Mass Comm final
Terms
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copy deck
- Diffusion
- The spread of innovations
- Functionalism
- Examines the social functions media fulfill.
- Syndication
- The rental or licensing of media products.
- FCC
- Federal Communication Commission - regulate communication.
- Entry costs
- Pose barriers to entry to new competitors. (not enough money, for example)
- Marginal costs
- The incremental costs of each additional copy.
- Vertical Integration
- Concentrating ownership by acquiring companies that are in related businesses.
- Pitch letters
- Designed to interest editors and reporters in covering a topic from a given perspective or "angle."
- Feminist Studies
- The concern that too few women appear in the media and are limited to a few stereotypical roles.
- Direct Marketing
- A form of advertising that requests an immediate consumer response.
- Propoganda
- Intentional influence of attitudes and opinions.
- Media Distribution Services
- A major public relations printing, mailing, fax and e-mail service (w/ a database of 250,000 editors and reporters at more than 40,000 media stations)
- Webcast
- A real-time event broadcast over the Internet.
- Federal Trade Commission
- Works for consumer protection and a competitive marketplace.
- Brand Loyalty
- The consumer's propensity to make repeat purchases of a specific brand of product.
- Correlations
- Statistical measure of association between two variables.
- Content Analysis
- A quantitative description of the content of the media.
- Technological Determinism
- The idea that technology drives social change and that information technologies dominate culture.
- Media drive culture
- A view of culture that emphasizes media content over technology.
- Taylorism
- Efficiency system based on the principle of de-skilling
- Confidentiality
- Protects the identity of news sources.
- Cookies
- Small files that web sites leave on their visitors' computers.
- Censorship
- Control over media by those in authority.
- Ethics
- Moral rules of conduct that guide one's actions.
- Scarcity argument
- Maintains that regulation is necessary to allocate limited frequencies.
- Patent
- Gives an inventor the exclusive right to make, use or sell an invention for 17 years.
- Cultural Proximity
- The desire for cultural products as similar as possible to one's own language, culture, history, and values.
- Online Data Bases
- Put valuable research and information at the practioner's fingertips in seconds; used by P.R. groups.
- Modem
- Convert digital data to analog signals.
- Internet Service Provider (ISP)
- The companies that provide connections to the Internet.
- Packet Switching
- Breaks up digital information into individually addressed chunks, or packets.
- Hegemony
- Underlying consensus of ideology that serves the dominant groups in society.
- Economies of Scale
- When unit costs go down as production quantities increase.
- Electronic Commerce
- Completes online purchases and financial transactions on the Web
- Video News Release (VNR)
- The equivalent of press releases except that they are viewed and heard, not just read.
- Personal Digital Assistant (PDA)
- Personal device that fills the functions of a notepad, personal computer and telephone.
- Readability Studies
- Analyzing a publication's effectiveness.
- Media Relations
- Focuses on establishing and maintaining good relations with the media.
- Press Release
- Summarizes news and information in a form and style that is preferred by the media.
- Bullet Theory
-
(also known as hypodermic)
Posits powerful, direct effects of the mass media. - Copywriters
- Person who writes advertising or publicity text(copy)
- Cost Per Thousand
- How much a commercial costs in relation to the number of viewers that see it, in thousands.
- Knowledge Gap Hypothesis
- Gap in between the information "haves" and the information "have-nots;" Dissemination of information benefits both but benefits the "haves" more.
- Limited effects
- Holds that the effects of the mass media on individuals are slight.
- Digital Divide
- The gap in internet usage between rich and poor, anglos and minorities.
- Social Learning Theory
- Explains media effects in terms of imitating behavior seen in the media.
- Stereotyping
- The making of generalizations about groups of people on the basis of limited information.
- Cultural Determinism
- The theory that culture dominates the development of technology.
- Situation Ethics
- States that moral principles are not absolute but relative to the situation at hand.
- Marketplace of Ideas
- Means that the best ideas will win out in competition.
- Indecent Speech
- Graphic language that pertains to sexual or excretory functions.
- Copyright
- A legal privilege to use, sell or license creative works & to control intellectual property.
- Intellectual Property
- A work of art, writing, film or software.
- Encryption
- Means writing a message in secret code.
- SMT
- Satellite Media Tour; the primary application of satellite technology for PR professionals who need to work with the media long distance.
- Fiber Optic
- Systems use light instead of electricity to communicate.
- Telecommmunications Act of 1996
- Deregulated the communications media & opened the U.S. telecommunications industry to competition.
- Parochialism
- Limitation of views or interests (as defined by a parish).
- Tariffs
- Taxes imposed by governments on goods imported from other countries.
- Microwave
- Systems transmit information between relay towers on highly focused beams of radio waves.
- Transborder data flow
- The communication of data across political borders.
- Cultural Imperialism
- Occurs when some countries dominate others through the media.
- Satellite Footprint
- The surface area covered by the satellite's signal.
- Aristotle's Golden Mean
- States that moral virtue is the appropriate location between two extremes.
- Anticompetitive
- Practices that unfairly use market power to damage potential competitors.
- The Fifth Estate
- The Mass Media