Media Society Final Exam

Front 1

Define masscommunication and mass media and explain how they are different.

Back 1

mass communication: the creation and use of symbols (languages, Morse code, motion pictures, and binary computer codes) that convey information and meaning to large and diverse audiences through all manner of channels

mass media: the INDUSTRIES that create and distribute songs,novels, newspapers, movies, Internet services, TV shows, magazines and otherproducts to large numbers of people

Front 2

What are thefour factors that influence newsmakers when they decide what is news?

Back 2

1. the six Universal News Drivers (who what when where

2. Editorial judgement (interesting vs important, whose the audience, whats the competition doing etc)

3. Profits ad Competition (whose the comp?)

4. The audienceside note: news judgment is subjective

Front 3

Define News/Journalism

Back 3

Timely information of some public interest that is shared and subject to a journalistic process of verification, and for which an independent individual or organization is directly accountable.

Front 4

Define Advertising

Back 4

Purchase of space or time inmedia that creates a message intended to sell:

1. Product

2. Service

3. Person

4. Cause

Front 5

Define Public Relations

Back 5

Coordinating communication between an organization and its publics, external and internal.

Front 6

What are the three qualities that make news different?

Back 6

1. Verification: process that establishes or confirms the accuracy or truth of something

2. Independence: freedom from the control influence or support of interested parties WITH the conscious effort to set aside preexisting beliefs

3. Accountability: responsible or answerable for your work

Front 7

Explain the inverted pyramid writing style

Back 7

Developed by Civil War correspondents

- Answered who, what, where, when, why,how first (top)

- Placed less significant details later (bottom)

- Positive: Makes for a quick read, most important information learned quickly.

- Negative: Prevents readers from obtaining a fuller picture of events.

- Useful model for online journalism.

Front 8

Define libel and slander

Back 8

Slander:spoken defamation, so a limitation of speech, not press

Libel:defamation of someone’s character in written, broadcast or posted form. Hasthree defenses in the United States

1. Truthis an absolute defense

2. Faircomment, as in a review

3. Privilege

Front 9

List the 6 news neighborhoods and give their simple definitions

Back 9

1. News/Journalism (VIA)

2. Propaganda (info spread society wide to help/harm movement, institution, or government, usually political, bias or misleading)

3. Advertising (PAID publicity placed on billboards, newspapers, and broadcasts or websites to merchant's specifications

4. Public Relations/Publicity (unpaid public notice to enhance image or person/company/product)

5. Entertainment (something offering pleasure, amusement or diversion, usually a performance)

6. Raw Information (unfiltered info that hasn't been examined or verified, passes news mediators/journalists)

Front 10

What is the FCC? What can/cannot they regulate and why?

Back 10

Federal Communications Commission

- can regulate phones, radio and tv

- cannot regulate satellite or cable

- Why?

Because of the Radio Act of 1927, the airwaves belong to the people (used by broadcasting) and because of Communications Act of 1934 the US government has the right to monitor and regulate anything using airwaves on behalf of the people- cable and satellite don't use airwaves, so their rights to the First Amendment are as equal as any other publication based on free speech

Front 11

Explain the Radio Act of 1912

Back 11

- requires licensing and identification of all radio stations

- but allows stations to choose their own frequencies (overlap, duplication, chaos)

- limits amateur radio operators

- standardizes SOS Morse Code

- ships at sea have to have 24 hours operators because of Titanic

- most provisions widely ignored

Front 12

Explain the Radio Act of 1927

Back 12

Broadcasters required to operate in "public interest, convenience and necessity"

- Principle: airwaves belong to the people

- created Federal Radio Commission (FRC)

- allocated frequencies to stations

Front 13

Explain the Communications Act of 1934

Back 13

Expanded the size of the FRC

- changed the name to the Federal Communications Commission (FCC)

- gave authority to regulate radio, telephones and television

Front 14

Explain and define the four types of human communication

Back 14

1. Intrapersonal:within self

2. Interpersonal:From one person to another

3. Group:one person communicates with an audience of two or more people

4. Mass:A society-wide communication process; an individual or institution usestechnology to send messages to a large, mixed audience most of whom do not knoweach other

Front 15

Name and describe the five major eras in communication history

Back 15

1. oral (info circulated orally through poets, story tellers and teachers)

2. written (manuscripts were documented by philosophers, monks and stenographers for the ruling classes)

3. print (printing press, books became the first mass-marketed product in history, middle class rise and literacy)

4. electronic

5. digital

Front 16

What are the six universal news drivers?

Back 16

1. Impact (how wide is the story's impact on audience?)

2. Proximity (Where? How close?)

3. Conflict (clashes of ppl, institutions or ideas)

4. Prominence (Who?)

5. Singularity (Peculiarity, man bites dog)

6. Timeliness (When? holidays, anniversaries)

Front 17

What is the literacy lesson demonstrated by martinlutherking.org?

Back 17

Search Rank does not equal reliability or importance!

Front 18

Explain snopes.com and politifact

Back 18

snopes: debunks myths and hoaxes

politifact: checks out politicians' claims and calls them out when they stretch, bend or break the truth

Front 19

What are the public relations innovations Ivy Lee introduced during his greatest success, the 1914 Ludlow Mine massacre?

Back 19

 Photo opportunities

 Fact sheets giving company’s side

- press releases

 Third-party endorsements

 Result: New image for Rockefellers

Front 20

First amendment

Back 20

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.

Front 21

What was Sam Phillips andthe Memphis Recording Service's role in the development of Rock ‘n Roll?

Back 21

- launches "Rocket 88" by Ike Turner and Delta Cats (rock n roll born?)

- helped eliminate segregation in radio broadcasting by having black men perform on white radios and having white men sing black songs

Front 22

What is DARPAand what was the role it played in the history of communications?

Back 22

Defense Advanced Research Project Agency

- 1969

- 4 universities: UCLA, UC-Santa-Barbara, Stanford, and U of U

- utilized new communication technology, "packet switching", meaning messages broken down into smaller parts, reassembled at receiving computer

Front 23

Define the Internet

Back 23

the network of hard-wire lines, wireless links, satellite uplinks and other technologies that connects computers worldwide

- it is an international, decentralized computer network that provides for the nearly limitless exchange of information

Front 24

Define the World Wide Web

Back 24

the standardized interface that allows individuals to tap into the internet

- the web interface allows users to access information using a standardized addressing and retrieval protocol

Front 25

What are the World Wide Web top-level domainextensions that are restricted and those that are unrestricted?

Back 25

restricted: gov. edu.

unrestricted: org. com. net.

Front 26

Whatis meant by the “engineering consent,” and who coined the phrase?

Back 26

- coined by Edward L Bernays

- engineering a way to achieve public approval and support about one's ideas/programs through scientific principles, tried practices and knowledge on the specific situation

Front 27

Explain the economic principle of “the longtail.”

Back 27

the "long tail" (large number of products which have limited appeal) beats the short head (small number of products with high sales)

- Six Principles of the Long Tail:

1. high number of goods (many choices)

2. low cost of reaching markets

3. ease of finding niche products

4. less demand for mainstream hits (more specialization)

5. size of collective market

6. tailoring to personal tastes

Front 28

How does iTunes illustrate the “longtail” in action and how does the “long tail” change the way consumers interact with media?

Back 28

- itunes illustrates the long tail with millions of different songs, apps, tv show, movies etc. sold

- all different types of music taste available

- makes indie music, rogue producers marketable

- downloading and streaming dominance

- customers now have control over production and distribution channels in music

Front 29

What is meant by the phrase “publicrelations specializes in earned media”?

Back 29

unlike advertising, PR does not "pay" for public notice, but rather builds relationships with them through credibility and other means

- PR works with news people,not advertisers, and earning publicity by giving them info, access to celebrities, giving the news peoplesomething they want/need

Front 30

Explain the nature of statistically valid research and its importance to public relations

Back 30

statistically valid research is a survey of small, select sample of a population/group/demographic to determinethinking/behavior of total population or group.

- If PR goal is to change the way people think,you have to know what they think in firstplace.

- To measure success of PR program, you mustknow how thinking has changed.

Front 31

Explain Edward Bernay's big triumph

Back 31

- "Torches of Freedom"

- occurred during Easter Parade in 1927, New York on 5th Avenue

- sponsored by tobacco companies

- women lit up their cigarettes (torches) while walking

- Goal was to show that women smoking was socially acceptable

Front 32

Explain Edward Bernay's "Lights Golden Jubilee"

Back 32

- 50th anniversary ofEdison’s electric light

- Sponsored by GeneralElectric, Westinghouse

- Goal: Show world thatelectricity was safe,affordable

Front 33

Explain Edward Bernay's work on behalf of Beechnut and promotion of a bacon and egg breakfast

Back 33

- proved through statistics that it was best to have a hardy breakfast

- a healthy big breakfast was the most important meal of the day

- eggs, bacon, etc

- established foundation for american breakfast

Front 34

Explain Edward Bernay's work to make green a popular fashion color

Back 34

- green was on the package of his client chester field cigarrettes

- women didn't like green

- instead of promoting the cigarettes he promoted green fashion through designer lines, the green ball, and "green" as a healthy living style

Front 35

What was the importance of Rocket 88 in music history?

Back 35

when the song came out it was considered y many the birth of Rock n Roll

Front 36

Define the three dimensions of advertising

Back 36

1. Economic: revenue base for media industries

2. Psychological: creates and then satisfies our needs as consumers

3. Cultural: source of images, jingles, characters for popular culture

Front 37

What are the“Big 5” media companies and their importance to the media marketplace?

Back 37

1. Comcast/NBC/Universal

- cable, broadcast stations, channels, Universal Studios. Largest broadband internet provider

2. Walt Disney Co.

- animated cartoons, films, theme parks, ABC, ESPN, TV, Pixar, Marvel

3. News Corp/21st Century Fox

- Fox News, My Space, Wall Street Journal, BSkyB, 21st century Fox Movie Studios

4. Time Warner/Time Inc.

- magazines (TIME and LIFE) Warner Bros. Studios, Turner Broadcasting Systems, CNN, HBO, Cartoon Network

5. CBS Corp./Viacom

- CBS Tv, radio broadcasting, advertising services, Viacom online and mobile. Nickelodeon, TeenNick, Comedy Central, AddictingGames.com, Paramount Pictures, etc

Front 38

What are the six persuasive strategies employed in advertising?

Back 38

1. Hidden-Fear Appeal: fear of fitting in, desire to conform to social norms, personal care products like toothpaste and deodorant

2. Famous-Person Testimonial: celebrity endorsement (entertainment, sports, politics)

3. Snob Appeal: raise social status by using product, "affordable luxury" (brand names, lingo like "super premium Hagan Dazs"

4. Plain Folks Pitch: unpretentious, opposite of snob, every day common American

5. Bandwagon Effect: "join the parade", popular for soft drinks, political candidates

6. Irritation Advertising: relies on repetition, gets stuck in people's heads

Front 39

What is Ivy Lee's declaration of Principles for PR practitioners?

Back 39

1. "Openly and Honestly supply accurate and timely news to the press"

2. The PR professional has a responsibility to the public that may transcend responsibility to the client

Front 40

Explain how Dewey Phillips, Sam Phillipsand other early rock music pioneers challenged the so-called “color barrier” inthe mid-South of the late ‘40s and early ‘50s.

Back 40

- Dewey: Red Hot and Blue

- played mix of "black" and "white" music for new sound and style

- Dewey introduced black artists to white audience

- introduce Elvis a white man who sings a black man's songs

Front 41

Name the four organizations responsible for the primary media codes of ethics and be able to name the one ethical standard all have in common.

Back 41

- Society of Professional Journalists (SPJ)

- Radio, Television, Digital News Association(RTDNA)

- Public Relations Society of America (PRSA)

- American Advertising Federation (AAF)

- the one central standard is be honest! Tell the truth!

Front 42

Henry Luce

Back 42

- co founder of TIME magazine

- founder of LIFE magazine

- formular was photojournalism

- covered Depression, WWII, space program

Front 43

Frederick Douglass

Back 43

- North Star, 1847

- Leading African-American editor and writer

- Helped sway public opinion againstslavery

Front 44

Philo Farmsworth

Back 44

- transmits first electronic TV picture

- from Rigby, ID

- brainstormed while plowing a field- first patent for TV image dissector, an all-electronic TV system

Front 45

Reginald Fessenden

Back 45

- devoted research to voice transmission

- took Marconi's short-burst wave transmission and converted to continuous wave

- first voice transmissions in 1901

- transmissions to ships at sea Christmas eve 1906

Front 46

Nellie Bly

Back 46

Pultzer's "Stunt Girl"

- stories focused on stunts, sex and sensation

- "Around the World in 72 Days"

Front 47

David Sarnoff

Back 47

- 21-year old Russian immigrant on duty at American Marconi in New York

- picks up distress call of titanic and stays at station for 72 hours, alerts ships at sea and press

- becomes international hero

- founder of first radio network NBC (National Broadcasting Co) 1926

Front 48

Guiglielmo Marconi

Back 48

- develops wireless telegraphy: the "black box" at 21

- first trans-Atlantic Morse code message1901

- wireless quickly adopted by ships at sea

Front 49

Aimee Semple McPherson

Back 49

- most well-known evangelist during religious revival

- Only the second woman to own a commercial broadcast license, KFSG, Los Angeles, 1924

- Was model for Sharon Falconer in Sinclair Lewis’ Elmer Gantry, 1926

Front 50

Nancy Dickerson

Back 50

- hired by CBS in 1954- produced "Face the Nation"

- first CBS News female correspondent 1960

- covered White House, United Nations

- first female journalist on a political convention floor

- covered MLK "I have a dream" speech for NBS

Front 51

Ike Turner

Back 51

- discovered by legendary bluesman BB King

- lead singer of delta cats

- original singer of rocket 88 until sam phillips had band member jackie brenston to sing it instead

- phillips told him he wasn't good enough to sing the song

Front 52

Bernard Shaw

Back 52

first black anchor on prime time

- the Gulf War 1991, the from-behind-enemy-lines reporting of CNN's Bernard Shaw, Peter Arnett and John Holliman

- bombs fall over Baghdad marks the beginning of live-TV war coverage

Front 53

Tim Berners-Lee

Back 53

- World Wide Web

- suggests idea at CERN, the European Organization for Nuclear Research

Front 54

Ida Tarbell

Back 54

- leading muckraker in progressive era

- investigative journalism

- wrote A History of the Standard OilCompany (1904)

- Originally published in McClure’smagazine

- Described monopoly practices in oilindustry

- Led to anti-trust actions against largecorporations

- Considered one of the five mostimportant works of 20th Centuryjournalism

Front 55

Daniel Pearl

Back 55

- Wall Street Journal reporter kidnapped by al Qaeda, spring 2002

- footage publicly showed his captivity

- first time the danger of reporting came to public light

Front 56

Walter Cronkite

Back 56

takes over evening news on CBS 1962

- becomes "most trusted man in America"

- famous for JFK death

- Vietnam editorial- Moon landing

Front 57

Ivy Lee

Back 57

- founder of modern PR

- advised corporate clients to be honest and supply accurate and timely news to the press

- believed that PR professionals had a responsibility to the public that may transcend the client

Front 58

Edward Bernays

Back 58

- Nephew of Sigmund Freud

- Opened the profession to women.

- "Torches of Freedom"

- Represented American Tobacco Co., General Electric,General Motors

- Described PR as an interaction requiring more than justwords

- Described effective PR as “the engineering of consent.”

Front 59

Lucille Ball

Back 59

- the show "I Love Lucy"

- innovations in TV life set the standard

- shot on film, multiple cameras, Hollywood- she becomes first female TV super-star

Front 60

Edward R Murrow

Back 60

- worked for CBS

- Good Night and Good Luck

- "See it Now" weekly documentary

- challenged McCarthy on red scare

- remembered for: brilliant writing, great voice, belief that US should come to Britain's aid against Germany, putting together CBS news team in Europe (Murrow's Boys)

Front 61

Benjamin Day

Back 61

New York Sun, first penny press

Front 62

Annie Laurie

Back 62

Winifred Bonfils,

- aka “Annie Laurie”, Hearst’s “Sob Sister”

- exposes hospitalabuse, Mormonpolygamy, citybrothels

Front 63

Robert Sengstacke Abbot

Back 63

"The Chicago Defender"

- Founded 1905 on 25 cents ($600 in 2010 dollars), 300 copies

- founder and publisher to his death in 1940

- Advocated black migration to the north

- Fought segregation in South, armed forces

- One of the first self-made black millionaires in U.S.

Front 64

Sara Joseph Hale

Back 64

editor of the women's magazine: Godey's Lady's Book

- 'Victorian Bible of the Parlor'

- 1800's

- short stories, fashion, home tips

Front 65

Steve Jobs

Back 65

co-founder and CEO of Apple Inc.

Front 66

Rupert Murdoch

Back 66

- primary stockholder of 21st Century Fox/News Corps

- became US citizen to comply with FCC ownership rules

- Founded Fox News

- My Space

- Wall Street Journal

- British Sky Broadcasting

Front 67

Define a pseudo event

Back 67

- Any event created solely to attract mediacoverage

- “Whether it is ‘real’ or not is less importantthan its newsworthiness and ability to gainfavorable attention.”

- Not spontaneous.

- It comes about because someone hasplanted it or incited it.

- Planted primarily, but not alwaysexclusively, for the purpose of beingreported or reproduced.

- Intended to be a self-fulfillingprophecy.

Front 68

What is meant by the term “corporatearrogance” and how it led to the development of modern public relations?

Back 68

- corporate arrogance alienates the citizens

- leaders knew how to run a business, but did not understand the public

- covered things up, bribed reporters, false stories

- Ivy Lee founded modern PR based off of honesty and transparency to the public by corporations in order to respond to critical press coverage

Front 69

Define media conglomerate

Back 69

- a large company with multiple divisions that produce related or unrelated products

- RJR/Nabisco (tobacco and food)

- Time Warner (books, magazines and TV)

Front 70

What is meant by the business term, "vertically integrated"?

Back 70

- Controlling every aspectof a media product from production throughdelivery to consumers.

- Creates content

- Delivers it to consumers

- Owns delivery systems and hardware

Front 71

Whatis meant by synergistic marketing?

Back 71

- The promotion and saleof different versions of amedia product across thevarious subsidiaries of amedia conglomerate

- example: Disney's new movie Star wars is being advertised hella on their other owned networks such as ABC and ESPN

Front 72

How did Tylenol respond to the 1982poisoning case and why it is a model for PR crisis management?

Back 72

- Johnson and Johnson's response:

1. stopped production

2. full cooperation with the feds

3. full disclosure to the public

4. boosted PR staff

5. result/resolution: tamper-proof bottles

- became model because it worked, they gained their market share back in months and the problems never surfaced again

Front 73

What are the positives and negatives of media consolidation, mergers, acquisitions?

Back 73

- Media dominance by a few gives bigcompanies resources to innovate, deliver.

- But consumers can lose leverage asmarketplace competition declines.

- Media messages can become homogenous,self-perpetuating.

- Cultural imperialism produces anti-American,anti-West backlash.

Front 74

Volney Palmer

Back 74

- first Ad Agency

- 1941, Boston

- media buying and space broker representing publishers

- limited-service agency

Front 75

Explain theFirst Amendment (what it says) as well as what it does and what it does not do.

Back 75

Protects:

- no prior restraint

- freedom of religion

- freedom of speech and press

- right to challenge/change the gov

Does not Protect:

- libel

- copyright infringement

- obscenity

- national security/sedition (clear and present danger)

- privacy violations

Front 76

The dominant medium in the 19th and early 20th century was....

the dominant medium in the mid 20th century was...

Back 76

print

tv/radio