MC 2000 Final Spring 2026

What are the 8 news values?

Impact, Timeliness, Proximity, Prominence, The Bizarre, Conflict, Currency, Human Interest

Impact

How will this affect readers’ lives?

Timeliness

Why are you telling me this NOW? News has to be new - or newly relevant

Proximity

Does this story matter to MY audience? Proximity is geographical and emotional closeness

Prominence

Why are YOU telling me this? Famous people and institutions make news more easily than unknown 

The Bizarre

Is there anything unexpected about this story? When a dog bites a man, that’s not news. When a man bites a dog, that’s news. 

Conflict

What are the different sides and what are they fighting for?

Currency

Is this trending? Has its moment arrived?

Human interest

Is there a human face in this story? Statistics don’t go viral, people do.

Which news values does the algorithm tend to amplify?

Conflict, The Bizarre, Currency

Which news values does the algorithm tend to bury?

Slow-burn impact stories, local proximity news, nuanced human interest

How does Gen Z’s relationship with proximity as a news value differ from traditional definitions?

For Gen-Z, proximity is often identity-based rather than geographic. For example, a story about their demographic feels “close” regardless of location

Misinformation

FALSE information spread WITHOUT intent to deceive

Disinformation

FALSE information spread WITH intent to deceive 

Malinformation

TRUE information spread WITH intent to deceive

What are the three ingredients of an engineered hoax?

1. A Plausible Claim

2. An Emotional Trigger

3. A Distribution Strategy

What is lateral meaning and why does it matter?

Don’t read the source - open new tabs and search the source. What do others say about this outlet? Make sure the source is trustworthy and is giving accurate information

What is decontextualization and how does it contribute to media decay?

Decontextualization: stripping content away from its actual meaning. As information spreads quickly, this destroys the original meaning and integrity of communication, leading to media decay 

What are the emotional appeals used to spread disinformation?

fear, outrage, warmth, humor

Fear (as an emotional appeal)

Activates threat response. Bypasses critical thinking. Most powerful lever: panic spreads before verification even starts

Outrage (as an emotional appeal)

Provocative content generates the fastest engagement velocity. Even people who want to condemn it amplify it by sharing.

Warmth (as an emotional appeal)

Exploits care and grief. People share because they feel something, not because they checked. Spreads fastest in tight communities

Humor (as an emotional appeal)

Lowers the guard. Absurd content spreads because it seems harmless. Satire without clear labels migrates to platforms where it’s taken literally 

What does the viral coefficient measure and what does it tell you?

Viral coefficient is the number of new users a brand converts into customers. It can also tell you how efficiently your content spreads

What does "post half-life" mean?

The time for a post to reach half its total engagement

What does structural theft pattern in music history refer to?

Blues and R&B develop in Black communities in the South, White artists cover the songs, The Industry calls it acceptable, The radio segregates the charts

Why is podcasting regulated differently than broadcast radio?

Because the airways were public property, broadcast radio requires a license and public interest obligations - Podcasting has no requirement for an FCC license

What does the algorithm’s role as the “new program director” mean?

Music drives social media trends - and social media now drives music discovery. 38% of new listeners find music through social platforms, and thus, they find music through the algorithm. 

What is the difference between trade press and consumer entertainment press?

Trade press focuses on industry-specific news and insights for professionals, while consumer entertainment press covers news and trends aimed at the general public 

What is the exclusive economy and how does it work?

A system where access to certain content or experiences is limited to a select audience, often creating a sense of scarcity and value

What is the difference between what a publicist does vs. what a journalist does?

A publicist manages the public image of clients and promotes their work through media relations, whereas a journalist reports news and conducts investigations 

What does the Kobe Bryant/TMZ case illustrate about the tension between speed and ethics in breaking news?

The tension between the speed of breaking news and ethical considerations of reporting sensitive information

How do Beyoncé and Taylor Swift represent a shift in how celebrities manage their own narratives?

By taking control of their public image and using social media to communicate directly with fans

What are the two ways to win consumer attention?

Engaging content and strategic marketing, ensuring that the message resonates with the intended audience

What is a conversion in digital advertising?

Refers to the action taken by a user that fulfills a desired goal, such as making a purchase of signing up for a newsletter

Why does “confusion kill conversions?

If users find a website or advertisement confusing, they are less likely to complete the desired action, such as making a purchase

Paid media

advertising that is purchased

Organic media

Publicity gained through promotional efforts other than paid advertising

What does “follow the consumer” mean as a strategic principle?

Businesses should adapt their strategies based on consumer behavior and preferences to effectively engage their target audience

How do different politicians use the dominant media of their era (FDR through the present)?

Different politicians have utilized the dominant media of their era, from radio to television to social media, to communicate their messages and connect with voters

What is the difference between earned media and paid media in a political context?

Earned media refers to the coverage gained through PR efforts, while paid media refers to advertisements purchased to promote a candidate or issue

What does it mean to “control the narrative”?

To influence how a story is told and perceived, often by managing the information shared with the public

Deanna Narveson

Deputy Metro Editor, The Advocate

Her perspective on bias in journalism

Every piece of media has inherit bias

How The Advocate is adapting to changing media habits

Jacques Doucet

Sports Director, WAFB-TV

His principle on accuracy vs. speed

What he says separates journalists from the crowd

Perry Robinson

Reporter, WAFB; Former PIO, EBR School District

What his dual background (reporter + PIO) gives him insight into

The tension between journalists and the organizations they cover

Justin Obney

AI Content - His core argument about what matters most when using AI to create content

Importance of quality and reverence when using AI to create content

Jared (BlinkJar Media)

Digital Advertising

His foundational principle about attention and business

The two ways to win consumer attention

What it means to follow the consumer

Richard Ross

Legends of Alkebulan

The three foundations the podcast was built on

Why the podcast was created - what gap it was filling

Representation matters - Afro-centric narratives