Media 180 Final Exam

Public Relations Society of America (PRSA)

defines public relations as "A strategic communication process that builds mutually beneficial relationships between organizations and their publics".

Press Agents

the earliest type of public relations practitioner, who seeks to advance a client's image through media exposure (Advertising)

Buffalo Bill's PR Strategy

Was the first to use publicity, a type of PR communication that uses various media messages to spread information about a person, cooperation, issue, or policy to elevate entertainment culture to an international level

Ivy Lee's Transparency and Media Campaigns

Advised Rockefeller Jr. to wear overalls and a miners helmet and pose with families of workers and union leader. Rockefeller took to handing out dimes to children wherever he went. This was the first use of a PR campaign in a labor vs management dispute.

Edward Bernays and "Engineering of Consent"

PR is the "engineering of consent." Bernays staged an event: He labeled cigarettes "torches of freedom" and encouraged women to smoke as a symbol of their newly acquired suffrage and independence from men.

Doris Fleishman's Contributions to PR

considered the first women to work in PR. Opened up the profession to women. played a "central role in building the Bernays empire," she ghost-wrote scores of speeches and strategy papers

Pentagon Pundit Program

Bush administration; cultivated more than 70 retired military officers to appear on radio and TV to talk about the Bush agenda

Astroturf

the practice of creating a movement or campaign so that it looks like it was created by concerned citizens as a grassroots movement, but was actually created or controlled by a PR firm organization

P.T. Barnum's PR Techniques

used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for clients the freak shows he promoted play "on the insecurities, fear, and shame of others."

Media Relations in the 20th Century Campaigns

moving from basic publicity tactics to sophisticated communication strategies using mass media like radio and television

PR in Political Campaigns

By the 1890s, press agents worked on political campaigns, using media to sway voters and build reputations

Will Smith BET awards-"You Can Make It" performance

was a significant PR event, strategically timed to coincide with his public comeback following the 2022 Oscars slap. The performance aimed to showcase a renewed positive image and connect with his audience, particularly within the Black community.

Lady Gaga MTV awards meat dress

became a major PR sensation and sparked widespread debate. The meat dress received extensive media attention, both positive and negative, which helped to solidify its place in pop culture history

VNR

video news release is the television version of the printed press release, translating the printed word into the language of moving pictures. It is distributed via satellite to television stations nationwide

Pseudo-events

in public relations, circumstances or events created solely for the purpose of obtaining coverage in the media

Deadheading

Offered reporters free railpasses for positive stories on railroads.

First American Advertising Agencies

newspaper space brokers (individuals who purchased space in newspapers and sold it to various merchants)

Volney Palmer

Opened prototype of first ad agency in 1841

Sold space to advertisers for 25% commission

N. W. Ayer & Son

the first modern advertising agency in the United States, this company created memorable slogans for such firms as De Beers ("a diamond is forever")

Advertising Influence on Pricing & Consumer Perception

Product differentiation create demand by leading consumers to associate particular brands with quality.

Patent Medicines & Department Stores

Late 1800s patent medicines and department stores accounted for half of the revenues taken in by ad agencies.

Subliminal Advertising

a 1950s term that refers to hidden or disguised print and visual messages that allegedly register on the subconscious, creating false needs into buying products

Product Placement

Putting products into TV shows and movies where they will be seen

Account Managers in Advertising Agencies

sales executives who find clients and maintain those relationships

Market Research in Advertising

assesses behaviors and attitudes of consumers toward particular products

Media Buyers in Advertising

negotiate rates and place ads with specific media outlets determined by planners

Digital Advertising & Individual Targeting

are successful because they target the individual, collect information through cookies, online surveys, and SSO strategies which track ad impression and click-throughs

Snob-appeal

attempts to persuade consumers that using a product will maintain or elevate their social status

Bandwagon

points out in exaggerated claims that everyone is using a particular product.

Famous-person Testimonial

a product is endorsed by a well-known person

Hidden-fear Appeal

plays on consumers' sense of insecurity

Plain-folks Pitch

an advertising strategy that associates a product with simplicity and the common person

Saturation Advertising

variety of media are saturated with ads aimed at target audiences

Cultural studies approach

considers media text, users, technologies, and industries within larger context of culture

Hypodermic-needle Model

Media shoot effects directly into unsuspecting victims "the media said it therefore it must be true"

Minimal-effects Model

media alone cannot cause people to change their attitudes and behaviors

Selective Retention

a process whereby a consumer remembers only that information that supports his or her personal beliefs

Selective Exposure

people expose themselves to the media messages they are most familiar with.

Uses and Gratifications Model

people use media to satisfy various emotional or intellectual needs

Albert Bandura's Social Learning Theory

four step process that suggests link between mass media and behavior, -attention -retention -motor reproduction -motivation

Agenda-setting Function of Mass Media

The idea that when the mass media focus their attention on particular events or issues, they determine the major topics of discussion for individuals and society

Cultivation Effect

suggests that heavy viewing of television leads individuals to perceive social reality in ways that are consistent with television portrayals

Spiral of Silence Theory

those that believe their views are controversial or in the minority will keep their views to themselves out of fear of social isolation.

Third-person Effect

the assumption by most people that others are more prone to being influenced by persuasive messages (such as those in media campaigns) than they themselves are

Antonio Gramsci

investigated how mass media support existing hierarchies, examined how popular culture and sports distract people from redressing social injustices.

Stuart Hall

cultural studies: explores how meaning is created and interpreted in media. He argued that media producers "encode" messages with intended meanings, but audiences "decode" these messages based on their own experiences,

The Frankfurt School

group of european researchers,

-reduce large "cultural questions: to measurable and "verifiable categories"

-depend on "an atmosphere of rigidly enforced neutrality"

-refuse ro place "the phenomena of modern life" in a "historical and moral context"

Media Effects Scientific Approach

relies on scientific method that predict the influence of an Independent and dependant variable, -Objectivity (minimizing bias) -reliability (getting consistent answers) -Validity (showing that study measures what it claims to measure)

Textual analysis

in media research, a method for closely and critically examining and interpreting the meanings of culture, including architecture, fashion, books, movies, and TV programs

Corporate Takeovers

Acquisition of one company by another.

Mergers

The joining together of two or more companies or organizations to form one larger one.

Monopoly

A market in which there are many buyers but only one seller.

Oligopoly

A market structure in which a few large firms dominate a market

Limited Competition

in media economics, a market with many producers and sellers but only a few differentiable products within a particular category; sometimes called monopolistic competition

Telecommunications Act of 1996

Allows one company to own as many as eight radio stations in large markets (five in smaller ones) and as many as it wishes nationally

Horizontal Integration

strategy in which a corporation owns companies involved in a wide array of media businesses

Vertical Integration

when a single company owns everything needed to produce, distribute, and sell a product.

Intellectual Property definition

a work or invention that is the result of creativity, such as a manuscript or a design, to which one has rights and for which one may apply for a patent, copyright, trademark, etc.

Copyright definition

The exclusive legal right to Reproduce, Publish, and Sell a literary, musical, or artistic work

The effects of extending intellectual and copyright protections

Strong intellectual property protection, like patents and copyrights, provides creators with exclusive rights, giving them the incentive to invest time and resources in developing new ideas and products.

Sherman Antitrust Act

First federal action against monopolies, it was signed into law by Harrison and was extensively used by Theodore Roosevelt for trust-busting. However, it was initially misused against labor unions

Clayton Antitrust Act

1914 act designed to strengthen the Sherman Antitrust Act of 1890; certain activities previously committed by big businesses, such as not allowing unions in factories and not allowing strikes, were declared illegal.

Celler-Kefauver Act

the federal law of 1950 that amended the Clayton Act by prohibiting the acquisition of the assets of one firm by another firm when the effect would be less competition

Digital Media Conglomerates

Amazon, Apple, Facebook, Google, Microsoft

Global Media Exports

media exports from other countries have become popular, facilitated by digital distribution, ex: telenovela's, reggae, k-pop

Edwin S Porter

Employee of Edison who began making early films for the Edison Company. Director of "The Great Train Robbery". This film is considered by many to be the first narrative film (1903)

George Méliès

French magician considered to be the "Father of Movie Special Effects"

"Trip to the Moon" -- 1902

Adolph Zuckor

founder of Paramount pictures, most successful company of the silent era. Block booking, book movies in packs.

media effects approach

attempts to understand, explain, and predict the effects of mass media on individuals and society and relies primarily on tools rooted in the scientific method.

content analyis

a systematic approach to coding and measuring media content in order to identify and quantify different types of media texts

Vertical integration in the movie business

control the three essential levels of the movie business: production, distribution, exhibition

The Great Train Robbery

A 1903 black and white silent western film that was 14 minutes long and the first film to tell a coherent story with continuity edits. Due to its success it is credited for the creating Hollywood and the success of the movie industry.

Birth of a Nation

famous for using parallel editing to tell a political (propaganda) story

Nickelodeons

The first movie houses; admission was one nickel often run by immigrant entrepreneurs catering to a growing working class

The Big Five

Metro-Goldwyn-Mayer (MGM), Paramount Pictures, 20th Century Fox, Warner Bros, and RKO Radio Pictures

shift from producers-consumers

Traditional media outlets (e.g., newspapers, TV) primarily created and delivered content to consumers, with limited audience interaction.