FINAL EXAM MASS MEDIA

What is digital media?

Describes all forms of media communications that combines text, video, sound, and pictures using computer technology.

What’s Negroponte’s 3 segments?

• Print and Publishing

• Broadcast and motion pictures

• Computer industry

What is digital media?

Describes all forms of media communications that combines text, video, sound, and pictures using computer technology.

What’s Negroponte’s 3 segments?

• Print and Publishing

• Broadcast and motion pictures

• Computer industry

What’s digital divide?

A gap between people who have online access and those who don’t.

Define Convergence:

A product produced by media companies and then began resembling each other.

Web access leaves some people behind:

• Messages and emails are easy to use, and they are text based systems.

• Familiarity and convenience are very important because people who have fear of something will hold changing established hobbies.

• A gap between people who have access online and those who don’t is called digital divide.

• According to an American project, one out of five Americans say that they do not use emails nor the internet and don’t live in a internet-connected household.

• Those “disconnected adults” are people who

  1. Less than high school education

  2. 65 years old and over

  3. Live in rural areas.

Paul’s 30 years rule:

1. Lots of excitement, lots of puzzlement, not a lot of penetration.

2. Lots of flux, penetration of products into society is beginning.

3. Reaction to technology: “Oh, so what? It’s just a standard technology, and a lot of people have it”.

Define advertising:

Originally meant to take notes or to consider, by the 1700s the meaning changed “to persuade”

Daniel Boorstin says advertising in America shares three characteristics- What are they?

Repetition means repeating simple messages to make it more effective.

Advertisers use plain-talk and tall-talk that “is not untrue, yet it is not exactly true”

Ubiquity-advertisers look for new places to attract consumers attention such as ads appearing on shopping carts, stop park meters, video screens.

ubiquity is of course the effect of our inhabitant efforts to get all sorts of info using all medias to everyone everywhere.

6 departments of advertising

MMACA

• Media selection

• Marketing

• Administration

• Creative activity

• Account Manager

Explain the three ways to encourage someone to do what you want them to do:

Power involves ruling by law, but it also means ruling by peer-pressure. Someone does something because his or her friend did.

Persuasion is the act of using argument or reasoning to induce someone to do something, it is the approach of PR.

Patronage is a polite term for bribery. Paying someone with a favor or money to do something for you.

Who is the best known early practitioner of public relations?

Ivy Lee started his career in PR after opening his office in New York with George F Park.

Who was called the father of public relations?

Ivy Lee and Bernays

Define PR according to Bernays:

Is the attempt by information, persuasion, adjustment to engineer public support for an activity, cause, movement or institution.

Explain image and reputation:

Reputation is what you say, what you do, and what other say about your organization. The reason for the continuing growth of PR is that organizations are paying more attention to this because they realize that what people say affects the bottom line.

Reputation is single most important asset that an organization has.

How does positioning and branding work?

A process of which an organization manages how they want to be seen or known by the publics.

A concept drawn by marketing and positioning specifically dealing with maintaining and establishing a distinctive place for an organization vis-a-vis it’s competitors.

Explain the alien and sedition law:

Set a fine of up to $2000 or jail time up to 2 years for anyone who is found guilty of writing, speaking, publishing “false, malicious, scandalous, writing or writings” against the government, president or congress.

Define prior restraint:

Government censorship of information before the information is broadcasted or published.

What is wikileaks and who is the founder?

A whistle blower organization that devotes to uncovering government secrets, the founder is Juliann Assange.

What Is the Standard for Obscenity and what are the three reasons critics try to challenge content?

• Material containing “sexually explicit”

• Material containing “offensive language”

• Material is unsuited for age groups.

Explain invasion of privacy:

• Intruding someone’s personal or mental solitude

• Giving someone publicity that leaves the person in a false light

• Using someone’s name or looks to gain commercial benefits.

• Publishing or disclosing someone’s embarrassing personal facts.

Define Copyright and Plagiarism

Copyright is a form of protection provided by the US law under which the creator of an original artistic or intellectual work is automatically granted certain rights.

plagiarism is defined more narrowly as someone uses someone else’s information, writing, or speech without providing a proper documentation nor citing the source.

Using someones work as ones on.

What are The following list offers suggestions for ways to avoid plagiarism in your own work?

• Dont procrastinate

• Avoid taking shortcuts

• Repharse sentences in your own words

• Write notes throughly and keep track of records

• Ask your instructor when in doubt

• Provide citations or attributes to the source

According to the U.S. government, there are four issues to consider when determining fair use: What are they?

The purpose and the character of the use, including the use of commercial nature and the use of non profit educational purpose

The nature of copyrighted work

The amount and substantiality of the portion in relation to the use of copy righted work as a whole

The effect of the use of potential market for, or the value of the copyrighted work.