Exam 1 Flashcards
what are the 4 factors related to our social world?
- audience
- technology
- media industry
- media messages
what are the four levels of communication
- intrapersonal
- interpersonal
- group
- mass
define intrapersonal communication
communication you have with yourself. Assign meaning to world
define interpersonal communication
communication either intentional/unintentional between 2 people (doesn’t have to be face to face)
define group communication
communication where one person communicates with 2+ audience. roles of communicator/audience change constantly.
define mass communication
large, anonymous, heterogeneous, sender SEPARATED IN TIME AND SPACE. limited feedback. goal, make money, profit-based. wants large audiences
whats the book definition of mass communication?
complex organization with the aid of one or more PRODUCES AND TRANSMITS PUBLIC MESSAGES that are directed at large, heterogeneous, and scattered audiences.
list the 5 reasons to study media
- media is an essential part of our lives
- cultural implications
- history
- business
- because the media go great lengths to study you
explain the cultural impact of ‘everything from the margins moves to the center’
“bad words”, George Carlin’s 7 dirty words, porn is now being more mainstreamed on HBO such as Sex and the City.
List some historical examples of people being scared of new media technology
printing press, newspapers, literacy, radio, written language
what are the five major influences on media content?
- individual level
- routines
- organizational influences
- external pressures
- ideology
what are the individual level factors that influence what appears on TV?
- characterisitics (age, gender, race, etc)
- personal and professional background
- personal attitudes
- professional roles
what are routines important?
All organizations need routines to function, allows completion of tasks. Process is:
- media must obtain and process “raw product”
- obtain product from suppliers
- deliver to consumers
- what is acceptable to the audience
- what can audience understand
- where are other media outlets going
what has happened to the amount of companies who own 50% of the media over the past 30 years
in 1984 it was 50
1992 was 23
1997-10
now, 5
what is vertical integration
controlling all aspects of a media project from production, distribution, promotion, etc.
what is synergy
combining the strengths of different companies, taking two drugs is sometimes better than one
what is convergence
different media begin to perform similar tasks. (ex. comps have multiple tasks: tv, work, music)
whats cross promotion and how does disney cross promote
- the cooperative marketing by two or more companies of one another’s products
- two things broadcasted through same channel
fragmentation has led to what types of programming
no longer one massive media audience, now hundreds of options for the audience
does having a greater number of TV stations necessarily lead to a diversity of programming?
No
What is a short head
portion of a distribution curve where a large number of people are interested in buying a limited number of products
what is a long tail
portion of a distribution curve where a limited number of people are interested in buying a lot of different products
what are 4 characteristics of the long tail
- lots of goods
- tailoring to personal tastes (niche=get things you like a lot), hit (I sort of like it), fewer people who want big hits
- ease of finding niche products
- size of collective products (all of niche market can equal hits matter)
what are the different ways organizations can apply external pressure to media organizations
- source pressure
- interest group pressure
- advertisers
- other organizations
what ideology
formal and articulated system of meanings, values, and beliefs. “worldviews”
how does ideology shape what content we see in the media
there 3 spheres:
- consensus
- legitimate controversy
- deviance
of the 3 spheres in ideology, what is consensus.
media advocates for these values, such as freedom
of the 3 spheres in ideology, what is legitimate controversy
two sides disagree, but balance sought, business vs environmental interest, gun rights vs gun controls
of the 3 spheres in ideology, what is deviance
outside of mainstream society, identify content we don’t want to see as a society, delegitimize groups.
what is a wavelength
the distance between a reoccurring peak of a wave
what are the four propagation zones
- permeable zone
- semi-permeable
- long line-of-sight
- short line-of-sight
whats an example of a permeable zone
easily traverse dense object, IE FM radio
whats an example of a semi-permeable zone
difficulty traversing dense objects, IE Satellite Radio
whats an example of a long line of sight
cannot traverse dense objects IE Satellite TV
whats an example of a short line of site
can only be sent over short distances IE wireless mouse
what was one of the main reasons why the government got involved in regulating airwaves
essentially, to clear the chaos. made sure there was enough space between frequencies so there was no interference.
what are the 5 important points discussed in class relative to government regulation
- media systems created by policies and subsidies
- first amendment doesn’t authorize corp run media system
- American media system is not a free market system
- policy making process is important to understand structure of media system
- policy making has been done largely without public input
did reformers support a media system completely controlled by the government
No. That was never their goal. Kept good balance
Many (especially those in the media industry) equate free speech with what?
the idea of free market capitalism
Does the US gov. get much money in return for letting companies use the airwaves?
No
The gov provides licenses to companies as long as they provide what?
Public Programming-must beneficial to the public
How much of the licensable segment the airwaves have been auctioned off
only 2%, 98% is given away
Throughout most of history, what was the predominant type of advertising?
town crier. pure information (i.e. classified ads)
What is intergrated marketing communication?
ensuring that a company responds to all of its concerns with a single voice (i.e include PR into marketing)
Who owns the airwaves
the public
Describe the concept of critical juncture/path dependency
- the decisions made today r affected by previous ones (crit junctures/crit moments)
- decisions made at crit junctures shape media system
- difficult to change things once decision made, farther from decision point
- As you continue thru time, options based on previous decisions (ie. keyboard example)
what is the public doman? What has happened to the public domain as a result of the extensions granted to companies by the government?
when intellectual property rights have expired, they enter the public domain. copyright laws are diminishing public domain
what are the 4 benefits of the public domain?
- creates new knowledge and culture-revamp
- access to cultural heritage
- low cost access to information
- enabling competition
what are some of the highlights of the 1912 Radio Act
gov license radio stations. limit number of station to reduce “radio chaos”. ppl needed to pass tests for license, fines for sending out fake emergency signals/pretend from gov. ships needed to always have someone listening to radio transmission
the 1912 Radio Act broke the airwaves into 3 segments. what are they?
- commercial
- government
- amateur
The 1927 Radio Act created what government institution
Federal Radio Commission
What happened in 1928 after the government passed the 1927 Radio Act
Purge of 1928. stations had to justify existence. low powered stations removed from air. education stations suffered. many saw licensing as infringing on free speech.
What were the stated goals of the 1996 Telecommunication Act? What were some outcomes of the 1996 Telecomm Act?
- loosened ownership rules
- stated goal was to open the markets/lower cost
- outcome > merges
- before: limit to 1AM and 1FM. after: up to 8/market that has 45 stations
- before” cant own more than 1 broadcast network. after: cant own more than 1 of the 4 lrg networks
- some rules not enforced
please explain how internet in the US differs from a place like Hong Kong
Big price differences, US 500 mbps $310/month, same speed in Hong Kong is $25/month
Are all the rules of the 1996 Telecom Act enforced?
No, increased amt of ppl co. cud reach with TV stations from 25-30% (Fox and CBS read 40). cable and satellite operators cant reach more than 30% of US households
Did coverage of the 1996 Telecomm Act vary by media source (sources that wouldn’t/would benefit if act passed)?What ways did coverage differ? Was it the same?
Study compares newspapers that would benefit and those who wouldn’t, covered it as much as each other. general amount of coverage might have been low
what are the four different types of ads discussed in lecture
- consumer ads
- advocacy ads
- public service ads
- trade ads
what are consumer ads
ads that try to get people to buy a product
what are advocacy ads
intended to promote a view (political ads)
what are public service ads
promote message of non-profit institution and gov agencies, informing ppl on issues
what are trade ads
advertisements to other businesses
what are the different ways ads can affect the audience?
- opinion creations
- canalization
- opinion conversion
- action
- immunization
what is opinion creation
creation of an opinion/attitude toward a product
what is canalization
promotes a status quo, keep people buying a product
what is opinion conversion
change of opinion (hard to do)
what is action advertising
gets people to buy a product or engage in behavior
what is immunization advertising
becoming immune to persuasive effects
what are the 3 reasons why there’s been a change in advertising
- introduction of mass media
- history of production
- modernization
what is the “economy of abundance”
as many/more goods available as people who want to buy them. with this, co. need to give consumers reason to buy
what is clutter
large number of commercials, ads, other messages and interruptions that compete for our attention. it’s “noise”
Whats product differentiation?
is distinguishing themselves from the competition, relevant differences
what is positioning
where product is “positioned” in people’s minds. repositioning makes your product different, while depositioning makes your product different from your OWN product.
what is self-actualization
realizing one’s potential, becoming the person you’ve always wanted to be
what is branding
allows industry to have some power over price. we form attachments to people/ideas, not products. brand name is word/phrase attached to prepackaged goods=better promotion
describe the advertising strategy of “unique selling position”
happened in 1950s-1970s, selling an advantage of your product, specific product claims, why consumer shud buy it
what are psychographics and the VALS system
- ideas, achievements, self-expression, innovators, or survivors
- psychographics are a broader set of measures, relationship to product lifestyle. personality traits
what are three things companies do to provide you with ‘targeted advertising’ on the internet
- ads based on frequently used keyword searches
- companies will track you as you search the web
- mining your searches and behaviors on your phones
what is product placement
placing products in movies/tv shows
whats the goal of interactive advertising
uses online/offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corp or political groups
what are the different ways the government subsidies the media industry
- mail subsidies
- film subsidies
- gov. and political ads
- co. write off advertising as business exp.
- U.S. lobbies other countries to change laws that benefit US broadcasting companies
- copyright
what has happened to the public domain as a result of the extensions granted to companies by the government
copyrighted
- give creator exclusive rights
- financial benefits
- control over adapting work
- control over performance
what were 3 things media reformers offered as alternatives to a completely commercial media system?
- non-fixed % scheme
- set aside certain % of bandwidth for nonprofit
- create a committee to suggest what broadcasting shud look like
- est. a series of noncommercial gov. stations
