxes imposed by governments on goods imported from other countries.
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Microwave
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Systems transmit information between relay towers on highly focused beams of radio waves.
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Transborder data flow
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The communication of data across political borders.
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Cultural Imperialism
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Occurs when some countries dominate others through the media.
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Satellite Footprint
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The surface area covered by the satellite's signal.
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Aristotle's Golden Mean
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States that moral virtue is the appropriate location between two extremes.
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Anticompetitive
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Practices that unfairly use market power to damage potential competitors.
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The Fifth Estate
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The Mass Media
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