Communications
Communication Studies 2300 with Freeman at Appalachian State University
About this deck
By: Taylor Hauck
Created: 2010-12-09
Size: 137 flashcards
Views: 180
Created: 2010-12-09
Size: 137 flashcards
Views: 180
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What is public relations? how is public relations connected to the mass media?
-a management tool to establish beneficial relationships.
-Four steps necessary for public relations to accomplish its goals: Identify Existing Relationships, Evaluate the Relationships, Design policies to improve the relationships, and Implement the policies.
How is public relations a management tool?
the job of public relations people is to recommend policies to top management to make these relationships work better, not only for the organization but also for the partners in each relationship.
What is dialogic theory
-dialogue-based approach to negotiating relationships.
-advocates draw on the concept of genuine dialogue, which is deeply rooted in phiolsophy, psychology, rhetoric, and relational communication.
what do we mean when we talk about enlightened self-interest
-mutually beneficial public relations
-garrett used the term enlightened self interest for his series of policies intended to personalize GM in the eyes of many of the company's publics.
what do we mean when we talk of social Darwinism
-application to society of Darwins survival of the fittest theory
what is public relations and what is the difference between it and advertising
-a management tool to establish beneficial relationships
-unlike public relations, advertising seeks to sell a product or service
what is adversarial public relations
-attacking critics openly
public relations sometimes takes on aggressive , even feisty tactics
what is an advertorial
-a public relations message, taking an editorial position that appears in paid space or time; a term contrived from advertisement and editorial.
what is lobbying
-influencing public policy usually legislation or regulations.
every state capital has hundreds of public relations practitioners whose specialty is representing their clients to legislative bodies and government agencies.
what do we mean when we talk of media relations
-component of public relations that deals with press and other media.
what is a public relations agency
-companies that provide public relations services. (edelman, waggener edstrom, ruder finn)
who was edward bernays
-early public relations practitioner whose practice and scholarship helped define the field.
the public relations pioneer EB lamented how loosely the term public relations is used.
who was george creel
-demonstrated that public relations works on a mammoth scale in WWI
in 1917 president Woodrow Wilson concerned about widespread anti war sentiment asked George creel to head a new government agency whose job was to make the war popular.
who was herb schmertz
-pioneered advertorials
a pioneer in adversarial public relations a vice president at Mobil oil in the 1970s herb Schwertz launched an assault on the ABC television network for a documentary critical of the us oil industry.
who was lvy lee
-laid out fundamentals of public relations
he was a young publicist in NY and was hired during a mine strike 1906 to win the public support. lee began a career that rewrote the rules on how corporations deal with their various publics.
who was paul garrett
-devised the notion of enlightened self interest
general motors was seen unfriendly, PG advised that GM needed new policies to seem neighborly rather than as a far-removed impersonal monolithic industrial giant.
what does it mean to describe public relations as a management function
the job of public relations people is to recommend policies to top management to make these relationships work better, not only for the organization but also for the partners in each relationship.
what was the tylenol scare and why is it considered a case study in public relations
-classic campaign aided recovery from product-tampering crisis 1982.
johnson & j- burson-marsteller PR agency, who recommended- media campaign to capitalize on the high marls the news media had given the company for openness during the crisis
how did public relations pioneer lvy lee help revolutionize the way business conducted itself in the early 1900s
institutional openness-advised against suppressing news; finding upbeat angles-advised against reflexive obstructionism and silence;giving organizations a face;advised to rockefeller to tour(ludlow Massacre);straight talk-accurate in everything said
what happened to the thousands of people on george creels payroll after wwII
continued Creel Committee from WWI- These staff members mostly young carried new lessons about public relations into the private sector after the war.
would you classify media relations more as an external or and internal public relations function
E- PR helps organizations engage w/ groups & ppl outside the organization(customers, dealers, suppliers)I- organizations need internal communication for optimal relations among employees, managers, unions, & other internal constituencies.
why does lobbying have a bad name? is it deserved? undeserved?
they are expediters-know local traditions, customs & they know who is in a position to affect policy.
could a consumer economy work without advertising explain
Advertising is a major component of modern economies. if a manufacturer is unable to tout the virtues of its product by advertising in mass media people would have a hard time learning about that product.
what is the difference between coercive and persuasive communication
-persuasiveness requires a full presentation of available options and then argumentation based on all the evidence and premises.(ads dont do this)
-coercive communication-argument in ad screaming, emotional, direct "buy me"
how do advertisers know they are getting the audience to which they buy access
agencies create media plans to ensure that advertisements reach the right target audience.
MP-lay out where ads are placed
what do we mean when we talk of ad clutter
-So many competing ads that lose impact.
The resulting ad clutter overwhelms many viewers and diminishes the punch of the ads.
what is branding why is it important
-Enhancing a product image with a celebrity or already established brand name, regardless of any intrinsic connection between the product and the image. ( paris hilton productions)
what do we mean in advertising when we strive to reach the lowest common denominator
-Messages for the broadest audience possible.
the term LCD is to reach audience with IQs or 100 the pitch cannot exceed their level of understanding.
what do we mean by pass-along circulation
-all the people who see a periodical
magazines-people share magazines which gives them high pass-along circulation
what do we mean by shelf life
-how long a periodical remains in use. magazines-in homes for weeks offers greater expose for advertisements
what is the audit bureau of circulation
-verifies circulation claims.
created in 1914 provides reliable info based on independent audits of the circulation of most dailies.
what is a commission contract
-an advertising agency earns an agreed upon percentage of what the advertising client spends for time and space, traditionally 15%. (fee for advertisers)
what is media plan
-lay out where ads are placed.
what is a stealth ad
-advertisements often subtle in nontraditional unexpected places. (bamboo lingerie company which puts ads on Manhattan sidewalks)
who is benjamin day
-his penny newspaper brought advertising to new level. 1833 New York Sun
what is denjamin day credited with doing
recognized and exploited so many changes by the industrial revolution. steam powered presses, factories jobs to city, immigrants, labor union movements, affordable papers & advertisers
who was david ogilvy
-championed brand imaging. head of ogilvy & mather agency developed the brand image. the brand image is 90% of what the distiller has to sell
who was jack trout
-devised positioning. worked to establish product identities that appealed not to the whole audience but to a specific audience. (cowboy image for marlboro cigarettes- macho attraction)
who was rosser reeves
-devised unique selling proposition. Create a benefit of the product, even if from thin air and then tout the benefit authoritatively and repeatedly as if the competition doesnt have it.
who was wayland ayer
-founded the first ad agency. (N. W. Ayer & son)
why are search engines a hot new medium for advertising
Google arranges for advertising space on thousands of web sites. they use sponsored links and click-through fees.
if repeating an advertisement annoys people why do advertisers do it
Repetition can be annoying but redundancy works.
what is word of mouth advertising, buzz advertising viral advertising
MA-credibility through the stories from friends & acquaintances who have had a favorable experience w/ a product. BA- identify individuals w/ large circle of contacts & intro them to a product VA-media consumers pass on the message like contagious disease usually on the internet
how might demassification ease the ad clutter problem
DM- is when medias focus on narrower audience segments. not only will DM create more specialized outlets such as narrowly focused cable tv services but there will be new media.
what is advertisings role in a capitalistic society, in a democracy, in the mass media
advertising had important role in democratic societies in generating most of the operating revenue for newspapers, magazines, tv, and radio.
what is a cohort analysis
-demographic tool to identify marketing targets by common characteristics. Marketing people have developed CA a specialized form of demographics to identify generations and then design and produce products with generational appeal.
what do we mean by geodemography
-Demographic characteristics by geographic area.
what is probability sampling
--everyone in the population being surveyed has an equal chance to be sampled. (4 factors- sample size, sample selection, margin of error, confidence level)
what do we mean by statistical extrapolation
-drawing conclusions from a segment of the whole.
was is vals
-psychographic analysis by values lifestyle & life stage. (values and life-styles program VALS) 85 pg survey to identify broad categories of ppl- Belongers, achievers, societally conscious, emulators, experientials, i-am-me's, survivors, sustainer
what do we mean by a2/m2
(anytime anywhere media measurement)-Nielsen plan to integrate audience measurements on a wide range of video platforms. ex-ipod, video games, mobile devices
what do we mean by margin of error
-% that a survey may be off mark
what could make an election race too close to call
two candidates for statewide office are running 51 to 49 the race is too close to call with a sample of 384. 5 % points from top and bottom are better.
what is quota sampling
-Demographic of the sample coincide with those of the whole population. taking a sample that includes a quota of men and women that corresponds to the # of male and female registered voters.
what are ratings and why are they important
-measurements of broadcast audience size.
how do television networks and stations use ratings
they use ratings to see what shows are popular and what shows arent.
what methods do ratings companies use to measure broadcast audiences
they use the broadcast ratings council- to accredit ratings companies and audit their reports.
who was archibald crossley
-conducted first polls on broadcast audience size. AC- began radio ratings in 1929 when he checked a small sample of households and then extrapolated the data into national ratings.
who was ac nielsen
-founder of broadcast survey firm bearing his name. Demographics-divided listenership into age brackets.
who was george gallup
introduced probability sampling. founded the institute of american public opinion
who was jonathan robbin
devised PRIZM geodemography system. (blue chip blues, young suburbia, golden ponds, blue-blood estates, money and brains)
what do we mean by catalytic theory
-Media violence is among factors that sometimes contribute to real life violence.
what is a cathartic effect
-People release violent inclinations by seeing them portrayed. suggest that watching violence allows individuals vicariously to release pent up everyday frustration that might otherwise explode dangerously
what is cultural imperialism and why is it important
- one cultures dominance over another.
what was the powerful effects theory
-theory that media have immediate direct influence. mass communication scholars thought the mass media had a profound direct effect on people.
what were the bobo doll studies
-kids seemed more violent after seeing violence in movies. Albert Bandura showed children a violent movie and them encouraged them to play with oversize inflated dolls.
what was the bullet model
-another name for the overrated powerful effects theory.
what do we mean by narcotizing dysfunction
-ppl deceive themselves into believing they are involved when actually they are only informed.
what do we mean by socialization
-learning to fit into society
what is the two step flow
-media affects individuals through opinion leaders. it was devised to show that voters are motivated less by the mass media than by ppl they know personally and respect.
who is elisabeth noelle neumann
-leading cumulative effects theorist. her cumulative effects theory notes that nobody can escape either the media which are ubiquitous or the medias messages which are driven home with redundancy.
can you cite an example of the spiral of silence model, explain
-vocal majority intimidates others into silence.
who is george gerbner
-speculated that democracy is endangered by media violence.
who was jim vicary
-made dubious subliminal advertising claims. he claimed that he had inserted messages like "drink coca cola" and "eat popcorn" into movies.
who was orson wells
-his radio drama cast doubt on powerful effects theory. War of the Worlds- novel that inspired a radio drama that became the test bed of the medias ability to instill panic.
who was wilbur schramm
-concluded that television has minimal effect on children. articulated the catalytic theory
what is a subliminal message, do they work
-cannot be consciously perceived. There are widespread belief among the general population that subliminal advertising works.
what do we mean by desensitizing theory
-tolerance of real life violence grows because of media depicted violence
what do we mean by agenda setting
-The process through which issues bubble up into public attention through mass media selection of what to cover. Media scholars Maxwell McCombs & don shaw cast media effects succinctly when they said the media dont tell ppl what to think but rather what to think about.
what do we mean by cnn effect
- The ability of television throughemotion-raising video to elevate distant issues on the domestic public agenda.
what was the fairness doctrine
-former government requirement that stations air all sides of public issues. From 1949 to 1987 the federal communications commission required this.
what was the fourth estate
-The Press as a player in medieval power structures in addition to the (1st estate)clerical, (2nd estate)noble and (3rd estate)common estates.
what was the tornillo opinion
-The U.S. Supreme Court upheld first amendment protection for the print media even if they are imbalanced and unfair. Pat tornillo a candidate for the FL legislature sued- Miami herald for refusing to print his response to an editorial urging voters to vote for the other candidate.
what is an attack ad
-a subspecies of negative ads especially savage in criticizing an opponent, many playing loosely with context and facts.
Demonstrates the potency of political advertising in the new medium of televison.
what was the equal time rule
-government requirement for stations to offer competing political candidates the same time period and the same rate for advertising. bc of the limited number of available channels congress tried to ensure even-handedness in political content.
what do we mean by 527 status
-used by groups unaffiliated with candidates or parties to collect and spend unlimited funds.
were allowed to collect unlimited money independently
what do we mean by stonewalling
-to refuse to answer questions sometimes refusing even to meet with reporters.
what is the watchdog role of the media
--concept of the press as a skeptical and critical monitor of government.
the founders saw the role of the press as keeping tabs on the rascals in power to keep them honest.
who is edmund burke
-British member of parliament who is sometimes credited with coining the term fourth estate.
what did edmund burke mean by his term the fourth estate
-The Press as a player in medieval power structures in addition to the (1st estate)clerical, (2nd estate)noble and (3rd estate)common estates.
what is meant when the news media are called watchdogs
--concept of the press as a skeptical and critical monitor of government.
the founders saw the role of the press as keeping tabs on the rascals in power to keep them honest.
how are people short changed by sound bites and other media tools that are used for brevity
SB-the actual voice of the candidate in the broadcast news story.
people dont get to hear the quote in the context that it was said
who were maxwell mccombs and don shaw
-scholars whose agenda-setting ideas further displaced powerful effect theory.
"the media dont tell ppl what to think but rather what to think about."
what so we mean by authoritarianism
-top-down governance such as a monarchy or dictatorship.
what was meant by the divine right of kings
-proper decisions follow the monarchs will, which is linked to an almighty. king James VII of Scotland who later became James I of england-articulated the divine right of kings theory.
what do we mean by the marketplace of ideas
-an unbridled forum for free inquiry and free expression.
John Milton argued for free and open exchange of info and ideas. he was a pioneer libertarian (Areopagitica-1644 pamphlet)
what is the self righting process
-although ppl make occasional errors in truth-seeking, they eventually discover and correct them.
ppl will shed flawed ideas for better ones.
what is al jazeera and why is it important
-Oatar-based satellite news channel for arab audiences; now global
today has been ranked the worlds fifth best known brand.
who is an embed reporter and what does the term mean
-news reporters who are with military units on missions.
what is the emergency response law
-Chinese limits on news reporting of disasters, ostensibly to ensure social stability.
to "manage news" about emergencies.
what was the enlightenment
-a movement emphasizing reason and individualism.
what do we mean by pool system
-reporters chosen on a rotating basis to cover an event to which access is limited.
who is hammad bin khalifa
-founder of Al-Jazeera television news network.
who was henry VII and why is he important
KHVIII of england outlawed imported publications bc many presses were producing materials that bordered on sedition and treason. (authoritarianism)
who was john milton and why do we care
-early libertarian thinker.
Marketplace of ideas-free and open exchange of info and ideas
how does the first amendment embody the ideals of the enlightenment
FA-prohibits government interference in free expression, religion, and individual and public protests against government policies.
who is liu di
-going by the name stainless steel mouse, she satirized the Chinese government until arrested and silenced. she wrote internet essays, some of which mocked the government
what is a copyright
-protects the ownership rights of creative works, including books articles and lyrics.
what do we mean by the term indecency
-term used by the federal communications commission to encompass a range of words and depictions improper on public airwaves.
what is libel
-a written defamation.
if someone writes false damaging things about you, you can sue for libel.
what is meant by fair comment and criticism
-doctrine that permits criticism of performers, performances.
The rationale was that someone who puts on a performance for public acceptance has to take a risk also of public rejection. (cherry sisters)
what is the first amendment
FA-prohibits government interference in free expression, religion, and individual and public protests against government policies.
what is the incitement standard
-a four-part test to determine whether an advocacy speech is constitutionally protected. (1statement advocates lawless action,2statement aims at producing lawless action,3such lawless action is imminent,4such lawless action is likely to occur)
how did new your times vs. sullivan significantly change libel law
-libel case that largely barred public figures from the right to sue for libel.
supreme courts said that the said that the importance of "free debate" in a democratic society generally was more important than factual errors that might upset & damage public officials
what is meant by reckless disregard
-supreme court language for a situation in which public figures may sue for libel.
what do we mean by pornography, and how is it different from indecency
PY-sexually explicit depictions that are protected from government bans.
IY-term used by Communications Commission- range of words and depictions improper on public airwaves.
what is meant by prior restraint
-prohibiting expression in advance.
who were charles schenck and elizabeth baer
-Principal plaintiffs in 1919 U.S supreme court opinion decided on First amendment grounds. Two socialist who had been arrested by federal agents for distributing an antiwar pamphlet.
who were the cherry sisters
-complainants in a case that barred performers from suing critics. (Fair comment and criticism)
sisters that were upset about an Iowa reviewer had written about their show.
who was clarence brandenburg
-ku klux clan leader whose conviction was overturned bc his speech was far-fetched.
kkk rally in the woods he said hateful and threatening things and court expanded 1st amendment to protect free expression.
how can codes of ethics help media people make the right decisions, do code always work, why or why not
-statement that defines acceptable, unacceptable behavior.
what is deontological ethics
-good actions flow from good processes.
people act morally when they follow good rules.
what is libertarian theory
-Given good information and time, ppl ultimately make right decisions.
give free rein to the human ability to think through problems and ppl almost always will make morally right decisions.
what is teleology
-good decisions are those with good consequences.
what is the theory of divine command
-monarchs derive authority from God, not from their subjects.
the proper moral decision come from obeying the commands of god w/ blind trust that the consequences will be good.
what is meant by the veil of ignorance
-making decisions w/ a blind eye to extraneous factors that could affect the decision. John Rawls(introduced the VOI) and says choosing the right course of action requires blindness to social position or other discrimination factors.
what is meant by the categorical imperative
-a principle that can be applied in any and all circumstances w/ moral certitude.
a principle that the individual who devised it would be willing to apply in all moral questions of a similar sort.
what do we mean by freebies
-gifts for which the giver may expect favors in return.
what is a junket
-trip w/ expenses paid by someone who may expect favors in return. (media-appreciation lunches; free trips abroad; especially for travel writers; season passes to cover the opera;discounts.
what is pragmatic ethics
-judge acts by their results.
john dewey argued that the virtue of moral decisions had to be judged by their results
what is situational ethics
-make ethics decisions on the basis of situation at hand.
gather as much info as they can about a situation and then decide, not on the basis of principle but on the facts of the situation.
who was aristotle
-advocate of the golden mean.
greek philosopher devised the golden means as a basis for moral decision making . avoid extremes and seek moderation.
who was immanuel kant
-Advocated the categorical imperative.
german philosopher wrote that moral decisions should flow thoroughly considered principles. Categorical imperative-a principle that the individual who devised it would be willing to apply in all moral questions of a similar sort.
who was john stuart mill
-Advocated utilitarianism.
british thinker declared that morally right decisions are those that result in "happiness for the greates number." or principle of utility
who was ralph potter
-ethicist who devised potters box- tool for sorting through the pros and cons off ethics questions. (situation, values, principles, loyalties)
who was robert hutchins
-called for the new media to emphasize its social responsibility not only its freedom.
SR-making decisions that serve society responsibly.
About this deck
By: Taylor Hauck
Created: 2010-12-09
Size: 137 flashcards
Views: 180
Created: 2010-12-09
Size: 137 flashcards
Views: 180
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy