Mass Communication Exam 2
Terms
undefined, object
copy deck
- Conflict oriented
- National and metro dailies; monitor institutions and problems
- Harry Potter
- 2/3 of all American children have read one; 200 mil sold worldwide
- "Poison" Ivy Lee
- good image=selling more products; John Rockefeller was one of his clients & helped with the coal mine strike
- Bandwagon
- everybody's doing it
- Snob appeal approach
- This Mercedes will make you classy
- Consensus oriented
- Small, daily papers; promote social and economic harmony in the community
- Women in ads
- sexy or excited about cleaning
- Joseph Pulitzer
- Turned St. Louis Post into The Post-Dispatch; bought the New York World
- Textbooks
- Elem~high school, college, vocational and college textbooks
- Pseudo events
- any circumstance created to obtain coverage in the media
- Film and books
- Studios tend to pick film ideas based off of books rather than original screenplays
- Children and ads
- "consumer trainees" and very vulnerable to commercialism; influence spending of their parents
- Religious books
- scriptures, The Bible, etc.
- Irritation approach
- are staying in your head through an annoying ad
- Agency Structure
- CRLB; Creativity, research, liaison, buying
- Flack
- a derogatory term that journalists use to refer to a public relations agent
- Yellow Journalism
- A newspaper style or era that peaked in the 1890's, it emphasized high-interest stories, sensational crime news, large headlines, and serious reports that exposed corruption, particularly in business and government
- Hidden fear appeal
- Play on your fear of something—like sweating too much
- Adolph Ochs
- Bought New York Times
- Trade books
- general audiences; fiction, biographies, cook books, hobbies, children's books
- Mass market paperbacks
- Found in grocery stores, romance novels
- Joint Operating Agreement (JOA)
- When newspapers are permitted competing newspapers to operate separate editorial divisions while merging business & production
- Books and Democracy
- books have survived the challenge of visual and digital culture; for democracy to work we need to read because they help us understand ideas and customs
- Product placement
- when companies pay to have their products put in video games, TV shows, movies and athletic venues
- University Press
- scholarly books for little profit
- Mega Agencies
- Merged companies & have advertising, PR, TV & radio production; McCann Erickson: MasterCard, Priceless
- New York Times
- Informational news, downplayed entertainment; contrast to yellow/penny press; price was lowered to 1 cent
- Public Service Announcements (PSAs)
- reports carried free by radio and TV stations that promote government programs, educational projects, etc.
- Newspapers as a mass medium
- play biggest role out of all mass media in sustaining democracy
- Men in ads
- either very manly or clueless
- P.T. Barnum
- Used extreme tactics to seduce press coverage of his clients; fraudulent claims and techniques
- Consumer driven society
- Ads make you want things; stimulate demand, encourage economic growth and promote technological advance
- Early Advertising
- 3000 BC when shop owners hung signs to let people know what their store was; grew around the Industrial Revolution; space brokers
- Chinese
- made books from wood & bamboo
- Professional/Reference books
- targets various occupational groups: law, medicine, business; encyclopedias, dictionaries
- New York World
- Plain writing, maps and illustrations, women's pages, no influence from politicians
- Plain folks pitch
- everyday, normal people use it!
- New York Journal
- Appealed to immigrants, used large headlines, fabrications
- Press Releases
- an announcement that gives new information about an individual, a company, or an organization pitches a story to the news media
- Market Research
- predict buying habits, test products, demographics, focus groups VALS (Values and Lifestyles Survey)
- The Oprah Effect
- When a book becomes a hit because Oprah mentioned it
- Penny Press
- Newspapers that, because of technological innovations in printing, were able to drop their price to one cent, therefore making papers affordable to working and middle classes and enabled newspapers to become a genuine mass medium
- Edward Bernays
- nephew of Sigmund Freud; first applied sock & psych to PR; Lucky Strikes campaign; wife worked with him
- Buffalo Bill (William Cody)
- used publicity agents to promote his show, claimed international fame
- Manuscripts
- Monks from the Christian Clergy made illuminated manuscripts; very detailed and beautiful; scribes
- Egyptians
- made papyrus from reeds
- William Randolph Hearst
- Created the New York Journal
- Partisan Press
- An early document style of American journalism distinguished by opinion newspapers, which generally argued one political point of view
- Declining circulation
- Young readership is going down as the Internet grows, blogs, videos, social networking sites, etc.
- Public Relations
- the entire range of efforts by an individual, agency, or organization attempting to reach or persuade audiences
- Boutique Agencies
- Personal agencies; target campaign: Milla Hook
- Video news release (VNR)
- the visual counterpart to a press release; pitches a story idea by mimicking a broadcast news report