Mass Comm (12-15)

____ theory argues that media do not tell us what to think, but what to think about.

Agenda setting

At the outbreak of World War II, several national advertising and media associations joined to develop the ____, using their expertise to promote numerous government programs.

Consumer Union

____ theories rely on the idea that the media operate primarily to justify and support the status quo at the expense of ordinary people.

Critical cultural

Great Britain does not have a First Amendment similar to that of the United States, allowing the government to practice prior restraint by making an officially issued notice called a

D-notice.

____ theory argues that people experience a kind of mental discomfort when confronted with new information. As a result, they consciously and subconsciously work to limit or reduce that discomfort.

Dissonance

The first full-service ad agency was begun in 1869 by

F. Wayland Ayer.

The agency designed to regulate truth in advertising is

Federal Trade Commission

____ advertising is the advertising of products by stores like Sears and Macy's. It is typically local, reaching consumers where they live and shop.

Retail

____ refers to sophisticated, interactive Web advertising, usually employing sound and video.

Rich media

In 1957 in ____, the Supreme Court determined that s*x and obscenity were not synonymous, a significant advance for freedom of expression. It did, however, legally affirm for the first time that obscenity was unprotected expression.

Roth vs. United States

The guarantee to a fair trial is secured in the ____ Amendment to the Constitution.

Sixth

____ theory argues that people who share a culture also share an ongoing correspondence of meaning.

Social construction of reality

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

Social responsibility theory

____ theory argues that media don't do things to people; rather, people do things with media. In other words, media's influence is limited to what people allow it to be.

Uses and gratifications

When a media outlet distributes content with knowledge of its falsity or a reckless disregard for the truth, it has acted with

actual malice.

Research questions about the immediate, observable influence of mass communication are examples of ____ research.

administrative

A clandestine broadcast operation that operates outside the region into which it transmits is

an exogenous station.

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

authoritarian

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

clear and present danger

Placement of advertising in media is compensated through a ____, typically 15% of the cost of the time or space.

commission

In advertising research, ____ measures the effectiveness of advertising writing by showing the messages to consumers.

copy testing

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

creative

The theory of ____ says that television constructs a reality of the world that, although possibly inaccurate, becomes the accepted reality simply because we as a culture believe it to be true.

cultivation analysis

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

cultural imperialism.

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

demographic

The normative theory in which government and media work in partnership to ensure that media assist in the planned beneficial development of the country is the ____ concept.

development

One conflict of interest issue that troubles media professionals is ____, in which combat reporters allow military control over their output in exchange for close access to the troops.

embedding

Rules of behavior or moral principles that guide our actions in given situations are

ethics.

The copyright exception of ____ is when the small portions of the original work are used for noncommercial or educational purposes.

fair use

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

global village

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

libel.

The First Amendment is based on the ____ philosophy that people cannot govern themselves in a democracy unless they have access to the information they need for that governance.

libertarian

Media effects that occur at the cultural level are said to be

macro-level effects

The first medium to be financially supported primarily by advertising was

magazines

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

mass society theory

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

media

Media effects on individuals are said to be

micro-level effects

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

obscene.

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

parity

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

pirate stations.

The power of the government to prevent the publication or broadcast of expression is called

prior restraint.

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

public domain

The idea that mass communication does not serve as a cause of audience effects, but rather functions among and through a web of mediating influences, is the basis of Joseph Klapper's _____ theory.

reinforcement

The normative theory characterized by media attempting to end government monopoly over information and facilitate the organization of opposition to the incumbent powers is the

revolutionary

The process in which people attend to only those messages that are consistent with their preexisting attitudes and beliefs is

selective exposure

Legislation that expressly protects reporters' rights to maintain sources' confidentiality in court is called a

shield law.

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

shopbills

Common fifteenth-century European pinup want ads for all sorts of products and services were called

siquis

Shortwave radio waves reflect off the ionosphere, producing

sky waves.

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

slander.

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

the Civil War

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

the Fairness Doctrine

The era of the limited effects perspective on mass communication theory began with what famous media event?

the Orson Wells radio production of "The War of the Worlds"

In social cognitive theory, seeing a model punished for a behavior reduces the likelihood that the observer will perform that behavior. This is called

the inhibitory effect.

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

transmissional

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

two-step flow

A product's ____ is what sets it apart from other brands in the same product category.

unique selling proposition