Intro to Mass Media Test 2
What the growth of big data meant for companies
Companies now can track audience behavior, could see what they were watching and doing when they interacted with media. Growth in big data spawned entirely new businesses to tackle the data, figuring out what is relevant and what is not, and discovering ways to visualize and explain the data so that they can be used.
Advertising agencies 4 main areas of operation
Creative, client management, media buying, research.
Ida B. Wells
Female African American journalist in the latter nineteenth century who wrote and fought against racism and lynching of blacks.
banner ad
Hotwired offered space on the website to advertisters in the form of this, original form of advertising on the Web, it appears across the top of a website.
Why did the news continue to evolve?
It was shaped by the democratization of politics, the expansion of the market economy, and the growing impact of an entrepreneurial middle class.
Gatekeepers with special access to the halls of power and unique skills and training that presumably give them the ability to decide what information should be disseminated to the public.
Journalists
Job of News
Mobilize the public, use 3/4 of the main functions of mass communication: surveillance, correlation & cultural transmission
How is print media distributed?
Subscriptions and newsstand sale.
Edward R. Murrow
a radio and, later, TV journalist and announcer who set the standard for journalistic excellence during TV's golden age. First achieved fame with dramatic radio news broadcasts from London during WWII. Produced See it Now and Person to Person at CBS news.
Brian Solis (Social Media Professional) - social media definition
a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many)
social marketing
advertising and marketing techniques that persuade people to change bad or destructive behaviors or to adopt good behaviors.
display advertising
advertising in print media that usually consists of illustrations or images and text that can occupy a small section of a page, a full page, or multiple pages. Because of their high costs, display ads are usually bought by large companies or organizations.
fear appeals
advertising technique that attempts to persuade the audience by scaring them, such as antismoking ads that show disfigured former smokers.
classified advertising
advertising traditionally found in print media, especially newspapers but also in some magazine and now increasingly online, that consists of messages posted by individuals and organizations to sell specific goods or services
Public service announcements (PSAs)
advertising-like messages for which the media donate time or space to organizations with a worthy purpose that ostensibly benefits the public.
strategic communications
aim to persuade an audience to think or behave as the communicator wishes.
integrated communications
all channels of communication about a company or brand working together to create a cohesive message.
Tumblr
allows for easy uploads of text and multimedia content. "Tumblelogs" the original name for microblogs.
Electronic news-gathering equipment
allows journalists in the field to capture and send videotaped news by satellite to the network, where it could be edited and broadcast more quickly than film. Late CBS news veteran Bud Benjamin called it NTV, the video-journalism equivalent of MTV, with rapid paced cuts and strong entertainment values.
advertising
an ancient form of human communication designed to inform or persuade members of the public with regard to some product or service. Designed to inform or persuade others to buy a good or service, accept a point of view, or act in some fashion desired by the sender.
advocacy journalism
another descendent of muckrakers, maintains its critique of society and commitment to political and social reform. Gloria Steinem, Pete Hamill, Nicholas von Hoffman.
performance-based advertising
any form of online ad buying in which an advertiser pays for results rather than paying for the size of the publisher's audience or the CPM.
Listservs
automated mailing-list administrators that allow for easy subscription, cancellation, and delivery of email to subscribers.
Warm Cunningham
created the first wiki, WikiWikiWeb, designed to allow easy sharing of info among computer programmers.
astoturfing
creating a movement (fake viral videos, fake blogs) controlled by a large organization or group designed to look like a citizen-founded grassroots campaign.
interpretive reporting
developed by James "Scottie" Reston and Paul Anderson who perceived the limits of objective news reportage. This reporting places the facts of a story in a broader context by relying on the reporter's knowledge and experience. Opened the door to New Journalism, literary journalism, advocacy journalism.
water-cooler buzz
discussions among workers about a show the day after it aired.
Why was the associated press formed?
in large part, to take advantage of the telegraph, a high-speed communications medium too expensive for any single newspaper to afford.
Distributed Computing
individual, autonomous computers that work together toward a common goal, typically a large, complex project that requires more computing power than any individual computer could have.
Agenda setting
influence exerted by journalists' news choices that affect what the public is more likely to discuss.
cookie
information that a website puts on a user's local hard drive so that it can recognize when that computer accesses the website again. Allows for password recognition and personalization
citizen journalism
internet and social media have accelerated its growth, regular people interview, report, write.
2 kinds of pop up ads
interstitial ads or superstitial ads
opt in
letting consumers choose to receive mailings or marketing material by having them check a box on a website, usually when registering for the site.
Word-of-mouth marketing
marketing that takes place among customers through discussions with one another.
Wikis
means 'quick' or 'speedy' in Hawaiian, website that lets anyone add, edit, or delete pages and content. An important aspect of the wikis is the ability to see the editing history of any particular page and to revert to an earlier version if needed.
Correlation
media interpretation ascribing meaning to issues and events that helps individuals understand their roles within the larger society and culture.
public information campaign
media program funded by the govt. and designed to achieve some social goal or what might be called social engineering.
direct effects model
model of mass communication that claims media have direct and measurable effects on audiences, such as encouraging them to buy products or to become violent. (Largely disproved)
two-way symmetric model
model of public relations that emphasizes the profession as a system of managing relationships, among organizations, individuals, and their many publics. Mass communication and social media are key. Building mutual understanding and good relationships is emphasized as much as is influencing public opinion. Formally and informally assesses the attitudes, knowledge, behaviors, and intentions of various publics.
Digital first news media
news is reported first in digital format before going to traditional channels.
fairness
news reporting on all relevant sides of an issue that allows representatives of those various sides the same coverage
sensational journalism
news that exaggerated or featured lurid details and depictions of crimes or other events to increase its audience, yellow journalism
penny press
newspapers that sold for a penny, making them accessible to everyone. Supported by advertising rather than subscriptions, they differed from older newspaper forms by trying to attract as large an audience as possible. Publishers decided to concentrate more on sensational crimes and events than on opinions.
rhetoric
one of the ancient arts of discourse that focuses on the art of persuasion
Usenet
one of the earliest discussion forums in use today, in which participants discuss topics in categories called newsgroups. The first file-sharing service. Decreased in popularity b/c of its association with pornographers. Presaged many of the principles seen today in social media, including decentralized servers, encouraging communication between users, and the ability of users to find others with similar interests in niche categories.
one of the first uses of the Internet. Its ease of use, prevalence, and capacity to send messages to more than one person make it a powerful communication tool.
expert sources
one of the foundations of journalism, another problematic issue related to framing: the use of expert sources to enhance story credibility. These sources are typically white and male.
Fairness and balance in news coverage
one of the foundations of journalism, both have increasingly replaced objectivity. Some say bias is unavoidable, even unintended. Means equal and just consideration for all sides of a topic. Does not mean equal space.
Separation of Editorial and Business Operations
one of the foundations of journalism, dubbed the 'separation of church and state' in the newsroom. Entails that news coverage not be influenced by business decisions or advertisers, clearly distinguishes between advertising and editorial content.
framing the news
one of the foundations of journalism, traditional news media often decide how they will frame a story before the reporting is completed. Forcing facts to fit a preconceived frame is one of the biggest threats to fairness and balance. Can't be avoided, makes writing a news story easier and faster.
search-engine marketing
one of the largest areas of online advertising, paying for certain keywords to show up high in rankings in a search engine, such as google or bing
balance
presenting sides equally and reporting on a broad range of news events
Surveillance
primarily the journalism function of mass communication of providing information about societal processes, developments, issues, events.
branding
process of creating in the consumer's mind a clear identity for a particular company's product, logo, or trademark. Literally means 'to burn'. Came about via advertising as companies sought to distinguish their products in an incresingly cluttered and competitive marketplace.
Transparency
the concept of determining how and why information is conveyed through various means. As used in the humanities, the topic of media transparency implies openness and accountability.
Pro-Publica
the first digital-only not-for-profit news organization to win a Pulitzer Prize. Known for its investigative reporting and enterprise journalism
Sara Breedlove
the first female AA selfmade millionare in the US. Made her fortune through the Madam CJ Walkers line of beauty and hair products for black women.
Ivy Ledbetter Lee
the first true modern PR practitioner. Observed 'crowds are led by symbols and phrases.' Innovations have become staples of modern PR: press conferences & newsreels. One of his clients was John D. Rockefeller Sr.
Advertising
the most prevalent form of media content, is paid for by a for-profit or not-for-profit organization, a political campaign, or a wealthy individual. 2/3 of most newspapers and magazines have them.
Social-networking sites
the most visible face of social media. Reconnecting with old friends or creating friendships has proven to be a powerful force for establish social networking sites. Sites have various focuses: professional interests, topic interests, media or image sharing, and location-based interests.
"Do not track" option
the online advertising industry has been promoting this option for users, which would let users state they do not want their online interactions tracked by advertisers.
news hole
the rise of 24 hour news channels provided a much larger news hole to fill, lower standards for what was deemed newsworthy. Amount of total space available after advertisement space has been blocked out, typically in newspapers.
Cultural transmission
the transmission of social mores and norms
John Jantsch Duct Tape Marketing blog - social media definition
the use of technology combined with social interaction to create or co-create value.
theory of cognitive dissonance
theory of persuasion that states we act first and then rationalize our behavior afterward to make our actions consistent with self-percieved notions of who we are.
small world
tight-knit social network with many strong ties
2 nontraditional news sources
traditional outlets not typically viewed by the public and nonjournalism sites such as blogs and discussion groups.
spam
unwanted email sent by advertisers as a mass mailing
Spam
unwanted mass emailing from advertisers. Computer programs comb the Internet and find email addresses on websites and social media, 'harvesting' them to a central location that a spammer can then use to send messages or sell the list of emails to other companies.
Rating
used in broadcast media to explain the number of households that watched a particular show
crowdsourcing
using raw data gathered from the public and citizen journalists to help create a news report
Blogs or weblogs
website in which a person chronologically posts regular journal or diary entries. Blogs can contain thoughts, links to sites of interest, rants. Blogs make evident the role that technology plays in social media. Blogs started increasing in popularity b/c new software tools made blogging easier and did not require knowing HTML code or programming - Blogger.com.
Mash-ups
websites that combine geographic data overlaid with editorial content
Slashdot effect
when a smaller news site's web server crashes because of increased traffic after its mention on popular websites, named for a frequent occurrence on the very popular technology news site Slashdot.org
product placement
when advertisers pay to have actual products used or shown prominetnly in television shows and movies. (ET and Reeses Pieces)
Microblogs
work much the same way as blogs but the format and technology encourage shorter posts and content than blogs allow. Twitter- most popular microblog. Tumblr. Many popular social networking sites offer microblogging services: 'status updates'
Murrow's comments on TV at the Radio-Television News Directors Association (RTNDA)
"This instrument can teach, illuminate, and yes, inspire. But it can do so only to the extent that humans are determined to use it to those ends. Otherwise it is nothing but wires and lights in a box."
direct mail marketing
'junk mail' marketing, advertises everything from lower insurance rates to credit card offers to pleas to donate to various charities or subscribe to magazines.
infomercial
'paid programming', a thirty or sixty minute TV show that seeks to sell a product and that usually involved a celebrity spokesperson and testimony from customers. New York's WOR-TV was first station to air one.
Widget
(Collaboration) portable chunk of code that can be embedded in HTML pages and that often gives users extra Web page to increase functionality on their pages
Challenges of creating content
(Creation) Intellectual property laws are being challenged by a digital culture that sees nothing wrong with borrowing freely from existing media to create something new. Many people online have come to expect a variety of media content for free. Rather than encouraging creativity as intellectual property laws were meant to, more restrictive laws may have the opposite effect by removing creative material from the public domain.
The most crucial aspect of how the Internet is transforming mass communication
(Creation) Through the ability to distribute content cheaply and easily to a mass audience, along with the chance to interact with others.
Tagging
(Curation), using searchable keywords to define a piece of information, file, image, or other type of digital media in a non hierarchical system.
Folksonomies
(Curations), collection of tags created by users that provide metadata (data about data) regarding information
WELL
(Whole Earth 'Lectronic Link), one of the earliest online communities, began in 1985 and continues to promote high-quality discussions among its members, noted intellectuals, artists, authors, and creative thinkers. Requires real names instead of usernames.
Fairness Doctrine
1969, Supreme Court applied this to cigarette advertising, giving antismoking groups equal air time to reply to tobacco commercials. Adopted by the FCC in 1949 and discarded in 1987, required broadcasters to seek out nd present all sides of a controversial issue they were covering
Classmates.com and SixDegrees
2 early examples of social-networking sites. Classmates does what the name suggests.
Conversation
A defining characteristic of social media. Discussion groups, Usenet, email, IM, Twitter have been or continue to be important tools that enable people to communicate easily with each other on a scale and in ways not possible with traditional media. Companies have had their reputations tarnished or enhanced through online conversations, unknown artists have become famous, viral videos. The focus on conversation is another example of the shift from a lecture to a dialog between companies and the public.
press agentry
getting media attention for a client, often by creating outrageous stunts to attract journalists.
William Randolph Hearst
American newspaper magnate during the late 19th and early 20th centuries whose newspapers across the US were noted for sensational journalism and political influence. His early newspapers increased circulation by attracting readership with colorful banner headlines, splashy photography and some say fabricated news.
Joseph Pulitzer
American newspaper magnate whose publications competed vigorously with those of Hearst. After 1900, Pulitzer retreated from sensational journalism, favoring instead more socially conscious reporting and muckracking. He founded the Pulitzer Prizes, annual awards for outstanding journalism. Used abundant illustrations, a racy style, and colorful headlines to promote the New York World. Focused on city news, compelling (humorous, odd, romantic, thrilling) stories and accurate writing with attention to detail. Color Comics: The Yellow Kid. Eventually abandonded sensational style for investigative stories, public service journalism.
Anvil Media sociological definition of social media
An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. This interaction, and the manner in which information is presented, depends on the varied perspectives and 'building' of shared meaning, as people share their stories and understanding.
Open-source developments
Apache web server program, Linux operating system, and the MySQL database management system.
Apparently, only about 10% of Twitter users contribute to over 90% of the content.
Produsers
Audiences are shifting from simply being consumers of media content to produsers: they also produce content.
New Journalism
Blurred lines between fact and fiction, 1960s and 1970s during a period of great social, political, economic upheaval in the US. Reporters wanted to capture the spirit of the complex times and explore social issues. Often used literary techniques such as point of view, description of emotions, first person narrative. Prominent authors: truman capote, tom wolfe, norman mailer.
pseudo-events
Boorstin's idea, events staged to attract media attention and influence news coverage, such as press conferences, marches, and rallies.
Chat rooms
Different from IMing, synchronous (occur in real time), media organizations use them to promote special guests online and let the audience 'speak' to them. Can often be chaotic, difficult to tell who is being addressed. Messages have to be typed which slows down the give-and-take that occurs during spoken conversations. Some chatters can monopolize the conversations or scroll.
Digital Media costs
Digital media and the internet greatly reduce costs for creating and distributing media content widely, to the point that they are well within the reach of many.
Minority newspapers
El Misisipi: the first Spanish-language newspaper in the US. The Cherokee Phoenix: the first Native American Newspaper. The first African American newspaper: the New Orleans Daily Creole. North Star: antislavery paper by Frederick Douglass. These minority voices introduced the value of diversity to journalism while promoting more nuanced and balanced alternative perspectives.
Earliest form of advertising?
Face to face, word of mouth communication in which buyers and sellers negotiated and bartered for goods and services. Then the printing press;
Associated Press (AP)
Founded in 1848 as a not-for-profit members' cooperative by a group of six New York newspaper publishers to share the costs of gathering news by telegraph. Today, some 1,500 newspapers and 5,000 TV and radio stations are members. Known as the most objective reporting.
Mary Ann Shadd Cary
Founder, Writer, Editor of Provincial Freeman in Canada after leaving the US because of the Fugitive Slave Act, observed that 'self-reliance is the fine road to independence.' First African American woman to edit a weekly newspaper.
Minitel
France's videotext service, text delivery over the air or by cable for presentation on television screens. Worked b/c the govt. subsidized it and provided every home with an access device. Biggest problem was the emergence of the WWW.
FOSS Movement
Free and Open-Source Software Movement, wants software to be freely available and the source code open to anyone to make modifications and improvements, contrasts sharply with the standard profit-making business model that relies more heavily on proprietary software. (OpenOffice vs. Microsoft Office, Wikipedia vs. Encycolopaedia Brittanica.) Basically, allows constant collaboration with other companies
Foundations of Journalism
Free and Responsible Press, Separation of editorial and business operations, fairness and balance in news coverage, framing the news, expert sources.
Filter, then publish model.
From a vast universe of possible information, specialists or professionals select their material and then distribute it to the general public. The public is often completely unaware of all the other possible information it could have received. Media business models have been built on this way of controlling and disseminating information. Traditional.
What is altered by competition among media through Choice?
Greater choice means media types and channels are competing with each other to attract the attention of the audience. This alters the production, promotion, and marketing of media and even what types of content may be created.
Comcast & How it worked with online conversation
In 2008, Comcast was ranked at the bottom of the American Customer Satisfaction Index. To improve customer service, Comcast started monitoring blogs and online conversations and discussing customer concerns directly in the online forums.
Spam Statistics
In 2010, it was estimated that 78% of all emails sent were spam. In 2012, the % of spam emails steadily decreased to a 5 year low. China is the number-one source of sending spam, with US behind them.
Agenda-setting
Media's role in deciding which topics to cover and consequently which topics the public deems important and worthy of discussion
NBC debuted what show in 1947?
Meet the press, a made for TV news conference where journalists queried various newsmakers. Hosted by Tim Russert, longest-serving host for longest-running series.
Advertising 'piggybacking'
Networks would run messages for two related products from one company in the same one-minute commercial.
Wikipedia's NPOV
Neutral Point of view. Wikipedia had to block changes originating from either house of Congress b/c politicians aids were continually changing politicians entries to make them look better.
Six degrees of separation
Notion that everyone in the world is separated from all other individuals by at most six additional nodes in a social network.
Traits the AP is known for
Objectivity, but 4 other core journalistic values: truth and accuracy, integrity, ethics
The Hutchins Commission and A Free and Responsible Press
One of the foundations of journalism, Written by Robert Maynard Hutchins and a dozen other leading intellectuals, argued that the public has a right to information that affects it and that the press has a responsibility, even a moral duty, to present that information because of their constitutionally guaranteed freedom. Indicated that the govt., the public, and the press could all take steps to improve the functioning of a healthy press. Recommended that agencies of mass communication finance new activies and that members of the press engage in rigorous reciprocal criticism. Called on the public to create academic-professional centers for advanced communication study, research, and publication. (Media Studies Center) Encouraged schools to exploit their total resources to ensure their students obtain the broadest most liberal training. Proposed the establishment of an independent agency to appraise and report annually on press performance.
Today's fastest growing segment of advertising
Online advertising
Publish, then filter model.
Prevalent in social media, the public can connect directly with the vast universe of information out there and find out what is relevant through a combination of social networks, rating systems and online discussions, filtering organizations don't really have a function. Social.
Through an advertiser's perspective, why does the media exist?
Primarily as the means to gather an audience.
2 main methods of search-engine advertising
Search-engine optimization (SEO): unpaid. Search-engine advertising (SEM): paid. Goal is to be the first to appear in a search
Why did newspapers begin to suffer in the '20s?
Since the radio was supported entirely by advertising, news was offered more quickly and for 'free.'
Effects of constant social media use on people
Social media use makes it harder for people to concentrate on longer or more complex tasks and that social media users tend to get distracted more easily by trivial matters and not understand or remember more important material.
Why did newspapers begin to suffer in the 40's and '50s?
TV began broadcasting news. 40s and 50s were TV news golden age
Creation
The Digital-media tools that facilitate the creation of content have played a major role in the rise of user-generated media content. Cheaper communication technologies allow more people to create media (Printing press/internet). Even if only a small % of people online create and share content, there will still be a larger pool of media content than existed in the traditional media world because of # of people online.
Choice
The public has far more media choices than in the past and far more options of media styles and genres than ever before. Through search engines, recommendations from friends, RSS feeds and traditional media channels, people are generally more proactive in getting the type of content they want. More choice does not necessarily mean better quality, does mean more competition among media.
Curation
The role of traditional gatekeepers in media is changing. Shift from gatekeeping model to a 'gatewatching' model, in which people act as their own filters, classifiers, and reviewers. Classifying content happens through an activity such as tagging or creating folksonomies of definitions. This helps bring some order to the vast array of content and helps in searches. The online environment lends itself to a curatorial mode of contributing to the social media space.
Collaboration
The willingness to collaborate on a common good for no personal monetary gain is perhaps one of the biggest surprises one encounters when examining social media. It is one thing to spend hours creating a widget with the hopes of selling it or copyrighting it for licensing, but quite another to do so and provide it to the Web for free use or to provide open access to your project and invite others to work on and improve it. Online to offline collaboration - politics/ social movements.
What happened due to the change in audiences from consumers to produsers?
Traditional brands still retain their meanings for most of us, but it is more difficult than ever to determine whether to trust info from unknown sources. Necessitates critical thinking and media literacy. Trust and reputation. Social media allows us to listen to friends & family with their reviews.
Traditional Media vs. Social media
Traditional media uses a broadcast or monologic model of one to many. Social media employs a more dialogic model of many-to-many communication.
Typical week of TV in 1957
Viewers would see 420 commercials totaling five hours, 8 minutes.
Top global news sites
Yahoo, CNN, MSNBC, Google news, The New York Times, The Huffington Post, Fox News, The Washington Post, Los Angeles Times, Mail Online.
ad-agency commission
a percentage amount of the cost of an advertisement taken by the advertising agency that helped create and sell the ad.
How to establish a brand's uniqueness?
a catchy slogan and distinctive visual identity, plus frequent exposure to the desired audience segment or target group. Campbells soup was the first, along with Coca Cola.
big data
a collection of data sets so large that it is impossible to use traditional analytic techniques to sort, analyze, and visualize the data and what it means.
Soft news day
a day in which not much has happened that is newsworthy, entailing the addition of features with less real news value, such as human interest stories.
advertorial
a display ad created to look like an actual article in the publication, usually has tiny print on the page that says 'paid advertisement'
instant messanging
a form of real-time communication through text typed over a computer network.
Tony Schwartz
a master of implied messages, became famous for the 'daisy spot' a 1964 advertisement considered among the most powerful political ads ever aired. Cleverly suggested that Republican presidential candidate Barry Goldwater would likely get the US embroiled in a nuclear war.
What kind of placement is the most expensive usually?
back cover placement
outdoor advertising
billboards and other forms of public advertising, such as buses or taxis. Store signs are among the oldest forms of public advertising
Five Fundamental Areas in which people's media habits are changing according to the Center for Social Media
choice, conversation, curation, creation, and collaboration.
Public journalism
civic journalism, developed in respond to dissatisfaction with media treatment of social and political issues and concern about the apathy and cynicism among the general public this coverage possibly fostered. Has thrived in the digital world bc Pro-Publica
What 2 forms can commercial messages come in?
classified advertising or display advertising
Jobs in news production
editor: looks for logical weaknesses, errors, gaps in stories. Fact checkers: research stories for accuracy and replace blank info with info they found out. Copyeditors: correct writing and in-house style errors. Headline and caption writers: create apt headlines and photo captions. Design and page-layout artists: create digital versions of copyedited articles. TV crews and reporters: edit footage shot on location, add voice-overs and graphics. Producer and reporter: decide what to edit and how the story will be put together.
Social Media in the 1930s and 40s
families congregated around the radio to listen to their favorite programs and people cam together to listen to music, dance, and socialize. Even TV can be social.
earned media
favorable publicity prompted by a public relations source rather than advertising, such as a news conference, an event, or a press release; the opposite of paid media, such as advertising or product placement.
Telephone Consumer Protection Act of 1991
federal law that lays out strict guidelines on what times telemarketers may call and requires comapnies to remove people who request such removal from call lists.
Phineas Taylor "P.T." Barnum
flourished in practicing press agentry, created the famous American circus. Successful at staging events, publicity stunts to attract attention.
James Gordon Bennet
founded the New York Herald in 1835, introduced in addition to editorial commentary, a financial page and public-affairs reporting, more staples of modern journalism.
rate card
list of advertising rates by size, placement, and other characteristics, such as whether ads are b/w or color. Frequency discounts are also usually offered, and the listed rates are usually negotiable especialy for large advertisers.
Edward L. Bernays
managed some of the earliest and most famous PR campaigns, he was essentially the propaganda arm during WW1. Nephew of Sigmund Freud. Wrote the Engineering of consent. Applied Freud's theories and social science to the influence and shaping of public opinion.
Volney B. Palmer
one of the most successful early sellers of newspaper advertising space. created both the first advertising agency in 1841 and the long-standing business model for the industry: providing his clients with circulation data and copies of the ads in addition to deducting an ad-agency commission from the advertising fee to the publication as compensation for his efforts.
Objectivity
one of the reasons news became more impartial. Journalistic principle that says reporting should be impartial and free of bias. Because of the difficulties involved in complete objectivity, this principle has largely been replaced by the concepts of fairness and balance.
superstitial ad
online advertisement that covers part of the existing screen or moves over part of it without opening a new window
Interstitial ads
online advertisements that opens in a new window from the one that user was in
Lurking
only reading what others write in online discussion boards but not contributing to the discussions.
Trolls
person who purposely vandalizes Wikipedia entries by inserting false or nonsensical information
subliminal advertising
persuasive messages that supposedly happen below the level of consciousness, such as quickly flashing an image or word on a screen.
Alternative journalism
radical journalism, radical papers struggle b/c advertisers dont want to be associated with radical political movements and don't attract the working class. Purposely defied pro conventions, in both tone and topic. Magazines like the Boston Phoenix, the Houston Press
Robert Bonner
ran the first full-page ad to promote his own literary paper, the New York Ledger.
click-through rate (CTR)
rate at which people click on an online advertisement to access more information
beat
reporter's specialized area of coverage based on geography or subject. Common beats in large or medium-sized newspapers include education, crime, and state politics.
pitch
request to review a client's new product or do a story about the client or product.
Literary journalism
roots are in muckraking, stays closer to true, observable narritive than muckracking ever did. Slow pace, frequent lengthy digressions. Generally doesn't deal with breaking news. John McPhee, Joan Didion, James Fallows, Robert Kaplan
scrolling
simply repeating the same message in a chat room, which quickly draws the ire of other participants
Catfish
someone who fakes an online profile, usually to get someone else to fall in love with the fake persona.
viral marketing
spreading news and information about media content through word of mouth, usually via online discussion groups, chats, and emails without utilizing traditional advertising and marketing methods.
Cost per thousand (CPM)
standard unit of measuring advertising rates for publications, based on circulation. Same as rating but with print and online media
frame
structure or angle given a news story that influences reader understanding
yellow journalism
style practiced notably by publisher's Pulitzer and Hearst during the late 1890's, in which stories were sensationalized and often partly wholly fabricated for dramatic purposes. came from the Kid from the Yellow Kid's shirt.
Arthur W. Page
the VP of PR for AT&T, first PR person on the board of a major public corporation. Helped create ethical guidelines for PR with his Page Principles: tell the truth, prove it with the action, listen to the customer.
Most important factor in successful persuasion?
the audience: knowing/understanding them, what they think and feel, their likes, dislikes, other factors.