comm 370 final exam
What is a "Monopoly?" Examples?
Monopoly: - When a single firm dominates the production and distribution in a certain industry. - There is no competition and there is total control over the market --- Examples: AT&T until the mid-1980s and software giant Microsoft
The positive contributions of online journalism
- Many newspapers have created websites to deliver news online - Allowing more immediate news coverage (faster delivery) - Increasing audience selectivity - Increasing audience control - More convenient to readers - More commercialization
three waves of islamophobia
1) The first wave of Islamophobia emerged after the Iran hostages' crisis. 2) The second wave of Islamophobia emerged after the September 11th attacks 3) The third wave of Islamophobia emerged after the attacks in Paris, San Bernardino, California, and Orlando, Florida, and it escalated significantly after the rhetoric in the last presidential campaign in the U.S., which culminated in new policies, such as the Muslim travel ban. This third wave of Islamophobia could be said to be the most aggressive and most detrimental wave, due to its far reaching destructive effects and negative ramifications, mainly as a result of the wide publicity, via both mainstream media, as well as social media venues and channels.
What are the different stages in implementing a Public Relations campaign?
1.Research 2.Action Plan / Objectives / Program Planning 3.Communication Tactics / Implementing Plan 4.Evaluation
What is a "Oligopoly?" Examples?
Oligopoly: - An economic situation in which just a few companies dominate an industry --- Examples: book publishing and feature-film business, such as the 3 multination major players → News Corporation, Viacom and Time Warner
What is "Public Affairs?" Examples?
a term used to describe an organization's relationship with stakeholders. These are individuals or groups with an interest in the organization's affairs, such as politicians (MPs, MSPs, AMs, MLAs, MEPs), civil servants, customers and local communities, clients, shareholders, trade associations, think tanks, business groups, charities, unions and the media.
What is the importance of evaluation in Public Relations? Examples?
it is important to evaluate the results of an action. In public relations, just like in any other profession the results of what you do are important, they show success or failure.
What are the differences between Public Relations and Advertising?
- Advertising: paid space and time in the media - PR: unpaid publicity in the media
How did the invention of TV start and develop? Who were the people behind it?
- Although television achieved mass media status in the 1950s, experimentation with the idea of televised images has been going on for nearly a hundred years. - Vladimir Zworykin invented the "iconoscope" the first TV camera tube to convert light rays into electrical signals. - Philo Farnsworth transmitted the first TV picture electronically in 1927, at age twenty -one. - He conducted the first public demonstration of television in Philadelphia in 1934. - In the late 1930s, the FCC started to set the technical standards for television, which became settled in 1941. - This involved endorsing the analog standard, which was replaced by the new digital standard 60 years later
The Four Types of Invasion of Privacy. Examples of each?
- Appropriation: the use of monetary gain of a person's name, likeness, or picture without permission - Publication of Private Information: information may be true but private - Intrusion: videotaping, bugging, or snooping into others' private affairs - False Light: publishing information which is correct but is exaggerated or used out of context
What is conflict of interest? How can we avoid it?
- Conflict of interest: who is going to be affected by this - Can take place if the journalist accepts any form of benefit or reward for covering a certain story or reflecting positively on the persons parties, or orgs that are being covered - Avoid it by journalist being loyal to telling the "truth" only
Objective journalism
- Considered the 'ideal' form of journalism - Separates fact from opinions → be able to distinguish what is fact from opinion - TRIES to present accurate, balanced and unbiased news coverage --- This may be hard because journalist will have an opinion on a topic and can lead more towards one side than another
The disadvantages of television as a medium
- Criticized for being the number one time waster. Called it the 'hypnotizing' effect of tv - Attacked for being a cause behind obesity, especially among children - Many studies discuss how TV can be a cause for escalating violence among kids and adolescents - Although it started as high culture it later on was accused for spreading 'low culture' and poor taste --- High culture -- viewing opera on tv --- Low culture -- watching hip hop music videos - Accused of increasing social isolation and audience fragmentation because now everyone has more than one tv in the house so each person can watch whatever they want alone - Feared as a source of 'cultural invasion' on an international scale --- Commercials broadcasted worldwide led to certain expectations of a culture
What are some of the most important "ethical dilemmas in journalism?" Examples of each.
- Deploying deception to gain sensitive information, as in the case of declaring false identities in investigative journalism cases raises ethical questions and concerns. - Different views around this issue. - Invasion of privacy is another key concern, especially when there is a conflict between "the public's right to know and an individual's right to privacy". - This is usually a concern in covering celebrity news. - Conflict of interest can take place if the journalist accepts any form of benefit or reward for covering a certain story or reflecting positively on the persons, parties, or organizations that are being covered. - The journalist's only loyalty should be to telling the "truth" only.
Why was the introduction of television considered a revolution in the field of communication?
- Described as a revolution because its live, audio visuals became a new guest in peoples home which is bringing entertainment, news, market (advertising) to air on tv - Began to attract more audiences, especially women, young people, and children - Offered the possibility of transmitting news events as soon as they take place - It offered a very important avenue for advertisers to air their commercials
Direct Payment vs. Indirect Payment. Examples of each?
- Direct Payment: Involves media products supported primarily by consumers, who pay directly for a CD, a movie, an internet provider, or a cable TV Examples - Indirect Payment: Involves products supported mainly by advertisers, who pay for the quantity and quality of audience members that the medium reaches Examples
What is the definition of external publics? Examples?
- External Publics: - Consist of Consumers/Customers, Community, Mass Media, Government, Financial Institutions, Action Groups and General Publics. - The public relations activities of the company are confined to its internal and external publics. --- Government, investors, customers, the media and competitors
What are some of the persuasive strategies used in advertising?
- Famous person testimonial (also called celebrity endorsement): It builds upon the 'credibility' and 'fame' of a celebrity figure. - Plain-folks appeal: It associates a product with simplicity and appeals to ordinary people and how the product fits their lives - Snob-appeal approach: It associates a product with status, prestige, and class. -Bandwagon effect: exaggerates the claim that everybody' is using a certain product, so if you don't use it, you will be 'left behind' and rejected
Yellow journalism
- Focus more on gossip, celebrities, news, and scandals -- TMZ, Inquirer Magazine - Most types of publications are called 'tabloids' - They're interested more in selling and making profit - Threats? --- People will believe the rumors, lies, tabloids post which can lead to discrediting journalism
What are values? How do we acquire them? Examples?
- Human beings usually acquire values in the following sequence: 1-Gaining knowledge (awareness) 2-Forming attitudes (likes or dislikes) 3-Developing beliefs and values (they pass from one generation to another)
Definition of "Obscenity?"
- If the average person applying contemporary community standards find it offensive - If the material depicts or describes sexual conduct in an offensive way - If the material lacks literary, artistic, political, or scientific value
What is the importance of advertising? Examples?
- Important for the welfare of the economy: It helps the economy to flourish and prosper. - Important for the companies and manufacturers who are trying to sell and make profit - Important for the media as a major source of income and profit - Important for the consumers, who are trying to buy certain products, to find out information - Important for the existence and survival of advertising agencies who serve the advertisers
What are "Ratings?" What are "Shares?" Why are they important?
- In TV measurement a "rating" is a statistical estimate expressed as a percentage of households turned to a program in the local or national market being sampled. - A "share" is a statistical estimate of the percentage of homes turned to a program compared to those actually using their sets at the time of the sample. - They both tell advertisers roughly how many people are watching Most importantly, they tell advertisers "what kind of people" are watching.
What are the requirements for libel?
- In order for it to be considered libelous, it must contain the following - Publication of defamation - Defamation: calling some a liar - Damage: actual harm to the person's image, reputation, career - Identification: people must be able to identify the person - Fault: some kind of negligence. For ex: wrong photo, typographical error - Malice: deliberately publishing false material about someone. This is ONLY applicable in the case of public figures and celebrities
What is the definition of internal publics? Examples?
- Internal Public Relations: - Special PR discipline which concentrates on enhancing companies relationships with the employees by facilitating good communication among the management and the employees, boosting their morale and giving them the right information at the right time - Employees, executives and senior management
What are some of the most important misconceptions about Public Relations?
- It's the same as advertising - It's the same as marketing - It does not need special skills or training - It is an unnecessary part of any company - It's just about parties, receptions, and other social events - It's a glamorous business dealing with celebrities and propaganda
What are the differences between law and ethics? Examples of each?
- Law is imposed by the government on its citizens, in general, but ethics are more narrowly imposed through your own self or through organizational codes. - Breaking the law can lead to legal punishment or imprisonment, but violating ethics can make you lose your self respect, or may be lose your job.
What is "Limited Competition?" Examples?
- Limited Competition ( or "monopolistic competition"): - The media marker with many different products and sellers, but only a few products within a particular category --- Examples: local radio station, only a number of limited formats, such as country, classic rock and contemporary hits are aired
The threats and dangers of online journalism
- Major source of competition and threat to other news media - A major source of competition to hard copy, traditional papers - May privilege the commercial value over cultural value - May not be equally as accessible to all audiences, due to limited internet access in some places or societies
What are the requirements for the success of advertising? Examples?
- Market Research: To identify the target audience for the product. It studies demographics, psychographics, lifestyles. Usually relies on pilot testing and focus groups. - Product Placement: Choosing the best medium to reach the target audience at the best possible time and best form.
What are the differences between Public Relations and Marketing?
- Marketing: sales and distribution function - Social Marketing: Advancing a social cause
The advantages of newspapers as a medium
- Newspapers allow for in-depth coverage because you can put almost everything in an article versus a video or broadcast that will only cover a much shorter version of an interview - Keeps people aware of new events and developments - Shaping public opinion trends; especially through editorials and columns - Enriching the cultural and literary wealth of society (i.e. many different sections in newspaper so it allows different journalist to write on different topics) - Allowing public debates and controversies to be discussed
The disadvantages of newspapers as a medium
- Not so visually attractive -- does not engage all senses as in broadcast media - Relatively slow in transmitting news and updating the audience; compared to broadcast media - Appeal more to older generations --- Doesn't appeal to a very large audience and different demographic characteristics - Has limited access compared to broadcast media due to 'illiteracy barrier'
What is the definition of public opinion? Examples?
- Public Opinion: - Opinion which is widely shared by the majority of people in society around a current topic of great interest and significance --- dynamic
What is the definition of "Public Relations?"
- Public Relations has many definitions: - It is an organized function which develops, executes and evaluates the organization's goals, creates a positive image for it, as well as successful relationships with its internal and external publics - The management of communication between an organization or entity and its various publics for purposes of building and maintaining positive relationships - "Doing good and telling people about it" - Dynamic and changeable field - Broad discipline & overlaps with many other fields
What is "Synergy?" Examples?
- Refers to the promotion and sale of different versions of a media product across the various subsidiaries of a media conglomerate --- Example: A global company like SONY buys up popular culture, such as movie studios and record labels to play on its various electronic products
What are the different types of advertising? Examples of each?
- Subliminal Ad.: Uses a hidden or disguised message in print or broadcast media or in movies to play on the subconscious and make people buy the products - Saturation Ad.: Uses a variety of different media combined together to magnify the impact on the target audience - Commercial Speech: Any print or broadcast material that is paid for by someone - Infomercials: Uses celebrities in talk shows or other media content talking about products - Political Advertising: Tries to promote the image of a certain political candidate or political party, especially in elections. - Non-Profit Advertising: Tries to promote certain humanitarian or charitable causes. - Social Marketing: Advocating certain social issues through organized campaigns.
The impact of television on other media
- TV emerged as a strong competitor to other media, especially radio and newspaper - It outweighed radio in terms of involving more senses due to its audio visual nature - It outweighed newspapers due to the immediacy of its news coverage
When was the "Decline Age" of TV? Why was it considered as such?
- The Emergence of Cable: When in 1976 Ted Turner beamed a signal from his Atlanta-based "independent station" to a satellite where cable systems and broadcast stations around the world could access it. At first, it was free to attract new consumers. Later on, he expanded, created CNN and charged monthly fees for his cable services. - Videocassette Recorders (VCRs) enabled viewers to record their favorite programs and play them back. The Second challenge to the dominant networks came later on, when Rupert Murdoch established the Fox network in 1987, which was mainly targeted at youth audiences. This contributed to the further decline of the three major networks. - Third challenge limited the domination of the three major networks was a series of government regulations through the FCC to limit the networks monopoly over TV production. Some of these regulations eased later on, due to the rising competition from cable and home video in the 1990's to the networks.
What is the "Fear Appeal?" Why and how could it backfire? -"Hard Sell" vs. "Soft Sell" advertising. Differences? Examples of each?
- The Hidden Fear-appeal: It plays on people's anxiety, threats, and fears. It is also used in "social marketing". - Hard-Sell Ad.: It uses a strong, direct message which 'tells' people to buy a certain product, because it is the 'best'. Used with 'everyday', ordinary products. - Soft-Sell Ad.: It uses a much more indirect approach that can simply show a picture of a certain product, and features its name and image only. Used with 'elitist' products
When was the "Golden Age" of TV? Why was it considered as such?
- The golden age of TV was from the 1950's till the 1970's when it dominated the market as the "prime medium" in entertainment, news, and advertising. - Three major networks dominated the TV scene during this period: NBC, CBS, and ABC. - They controlled all the trends and developments in TV programming, content, and style. - That's why this era was called "The Network Era".
What are ethics? How do we acquire them? Examples?
- They are appropriate codes of practice or behavior which are adopted by a certain individual, group, or profession. - Unlike law, which is legally imposed, ethics are either enforced by an individual on himself/herself, or by a profession on its practitioners. - Example: Journalistic professional codes of ethics.
What are the threats of advertising? Examples?
- Threat to the media: It can be dominated and manipulated by those who 'pay' for ads. This can undermine the 'quality' of media content and TV Programs. - Threat to society's values: The values of 'materialism' and 'commercial consumption' can Prevail. - The Monopoly of a few 'Mega-Agencies' in the field of advertising over the rest of the market - Health Threats: - A-Promoting obesity through junk food and products ads. Also, eating disorders due to unrealistic body images - B-Abusing and exploiting young viewers (children and youth) through using cartoon characters to sell tobacco and beer products (FCC regulation required a ban on tobacco ads on TV)
The "TV Freeze"
- To sort out standards and channel- assignment issues, the FCC declared a freeze on new TV licenses in 1948, which lasted until 1952. - We can describe this process as a form of "media regulation"
Investigative journalism
- Tries to reveal the corruption or wrong actions, especially of the top officials and celebrities in society - Plays the role of 'watchdog' over the gov't and those in power --- Ex: the 'Watergate Scandal'
What are some of the best ways to overcome these ethical dilemmas?
- Use your best judgment and values - Consult senior journalists and editors - Refer to professional ethical codes of practice - Refer to similar cases in the past - Review rules and laws (for legal issues and concerns) - One important concept to watch out for is "social responsibility", since you have to balance your own interest as a journalist with your organization's interest, the public's interest, and the country's interest.
The advantages of television as a medium
- Visual attractiveness due to integration of colors, motions, sounds - Immediate news coverage; much faster medium for transmitting news - Ideal for certain types of entertainment -- movies, operas - Ideal for advertisements of certain goods and commodities -- foods, cars - Most suitable for covering sports games -- football, basketball - Helped make the world a 'global village' -- you can see what is going on in other countries allowing the world to become more interconnected
What is "Fair Use?" What are the conditions for it?
- Written consent or permission to enable the journalist to use another person's intellectual property - Conditions: - If it's not taken out of context - If credit to the source is given - Not going to take the material and sell it to make profit - If its used for scholastic, news, or research purposes - If the material used does not exceed a certain percentage of the total work
What is "Libel?" Examples?
- Written/published defamation - Ex: statement that someone has a contagious disease --- Statement attacking a person's reputation at work --- Accusing someone of sexual immorality
What is "Regulation?" Examples?
- a rule or directive made and maintained by an authority. Examples: 1. Sherman Antitrust Act → 1890, Congress passes an act that outlaws monopoly practices and corporate trusts that fix prices 2. Clayton Antitrust Act → 1914, Congress strengthens antitrust laws by prohibiting companies from selling only to dealers who agree to reject rival products 3. 1911, The federal gov't uses anti monopoly laws to break up both American Tobacco CO. and Rockefeller's standard oil company into smaller firms
What is "Deregulation?" Examples?
- the removal of regulations or restrictions, especially in a particular industry - Efforts from the major media companies and producers towards deregulation are much greater → raises concerns about monopoly, lack of free competition, consumer choice and consumer control (media merges) --- Examples: 1. 1995, media conglomerate Disney buys ABC 2. 1985, GE buys RCA/NBC, merger set off a wave of media consolidation
Definition of "Copyright Violation?"
- when a copyrighted work is reproduced, distributed, performed, publicly displayed, or made into a derivative work without the permission of the copyright owner.
What is the definition of "Advertising?"
Advertising is a planned and deliberate effort by a certain company, organization, or individual to sell a product, service, through buying time in idea to the public, broadcast media, or buying space in print media.
What is "Economies of Scale?" Examples?
Economies of Scale: - Refers to the practice of increasing production levels so as to decrease the overall production cost per unit --- Example: The cost of producing a CD has dropped significantly, just like the price of blank videotapes and movie videos which dropped in the 1980s.
What kind of speech is NOT protected under the First Amendment?
Hate speech, blasphemy, and other forms of speech should not violate or harm others
How could the phenomenon of Islamophobia be a double-edged sword? Examples?
It could be said that the waves of Islamophobia which were witnessed in the U.S. are a double-edged sword for American-Muslims. Increased (- effects): Bias Prejudice Discrimination Hate crimes against Muslims On the other hand, it increased (+ effects): Interest in learning about Islam and Muslims to an unprecedented degree, and it increased solidarity with Muslims as well
How can the internet be a double-edged sword in terms of Islamophobia?
Likewise, one can argue that the Internet, with all of its unfiltered content, can sometimes harm Muslims and negatively affect their image and reputation. For Example: Twitter campaigns, such as #banislam, try to shed light on Islamic extremism. In a new digital world, where information exchange occurs instantly and freely, it is impossible to stop or censor these types of campaigns entirely. However, the internet also offers unique and unprecedented opportunities for Muslims to respond and react to all of these efforts, using the very same tools.
What is "Malice?" When is it considered a condition for a libel case, and for whom?
Malice: deliberately publishing false material about someone. This is ONLY applicable in the case of public figures and celebrities
Causes of Islamophobia
One explanation for Islamophobia is that it is based on a social construct that "reintroduces and reaffirms a global racial structure through which resource distribution disparities are maintained and extended." This definition accounts for Islamophobia globally, because it is not present in just one society, but, rather, across Europe, America, and other parts of the West. This explains the fear of immigrants, under the claim that there is not enough space for them, and that Western civilization and Islam cannot coexist side by side
What is social responsibility? How can we promote it?
Promote by balancing your own interests as a journalist with your organizations interest, the public's interest, and the country's interest
What is the definition of a public?
Public: - Group of people who share a common "interest" and united by common "goals" and "objective:, or have a shared "opinion"
What is "Slander?" Examples?
Spoken defamation, or through gestures
What are the definitions of "technical role" and "managerial role? Examples of each?
Technical Role: - Aim to execute and apply PR programs Managerial Role: - Involve decision-making, planning, and designing PR policies and strategies
What is "Defamation?" Examples?
The action of damaging the good reputation of someone on purpose Ex: calling someone a terrorist, a thief
Islamphobia
The idea of fearing a certain group of people, because of their culture, belief, or because they are different is not new. It has been around for centuries. This process of ethnic, racial, or religious profiling has been commonly referred to as "stereotyping."
Definition of "Invasion of Privacy"
The intrusion into the personal life of another, without just cause, which can give the person whose privacy has been invaded a right to bring a lawsuit for damages against the person or entity that intruded.
How did the invention of TV affect theory development?
Theories such as the Magic Bullet theory and the Hypodermic Needle theory were introduced
-What is "Social Marketing?" Examples?
an approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals and society as a whole.
