Media and Culture Final
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
