J201 exam 2
SNS news and time on news websites
- if you arrive directly to news site you spend more time - if indirectly from FB, spend much less time
soft power
- three resources for the --- -- of a country: -- foreign policy -- culture (attractive to public?) -- politics
acts of journalism
- timely and regular prublication of news and commentary to a public on significant events/issues - criteria: public communciations-timely, publicly significant and periodic. - journalism can belong to anyone.
targeting
idea that messages should be directed at particular groups of prospective buyers. - ex) catalog comes to your house with longer shoe section cause they know you like to buy shoes.
- Physical Harm - Financial Harm - Harm to Reputation - Psychological Harm - Social Harm
if we dont follow ethics we do damage. if we dont protect sources, someone could die.
TARGET MARKETING
-Processes of market segmentation -Fragmenting audiences into pieces that have something in common based on: --- Demographics --- Geographics --- Psychographics --- Behaviors
The Idiographic Orientation
-Unique characteristics of phenomena Rich description of "idiosyncratic" features Intention is to explain one case fully
journalism
-conveying to audience the problem and potential solutions to that problem. focusing on topic, giving different frames, INFORMING the public.
diffusion of innovations: network concepts: size
-large is better than small networks - makes things easier - internet have let us maintain wekaer ties which vreates a larger social network -
triple revolution
1 - network 2 - internet 3 - mobile tech -- shift from group-centered relationships to networked individuals which changes the way we relate to others
dimensions of public dipolomacy
1) Permanent communications that explain policy to foreign press & audiences. 2- Strategic communication around events or themes. 3- Developing lasting relations with key individuals. 4- Acknowledge government mistrust working through the private sector. 5- With information revolution soft power is more important not less. 6- Propaganda distinct from education...
three things to do for J- ethics
1. Aims 2. Principles 3. Judgments about situations - Truth: accuracy and verification; impartiality. - Independence to publish freely: funders, sources, subjects - Minimize harm where possible - Being accountable and transparent
1) conflict: how much controversy among figures in story and audience is it creating? 2) novelty: how unique is the story? 3) prominence: how well known figures in stroy already are. more likely to click story if already know character? 4) proximity; how close story lies to audience? 5) timeliness: how recent it is or how urgent? 6) impact: how many affected my story?
6 news values that determine if story is worth play. in this certain order. since the dawn of human kind, this is what humans want. " a hero faces opposition in teh unique pursuit of an urgent goal, changing the hero and the audience"
citizen journalism
- Sustaining a distributed enterprise that requires time, attention, and skill. - Reporting versus opinion expression. Today citizen journalism is mostly about opening up of traditional media space to citizen content, particularly in crisis situations.
big data for digital plan
- Technology allows narrowcasting and micro-marketing to individuals - Grounded in synthesis of purchasing and media consumption behaviors - Detailed data on individual consumers -All the opportunities of the Internet --- Google, Amazon, Yahoo!
crisis
- a major event with a potentially negative outcome that could significanty damage the organization or its produtcs
proofreader
- a person who reas text in proof in order to find and mark errors for correction
fact checker in the 20th century
- a person who verifies the factual accuracy of an article before publication. - makes sure that author hasnt made any factual error - check quotes, facts - early entry point for women in journalism - 16 fact checkers at the New Yorker - check facts bu calling sources, reading books, and going to libraries.
crisis communication
- a strategic practice within Public relations that tries to minimize damage to a companys reputation - Specific messages - Targeted to affected "publics" - Deals with a variety of information outlets - some outside of company's control: - Owned media (websites) - News media - Social media
demographics
- age, gender, family status (single, married, divorced), education, occupation, income, race/ethnicity -- based on these things you can tailor a message.
politcal alignment
- at an issue level, we are not becoming more polarized according to studies. - at a party level = in 1994 we were a bell curve, in 2014, we were two humped camel meaning we were more polarizes society -- could just be that more people are identifying at republican or democratic.
three strategies to how women navigate war zone
- bracketing difference (from male colleagues/downplay feminity) - i will not allow you to not let me bc im a woman. Im jus as good as you, must cultivate distance form male coworkers - establishing camaradarie with sources; as a woman I can talk to anybody. maybe we seem like less of a threat?men may hit on you but must remain calm bc you might need them again. - accentuating vulnerabilties/weaknesses with militants and potential attackers. - want to protect women, but its useful to get the job done. thinks shes weak so want to help her. woman rolled through airport with all journalistic stuff bc shes a woman.
Journalism of Aggregation
- built not on producing news, but on harnessing and organizing existing info - makes choices about relevance, value and significance - inc we all act as our own aggregator by assembling our news for the day - organizing all the news is an act of journalism too! - As consumers, we are all aggregators
integrated advertising
- combining several media channels and tools under one big idea in order to produce a greater experience for the consumer - really interests consumer, makes something consumer wants to be involved in and share with his freinds - ad agency must lead process of advertising from start to finish.
geographics
- country/state/county/city, community size, demographics of region, change dynamics (growth, welath change?)
big data
- credit cards; know what you like based on data on internet and cards - we leace traces of ourselves and purshaing paterns - big data tried to use that info on how to purchase things/advertisements
soft power
- directed to public opinion and not only to elites.
facts
"something that truly exists" = So ultimately ------ are based on observation, but also on human agreement (not mere opinions or "truthiness" but established processes for making decisions about reality).
truth
"the real facts about something" -statement of what is most probable in proportion to the evidence available at the time → can evolve over time in the face of new evidence
balance
- ----- is giving weight to each side regardless of an established truth on one side
focus groups
- A facilitator places respondents into a group - Ask questions, listen to responses and interactions - Reactions are in an artificial social context - Level of representativeness: low - Level of detail: medium - cost effective though
new journalism
- CNN put trump on air to ask him about his facts. this is how we now do journalism. state "facts" ask questions later - over the last 5 years, more act chekcing sites available for citizens to check the claims being made after theyre said
emotional trauma
- CNN wouldnt give reporter time to recover from PTSD - NPR supported women with PTSD -- emotional trauma is so individualizez and specific which makes it hard
survey research
- Contact many people, ask them about what they do, think, value - Large numbers of respondents - Built on statistical properties to enable representativeness - Dependent on accurate recall - Level of representativeness: potentially high w randomization - Level of detail: low
The Nomothetic Orientation
- Generating generalizable principles Establishing "trans-situational" laws Intention is to explain a class
polarization
- Increased issue extremity - Political alignment - Affective phenomena
fairness
- Is not about pleasing a source, but rather about being willing not to dismiss what they say outright. - It is about making the same effort to understand different perspectives. It is about giving sources that chance to give their side of the story. - When allegations are made about someone we give that person an opportunity to provide their views in our stories. And if they don't we communicate that to our audience in a fair way. "---- declines our request for comment"
social marketing
- Mindset: Social Change (enhancing the health and well being of individuals and communities) - Tools: media, outreach, interpersonal influence, community events - Influence: persuade with the goal of behavior change - Audience: Individuals, policy makers, stakeholders ex) problem of not enough people donating blood. ended up turning huge campaign into an interpersonal campaign bc of the research done into why people donate or not.
Integrated marketing communications (IMC)
- Need to coordinate strategic communications approaches ---Advertising, Public Relations, Promotions, Direct Response, Interactive, and more - Mutual reinforcement of core themes - Creates synergy and memorability
social networks and news distribution
- News has a place in social media. - Getting news on Facebook is incidental. - Range of news on SM is broad. - Engagement goes beyond exposure. - Online opinion versus general opinion. - Online sentiment changes rapidly. - SNS news and time on news websites...
balance
- One of the techniques used by journalists as part of the push towards objectivity is that of ------. - Since you are suspending your own beliefs on an issue, you rely on the accounts of others and their interpretations of events. - You offer narratives based on contrasting claims about the truth and you take these seriously... - journalistic principle where journalists suspend their own beliefs and judgements, focusing on delivering/offering all different perspectives out there to citizens by giving equal weight to each of these perspectives.
Proactively Prevent Crisis: Reputation Management
- Reputation: what people believe you / your company is. - Perception is reality! Reputation management: - Organizations monitor and attempt to influence their reputation - Maintain your company's image - If not, reputation management is needed to restore it!
journalism ethics
- Responsible use of journalism and the freedom to publish. - when youre going to do it, how youre going to do it. "verification before publication"
affective phenomenon
- do we hate Rep/Dem? - in 1994, 27% disliked eachother - in 2014, 36% disliked eachother -- this is actually happening. more people disliking eachother based on viewpoints.
economics of the news
Competition for the measurable attention of readers and viewers. • In the first place, the news is an economy of time and attention. • Every communication medium competes with every other for attention: face-to-face, print, television, web-based, social media.
first amendment
Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.
relationship marketing
Develop a long-term interactive communication process between a defined segment and the brand - Use a full array of communication messages and channels to build ties - Digital, social, and mobile media are key to building relationships
Interest Group Journalism
includes targeted web sites or pieces of work, often investigative, that are usually funded by special interests rather than media institutions and designed to look like news → Red flags: if they have a political history, if funding isn't genuinely transparents, if stories all move toward one conclusion
look at notes from thanksgiving
look at notes from thanksgiving
Journalism of Affirmation
manipulation of evidence, designed to affirm rather than explore
Who is using what? How are they using it? Who is not using the product? Why not? What are their beliefs and attitudes about it?
market research
fact checker in 21st centruy
- fact checking departments are increasingly rare which has lead to a high number of errors - New breed of fact checking; not checking the laims before theyre out in the public. but instead, work on setting things straight after. ex) Donald making claims that obama wasnt born in the US. -- fact checking sometims makes beliefs in people stronger bc they want to support and efend their beliefs.
women in warzone
- female reporters face gendered obstacles - need more training in proactive way - resourceful and successful - avoiding victimization is key but so is tackling a stand
example of ethical issue during journalism
- foreign reporting: patriotism, only reporter in zone; uncertainty of facts -- he heard soldiers complaining all the time. you want to report and tell the truth but youd make country look bad, tsk tsk! - im sitting here writing when peoplea re out there dying! how can I not help?
- advertising; paid, just one part of marketing - marketing; anything that brings a product and consumer together = distribution, display, customers, sales, customer support, market research
marketing vs. advertising
branding
more about creating a unique image for a brand prodcut in the consumers mind that helps secure a significant and differentiated presence in the market and attract/retain loyal customers of that brand.
homegenous networks
most of us are connceted to those who are like is adn those who arent. better to be connnected to those who are like you or unlike you?? - UNLIKE YOU bc youre exposed to new/diverse information and resources.
- Balance - Independence - Transparency - Citizen engagement - Holding power accountable - Fairness - Objectivity - Accuracy/Verification - Telling the truth
name the nine grand principles of american journalism - "BITCH FOAT"
- studies say yes; this is true
news consumption: - increases poltical knowledge - increases poltical efficacy - increases poltical participation
public relations
- free at times, make own pmaphlets if dont want o use social media. publications still popular. can be a little expensive and hard to find audience - use internet to spread word - interactive media challenges: so easy to do that everyone does it. very hard to get your message to stand out.
surveillance; "sur" from above
- government watching citizens
diffusion of innovations: network concepts: density
- high versus low denisty - low: cnsequences of behaving outside norms has less impact - high: higher chance of others knowing about it
Journalism of Verification
news most focused on trying to establish what has happened and getting the facts right
ethical issue
- human experience; we can talk about ethics theories but you have to experience it. all theories come from human interactions
elite polarization
- idea that people who are more partisan become more polarized.
Stages of Planning
- Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities - Campaign Strategy - Utilize research to determine target, desired position, and branding strategies - Creative Plan - Build message elements off of the creative brief that distills core messaging elements - Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement - Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added
war correspondance and journalistic safety
"All journalists, across all media, need to be able to do their jobs — when it is safe to speak, the whole world bene:its."
objectivity
- impartiality, lack of bias, neutrality, open mindedness. - a journalist must suspend their biases to get the point across. ex) if youre sick, but your doctor wasnt raised a catholic, can you trust the care he provides? Yes, doctors have professional oath jut like journalists have professional standards. - Journalists by employing methods of verification can be objective, if they adhere to the method.
chipotle case study of crisis communication
- intial attempts to to manage crisis: Proactively closed the stores "out of an abundance of caution" - Very responsive to media inquiries - Responding to consumers (and media) via Twitter and Facebook - Hired 2 independent health inspectors
media relations
- is the most important and valued part of public relations (look at notes from 12/7)
peripheral route
- likeability of attractiveness of source - credibility source - # of arguments contained - length of arguments - number of other people perceived to agree with position - production quality of the message - emotional states have a stronger impact on persuasion/form of classical conditioning/
heterogenous networks
- makes mroe resources available to you. wea ties are the ones who are going to help you find a job.
online sentiment "changes" rapidly
- may be event that changes opinion - may ask the question in the wrong way or wrong order - depending on when you asked, might have different values brought to mind --- you are primed differently; so hard to measure public opinion - one group may be more likely to speak than other so how do we know what change is due to
elabortation likelihood model of persuasion (ELM)
- more elaborating on idea, your thinking more of it to persuade or going through peripheral route to persuade
perceived polarization
- most who get news from internet perceive more polarization. 9/10 countries tend to think parties are far apart. the way news is being distributed/presented may be increasing out perception of polarization even though on poltical level, that is not happening.
why do we need people to speak about war?
- must maintain suspicsion about offical statements from gov - values of knowledge - stay informed what is happening - info. spread around the world that is extremely important
objective journalism
- no bias. just report facts so public can form their own opinions. -- became mainstream press. -- still people who wanted to persuade the public. need strategy to penetrate public. way to get word out in a world of objective journalism
rise of advertisement
- nusiness vs news is not so clear. mixing of info and advertisement - entertainment that is newsworthy ex) Daily show with jon stewart. we learn from these shows but studies show we become more cynical and less tolerant of other viewpoints.
enterprise
- one of the basic ways news is chosen - bottom up relation - bigger, more comples stories. - reporter ---> editor - reporter sifts through mountains of ideas (media pitch = news release/opinion piece/response piece) - editor thinks about it or sometimes there is no editor and reporter decides whats the best to do * educated guess at how much "news value", how interested is audience going to be. how likely are people to read it. a lot of competition
assignment
- one of the basic ways news is chosen - someone (editor) recognizes issue/news event and askes reporter to cover it. editor --- >reporter (top down relation). reporters given assignment who arent that good at developing their own ideas.
online opinion versus generala opinion
- people around you like person A, so when poll says 50/50 split, we distrust it. - we generalize peoples opinion to the public opinion - despite that online networks are more diverse, they are not truly representative of the public
false balance
- recognition if the increasing importance of media as power - Audience increasing perception that the media are biased. In part because of the media debate about bias. - Political strategy of "working the refs"... advantage of telling media theyre unfair.
elaboration route (ELM)
- route of persuasion - think very much, do research, read information. - if you make negative/positive decision youre created a very stable opinion or belief about the idea or product. - if you think things through and change/maintain opinion = outcome attitude is very stable over time - when elaboration likelihood is high, emotion can introduce "biased thinking" by influecning the nature of thoughts that come to mind (positive is more accessible)
diffusion of innovations: network concepts
- strong vs. weak ties. - strong = family and freinds - weak = classmate (FB is great at helping us maintain weak ties)
supply-demand news gap
- the gap is not an artifact of ideology according to studies. certain type of people dont prefer public affairs - gap is not an artifiact of storytelling techinques... patterns of journalists preference and consumer preference are the same -straight news style - while there are some regional differences the gap is pervasive. happens all over the world. In US, journalists and audiences have lower preference for public affairs news. Latin American has higher preference. - the gap also extends to other interactive feautures; people email public affairs much less than what they read yet more people feel comfortable making comments on public affairs news. - however, these gaps shrink in times of heightened political activity (during presidential elections)
Values And Life Stiles (VALS)
- this framework of target marketing asserts that there are 8 types of people. - tells us: How do your consumers relate to the world? How are they likely to relate to your product? How can you craft your message to reach them?
PRIZM
- this framework of target marketing classifies people into 66 groups. these groups identify most segments that you would be interested in. -- tells us: where is your target market geographically? what do they do/read/watch/think/buy?
Federal Communications Commisions FCC
- this group regulates what is your broadcating territory -
FCC vs. Pacifica
- this judge ruling said that the FCC could only regulate broadcasting between the hours of 6am-10pm when reasonable risk that children are in the audience
rise of infotainment
- today there is less gov news and more celebrity, lifestyle, crime up to 5 to 11%of content. - are we dumbing down or expanding news coverage to every day life? - goes beyond the the news (docudramas, "reality" TV, talk shows) most info outlets tend to have more elements of entertainment - happens bc of commercialism and competition. public orientation vs. audient orientation (more space, less time, cost efficiency); if theyre not entertained, then they wont watch which means no funding. not only competing with other channel but internet too. drive of competition drives entertainment element of the news - news moved away from cognitive reactions to emotional reactions = problem is that democratic decisions are supposed to based off reasons, cognition. need cognitive understanding, not emotional one.
diffusion of innovations
- trends: network news is on the rise - overall local, cable, TC create revenue - digital ad revenue increasing
situation analysis
- understand your market, planning and competition. understand competitors in market to define opportunites.
kick start lecture (go back and look at notes - horrible lecture)
- what is the problem? business reason that you try to find a strategy for. - distill all of the information - simple - understand problem - this is business, know what youre selling - data is good if you can distill it - all about people (connecting, empathy) - make strategy dead stupid simple - stick with strategy for years bc the time youre sick of people, everyone else still doesnt know about it.
psychographics
- who do they value? - how do they see themselves? - lifestyle - what are their attitudes toward things? - how do they want to see themselves?
issues with supply demand gap
- will media continure to fulfill their agenda setting function? - is the public mission of commerical mainstream media sustainable? but will this better democracy? - is the democratice function of news in jeopardy? - increased elitization of news in jeaopardy? - change our conceptions of citizenship? (frmo informed citizens to mointorial ones that scan the media enviro and becomes involved only if they perceive a problem - opens citiens for persuasion --- we will pay attention when there are problems that suggest we dont understand the background of that problem. very little knowledge of the issue makes it hard to make a choice and you are open to persuasion by those who are heavily invested
shape shifting
- women navigating the war zone - a process through which female hournalists draw upon a variety of generdered performances that help them effectively orient themselves to the unique circumstances they face. - not a "lie" - dependent on circumstances (environment) - directly tied to safety issues
engagement goes beyond exposure
- youre sharing soething with a comment -- help shift how others are going to interpret content - reinterpretation happens as people share it - some argue that twitter is more political = you follow who you like/ who think you like; FB has more diversity of your social life
how to proactively prevent crisis
-- Monitor the environment -- Identify the smoldering issues that are most likely to occur and that would have the worse consequences - Develop plans to attempt to eliminate or minimize it - Proactively develop a proactive crisis communications plan for each issue
range of news on social media is broud
-- on FB, youre exposed to broad range of news. our own choices, we would create a much less dense viewing of news, bu bc we rely on our freinds, we see more. - news websites will rank most read/viewed articles of the day which suggest to audience whats important - our news is chosen by FB algorithms and our social groups
perhaps social media is exposing us to camples from the other sides that are chosen due to their extremities. pick the most bizarre or strong/extreme argument so people think the other side is crazy. so we are only exposed to extreme examples.
-- poltical coverage isnt making us more polarized based on issues but it is making us less tolerable oward differing views. why?
OBSERVATION (ETHNOGRAPHY - BIG DATA
-A researcher "visits" a person/group and observes them - Opportunity to see what they actually do - Not dependent on accurate recall - Responses are in a genuine social context - Level of representativeness: depends - Level of detail: high -- advantages are high. but the knowledge of being watched can change our behavior
ecology of news
At the same time, this competition for attention sets up a news (or media) ecology. • each level has to fight with eachother for the time and attention of readers • Food chain: the network of species that consume each other for survival. the networks and species that consume eachother; if they dont have enough readers you lay people off and that sets of an unfortunate chain and bc you still have to collect news but you cant so youre offering less to your readers adn tehn lose more readers. cycle continues.
-Strategic communicators need to become less reliant on traditional marketing tactics and pursue a new generation of tools/techniques -- Traditional marketing is not going away. Must be complemented by emerging strategic communication technique
Choice Creates Challenges - Diminished Effectiveness - Hard to Find Consumers -Hard to Get Noticed -Hard to Hold Attention -Hard to Encourage Response -- so what is the response to this?
proactively prevent crises : issues management
Hire an investigative reporter -- Dig up dirt -- Write a proactive PR plan based on it - Write a fake 60 Minutes investigative news segment on the company - Identify the 10 worst possible questions you could ever be asked by a reporter about your company / issue related to your company - Then prepare the answers
targeting and segmentation
Need to define multiple audiences - Defined by usage, lifestyle, behavior - Speak to targets based on their individual needs and wants
old media today
Newspapers sold to the public are down (loss of subscribers). • Classified revenue has almost disappeared (Craig's List). • Digital readership is rising, but revenue received from digital is small (.03 to .10 on dollar of print). Newspapers supply most local news, even for tv and digital. • As revenue falls, newspaper coverage gets thinner. • Issues that are out of mainstream aren't covered as much. • So the news on all platforms gets thinner; the entire news ecosystem is gradually starved of news resources.
parallel structures
Organisms: the individual organizations (e.g. New York Times) or platforms (e.g. Twitter). • Populations: types of organizations (all newspapers) or platforms (all social media). • Environment: the relevant space or scale in which different media interact (friendship networks, local communities, states, nations, the world). • Resources: necessary for survival; time, attention that can be monetized directly (markets) or indirectly (nonprofits).
positioning and branding
Strategies must Build visibility, trust, and loyalty through the creation and reinforcement of a clear identity - Differentiates your brand from competitors with messages that are relevant, original and impactful = ROI
1) culture (attractiveness to others) 2) political values (congruence) 3) foreign policies (perceived legitimacy) -- With increasing number of democracies, more need for public diplomacy aimed at citizens of other countries.
The soft power of a country rests on 3 resources:
correspondence theory of truth
Things are true because they correspond to facts
VALS AND PRIZM
Tools for drawing insights out of demographics, geographics and psychographics
self-corrective
Truth in the sense being discussed here is temporal and contextual (this does not mean that anything goes) but rather that through open inquiry it is ----- over time.
big data
Use of large complex data sets, typically from naturally occurring phenomena and aided by computational or algorithmic solutions to see patterns in the data that can help guide decision making.
- Originally the Federal Radio Commission (FRC), formed in 1927 to regulate radio "as the public convenience, interest, or necessity requires (PICAN)." - Major purpose: to issue and deny broadcast licenses to eliminate clutter on the dial. Frequencies were stepping on each other and the market could not work it out. - Regulating language and images become a prominent part of the FCC in the 1970s and continue to be prominent and problematic. - The rules apply to broadcast radio and broadcast TV only. The FCC has authority to regulate the means of transmission of these entitied but not the content.
What is the FCC and Why does it exist?
premises of citizen journalism
a) Openness of information. b) Horizontal linkage structures rather than vertical flows. c) Blurring of content production and consumption. d) Diffused accountability based on reputation.
sousveillance; "sous" means from below
citizens watching the gov.
integrated advertising
combining several media channels and tools under one big idea, in order to produce a greater experience for the consumer
- culturals archetype - "tony the tiger" - internal drama
creative revolution era included...
- Escalating in intensity - Organization falling under close scrutiny - Interfering with operations - Jeopardizing brand image - Damaging the bottom line
crises run the risk of ...
- identify
early age of print and agencies era included...
- effectiveness (proof) that advertisements work - IMC (integrative marketing community) - stay consistent
era of accountability included....
- journalists produce public afffairs but consumers want/read more non-public affairs news -- supply-demand gap in low vs. high competition environment - in low competition environments the gap was "tolerable" and let news organizations fulfill public service as a by-product of their business - but what happens in a competition enviro.. biased sample from NYT though bc we dont know who is visiting this site. NYT has readers who are interested in poltics but yet theyre still less interested in public affairs
explain the supply and demand gap in journalism
coveillance
government and citizens monitor eachother
- none of their outbound, proactive communications dealth with the food safety issue head one. - website section did not adress food safety - kept going tiwht boorito promotion - werent controlling their information spaces - DEO was not confident on news
how could chipotle have done better?
copy editor
one who edits copy for printing. comes before the proofreader and can make bigger changes
if I believe smoking can cause cancer and science says yes this is true. = join antimosking campagin, which has collective interest of the public. but if youre marketing cigarrettes, its more of a self interest thing (doing it for your job, so company can make money)
persuasion vs manipulation
persuasion: best available info at the time; collective interest in mind; based off of rational thinking manipulation; selected information to benefit argument; self interest; play on peoples emotions. -- but just because it has rational/emotional appeal doesnt mean its manipulative or persuasive
persuasion vs. manipulation
recirpocity
principle of persuasion: - obligation o give back. hard to reamin inflexible in the face of concession. ex) st judes sends you nice address booklets so you feel like you have to make a donation.
likeability
principle of persuasion; - Flows from positive connections (similarities, compliments & cooperative endeavors). someone we like can persuade us. a good saleman will establish similarities bw the two of you. when people compliment you, you like them more. - ex) michel jordan is athlete so he would know what shoes are good and he is well liked.
authority
principle of persuasion; - Recognizing someone's expertise on an issue/object & believing that they are trustworthy. ex) ad for camel cigs with doctor smoking. if we recognize someones authoritywe are more likely to be persuaded
consistency/commitment
principle of persuasion; - What we already believe, what we have already done before. ex) easier to buy something that you like already. or if you already have a negative attachment to it. once you start purchasing a product, it becomes a habit. future decisions align with what youve already done in past. * easier for someone to say yes for a smaller commitment. "foot in the door technique"
scarcity
principle of persuasion; - confers value (we make a decision to want what few can have). context of loss motivates us. example of loss frame. ex) old coke v. new coke = people liked new coke better, but wanted the old coke bc it was going to be lost. - ex) campanies create a sense of scarcity by only producing a certain amount intially. Reading example if burger king not selling the whopper
social proof
principle of persuasion; - particulary by people who are just "like you." weight watchers commericals = it worked for them, so itll work for you = social evidence. - "people just like you" - social evidence persuades us
- authority - likeability - social proofscarcity - reciprocity - consistency/commitment
principles of persuasion
persuasion
process of attitude formation and or change and modification/confirmaation of behavior based upon attitude change/reinforcement - how attitudes might affect peoples behavior - may want to reinforce behavior, not always trying to change person behavior
recipe for integrated media
recipe for ------: 1) big idea 2) wise usage of integrated media tools 3) consumer experience 4) brand navigator
peripheral route
route of persuasion; -- 1) faced with commucative persuasion 2) if not motivated or dont have ability to process this route taken. this route is less stable b its short term. ex) you bought the shoes bc MJ was in commercial not because you like the brand. -- use repition to make it long-term;keep using MJ/puppies bc repition induces consistency. brain get much more satisfaction when you drink the thing you like.
- targeting, marketing, segmentations - refinging of practices by using dif. techinques - product positioning - carve out spot in customers mind for product
scientific era included...
journalism- conveying to audience the problem and potential solutions to that problem. focusing on topic, giving different frames, INFORMING the public. strategic communications - persuasion; we know what problem is, now going to persuade you to do something. goald directed, get others to accept the solutions you have.
strategic communications vs journalism
- Identify audiences and their media environment - Craft message to fit audiences - Select/cost media to target audiences
strategic communicators must understand three things in regards to audience
Journalism of Assertion
the absence of evidence, more passive journalism
play
the amount of attention, airtime, space a story receives - reportes compete for highest quality or quantity of ----- .thats how their success is determined, how they get jobs/promotions.
false balance
the journalistic practice of giving equal weight to both sides of a story regardless of an established truth on one side. - ex) climate change. everyone knows its happening but journalists must be balanced so they present other side of people saying its not happening so public is like wtf. stop.
assignment and enterprise;
the two basic ways news is chosen
- true
true or false: the first 24 hours when a crisis occurs is crucial
- deadlines; dont have time - worried about being criticized or being seen as biased from the public - worried about getting accused from campaigns when you go against what theyre saying
what are reasons journslists would post something without fact checking?
1- focus group 2- surveys 3- direct observation/behavior
what are the three research techniques?
- Americans are more diverse in family structures, income, age, etc. meaning there is no "mass market" anymore 0 more options are giving viewers more control over what/where/when they watch/listen to things. this is driven by internet
what makes strategic communications more complex and challenging today?
advertisements
when marketing becomes communicational
Media Goods: Democracy and Six needs
why follow ethics? -- dialogic events - participatory needs - avocational and reform needs - perspectival enrichment needs - explanatory needs - informational needs
elaborative route always make good decisions?
• Common knowledge holds that thorough conscious thought leads to good decisions. • But, is this always the case? • The notion of unconscious thought or thought without attention... with more information, people made the wrong decision.. why?when we have so much info, too much to process. if we overwhelm people with info, they dont make the "best" decision
citizen journalism; Korea example
• Interaction between professionals and citizens in the news production process. • Ohmy News from South Korea Motto: "Every Citizen is a Reporter." • Paid editing and reporting staff that worked on 200 plus submissions from citizens. Over 43,000 citizens overall contributed to the site.
how do we know what is real?
• Intuition • We believe what someone told us. (Tradition and experts - pros and cons). • We personally experience something. (But what "we" experience is also a social product (socialization is a process of "learning to accept what everybody around us 'knows') • Scientific Method. Based on experience and reasoning.
citizen journalism
• People collaborate to make many small contributions to an ongoing conversation among people. • Based on the idea of the "wisdom of crowds." Many people know more than a few, even experts only have limited knowledge, so a broad open domain with many contributors will produce useful and valid knowledge. • Audience for news is no longer passive. There is a continuum ranging from active reading, linking, sending stories to friends, commenting on stories, contributing factual knowledge that can flesh out or correct a story, to actual writing as citizen journalists.
- Transmitted communication is effective in changing/preserving attitudes in a desired way. - Modified/preserved attitudes influence people's behavior in the expected way
• Success of a persuasive campaign depends on:
