Media and Culture Final

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

The effectiveness of an ad's placement is often judged by its cost per thousand (CPM), or the cost of reaching 1,000 audience members. For example, an ad that costs $20,000 to place in a major newspaper that is read by 1 million people has a CPM of

$20.00.

Among America's external services is _____________, which provides "a touch of home" to Department of Defense and U.S. military personnel around the world.

AFRTS

Theory that media may not tell us what to think, but they do tell us what to think about

Agenda Setting

collection of theories explaining how people's attitudes are formed, shaped, and changed through communication

Attitude Change Theory

Near the turn of the twentieth century, the _____________ was established to verify magazine circulation claims.

Audit Bureau of Circulations

Gutenberg developed his press to produce

Bibles

develops plan in reaction to an event

Brush fire public relations

Advertising in the United States was a small business until the mid-1800s, when industrialization and ______ combined to alter the social and cultural landscape, bringing about advertising's expansion.

Civil War

2 elements that a good definition of public relations contain

Communication and management

Idea that media's power is a function of audience members' dependency on the media and their content

Dependency Theory

argument that people, when confronted by new info, experience mental discomfort, so they consciously and subconsciously work to limit or reduce that discomfort through the selective processes

Dissonance Theory

Radio came to China via an American reporter named _____________, who established an experimental radio station there in 1923.

E.C. Osborn

Father of PR. Created the aspect in PR of not only delivering a message to people, but receiving one as well; engineering of consent

Edward Bernays

Most media professionals favor licensing of media practitioners if it will produce higher standards of operation. T/F

False

stated that if there is a deal with federal employees on behalf of private companies, they must disclose that relationship

Federal Regulation of Lobbying Act of 1946

stated that if you engage in political activities on behalf of a foreign power, you have to register with the justice department (Ivy Lee was an American spokesman for Germany, which was a cause for the creation of this Act)

Foreign Agents Registration Act of 1938

sold bonds and increased Red Cross membership during WWII. Communicated with the people regarding the war to gain their support.

George Creel

constructed the polling industry to gain insight on public opinion

George Gallup and Elmo Roper

Used events like auto races to build interest in cars, and the "Ford Times" (internal PR)

Henry Ford

Which one of the following will you not see on a Saudi Arabian broadcast of The Simpsons?

Homer drinking a beer

handled the PR for the Pennsylvania Railroad and the Colorado Mine Strike; wrote "Declaration of Principles" which said that we should be honest in information

Ivy Lee

Media's influence is limited by people's individual differences, social categories, and personal relationships

Limited Effects Theory

idea, propagated by cultural and social elites, that the media are corrupting influences that undermine the social order, "average" people defenseless against influence

Mass Society Theory

Office of War Information during WWII

OWI

American showman who is best remembered for his entertaining hoaxes and for founding the circus that eventually became the Ringling Bros. and Barnum & Bailey Circus

P.T. Barnum

A code of ethics that was developed as PR came under scrutiny

PR Code of Ethics

formed in 1947; The Public Relations Society of America

PRSA

Used radio to gain support for the New Deal in the 1930s

President Franklin D. Roosevelt

Joseph Klapper's idea that if media have any impact at all, it is in the direction

Reinforcement Theory

idea that people learn through observation, either as imitation or identification; actual exhibition of these behaviors is dependent on the reinforcement we associate with them

Social Cognitive Theory

Democracy requires a free press. T/F

True

idea that media's influence on people's behavior is limited by opinion leaders

Two-Step Flow Theory

Idea that media don't do things to people; people do things with media

Uses and Gratifications Approach

Advertising, or commercial speech, enjoys First Amendment protection, as established by the Supreme Court in its 1942 ______ decision.

Valentine v. Chrestensen

Created the 1st corporate PR department in 1889

Westinghouse Electric

In international broadcasting, an operation established by one country to substitute for another's own domestic service is called

a surrogate service

______ is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes.

advertising

Which of the following theories argues that media do not tell us what to think, but what to think about?

agenda setting theory

hose against the global village say that a negative consequence will be

all global content coming from a handful of firms.

Among the regulatory requirements that disappeared during the broadcast deregulation movement of the Reagan administration is ______, which required broadcasters to determine actively and affirmatively the nature of their audiences' interest, convenience, and necessity.

ascertainment

Which of the following theories explains how people's attitudes are formed, shaped, and changed through communication and how those attitudes influence behavior?

attitude change theory

The normative theory that calls for the subjugation of media for the purpose of serving the government is the _____________ concept.

authoritarian

The philosophy of ______ states that, in individual First Amendment cases, several factors should be weighed in determining how much freedom the press is granted.

balancing of interests

The Spanish government bans the airing of television commercials for _________ before 10 p.m.

beauty products

Print helped foster the Industrial Revolution:

because it helped build and disseminate bodies of knowledge that led to scientific and technological development and the refinement of new machines

Groups with specific but not dominant cultures that exist as part of those larger cultures are:

bounded cultures

Because freedom of the press can be limited if the likely result is damaging, there is no absolute freedom of expression in the case of

clear and present danger

___________ has the "capacity to render the invisible visible", to draw attention to aspects of any media system, including our own, "that may be taken for granted and difficult to detect when the focus in on only one national case"

comparative analysis

The characteristic, distinctive, standardized style elements of a given form of media expression—for example, the upbeat music that introduces the local evening news—are media:

conventions

In advertising research, ______ measures the effectiveness of advertising messages by showing them to consumers.

copy testing

Identifying and granting ownership of a given piece of expression, ______ is designed to protect the creator's financial interest in that expression.

copyright

The ______ department is where the advertising is developed from idea to ad. It involves copywriting, graphic design, and often the actual production of the piece, for example, radio, television, and web spots.

creative

Many countries, especially developing countries lacking sufficient resources to create their own quality media fare, fear that U.S. cultural values will overwhelm and displace those of their own lands, a process known as

cultural imperialism

In mass communication, feedback is typically

delayed and inferential

Creating advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called ______ segmentation.

demographic

The idea that media's influence resides in the "relationship between the larger social system, the media's role in that system, and audience relationships to the media" forms the basis of ______ theory.

dependency

In social cognitive theory, seeing a model rewarded for prohibited or threatening behavior increases the likelihood that the observer will perform that behavior. This is called

disinhibitory effect

Which of the following theories argues that people experience a kind of mental discomfort when confronted with new information, and as a result, they consciously and subconsciously work to limit or reduce that discomfort?

dissonance theory

______ refers to the melding of brands and experiences.

experiental marketing

Many countries maintain broadcasting services, called _____________, that are designed to counter the propaganda of rival nations and disseminate information about themselves.

external services

Advertising provides the primary source of financial support for Britain's BBC. T/F

false

CPM refers to cost per million and is one standard for determining an ad's effectiveness. T/F

false

Content that is purely entertainment, such as a fun summer movie, does not enjoy First Amendment protection because it is totally commercial in its intent, and therefore, not of "the press." T/F

false

Critical cultural theory typically finds its intellectual home in conservative political circles. T/F

false

Mass society theory is an example of a middle-range theory. True/False

false

The listening public was outraged when radio station WEAF began airing commercials in 1922. T/F

false

Users are much more likely to welcome advertising on their smartphones. T/F

false

When media professionals are faced with ethical dilemmas, they are moral agents. T/F

false

Where a company has a plan in place in case an event takes place

fire prevention public relations

When we read media content at a variety of different levels, we are said to be engaging the content:

from multiple points of access

Marshall McLuhan's famous theory that new communication technologies would permit people to become increasingly involved in each other's lives is known as the

global village

Social cognitive theorists call the direct replication of an observed behavior

imitation

British law only recently permitted product placement in television shows, but still forbids it

in children's programming

According to the FCC, language or material that depicts sexual or excretory activities in a way that is offensive to contemporary community standards is

indecent

combining PR, marketing, advertising, and promotion

integrated marketing communication

Communication between two or a few people is:

interpersonal communication

Ongoing and reciprocal messages are characteristic of

interpersonal communication

Among the criticisms of advertising is its ______, the fact that ads are everywhere—in schools, on sidewalks, even in the sky.

intrusiveness

The false and malicious publication of material that damages a person's reputation (typically applied to print media) is

libel

Social responsibility theory was developed after World War II to replace ______, which was seen as too idealistic a standard for the operation of the U.S. media system.

libertarianism

In Great Britain the BBC is funded by _____________ based on the number of receivers people have in their homes.

license fees

Royalty payments in the music industry are collected from users and paid to musicians by ______ like ASCAP and BMI.

licensing companies

The process of creating shared meaning between the mass media and their audiences is

mass communication

During the ______ era of mass communication theory, the media were believed to be corrupting influences that undermined the social order, and "average" people were considered defenseless against their influence.

mass society theory

The ______ department makes the decisions about where and when to place ads and then buys the appropriate time or space.

media

The ability to effectively and efficiently comprehend and use any form of mediated communication is

media literacy

An understanding of and respect for the power of media messages, the development of heightened expectations of media content, a knowledge of genre conventions, and the ability to recognize when conventions are being mixed are examples of:

media literacy skills

In applying ethics, the person making the decisions is called the

moral agent

A theory that explains how media should ideally operate in a given system of social values is ______ theory.

normative

When most brands in a given product category are essentially the same, they are called ______ products.

parity

Illegally operated radio stations broadcasting to English audiences from offshore or foreign facilities during the 1960s were called

pirate stations

Radio Caroline and Radio Veronica are examples of

pirate stations

Which of the following is NOT an element of media literacy?

possessing the skill to discern between commercials and other content

In the early days of radio—from the 1920s until well after World War II—programming was

produced by ad agencies for their clients

Advertisers encourage their audience to perceive their products as having meaning beyond the product's actual function through

product positioning

The specific internal language of a given medium—for example, the choice of lighting in a soap opera—is a media:

production value

an event staged specifically to attract public attention

pseudo-events

Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, values, and behavior patterns is called ______ segmentation.

psychographic

The normative theory characterized by media attempting to end government monopoly over information, facilitate the organization of opposition to the incumbent powers, destroy the legitimacy of a standing government, and bring down a standing government is the _____________ concept.

revolutionary

The view of mass media as central to the maintenance of society over time and the representation of shared beliefs is the ______ perspective.

ritual

Example: CEO can give virtual tour of company

satellite-delivered media tour

_________ refers to advertising sold next to or in search results produced by users' key word searches.

search marketing

The ______ principle is represented by the paired ideas that the free flow or trade of ideas ensures that public discourse will allow the truth to emerge, and that truth will emerge from this public discourse because people are inherently rational and good.

self-righting

Culture is the world made meaningful; it is socially constructed and maintained through communication. It limits, as well as liberates us; it differentiates as well as unites us. It defines our realities and thereby:

shapes the ways we think, feel, and act

In the fifteenth century, European tradespeople promoted themselves with attractive, artful business cards called

shopbills

Shortwave radio waves reflect off the ionosphere, a behavior called

skip

Oral or spoken defamation of a person's character (typically applied to broadcasting) is

slander

Which of the following theories is the idea that people learn through observation to model the behaviors they see?

social cognitive theory

______ asserts that media must remain free of government control, but in exchange must serve the public. Its core assumptions are a cross between the libertarian principles of freedom and the practical admissions of the need for some form of control over the media.

social responsibility theory

The idea that history can be explained in terms of new and emerging technologies is

technological determinism

The American broadcasting service established during World War II and the Cold War to deliver Department of Defense internal information, and radio and television programming services to overseas Department of Defense personnel and their families is

the Armed Forces Radio and Television Service.

Among the regulatory requirements that disappeared during the broadcast deregulation movement of the Reagan administration is ______, which required broadcasters to cover issues of public importance and to be fair in that coverage.

the Fairness Doctrine

Theorists in the 1930s who valued serious art and saw consumption of art as a means to elevate people to a better life represented

the Frankfurt School

The emergence of cultural theory in mass communication signaled a return to

the belief in powerful media effects

During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called

the hard sell

Culture is:

the learned behavior of members of a given social group

Communication is best defined as:

the process of creating shared meaning

Once the copyright on a piece of expression expires and is not renewed, the material passes into ______, meaning it can be used without permission.

the public domain

Feedback is

the response to a given communication

The ______ perspective of mass communication sees media as senders of messages (discrete bits of information) across space.

transmissional

In a typical beer ad, "buy this beer" is the ______ message, whereas "you need this beer to have fun, to be attractive, and to have friends" may be its ______ message.

transmissional; ritual

Ads touting a "midnight madness sale" or "back-to-school sale" are examples of promotional retail advertising. T/F

true

In social construction of reality theory, collections of meanings that individuals assign to specific phenomena and situations are called typification schemes.

true

Many countries limit the number of American movies they import each year. T/F

true

The fundamental assumption of dependency theory is that audience members' dependency on the media and their messages heightens the media's power. T/F

true

The idea that information from the media, and therefore media effects, travel from media through opinion leaders to opinion followers is called ______ theory.

two-step flow

The Gutenberg printing press was an advance over earlier printing presses, because it:

used metal type and was designed for the production of large numbers of volumes

Which of the following theories argues that media don't do things to people; rather, people do things with media?

uses and gratifications theory

reports produced for a client and distributed free to TV stations

video news releases

targets specific users and relies on them to spread the word about the product/service/event

viral marketing

If we apply the standard model of capitalism to prime-time television programming, the television network is the producer, _____________ are the product, and advertisers are the consumers.

we


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