Mass Media

Introduction

The seven forms of mass media in chronological order:

Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century (Conventional Media)
Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs) from the late 19th century (Conventional Media)
Cinema from about 1900 (Conventional Media)
Radio from about 1910 (Broadcast Media)
Television from about 1950 (Broadcast Media)
Internet from about 1990 (Digital Media)
Mobile phones from about 2000 (Digital Media)

Each mass media has its own content types

Video games may also be evolving into a mass medium.

Characteristics

Five characteristics of mass communication have been identified by Cambridge University's John Thompson:^[7]

"Comprises both technical and institutional methods of production and distribution" This is evident throughout the history of the media, from print to the Internet, each suitable for commercial utility.
Involves the "commodification of symbolic forms", as the production of materials relies on its ability to manufacture and sell large quantities of the work. Just as radio stations rely on its time sold to advertisements, newspapers rely for the same reasons on its space.
"Separate contexts between the production and reception of information"
Its "reach to those 'far removed' in time and space, in comparison to the producers".
"Information distribution" - a "one to many" form of communication, whereby products are mass-produced and disseminated to a great quantity of audiences.

The National Governors Association (NGA) and the Council of Chief State School Officers (CCSSO), has included media literacy in the Common Core Standards for what American school children should learn. They write:To be ready for college, workforce training, and life in a technological society, students need the ability to gather, comprehend, evaluate, synthesize, and report on information and ideas, to conduct original research in order to answer questions or solve problems, and to analyze and create a high volume and extensive range of print and nonprint texts in media forms old and new. The need to conduct research and to produce and consume media is embedded into every aspect of today’s curriculum. In like fashion, research and media skills and understandings are embedded throughout the Standards rather than treated in a separate section.

Research Project

Reece 5 Newspapers

Abbie 6 Magazines

Pierce 7 Books

Daisy 8 Radio

Jacob 9 Sound Recording

Lucas 10 Motion Pictures

Ken 11 TV

You will be assigned one topic related to mass media. You will teach the class about your topic through a 15-minute presentation that uses a slideshow.

Things to Do:

Definition of your topic; what is it.
What is your topic best at doing (respond to these two questions in terms of the chart below, meaning surveillance, linkage, diversion, social utility, etc
What is your topic terrible at doing (respond to these two questions in terms of the chart below, meaning surveillance, linkage, diversion, social utility, etc.)
Describe the invention or the origin of your topic
Tell us the history of your topic
Tell us how your topic has evolved and changed over time
Tell us what characteristics of your topic have NOT evolved or changed over time
Tell us when the "Golden Age" of your topic was; what made that era or that decade the "Golden Age" for your topic
Who are people made famous by your topic
What are famous products (TV show, radio program, specific magazine) associated with your topic
What companies are associated with your topic
How much money is connected with your topic
What are the 10 Best ____ of your topic; give us a few lists on different aspects of your topic
What are the really, really important moments in the history of your topic
Controversies with your topic
Censorship and your topic
Rules and regulations that govern your topic
Groups and administrative organization who create those rules and regulations
What will the future of your topic be?

Change the order of your slides. Don't follow the above list just because that's the way stuff is listed!--that's just the way Mr. DeGroot happened to list it; it doesn't mean it's the best way to organize your presentation.

Stop reading and start explaining.

Things NOT to Do:

Don't complain
Don't state that There's no information on my topic
Don't stall your presentation
Don't read each slide word for word, add NO other information, go to next slide, and repeat the process
Don't bore us--don't bore us.

Requirements

All slides must use 30-point font (this is on purpose so that you stop using massive paragraphs in your slideshow--nobody wants that)
All headers must use 36-point font
EVERY slide must have at least one image
Use charts and graphs and visuals that explain your topic, then explain what that chart/graph/visual means
Use videos, have links connected to your images; you must include two videos; both videos combined may not exceed 6 minutes in length (meaning one video is 2 minutes and the other is 4 minutes or any such combination)
This presentation is evaluated on the quality and relevance of your information, not on the quantity of items vaguely connected to your topic

Chapter Study Guides

Chapter 1

Learning Objectives:

recognize the elements of the communication process
understand the different types of communication settings
identify the function of gatekeepers
describe how the Internet has changed mass communication
explain the various types of mass media convergence
understand the technological, economic, and social forces that are transforming mass media

Main Points:

The elements in the communication process are a source, encoding process, message, channel, decoding process, receiver, feedback, and noise.
The three types of noise are semantic, environmental, and mechanical.
The three main settings for communication are interpersonal, machine-assisted interpersonal, and mass communication.
Each element in the communication process may vary according to setting.
Mass communication refers to the process by which a complex organization, with the aid of one or more machines, produces public messages that are aimed at large, heterogeneous, and scattered audiences.
Traditionally, a mass communicator was identified by its formal organization, gatekeepers, expensive operating costs, profit motive, and competitiveness. The Internet has created exceptions to these characteristics.
New models have been developed to represent Internet mass communication.
Communication content has become more specialized in the past 40 years, but the channels of mass communication still have the potential to reach vast audiences.
Seven trends that characterize modern mass communication are audience segmentation, convergence, increased audience control, multiple platforms, user-generated content, more mobility, and social media.
A gatekeeper is any person who has control over what material eventually reaches the public
Trends in media: audience segmentation, convergence, increased audience control, multiple platforms, user generated content, mobile media, and social media
Audience segmentation: Audience share (the number of people using a media) continues to become smaller, fractured: fewer people have time to consume media; more media is available to users to consume
Convergence: uniting different forms and types of media into one media: Corporate convergence: uniting content providers (recording studios, movie studios) with content distributors (Youtube, Blu-Ray, Netflix); Operational convergence: Different forms of media (TV, Newspapers, Websites) work together to create a product (news events, weather news, sports news); Device convergence: Putting multiple forms of media (TV, Newspapers, Radio) into one device (a smart-phone)
Increased Audience Control: Consumers can pick and choose what and when they watch or buy (buy one song, not entire album; watch show without ads) products or TV/Radio programs or commercials. Advertisers need to persuade audience to watch ad, not just buy product.
Multiple Platforms: Media companies need to make their content available on as many devices (smart phone, tablet, as possible.
User-Generated Content: Anyone is a reporter, eye-witness, “content provider”
Mobile Media: All media is available to all people in all locations--a movie does not need to be watched in a movie theater: a wonder of the modern world
Social Media: People working together to generate and consume media products; this involves participating, conversation, sharing, collaboration, and linkage.

Critical Thinking Questions

What's the most embarrassing communication breakdown that's happened to you? Analyze why it happened. Was it due to semantic noise? Environmental noise? Mechanical noise?
Keep a media diary for a day. Tabulate how much of your time is spent in interpersonal, machine-assisted interpersonal, or mass communication. What conclusions can you draw?
What are some of the shortcomings of the communication model in Figure 1-2? Are there some elements that are missing?
Find additional examples of the seven trends that characterize modern mass media. Are there some media that will be less affected by these trends? Do you think these trends are positive or negative developments?

Essay

When a musician is in a studio recording a new song, which step of the communication process is that musician engaged in?
A television program is an example of which of these?
Which of these is an example of negative feedback?
Which communication setting has the most limited amount of feedback?
Which of these two descriptions most accurately reflects what our textbook advocates?
Which one is NOT a characteristic of machine-assisted interpersonal communication?
What are the characteristics of a mass communication audience?
Which of these is a media vehicle?
What factor(s) is/are making traditional mass media business models obsolete?
Which of these is true for traditional mass communication organizations?
Which of these statements is true?
Which of these people would functioning as a gatekeeper?
Why are mass media audiences becoming fractionalized (divided into smaller groups)?
A cell phone with a navigation app (tells you how to go from here to there) is an example of what?
“Everything. Everywhere.” is a goal of companies that use what?
Which setting has more channels of communication available to them?

Chapter 2

An advantage of the functional approach to studying mass communication is that it
Which of the following is an important factor in determining which news medium people find most believable?
The concept of if the audience believes you really matter, you will be the focus of media attention, and if you are the focus of media attention, then you really matter is known as what?
When reading the Washington Post, a person is most likely utilizing the ________ function of the media.
Telethons, eBay, and chat rooms are examples of
Comics, puzzles, horoscopes, games, advice, gossip, humor, and general entertainment account for which percentage of newspaper content?
Which of these is a form of diversion
Developing feelings of kinship with media characters is known as a __________ relationship.
The creation of unstable superior and inferior positions that are continuously being negotiated through interpretations of meaning is known as:

Four of the categories of the uses and gratifications model are

Notes:

Paradigm--a model or pattern used to analyze something
1. Provides a consistent perspective to examine mass communication
2. generates concepts that help us understand media behavior
3. helps differentiate what is important from unimportant in the mass communication process
4. Types of paradigms: Functional approach, critical/cultural approach, empirical approach
  1. Functional approach
    1. Identifies the ways an audience uses mass communication
    2. Focus is on consumer
      1. Why do people watch the program?
      2. Do they play along with the show?
      3. Do they watch show with friends?
      4. Do they look for helpful information?
      5. Do males and females watch for different reasons
    3. Identifies the pros and cons of mass consumption
  2. Critical/cultural approach uses techniques in the humanities to analyze and deconstruct a message and numerates the various ways that the message can be interpreted by an audience
    1. Focus is on production
      1. What message does this program send about industry, democracy,
  3. Empirical approach uses social sciences (surveys and experiments) to determine how mass media affects our thoughts, attitudes, and behavior; this approach has generated the most controversy and is the most used
5. Paradigms change

Test Questions

An advantage of the functional approach to studying mass communication is that it
1. provides a perspective to examine mass communication relaxation
2. generates concepts that are helpful in understanding media behavior
3. makes us aware of the diversity of gratifications provided by the media
4. all of these
An advantage of the functional approach to studying mass communication is that it:
1. afflictions
2. ramifications
3. dysfunctions
4. displacement
Which of the following is an important factor in determining which news medium people find most believable?
1. convenience
2. comfort
3. credibility
4. format
The concept representing the idea that if the audience believes you really matter, you will be the focus of media attention, and if you are the focus of media attention, then you really matter is known as:
1. hype
2. status conferral
3. primacy/latency
4. priming
When reading the Washington Post, a person is most likely utilizing the ________ function of the media.
1. surveillance
2. interpretation
3. linkage
4. transmission of values
Telethons, eBay, and chat rooms are examples of
1. surveillance
2. linkage
3. interpretation
4. transmission
Comics, puzzles, horoscopes, games, advice, gossip, humor, and general entertainment account for which percentage of newspaper content?
1. 6
2. 12
3. 18
4. 24
Which of these is a form of diversion
1. stimulation
2. relaxation
3. emotional release
4. all of these
Developing feelings of kinship with media characters is known as a __________ relationship.
1. social
2. parasocial
3. cathartic
4. paranormal
The creation of unstable superior and inferior positions that are continuously being negotiated through interpretations of meaning is known as:
1. culture
2. ideology
3. hegemony
4. ascendancy
Four of the categories of the uses and gratifications model are
1. cognition, diversion, sociality utility, and withdrawal
2. function, dysfunction, malfunction, and cognition
3. surveillance, consequences, credibility, and interpretation
4. none of these
The news and information role of the media is known as surveillance.
1. True
2. False
The media sometimes consciously try to instill values and behavior in the audience through their portrayal of society.
1. True
2. False
At the individual or micro level, the functional approach is called the uses-and-gratifications model.
1. True
2. False
Feminist scholars are more likely to be drawn to the functional approach than to the critical cultural approach.
1. True
2. False
The critical/cultural approach is interested in the meaning of media content for audiences.
1. True
False

Chapter 3

A society depending upon the spoken word is called a(n) ____ culture.
Which of the following is probably NOT a social impact of the development of writing?
Johann Gutenberg is credited with developing a printing system that used what?
The enhancement of vernacular languages (common, user-friendly speech), extensive religious changes, and the sharing of scientific advances are all effects of what?
What was the first medium to use digital communication?
What affect did the telegraph have? Check all that are true
The concept of a global village originated with the invention of what?
What is required to permanently store a photographic image?
One of the following was NOT affected by the development of photography, which one?
What concept did moving pictures help to create?
Radio changed from being a point-to-point medium to being a point-to-many medium (broadcasting). Which of these best describes that change?
Which one of these was NOT a cultural impact of radio?
Radio functioned to make news ___, as compared to newspapers.
Find the statement(s) that are true
Which of these is the best description of digital technology?
Which of these are true statements about the digital revolution?
Which ONE is true of the digital revolution?
Which of the following is a characteristic of mobile media?
Which was the first form of social media
Which of these represents the typical relationship between new and pre-existing media?

Chapter 4 Test: The Internet and Social Media

What was the world’s first all-electronic computer called?
A navigational tool that links one electronic document with another to create a virtual web of pages is called what
The electronic equivalent of junk mail is called?
The largest Internet service provider is what?
Consumers can get broadband access in all the following ways except which one?
In addition to books, the following products account for the most e-commerce except?
ComScore and Nielsen/Net-Ratings generate their data using what?
A benefit of the Evernet might be the ability to do what?

The social implications of the Internet include each of the following except

Chapter 5: Newspapers

Which of the following is NOT a general feature of newspapers in early America?
The statement, “Congress shall make no law . . . abridging the freedom of speech, or of the press . . .” comes from:
A mass press couldn’t exist in America without:
______ refers to the inexpensive and successful mass-appeal newspapers of the early 1830s.
The penny press revolutionized:
Though sensational, yellow journalism had which positive feature?
______ appeared during the Roaring Twenties and was epitomized by New York papers using a tabloid format with numerous photographs
After World War II, an earlier trend toward newspaper consolidation continued, and by 1970 newspaper ______ accounted for the majority of newspaper circulation.
Recent declines in newspaper circulation are due in part to
Advantages of online newspapers include interactivity and
Which of the following applies to newspapers’ use of social media?
Which of the following is NOT a defining feature of newspapers?
African-American newspapers are an example of
Which of these is a type of online newspaper website?
Convergence is seen when a reporter
Which of the following is true?
For every dollar advertisers pay to reach a print newspaper reader, they pay about ____ to reach an online reader.
The newspaper of the future will probably
Which agency tracks newspaper circulation data?
What was the first American newspaper?

What was Ben Franklin’s contribution to mass media?
Which fundamental American document protects freedom of the press?
What was a penny press paper?
What did the penny press newspaper New York Sun do that other papers did not do?
How did penny press newspapers change the newspaper industry?
Who was William Randolph Hearst?
Why is William Randolph Hearst important to know about?
What was (and is) yellow journalism?
Give examples of yellow journalism from this year.
What changes to the newspaper industry did yellow journalism bring?
What was (and is) jazz journalism?
What changes to the newspaper industry did jazz journalism bring?
Give examples of jazz journalism from this year.
What are the characteristics of online newspapers?
What is a newshole?
What are the categories of newspapers (dailies? weeklies? mid-sized? regional? etc.)
Explain with examples those different categories of newspapers.
What is Gannett?
Explain the connection between (1) newspapers and (2) radio and television in terms of ownership.
What are shield laws?

Chapter 6 Magazines

What is a magazine?
How do magazines make a profit?
Describe magazines prior to 1860.
Describe changes to magazines between 1860 and 1900.
What is a digest magazine?
What is a news magazine?
What is a pictorial magazine?
What advantage do magazines have over other forms of mass media?
Explain these terms: production, distribution, retail, advertising
What is a controlled circulation magazine?
Name and explain three different magazine-related jobs and their duties
What is Mediamark Research Inc. and what do they do?
What is a magazine’s rate base?
What percent of American households have a subscription to at least one magazine?
Give us a list of the most popular magazines?
How many different titles of magazines exist?
What is the average number of subscribers for the average magazine?

Chapter 7 (Copy and paste your list of questions onto a private document)

understand that books are the oldest form of mass communication
recognize the factors that led to the commercialization of book publishing
explain how the digital revolution may change the underlying structure of the book industry
identify the main parts of the book industry
understand how economics affects the book industry

Essay

What would you prefer—a traditional ink-and-paper book (such as this one) or an e-book? Why?
Book sales have not increased in the last couple of years. What might be some of the reasons? What impact, if any, do you think the Internet has had on book reading?
What advantages and disadvantages are connected with a book industry dominated by a few big firms?
Read "Critical/Cultural Issues: Labor versus Management in Journalism Textbooks", and then consider the following: To what extent—and why—does it matter whether such texts avoid discussing labor problems in the media industry or carry a pro-management bias? If you are taking a course in writing/reporting, look at the text you are using. Does it marginalize or trivialize labor? What can students do to raise awareness of these issues in class?

Chapter 8

explain how radio broadcasting developed in the 1920s
recognize how television affected radio
discuss the defining features of radio
understand that radio gets programming from local stations, networks, and syndication companies
explain how the digital age is affecting radio
appreciate the potential of HD radio
understand how the Internet and tablet computers have affected the radio industry

Essay

What might have happened if radio had developed during the 1930s—the Depression years—instead of the Roaring Twenties?
What formats might radio stations have developed if rock and roll had not come along?
The radio industry is highly concentrated. Consolidation may have helped radio's bottom line, but is the listener better served? Why or why not?
Listen to the radio stations in your market. Are there audience segments in the market that are not being served?
Read "Critical/Cultural Issues: Radio and the Local Community", and consider the following: What effect might the Internet have on the amount of local news, information, and other services in a given community? Will the Internet allow access to "those voices which cannot gain any serious measure of volume elsewhere"? Who owns the radio stations in your hometown? How do the locally owned stations compare with those that are corporate owned?
Compare traditional radio listening with listening to a station via a mobile app. How are they different?

Chapter 9 Sound Recording

What is the sound recording industry?
What are the defining characteristics of sound recording?
Tell us about the Victrola.
Tell us about the impact that the Beatles had on the sound recording industry.
How many pennies of one dollar do musicians make for each record sold?
What are the Billboard charts?
What was American Bandstand?
Tell us about the TV show Your Hit Parade.
What group or organization records the number of online purchases of songs?
Tell us about vinyl records, 8-tracks, cassettes, and CDs.
The following acronyms are famous companies in the recording industry, tell us a thing or two about each: UMG, BMG, EMI, Warner Music.

Essay

Why did it take the recording industry so long to figure out that radio airplay helped record sales?
What are the implications of large corporate ownership in the record business? Are big companies less likely to promote new acts and risky musical styles?
What are the ethical implications of downloading and sharing music from file-sharing services? If you have ever downloaded music illegally, did you feel guilty doing it? Why or why not?
What will be the future of the retail record store in the digital era? If you can download music directly to your computer or mobile device, why go to a store? Do people go to music stores for purposes other than simply buying an album?

Chapter 10 Film

The motion picture industry: What is it?
What is the phi phenomenon?
What did Thomas Edison and WIlliam Dickson have to do with movies?
What was the Motion Picture Patents Company (MPPC)?
How did MPPC affect the motion picture industry?
When were movies with sound created?
What was the first movie with sound?
How did the movie industry respond to the invention and rise of the TV industry?
Name and explain some of the major categories of the movie-making process.
How many days of shooting film does the average movie require?
What kind of person is the most popular movie-goer; use demographics (like age, race)?
How do movie theaters make money?
How do movie studios make money?
How do movie stars make money?
How many pennies of each dollar spent on a movie ticket goes to each listed above?
What are “the best” films ever!!! ? And what’s each about? What made it “best”?
Suppose the movie industry had never moved to Hollywood, staying instead on the East Coast. How might films be different?
What are the potential advantages and disadvantages of big corporations controlling motion picture production?
Do filmmakers have an obligation to be socially responsible for what they present on the screen? Why or why not?
Will the Internet help or hurt independent filmmakers?
What was probably the first motion camera and viewer?
How did the MPPC control film exhibitors?
What was one unintended result of MPPC’s actions?
The addition of sound to film could have been added ten years earlier--why was it not?
Showing two full length films for the price of one ticket is called what?
What were “The Studio Years”?
Name films that made excellent use of color.
Name films that made excellent use of black and white.
What advantages does black and white film have over color film?

Essay

Suppose the movie industry had never moved to Hollywood, staying instead on the East Coast. How might films be different?
What are the potential advantages and disadvantages of big corporations controlling motion picture production?
Do filmmakers have an obligation to be socially responsible for what they present on the screen? Why or why not?
Will movie theaters still exist in 20 years? Or will people watch movies in their homes on big HDTVs?
Someone once said that Hollywood producers don't make films; they make deals. Comment on the validity of this statement and its implications.

Chapter 11 TV

Objectives

trace the development of television
describe the evolution of the networks
explain the impact of the Telecommunications Act of 1996
detail the implications of the digital age for broadcast television
explain how television ratings are formulated
describe the departments of the television industry and how programs are produced

Main Points

Electronic television developed during the 1930s. After World War II it quickly grew in popularity and replaced radio as the main information and entertainment medium.
Three networks—NBC, CBS, and ABC—dominated early TV. Live drama, variety, and quiz and game shows were popular during the 1950s.
Television matured in the 1960s, and its content became more professional. The public television network began in 1967. Cable TV grew slowly during this decade.
The 1970s saw TV programs criticized for excessive violence.
In the 1980s and 1990s, the three traditional TV networks lost viewers to cable and to VCRs. The Fox network became a major competitor.
The Telecommunications Act of 1996 had a significant impact on TV station ownership and also introduced program content ratings. Rules for the eventual conversion to digital TV were announced in 1997.
TV broadcasting has switched from analog to digital broadcasting. TV stations may use the digital signal to broadcast high-definition television or lower-definition programs among which viewers may choose. HDTV sets are in more than 50 percent of U.S. homes.
TV is universal, dominant, and expensive. Its audience is currently fragmenting into smaller segments.
The broadcast TV industry consists of program suppliers, distributors, and local stations.
Big conglomerates own the major TV networks, and large group owners control most of the stations in large markets
Public broadcasting relies less on tax revenues and more on private sources of funding.
The Nielsen Company compiles both network and local station television ratings.

Essay

What should be the goal of public television? Should the government support public broadcasting?
Large companies control the broadcast television industry. What are some of the good points and bad points of large corporate ownership?
The major broadcast networks have been losing viewers for the past two decades or so. Will they still be around 10–15 years from now? Why or why not?
What will be the impact of social media on broadcast television?
Review "Critical/Cultural Issues: The Bachelor, ". Next, consider the following. The Bachelor has a female counterpart in The Bachelorette. Ratings for The Bachelorette have not been as good. Can you think of any reasons why? Are there other reality programs that utilize a fairy tale theme?

Questions

How many TV stations and how many TV sets did America have by 1945? And in 1955?
Early TV was modeled after what other mass media?
Which decade saw concern for the TV programming and its effects?
What was the Telecommunications Act of 1996?
What is PBS?
What is syndicated programming?
What is Nielsen?
What are five major events that were broadcast on TV? Name and describe each.
What are five major milestones in the history of the TV industry itself? Name and describe each.

Chapter 12 Digital TV

What’s cable TV?
When did cable TV begin?
What is the 1992 Cable Television Consumer Protection Act, and why should we care?
What is a superstation in the world of TV?
Tell us what (1) original productions, (2) user-generated content, and (3) syndicated programs are?
There are some people and organizations that own significant numbers of TV stations, who are they?
What is broadcasting?
What is narrowcasting?
Who is the typical audience for digital TV?

Essay

How, if at all, will VOD change the cable TV industry?
Have you ever posted a video online? Why? Have you ever looked at online videos? Why?
Google paid $1.65 billion for YouTube. Do you think Google will get its money back?
Will everybody eventually match TV over the Internet? If so, what happens to cable and satellite companies?

Chapter 13 News and News Reporting

What is hard news, soft news, and investigative reporting?
What are staff reports?
What are press releases?
What are wire services?
In broadcast media, what is the job of the executive producer
In broadcast media, what is the job of the assignment editor
In broadcast media, what is the job of the managing editor
In broadcast media, what is the job of the news director
In broadcast media, what is the job of the news program producer
What is the Associated Press
What is United Press International
What is Reuters
How are AP, UPI, and Reuters different?
What percent of Americans routinely disbelieve stories in the news?
What does credibility mean in the world of news reporting
What is the news reporting industry?
Tell us what hard news is.
What are wire services?
What is a News Director and what does she do?
Tell us what the Associated Press is.
What is UPI in the news industry, and what does it do?
What are News Consultants, and what do they do?
What are human interest stories?
How does online news compare to print (newspaper) news?
What is a “backpack” journalist?
In the world of reporting the news, what do these terms mean: timeliness, proximity, prominence, consequence, human interest?
What are Shield Laws
Who were Murphy’s Boys and how did they subsequently influence investigative reporting?

Essay

Should news be what the audience wants to know or what the audience needs to know? Who should decide?
Where do you get most of your news about what is going on in the world? Why?
What news medium is most believable? Print? TV? Online? Why?
Why is the audience for news getting smaller?

Chapter 14 Public Relations

What is Public Relations?
What forms of mass media use public relations?
What is “press agentry”?
What is the Declaration of Principles in the public relations industry?
Who was Ivy Lee?
Tell us about the Creel Committee and its influence on public relations.
Tell us briefly about the book Crystallizing Public Opinion
What is the work of a public relations professional?
What does MBO stand for?
What is the purpose for MBO?
What techniques are used for evaluations?
What is the difference between publicity and public relations?
When did public relations become professional, organized, and intentional?
What is a risk manager?

Essay

Can you think of any examples of your using PR in your personal life (like putting the best spin on a bad grade in a course)?
Why is the term public relations so hard to define? Is it important to have a definition that everybody agrees on?
How much faith does the public have in the credibility of PR professionals?
Many journalists look with disfavor on the field of public relations. What might account for this attitude?

Chapter 15 Advertising

Objectives

define advertising and explain how it is classified
explain how advertising developed
recognize the impact the Internet has had on advertising; pre-internet ads vs ads in the age of the internet
distinguish among the three main components of the advertising industry
What are the components of an advertising campaign

Main Points

Advertising is any form of nonpersonal presentation and promotion of ideas, goods, and services paid for by an identified sponsor.
Advertising can be classified by target audience, geographic focus, and purpose.
Modern advertising began in the late 19th century and grew during the early 20th century as magazines and radio became mass advertising media.
After World War II, advertising grew at a fast rate, particularly when TV came on the scene.
The past two decades have seen the start of new channels for advertising, including cable TV and the Internet. Online advertising has grown in the past few years.
The three main components of the advertising industry are advertisers, agencies, and the media.
Advertising agencies put together large-scale campaigns for clients, consisting of a market strategy, theme, ads, media time/space, and evaluation.

Although not as visible as consumer advertising, business-to-business advertising makes up a significant portion of the industry.

Essay

What would society be like without advertising?
Is it right to advertise to children? If you think it is appropriate to advertise to children, what special considerations, if any, should be applied to such ads?
Check the national media for ongoing advertising campaigns. What are some themes that are currently running?
How can you tell if an advertising campaign has been effective?
Will "viral marketing" be around five years from now? Why or why not?
Review "Critical/Cultural Issues: Cultural Meaning and Trade Characters" and then consider the following. Why do marketers want us to have emotional connections to mass-produced products? Does the Aflac duck make you feel more positive toward insurance? In addition to the Aunt Jemima example, how are expectations for and stereotypes of race and gender reflected in trade characters?

Questions

What function does advertising serve in society?
An advertisement encouraging families to “take the kids bowling more often” without saying exactly where where to go bowling is an example of what type of advertising?
A pizza coupon placed under a car windshield wiper is an example of what kind of ad?
What was the first medium that allowed for national advertising?
Why did the advertising social and media environment change in the 1980s and 90s?
An ad so intriguing that consumers share them with others is called what?
Which of these are new channel of advertising?
What is another word for retail advertisers?
What is the name for organizations that specialize in the creation of ads
What is the word for media’s ability to actually reach potential customers.
Ads in which of these media reaches the fewest number of people?
Which department in an ad agency are writers and art directors a part of?
Which of these phases of an advertising campaign happens last?
In which phase of an advertising campaign is positioning considered?
Identifying the target audience is one goal of which type of research?
What are tracking studies in advertising designed to do?
Which one of these is NOT one of the four main categories of business-to-business ads?
Which statement is true when business-to-business advertising is compared to consumer advertising?
What is the advertising industry?
How does the advertising industry serve an educational purpose, play an economic role, and perform a social function?
How can advertisements be classified? Some ads sell products, others create positive feelings toward a person or company? What are those ads classified as?
Describe advertising between 1860--1910, between WW1 and WW2, between WW2 and 1970
What is a creative boutique in the world of advertising?
What does efficiency mean in the world of advertising?
What is a story board in the world of advertising?
What is positioning in the world of advertising?
What are viral advertisements?
How effective are advertisements embedded within video games?
What government organization regulates advertisements?
What are some of the most successful advertising campaigns in history?

Chapter 16 Formal Controls: Laws, Rules, Regulations

define prior restraint
understand the special protective privileges of reporters
distinguish among libel, slander, libel per se, and libel per quod
explain how invasion of privacy can occur
describe copyright law
recognize the impact of media regulation of the Internet
What is one constitutional case against prior restraint of the press.
Reporters have special privileges that protect them in some instances from having to reveal the names of their news sources. These privileges, however, are not absolute.
Reporters can cover matters that occur in open court with little fear of reprisal. Some pretrial proceedings can still be closed to the press.
All but two states now allow cameras in the courtroom on a permanent or experimental basis. Cameras and microphones are still barred from federal trial courts and from the Supreme Court.
Defamation can be either libel or slander. To prevail in a defamation suit, a public figure must show that the published material was false and harmful and that the media acted with actual malice when they published the information. A private citizen must also show that the material was false and harmful but only that the media acted with negligence.
Invasion of privacy can occur when the media intrude upon a person's solitude, release private information, create a false impression, or wrongfully appropriate a person's name or likeness.
Copyright law protects authors from unfair use of their work. There are instances, however, when portions of copyrighted material can be reproduced for legitimate purposes.
Online file-sharing systems have raised serious questions about copyrights in a digital medium.
Obscenity is not protected by the First Amendment. To be legally obscene, a work must appeal to prurient interests, depict or describe certain sexual conduct spelled out by state law, and lack serious literary, artistic, political, or scientific value.
Special laws and regulations apply to broadcasting. The FCC is charged with administering the rules and regulations that deal with cable, TV, and radio. The Telecommunications Act of 1996 had a major impact on the electronic media.
The FTC oversees advertising. Commercial speech has recently been given more First Amendment protection.

Essay

Why should reporters have special privileges when other professionals, such as architects, nurses, and accountants, have none?
Libel suits can be long and expensive for both sides. What are some other methods of conflict resolution that might cut down the time and the cost but still provide satisfaction for both sides?
Why are broadcasting and cable not entitled to the same degree of First Amendment protection as newspapers and magazines? Do you agree with this type of differentiation?
Should TV stations be punished if they unexpectedly air a "fleeting expletive"?
How can children be protected from exposure to adult-oriented content on the Internet?

Questions

Why should reporters have special privileges when other professionals, such as architects, nurses, and accountants, have none?
Libel suits can be long and expensive for both sides. What are some other methods of conflict resolution that might cut down the time and the cost but still provide satisfaction for both sides?
Why are broadcasting and cable not entitled to the same degree of First Amendment protection as newspapers and magazines? Do you agree with this type of differentiation?
Should TV stations be punished if they unexpectedly air a "fleeting expletive"?
How can children be protected from exposure to adult-oriented content on the Internet?
What is prior restraint, gag rules and shield laws?
What were the Pentagon Papers?
What ruling prohibited photography and recording in a courtroom?
What is libel, slander, libel per se, and libel per quod?
What is a defense against libel?
What was the Fairness Doctrine, the Telecommunications Act of 1996, and the Hicklin rule?
What was significant about the Telecommunications Act of 1996?
Shield laws are the same in every state. True?
What is free speech?
What is commercial free speech?

Chapter 17: Ethics and Other Informal Controls

Main Points

There are several types of informal controls on the mass media, including ethics, performance codes, organizational policies, self-criticism, and outside pressures.
The most important ethical principles that provide guidance in this area are the golden mean, the categorical imperative, the principle of utility, the veil of ignorance, and the principle of self-determination.
All the media have performance codes that guide professional behavior.
Many media organizations have standards departments that monitor the content that is published or broadcast.
The National Advertising Review Council is the main organization that supervises self-regulation in advertising.
Outside pressures from advertisers can sometimes influence media conduct.
Special-interest groups, such as Action for Children's Television, have been successful in modifying the content and practices of the TV industry.
distinguish among the types of informal controls on the media
explain the most important ethical principles
explain what the standards departments and performance codes are
discuss the relationship between the media and their advertisers vis-à-vis ethical practices
understand the pros and cons of pressure groups

Essay:

How would you handle each of the examples mentioned in the introduction to the chapter?
What are some of the advantages and disadvantages of written codes of conduct?
Do special-interest groups exert too much power over the media?
Do advertisers have too much power over the media?
Consider the case of the New York Times and WikiLeaks discussed at the beginning of the chapter. Did the paper act ethically?

Questions

distinguish among the types of informal controls on the media
explain the most important ethical principles
explain what the standards departments and performance codes are
discuss the relationship between the media and their advertisers vis-à-vis ethical practices
understand the pros and cons of pressure groups
How would you handle each of the examples mentioned in the introduction to the chapter?
What are some of the advantages and disadvantages of written codes of conduct?
Do special-interest groups exert too much power over the media?
Do advertisers have too much power over the media?
Consider the case of the New York Times and WikiLeaks discussed at the beginning of the chapter. Did the paper act ethically?
What is the golden mean?
What is categorical imperative? Who came up with it?
What’s this?: Definitions > Principles > ??? > Action
What is the code of the Society of Professional Journalists?
What was the Motion Picture Production Code?
What is the Motion Picture Rating System?
In the newspaper industry, what is an ombudsperson?
List three ways that we, the public, can protest mass media organizations.
What is a press council?
What is self-determination?
What is the utility principle?

Chapter 18, Social Effects of Mass Communication

Main Points

Surveys and experiments are the two main quantitative techniques used to study the effects of mass communication.
Media can serve as socialization forces when they are the primary sources of information about a topic and that information is presented in a consistent manner.
Media can cultivate false perceptions of certain issues of the public.
TV violence shows a small but persistent correlation with antisocial behavior among heavy viewers.
Experiments have shown that TV can produce prosocial behavior, and some evidence of this effect has been found in surveys.
The media are more effective in reinforcing or crystallizing a person's voting choice. TB has had a significant impact on the conduct of politicians and political campaigns.
The main topics of research concerning the Internet are its effects on the usage of other media and the relationship between social isolation and online media use.
Other concerns about the effects of mass communications focus on the area of privacy, isolation, communication overload, and escape.

Study Questions--Be able to do the following

explain how scientists use surveys and experiments to study the effects of mass comm.
describe how the media can serve as agents of socialization
discuss the impact of televised violence
define the agenda-setting effect and agenda building
explain how the media can help crystalize a viewer's political choices
describe how the Internet may affect social involvement

Essay

Why is it difficult to establish the effects of mass communication?
Young children are not the only ones who go through a socialization period. College students have to be socialized as well. What were the main socialization agencies that prepared you to fit into college life? How important were the media
How are college students portrayed on prime-TV? Do these portrayals perpetuate any stereotypes?
Why has the debate over media violence gone on so long? Will scientists ever amass enough evidence to satisfy everybody? Why or why not?
What sorts of research projects should be developed to study the social impact of the Internet?

explain how scientists use surveys and experiments to study the effects of mass communication
describe how the media can serve as agents of socialization
discuss the impact of televised violence
define the agenda-setting effect and agenda building
explain how the media can help crystalize a viewer's political choices
describe how the Internet may affect social involvement

Questions

Which media research method allows researchers to be more confident in attributing patterns of cause and effect, and is done by collecting data from the same people at two or more different points of time?
What is resonance, mainstreaming, the agenda-setting effect, and the catharsis theory?
What is framing, reinforcement, and crystallization?
What is stimulation theory, sublimation, and prosocial behavior?
What is a negative consequence to a person who is a heavy user of the internet?
What are panel studies?
List a few agencies of socialization
What’s this chapter about?
What are various media research methods?
What stereotypes has TV portrayed?
What is “mainstreaming” in the world of mass media’s effects on society?
Explain the effects of “resonance” is mass media
Also, what is “framing”?
And “stimulation theory”
What are the two main methods that scientists have to study the effects of media?
What are panel studies?
Overall, do blogs have high credibility ratings?
What do we need to know about Chapter 19? What’s important?

Course Syllabus

Communication: Mass and other forms
1. The communication process
2. communication settings
3. mass media in transition
4. characteristics of media organizations
5. the internet: mass and interpersonal channels
6. models for studying mass communication
7. transition: emerging media trends
Perspectives on mass communication
1. functional analysis
2. critical/cultural studies
Historical and cultural context
1. before mass communication
2. printing
3. conquering space and time: the telegraph and telephone
4. capturing the image: photography and motion pictures
5. news and entertainment at home: radio and television
6. broadcasting
7. the digital revolution
8. mobile media
9. social media
10. concluding observations: the impact of new media
The internet and social media
1. A brief history of the computer
2. the internet
3. the evolving internet
4. internet economics and new online mega-companies
5. the internet audience
6. the social implications of the internet
7. the future: the evernet
8. career outlook: the internet and social media
Newspapers
1. A brief history
2. newspapers in the digital age
3. defining features of newspapers
4. organization of the newspaper industry
5. newspaper ownership
6. producing the print and online newspaper
7. the economics of newspaper publishing
8. global newspapers
9. the newspaper audience
10. career outlook: the newspaper industry
Magazines
1. A brief history
2. magazines in the digital age
3. defining features of magazines
4. organization of the magazine industry
5. magazine ownership
6. producing the magazine
7. economics
8. global magazines
9. the magazine audience
10. career outlook: the magazine industry
Books
1. a brief history
2. books in the digital age
3. defining features of books
4. organization of the book industry
5. ownership in the book industry
6. producing the book
7. the economics of book publishing
8. the book publishing audience
9. career outlook: the book publishing industry
Radio
1. A brief history
2. radio in the digital age
3. defining features of radio
4. organization of the terrestrial radio industry
5. organization of online radio
6. ownership in the radio industry
7. producing radio programs
8. the economics of radio
9. global radio
10. the radio audience
11. career outlook: the radio industry
Sound Recording
1. A brief history
2. Sound recording in the digital age
3. defining features of sound recording
4. organization of the recording industry
5. ownership in the recording industry
6. producing records
7. the economics of sound recording
8. the sound recording audience
9. career outlook: the recording industry
Motion Pictures
1. A brief history
2. motion pictures in the digital age
3. defining features of motion pictures
4. organization of the film industry
5. ownership in the film industry
6. producing motion pictures
7. global movies
8. the motion picture audience
9. motives at home
10. career outlook: the film industry
Broadcast Television
1. A brief history
2. contemporary broadcast television
3. television in the digital age
4. defining features of broadcast television
5. organization of the broadcast television industry
6. ownership in the television industry
7. producing television programs
8. the economics of broadcast television
9. public broadcasting
10. home video
11. global TV
12. the broadcast television audience
13. career outlook: the broadcast television industry
Cable, Satellite, and Internet Television
1. A brief history
2. cable, satellite, and internet TV in the digital age
3. defining features of cable, satellite, and internet TV
4. organization of the cable and satellite industries
5. internet video
6. the cable, satellite, and internet TV audience
7. career outlook: cable, satellite, and internet TV industries
News Gathering and Reporting
1. theories of the press
2. deciding what is news
3. the news business
4. news reporting in the digital age
5. categories of news and reporting
6. the news flow
7. the associated press
8. media differences and similarities in news coverage
9. readership and viewership
10. career outlook: news gathering and reporting
Public Relations
1. defining public relations
2. A brief history
3. public relations in the digital age
4. organization of the public relations industry
5. PR departments and staff
6. the public relations program
7. the economics of public relations
8. career outlook: public relations
Advertising
1. defining advertising
2. A brief history
3. advertising in the digital age
4. organization of the consumer advertising industry
5. producing advertising
6. the economics of advertising
7. business-to-business advertising
8. career outlook: advertising
Formal Controls: Laws, Rules, Regulations
1. the press, the law, and the courts
2. protecting news sources
3. covering the courts
4. reporter's access to information
5. defamation
6. invasion of privacy
7. copyright
8. obscenity
9. regulating broadcasting
10. regulating cable TV
11. the telecommunications act of 1996
12. regulating advertising
13. conclusion
Ethics and other Informal Controls
1. personal ethics
2. performance codes
3. internal controls
4. outside influences
Social Effects of Mass Communication
1. investigating mass communication effects
2. effects of mass communication knowledge and attitudes
3. media effects on behavior: a short history
4. the impact of televised violence
5. encouraging prosocial behavior
6. political behavior effects
7. research about the social effects of the internet
8. communication in the future: the social impact

Mass Media, Media Literacy