Intro to Mass Comm. Final Exam

social media

the intersection of technology, social interaction, and information sharing that will continue to transform many aspects of mass communication

dialogic communication

social media employ a dialogic model of many-to-many communication

social production

social media is a cheaper way of creating and distributing media content widely.

5 things that make social media social

\- choice
- conversation
- curation
- creation
- collaboration

choice

many ways to get the media we want

conversation

the costumers control what compnay brands are instead of their traditional advertising or PR efforts may be so it's important for companies to keep their eyes open to online discussions

curation

a way to classify content such as using hashtags or creating folksonomies

hashtag

searchable keywords to define a piece of information, file, image, or other type of digital media in a nonhierarchical system

folksonomies

collection of tags created by users that provide metadata (data about data) regarding information

creation

digital media tools that facilitate the creation of content that have played a major role in the rise of user-generated content

collaboration

combining forces with another brand and come up with a mutually beneficial plan to improve digital marketing presence

email

can be easily overlooked, but its ease of use, prevalence, and capacity to send messages to more than one person makes it a powerful communication tool

spam

unwanted mass emailing from advertisers

discussion boards and web forums

a place for users to chat about topics asynchronously

lurking

reading discussion conversations but not contributing to the discussions

chat rooms

like a discussion group but happen synchronously (in real time)

instant messaging

a form of real-time communication through text type over a computer network

blogs and microblogs

type of website in which a person posts regular journal or diary entries with the posts arranged chronologically

wikis

website that lets anyone add, edit, or delete pages and content.

social media sites

1995 - classmate.com
2003 - Myspace and LinkedIn
2004- Facebook - Harvard campus
2006 - Twitter and Facebook opens to the public
2009 - Whatsapp
2010 - Pinterest and Instagram
2011 - Snapcaht and Wechat(china's app for everything)
2017 - TikTok

most popular social media site

facebook - 2.9 billion users

catfishing

someone who fakes an online profile, usually to encourage another to fall in love with the false persona

most frequent activity

\- Texting (88%)
- Email (70%)
- Facebook (62%)
- Camera (61%)

journalism

vital public service; surviving as business; sensationalism

"man bites dog"

news becomes news when it is extraordinary

news often predictable

annual events

pseudo-events

events staged specifically to attract media attention, particularly the news

soft news day

not much happening that is "newsworthy" - adding human interest pieces

agenda setting

media's role in deciding which stories to cover and which topics the public deems important

objectivity

the principal that reporting should be impartial and free of bias. because this can be difficult to do completely, this concept has been largely replaced with fairness and balance

associated press

1846 publishers from 6 New York newspapers organized it to create neutrality among content. now, 1500 newspapers and 5000 television and radio stations

joseph pulitzer

hungarian immigrant who founded newspaper empires in st. louis and new york

william randolph hearst

american newspaper mogul known for his sensational journalism and political influence

yellow journalism

named for the yellow kid and now used to describe the sensational style of the pulitzer and hearst newspapers

1920s

radio caused newspapers to suffer

1940s - early 1950s

television news broadcast tipped the scale

beat

area originally structured by geography, but now largely defined by subject

producing the news

time is critical and news segments are rehearsed down to the second

2012 huffington post

was the first commercial news website and blog to win a pulitzer

distributing the news

to keep people watching, stories that serve as bait typically appear later in the program, as does weather

advertising

strategic communication with an emphasis on persuasion

sara breedlove

became the first african american self-made millionare in the us

advertising agencies

volney b. palmer created the first advertising agency and the business model industry

commercial television

tony shwartz - master of the implied message famous for "the daisy spot", a 1946 advertisement considered among the most powerful political ads ever aired

What is the top ranked brand?

apple

branding

process of creating in the costumers mind a clear identity for a particular company's product, logo, or trademark

social marketing

advertising and marketing techniques that persuade people to change bad or destructive behaviors or adopt good behaviors

fear appeals

using strong visuals, ads can draw on hidden fears. some ads draw on personal fears, while others draw on a sense of loss.

Public Service Announcement (PSA)

advertising like a message from an organization with a worthy purpose that ostensibly benefits the public and for which the media donate time and space

print media

classified advertising or display advertising

electronical media

cost more than print ads because they can command a larger audience

subliminal advertising

persuasive messages that supposedly have unconscious effects on the audience and is illegal

outdoor

billboards, taxis, buses, bus stops

direct mail

"junk mail"

cookies

small text files loaded onto a computer that identifies specific users who visit a site and where they go after

email marketing

like direct mail, choice to option

banner ads

ads spanning the top of a webpage

pop-ups and video

online ads that open in a new window from the one the user is on

classified and auction sites

craigslist - no limit to word count or space, not limited by geography
ebay - buy and sell items

search engine ads

goal to appear first

mobile advertisement

easy and accessible

behavioral advertising

tracks users behaviors then post banner ads with similar topics

viral marketing

buzz marketing - promotes a product, service, or brand through natural online channels; people spread messages because they want to not because they are paid to do so

ethics

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

morals

what we believe to be right or wrong

laws

may or may not be based on moral precepts; many unethical actions are not illegal

the golden rule

can be applied in journalism when interviewing a grieving relative. using respect and dignity for others as you would want for yourself

the golden mean

a good ideology that journalists can use to judge whether or not to publish something. balance

the categorical imperative

immanuel kant, 18th century german philosopher, had a duty-based ethical system that said actions be declared no moral laws that applied to everyone

discourse ethics

jurgen habermas, german social theorists, believed in talking it out to see all the sides and the foundation of the sides

duties-based ethics in action

news of the world, a uk tabloid that published its last issue in 2011 due to being part of a scandal involving reporters hacking into phones of celebrities, sport stars, politicians, and families of crime victims, all to get material to scoop competing tabloids

utilitarianism

assumes that the most ethical action does the greatest good for the greatest number

social justice

"the most fairness for everyone"

potter box

systematic method of ethical decision-making

1st method of the potter box

definition - define all the facts and/or issues that arose in the situation

2nd method of the potter box

values - identify the values in operation that drive or aggravate the situation

3rd method of the potter box

principles - select a moral principle to apply to the situation

4th method of the potter box

loyalties - show active understanding of your own loyalties and why you have them

culture industry

term coined by the frankfurt school to describe how media companies produce or "make" culture in the same way other companies produce a product

many media-ethics dilemmas

Conflicting goals of serving the public with information and maximizing profit for the business

ethics in journalism

\- privacy rights versus the public's right to know
- going undercover
- victimizing the victims

ethical issues in advertising

\- Deceptive advertising
- Puffery
- Conflicts of interest in advertising
- Advertising codes of ethics

ethics in public relations

\- conflicts of interest in PR
- public relations codes of ethicse

ethics in entertainment

stereotypes, sex, violence

how many countries in the world have a law protecting the right to free speech?

the us. the first amendment is an american invention

the press

critical watchdog of government; unofficial "fourth branch," or fourth estate of government

chilling effect

a particular phenomenon that occurs when journalists or editors are imprisoned for voicing their opinions and other journalists then hesitate to write about similar topics

national security

\- clear and present danger
prior restraint - coined by the us supreme court in its precedential ruling that the only material that could be a threat to national security can be banned and blocked from publication

1979 the progressive magazine

was stopped from publishing "the h-bomb secret." but was reversed 6 months later

libel

written

slander

spoken

actual malice

\- intent of being malicious - or -
- knowing the statement is false and publishing it anyway

shield laws

are intended to protect journalist from legal challenges to their freedom to report the news

censorship

prohibiting certain expression or content

censorship of comics

wertham's claim that comics cause delinquents and poor readers, was taken to senate and investigated

the hays code

1930s dos and donts for the film industry

1952

supreme court decisions confirm motion pictures are a form of self expression protected by the first amendment

1968 Rating System

G (general audiences)
M (mature audiences, changed in 1969 to pg, parental guidance suggested, and in 1984 added pg-13)
R (restricted, no children under 17 allowed without parents or adult guardians)
X (no one under 17 admitted) replaced by today's current rating system

1990

NC-17 replaced the x rating

todays rating system

G, PG, PG-13, R, NC-17