Exam 2 mass comm Flashcards
Journalist Qualities
Balanced
Ethical
Accurate/verified
Creative
Factors of newsworthiness
Proximity
Prominence
Timeliness
Significance
Early Foundation - Bennett Model
- compelling events
- deadline driven
- objectivity
- veiling the reporter
- beats (reporter specialization)
deadline haste (JGB flaw)
superficiality of reporting/investigative reporting shelved
dullness (JGB flaw)
absence of opinion or bias sacrificed appeal/intrest
missed trends (JGB flaw)
deadlines obsession meant no reporting on event backgrounds
unasked questions (JGB flaw)
coverage was authority-centric, one-sided
manipulation (JGB flaw)
easy to manipulate reporting/influence coverage
Hutchens commision
attempt to reform journalism (1947)
Hutchens model
against- superficial, deadline-driven, fact-obsessed
changes- wanted accuracy, emphasis on presenting the broader picture (context)
Values that shape the news
journalists subjective judgment
personal value of journalists
journalists subjective judgment
journalists judge/decide what is news
- what stories to tell and how
- shape what is reported
Personal values of journalists
- ethnocentrism
- democracy and capitalism
- tempered individualism
- social order
- watchdog foundation (Herbert Gans)
Ethnocentrism
seeing things from American eyes
makes media not neutral
ex. media labels north vietnam as “enemy”
Democracy and capitalism
US journalists favor US style democracy
Want others to follow American standard
Tempered individualism
US journalists love stories about individuals who overcome adversity
Social order
Cover social disorder with a view to finding a way to restore order
ex. earthquakes, hurricanes, protests
watchdog functions
1st amendment designates the news media as a watchdog
Journalists hold people in positions of leadership accountable
Variable affecting news
news hole
news flow
staffing
audience expectations
competition
news hole
space available after accounting for ad space
news flow
supply of stories
staffing
having reporters
audience expectations
how a news org perceives its audience
ex. fox;conservative MSNBC;liberal
competition
news org scan and compete
Changes to newsroom journalism
less comprehensive coverage (layoffs)
Less enterprise, covering easier stories (less labor)
Less international & national news
Reporters assigned fewer/broader beats
less independent reporting due to sharing of stories
Non-stop coverage
led to pressure to produce quantity
- diminished opportunity for fresh reporting, news angles
- quality eroded
changes to live news
- diminished gatekeeping; raw coverage
- lost time for audience; time-consuming
- news getting gathered unveiled; audience witness journalistic processes
Competition in entertainment media
-competition for publication
-publication stories with rumors, half truths, and falsities
-illegal methods of getting news (spying, hacking, stalking)
authentic performance
live performance with audience
mediated performance
performance mediated through a medium
adult entertainment decency requirements
-courts define sexually acceptable content
-obscenity not allowed
-pornography (protected by 1st amendment)
-Miller standard
Miller Standard
protects a range of sexual content
Public relations
strategic communication process that builds mutually beneficial relationships between organizations and their publics
Dialogic Theory
uses persuasion as a two-way exchange of information without manipulation
- PR works to persuade people of a particular view or favorable image through dialogue
Ivy Lee
NY publicist
Wrote press releases
Worked with operators, kept reporters informed
- introduced ways corporations could deal with public
guides PR
Creel committee
-issued news releases
-magazine pieces
-posters
-movies
-75,000 speakers spoke about making the world safe for democracy
Discipline in PR
-brand management
-crisis communications
-risk communications
-community relations
-media relations
-social media
-reputation management
PR tactics
promotion
image/reputation management
crisis management
promotion
getting publicity from the media
- media relations
responding to reporter queries
arranging interviewers
organizing news conferences
image/reputation management
uses communication to create the desired impressions of the org
includes strategies to repair the image tarnished by a crisis
crisis management
actions organizations employ to deal with major crisis/catastrophes
- issue statements
-crafting company-wide responses to backlash
-spreading awareness about plans to solve the problem
advocacy PR
decides promotion, PR is also used in advocacy work including
-lobbying
-political communication
-fundraising
lobbying
persuading govt on which policy direction to take on behalf of their clients
political communication
advising political candidates for office
PRSA
-develops PR code of ethics and professional standards
-credentialing PR professional
advertising
paid for communication meant to inform and persuade people
-purchasing decisions
advertising and consumer economics
a nations production of goods and services is directly proportional to the amount of ad spending
Origins of advertising
flyers were the first form
newspaper ads became vital in 1800
50s and 60s ads focused on goods and lifestyle
industrial revolution and advertising
factory workers became audiences for newspaper ads
created wealth and spending for ads
broadened the range of productss advertised
advertising agencies role
design and implement advertising campaigns
conduct market research
monitor social and consumer trends that affect sales
campaign and placement
ad agencies create media plans to ensure ads reach targeted audience
decide the right media to reach potential customers
media reach
the size of audience exposed to advertising for a particular medium
advertising tactics
lowest common denominator (LCD)
redundancy techniques
testimonials
addressing ad clutter
buzz advertising
lowest common denominator
ad campaigns target at largest possible audience
redundancy techniques
barrages
bunching
trailing
multimedia trailing
barrages
scheduling ads in intensive bursts (flights/waves)
bunching
promoting a product in a limited period
eg. school supplies
trailing
running shorter version of original ad
multimedia training
deploying less expensive media to reinforce expensive advertisements
Celebrity testimonials/endorsements
done by celebs
risky if limited evidence to back up celebs claims
buzz advertising
word of mouth testimonials
-social media, face to face talk
audience measurement principals
sampling
sampling size
sample section
probability sampling
quota sampling
latter-day straw polls
sampling
examing a portion of the population being studied
generalizing the findings to the population
sample selection
process of choosing who to interview
should give every member of the population being sampled a chance to be interviewed
sample size
part of the population chosen for survey
results of this sample is used to make inferences about a market segment from a sample
probability sampling
selecting a sample from a population using the principal of randomization or chance
quota sampling
surveying the portion of specified characteristics of the population
ex. republican, democrat
Latter-day straw polls
an ad hoc or unofficial vote
used to show popular opinion on certain issues
- internet; not statistically reliable
newspaper and magazine audits
audit bureu of circulations (ABC)
tv engagements
engagement ratings can be used to gauge ad effectiveness
internet engagement
tracks how sites kept viewers by checking how much time was spent on a site
interviews
meeting and consulting with people face to face
diaries
people listed channels to watch
meters
tv sets wired to track what channel was on
people meters
one unit scanned tv channels watched every 2.7 sec
portable meters
carried around picked up audible program signals
total it up
uses people meters to track all tv viewing, including recorded programs
Internet audience measures
monitoring computers programmed to track internet usage
- methodlogy flaw
mobile audience measure
personal computers, video games, ipods, iphone measures
focus groups
individuals are asked to watch a taped local newscast
a moderator leads a discussion by asking questions
galvanic skin response
pulse and skin reactions
movie screenings
individuals selected are made to watch a movie and fill out comment cards
publication prototypes
new magazines are preceded by trial issues
sample marketplace reaction and show potential advertisers
TV pilots
one or few episodes are tested during primetime to gauge audience reaction
demographics
study of population based on factors such as age, race, sex, education
cohort analysis
identifying generations people belong to
ex. gen x, y, z, baby boomers
marketers design products with generational appeal
geodemography
describing people based on where they live
assumes people who live near each other have similar socio-economic and lifestyle characteristics
psychographic
classifying people based on their psychographic information
ex. lifestyle, attitudes, opinions, values
