Exam 3

Question 1

Authoritarian Theory

Answer 1

The role of the press
is to be a servant of the government, not a
servant of the citizenry

Question 2

Libertarian Theory & Four Principles

Answer 2

The press does not
belong to the government but is instead a
separate institution that belongs to the
people and serves as an independent
observer of the government

Question 3

4 Principles of Lib-er-tar-ian Theory

Answer 3

1.) People want to know the truth and be guided by
it.
2.) The only way to arrive at the truth is for ideas to
be freely and openly discussed.
3.) Different people will have different opinions, and
everyone must be allowed to develop his or her own.
4.) The most rational ideas will be the most
accepted

Question 4

Development Theory

Answer 4

Addresses the special
needs of emerging nations, whose governments
may feel that they need to restrict freedom of the
press in order to promote industry, national
identity, and partnerships with neighboring
nations

Question 5

5 Dimensions of Rate Media

Answer 5

• Control
• Finance
• Programming Goals
• Target Audience
• Feedback Mechanism

Question 6

Advertising

Answer 6

“Any paid form of
nonpersonal
communication about an
organization, product,
service, or idea by an
identified sponsor”

Question 7

Direct-Action Message

Answer 7

Designed to get consumers to (take action) go to a particular
place or engage in a specific action, such as
purchasing a product

Question 8

Advocacy Advertising

Answer 8

Designed to promote a particular point of view (support a cause like BLM) rather
than a product or service; can be sponsored by a
government, corporation, trade association, or nonprofit association

Question 9

4 Elements in Advertising Business

Answer 9

Client, Agency, Media & Audience

Someone has to pay for it; someone has to create it, Someone has to post it, Someone has to see it

Question 10

3 Departments of Advertising Agencies

Answer 10

• Research & Planning
• Creative
• Media Planning

Question 11

Targeted Advertising

Answer 11

Making the advertising appeal to a narrowly defined group. Done with:

• Demographics (who - Age, race, gender)
• Geographics (where; national, or just Mt. Lebanon)
• Psychographics (what motivates them, saving money or status)

Question 12

Indirect-Action Message

Answer 12

Designed to build the image of and demand for a product without calling for a specific action (Cheerios in Seinfeld shows)

Question 13

Public Service Message (PSA)

Answer 13

Promoting non-profit groups and messages ie.,… Don’t vape ad by non-profit American Lung Association

Question 14

Public Relations

Answer 14

According to Bernays, the functions of public relations
are:
– Informing
– Persuading
– Integrating

“The management function that establishes and
maintains mutually beneficial relationships between
an organization and the publics on whom its success
or failure depends”

Question 15

Ivy Lee

Answer 15

• Early PR practitioner
  – Helped railroads deal with image problems
  – Early advisor to John D. Rockefeller
  – Importance of telling the truth

Question 16

4 Minute Men

Answer 16

• Committee on Public Information
(CPI)
• CPI run by newspaperman
George Creel
• Four-Minute Men
– Importance of interpersonal
channels
- Talking points given to 75,000 men to deliver key points about the war and influence public opinion

Question 17

5 Steps in Public Relations

Answer 17

• Research (Watch films) 7y(Find the opportunity)
• Objectives (hold the offense/score to the right) (goals & measurable outcomes)
• Programming (plays) (activities to carry out the goals)
• Evaluation (scrimmages to test plays)) Testing prior to campaign)
• Stewardship (handshakes) preserving relationships

Question 18

5 Principles of Crisis Communications

Answer 18

1. Be prepared (have a plan for what could go wrong & what you want to happen)
2. Be honest (lies will catch up to you)
3. Apologize & mean it
4. Move quickly
5. Communicate your actions

Question 19

Press Agentry

Answer 19

Sending one-way communication from the press agent to the media with little opportunity for
feedback; was often deceptive and unethical

Question 20

Edward L. Bernays

Question 21

Opinion Leadership

Answer 21

A two-step process of persuasion that uses influential individuals to deliver information to the
community (two-step flow)

Question 22

Edward L. Bernays

Answer 22

Applied social-scientific research techniques to
public relations
– Promoted technique he called engineering consent
Applying principles of psychology and motivation to
influencing public opinion
– Recognized importance of the crowd

Question 23

First Amendment & Civil Liberties

Answer 23

Free Expression • – Civil Liberties
No government restrictions on speech
No government restrictions on the press
No government restrictions on practicing religion No government restriction on people assembling to
demand that wrongs be righted

Question 24

USA Patriot Act

Answer 24

Permits more wiretaps and domestic surveillance
– Widens definition of what is terrorism
– Allows government agencies to examine individuals’ media use
– 2015’s USA Freedom Act put new limits in place, including on bulk collection of phone data

Question 25

3 Defense Elements Against Libel

Answer 25

Defense against libel – Truth
o But what is truth? – Privilege
Libel
o Statements made in government meetings, in court, or in government documents are protected.
– Opinion
o Opinions are neither true nor false so they can’t be libelous

Question 26

3-Part Test For Obscenity (Roth Test)

Answer 26

– Whether to the average person it is obscene
– Apply contemporary community standards
– The dominant theme of the material taken as a whole appeals to prurient (obsessively sexual) interest

Question 27

Alien & Sedition Acts

Question 28

Elements of Libel

Answer 28

Defamation
Libel
Damaging a person’s reputation in some way
– Identification
Can other people recognize person in story, even if name isn’t used?
– Publication
Story is published or broadcast / seen by a third party

Question 29

Shield Laws

Question 30

Moral vs. Ethics (Definitions)

Answer 30

• Morals - An individual’s code of behavior based on religious or philosophical principles. Morals define right and wrong in ways that may or may not be rational
• Ethics
– A rational way of deciding what is good for individuals or society. A way to choose between competing moral principles when there is not a clear right or wrong answer

Question 31

Aristotle: Golden Mean

Answer 31

• Golden mean
– Moral virtue is the appropriate location between two extremes
• David L. Martinson says journalists take overly simplistic view of Golden Mean, assume it values compromise rather than finding virtue

Question 32

John Stuart Mill: The Principle of Utility

Answer 32

Principle of utility
– Ethical behavior arises from that which will provide
the greatest good for the greatest number
• “An act’s rightness is a desirable end” – J.S. Mill

Question 33

The Bok Model for Ethical Decision Making

Answer 33

• Consult your conscience
• Seek alternatives
• Hold an imaginary ethical dialogue with all involved

Question 34

Sensationalism

Answer 34

News coverage that panders to audiences with lurid and highly emotional stories of crime, sex, violence, and celebrities

Question 35

Codes of Ethics (Society of Professional Journalists)

Question 36

Kant: The Categorical Imperative

Answer 36

– A moral obligation “we should act in a way in which we would be willing to have everyone else act” (do onto others……)
• Do not treat people as a means to reach an end
• Cannot justify behavior based on desirable outcomes

Question 37

John Rawls: The Veil of Ignorance

Answer 37

Justice comes from making decisions that maximize liberty for all people and without considering which outcome will give us personally the biggest benefit

Question 38

4 Questions/Elements of Truthfulness

Question 39

Tabloid Laundering

Answer 39

– When respectable media report on what tabloids are covering