Mass Communication Exam 2

What is advertising?

Ancient form of communication to inform or persuade the public about product, service, idea, candidate, etc.

What is agenda setting?

The media’s role in deciding which topics to over and consequently which the public deems important and worthy or discussion

What is astroturfing?

Faux grassroots movement or campaign actually created or controlled by organizations with vested interest in outcome

What is behavioral targeting?

Advertising technique drawn from information we really share through our digital footprint

What is branding?

Process of creating in the consumer’s mind a clean identity for a particular company’s product, logo, or trademark

What is canting?

What is categorical imperative?

From Kant; posits unconditional moral obligation not dependent on individual’s personal inclinations or goals

What is celluloid film?

What is clear and present danger?

Schenck vs US —> Falsely shouting fire in a theatre and causing a panic, overturning in favor of “imminent lawless action” test 50 years later, “directed to inciting or producing imminent lawless action

What is CPM?

Cost-per thousand; standard unit for measuring advertising rate for publications based on circulation in print and online media

What is crowdsourcing?

The public provides raw footage and information from multiple perspectives that professional journalists are able to build stories from, and for stories that have lots of data or information to parse through

What is cultural imperialism?

Condition that occurs when a powerful foreign country dominates a domestic media market through influx of its products

What is cultural transmission?

Passing of culturally relevant knowledge, skills, attitudes, and values from person to person or group to group

What is culture industry?

Coined by Frankfurt School to describe how media companies produce or “make” culture in the same way that other companies produce products

What is Daguerreotype?

A method of creating a positive image on a metal plate which reduced exposure time to roughly 30 minutes

What is deadline haste?

What is libel?

Written defamation

What is slander?

Spoken defamation

What is discourse ethics?

By Habermas; prescribes rules but also assumes importance of justice and equality

What is the echo effect?

A phenomenon that occurs when people surround themselves with online voices that echo their own, reinforcing their views and beliefs that those opinion are in majority when they may not be

Who was Edward Bernays?

Crystallized public opinion, the counsel on public relations not only knows what news value is, but knowing it, he is in a position to make news happen. He is a creator of events; Torches of Freedom”

What is encoding/decoding?

Media producers encode media products with meanings, which are then decoded in various ways by various audiences

What is ethics?

A branch of philosophy that examines moral questions, or questions of right and wrong

What is ethnocentrism?

An American lens, common reference, middle American values, a flattened world

What is fair use?

Allowable use of copyrighted work that does not require payment of royalties

What is fake news?

A news story with incorrect information, satire, reporting that is disagreed with, a false news story

What is framing?

A particular presentation and communication of message influences our perception of it

What is the FTC?

Federal trade commission, principal commerce regulatory body at the federal level in the US, false and deceptive advertising, enforces antitrust and consumer protection laws, including cases of deceptive advertising in print, electronic media, and the internet

What is FCC?

Federal communications commission, electromagnetic spectrum auction, license renewal, and regulatory power, the airwave are a”scarce resource” the airwave are a public good, broadcast (free) content are an “uninvited guest” into the home FCC vs Pacifica Foundation

What is the FDA?

Food and drug advertising

What is the DOJ?

Department of Justice, responsible for ensuring public safety

What is gatekeeping?

What is greenwashing?

What is pinkwashing?

What is half-tone?

What is hypodermic-needle model?

A model of media effects, also called the magic bullet that claims messages have profound, direct, and uniform impact on the public

What is intellectual property?

Ideas with commercial value, such as literary or artistic works, patents, trademarks, business methods, and industrial processes

What is interpersonal communication?

Communication between two or more individuals, often in a smal group, although it can involve communication between a live speaker and an audience

What is investigative reporting?

Easy to access and download, easy and inexpensive to produce

Who was Ivy Ledbetter Lee?

Invented the modern field of PR, stressing the importance of truth and avoiding “puffery” helped John D. Rockefeller rehab his image after the 1914 Ludlow Massacre

What are laws?

Rules may or may not be based on moral percepts, man unethical actions are not illegal, some laws have been deemed immoral

What is magic bullet?

Also called the hypodermic-needle model, media messages have profound, direct, and uniform impact on the public

What is marketing?

Focus is increased sales and profits, audience is customers and potential buyers, media is paid, timeframe is short term, communication is non-dialogic/one-way, control is direct

What is mean-world syndrome?

People perceive the world as more dangerous that it actually is due to viewing media violence

What is media hegemony?

Condition that occurs when dominant groups in society control the mass media, largely through ownership

What is a meme?

Media item of cultural interest that spreads through repeititon and replication via the internet

What are morals?

What we believe to be right or wrong

What is a news leak?

Secret information deliberately given to journalists with hope they will public it

What is objectivity model?

Began not as a moral ideal, but to attract the widest possible audience, demands the reporter remove his/her value systems and expertise from the story

What is the opinion poll?

Asks members of the public their opinions on issues or political candidates; usually conducted by professional polling organizations

What is performance-based advertising?

Online ad buying in which advertiser pays for results rather than size of publisher’s audience or CPM

What is photographic realism?

What is a pitch?

Request to review client’s new product or do story about client or product

What is positivism?

What is press agentry?

Precursor to PR, focus on getting attention, for a client, often by creating outrageous stunts to attract journalists

What is public relations?

The audience is multiple stakeholders, focus is favorable public image, media is earned, timeframe is mid to long term, communication is dialogic/two-way, control is indirect

What is puffery?

Makes extravagant and unrealistic claims about a product without saying anything concrete

What is push poll?

Appears to be a telephone poll but is actually a political telemarketing campaign that makes a favored candidate look good or misrepresents the opposition

What is rating?

What is search engine marketing?

Paying for keywords to show up high in rankings in search engines

What is social justice?

Getting the most fairness for everyone

What is a sound bite?

Length of time TTV news subject speaks without editing; also a short, catchy utterance designed to capture media attention

What is sourcing?

Dependent on official sources, or establishing sources

What was the telecommunication act of 1996?

Lifted many previous restrictions on ownership,

What are the different types of public relations?

In-house and agency

What is the first amendment?

Guarantees that congress shall make no law restricting freedom of speech, press, assembly, or religion, only print media has full protection

What is the golden mean?

To find a balance between two extremes

What is the inverted pyramid?

What is the Jeffersonian Ideal?

Where it left me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter

What is the third-person effect?

Tendency to underestimate the effect of a persuasive message on themselves while overestimating its effect on others

What is a trademark?

Protects right to use a particular sign, logo, or name, it lasts forever as long as you protect it, if someone else tries to use your trademark, you MUST tell them to stop, and use them if they don’t

What is a trial balloon?

Information leaked to press about proposed plan or idea to test public response

What is two-way symmetrical model?

Emphasizes system of managing relationships among organizations, individuals, and their many publics

What is utilitarianism?

Greatest good for greatest number

What is virtue ethics?

Oldest ethical systems with roots in some of earliest religionsfocused on character and moral virtues rather than rules or consequences.

What is earned media?

Favorable publicity promoted by a public relations source rather than advertising; the opposite of paid media

What is equal-time rule?

The requirement that broadcasters make available equal airtime, in terms of commentaries and commercials to opposing candidates running for election

What is the fairness doctrine?

Required broadcasters to seek out and present all sides of a controversial issue they were covering

What is greenwashing?

Inaccurately making products appear to be environmentally friendly or obtained through fair-trade practices

What is positivism?

The dominant epistemology throughout the twentieth century, assumes an objective reality that can be observed, measured, and explained by a neutral observer