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93 Cards in this Set
- Front
- Back
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Discovering Mass Audiences |
Media research techniques overlap into many aspects of modern life, including marketing, politics, and governance |
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Gallup's Statistical extrapolation |
Drawing conclusions from a segment of the whole |
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Probability Sampling |
Everyone in the population being surveyed has an equal chance to be sampled. |
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Sample size |
number of people surveyed |
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Margin of error |
Percentage that a survey may be off the mark |
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Confidence level |
Degree of certainty that a survey is accurate |
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Quota Sampling |
demographics of the sample coincide with those of the whole population. |
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Straw polls |
Respondents select themselves to be polled; unreliable indicator of public opinion |
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Roving photographer features |
statistically unsound way to tap public opinion |
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Circulation |
the number of readers of a publication |
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Audit Bureau of Circulations |
check newspaper and magazine circulation claims. |
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Ratings |
the measurement of an audience size |
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Nielsen Media Research |
tracks media audiences like network TV viewership, listenership, and movie-goers |
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Archibald Crossley |
Pollster used to determine listenership of radio programs in 1929 |
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A.C. Nielsen |
Founder of broadcast survey firm bearing his name |
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Demographics |
category breakdowns for audiences such as income, education, religion, occupation, neighborhood, age, etc. |
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Broadcast Ratings Council |
to accredit ratings companies and audit their reports. Problems with ratings include: 1. Discrepancies 2. Slanted Results 3. Sample Selection |
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Hyping |
intensive promotion to attract an audience during ratings periods |
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Sweeps |
weeks in feb, may, june, and november when major local TV rating are compiled |
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Black weeks |
weeks when ratings are not conducted |
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Flush factor |
viewers leave during commercials to go eat, bathroom, etc. |
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Engagement Ratings |
attempts to gauge how attentive people are to certain programs and ads |
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Overnights |
Next morning reports on network viewership |
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Media Matrix |
uses a two track system to determine how many people view web sites |
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Anytime Anywhere Media Measurement or A2/M2 |
1.Nielsen plan to integrate audience measurements on a wide range of video platforms |
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Heatmapping |
Technology to track how people move through a webpage |
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Gazehawk |
co-founders Joe Gershenson and Brian Krausz |
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Focus Groups |
Small groups interviewed in loosely structured ways for opinion reactions |
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Prototype Research |
checks audience response to a product still in development. |
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Television Pilots |
a prototype TV show that is give an on-air trial |
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Demographics |
traditional demographic polling methods divided people by gender, age, and other easily identifiable population characteristics |
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Cohort Analysis |
Demographic tool to identify marketing targets by common characteristics |
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PRIZM |
system developed by Jonathan Robbin, includes clusters: 1. Blue-chip blues 2. Young suburbia 3. Golden Ponds 4. Blue-Blood estates 5. Money and Brains |
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Psychographics |
divides the population into lifestyle segments- the leading psychographic approach, the Values and Life-Styles program |
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Psychographics Categories |
1. Belongers 2. Achievers 3. Societally Conscious 4. Emulators 5. Experientials 6. I-Am-Me's 7. Survivors 8. Sustainers 9. Integrateds |
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Magic Bullet Theory |
another name for the overrated powerful effects theory |
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Powerful effects theory |
Theory that media have immediate, direct influence |
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Minimalist Effects Theory |
theory that media effects are mostly indirect; led by Paul Lazersfeld and Columbia University |
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Two-step flow model |
shows that votes are motivated less by the mass media than people they know personally and respect, called opinion leaders |
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Multistep flow model |
media affects individuals through complex interpersonal connections |
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Status conferral |
Media attention enhances attention give to people, subjects, and issues; is agenda setting |
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Narcotizing Dysfunction |
People deceive themselves into believing they're involved when actually they are only informed |
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Cumulative effects theory |
notes that nobody can escape either the media, which are ubiquitous, or the media's messages, which are driven home with redundancy |
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Spiral of Silence Model |
vocal majority intimidates others to silence |
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Socialization |
Learning to fit into society |
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Prosocial |
socialization the perpetuates positive values |
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Role Modeling |
Basis for imitative behavior |
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Stereotyping |
a kind of shorthand that can facilitate communication |
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Historical transmission |
the communication of cultural values to later generations |
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Contemporary transmission |
process through which news, ideas, values, and information spread |
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Cultural Imperialism |
One culture's dominance over another |
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Sigmund Freud |
Austrian psychiatrist who theorized that the human mind is unconsciously susceptible to suggestion |
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Ernest Dichter |
Believed depth interviewing could reveal people's motivations, which could then be exploited in advertising messages |
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Motivational research |
seeks subconscious appeals that can be used in advertising |
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Subliminal messages |
Cannot be consciously percieved |
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Jim Vicary |
claims to have used subliminal messages in a NJ movie theater resulting in increased sales of Coke and Popcorn; other studies have not been able to replicate his findings |
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Subception |
Receiving subconscious messages that trigger behavior |
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Observational Learning |
Theory that people learn behavior by seeing it in real life, in depictions |
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Cathartic effect |
People release violent inclinations by seeking them portrayed |
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Propaganda |
information that is spread for the purpose of promoting a doctrine or cause |
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Payne Fund Studies |
First large scale investigation into the effects of media |
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Aggressive stimulation theory |
people are inspired to violence by media depictions
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Catalytic theory |
see media depicted violence as having a contributing role in violent behavior, not a triggering one. |
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Desensitizing theory |
tolerance of real life violence grows because of media depicted violence |
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Estates |
1. Clergy 2. Nobility 3. Common People 4. the press |
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Federal Radio Commission in 1927 |
job was to limit the number of station and their transmitting power to avoid signal overlaps |
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Equal Time rule |
Government requirement for stations to offer competing political candidates the same period and the same rate for advertising |
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Fairness Doctrine |
1949-1987; Former government requirement that stations air all sides of public issues |
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Agenda Setting |
The process through which issues bubble up into public attention through mass media selection of what to cover |
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Presidential coverage |
A study of the CBS Evening News found that 60% of the opening stories feature the prez |
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Horse Races |
An election campaign treated by reporters like a game- who's ahead, who's falling back, who's coming up the rail |
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Sound Bites |
The actual voice of someone in the news, sandwiched into a correspondent's report |
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Trail Balloon |
A deliberate leak of potential policy |
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Leak |
A deliberate disclosure of confidential information by someone who wants to advance the public's interest |
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Stonewalling |
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Campaign Coverage |
frequent criticisms include 1. Issues 2. Agendas 3. Pseudo events 4. Photo-ops |
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Pseudo-events |
staged events to attract media attention, usually lacking substance |
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Photo-ops |
short for "photo opportunity" usually staged |
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Attack ads |
a subspecies of negative ads, especially savage in criticizing opponents, playing loosely with content |
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Negative ads |
political campaign advertising, usually on TV, in which candidates criticize opponents rather than emphasizing their own platforms |
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Straw Donor |
A person who uses someone else's money to make a political contribution |
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Political Action Commitee |
creations of corportations, labor unions, and ideological organizations to collect money to support candidates |
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Swift Boating |
Smear Campaigns, generally by 527s |
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Authoritarianism |
top-down governance such as a monarchy or dictatorship |
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Libertarianism |
have faith in the ability of individuals to come to know great truths by applying reason |
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Marketplace of Ideas |
an unbridled forum for free inquiry and free expression |
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Microblogging |
Russian President Medvedev uses Twitter as a platform for public debate in English and Russian |
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Golden Shield Firewall |
Chinese system to control internal internet communication within the country |
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Wikileaks |
unaffiliated online source that posts secret government and corporate documents. Designed to be correct abusive practice and promote public dialogue and involvement. |
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Soft Diplomacy |
Governments low key initiatives to create a favorable context for foreign relations includes direct- to- the people media messages |
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Radio Free Europe/ Radio Liberty |
U.S. propaganda stations aimed at countries in Eastern Europe, Central Asia, and the Middle East without a free flow of information |
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Voice of America |
government funded producer of broadcast and internet programming sent into nations with a state controlled media to articulate U.S. policies directly to the people |
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Radio and Television Marti |
U.S. propaganda station aimed at Cuba flow of information |
