exam 3

Question 1

Criticism of Children’s Ads

Answer 1

people worry about the amount of marketing directed toward children

Question 2

Criticism of Ads in Schools

Answer 2

people worried about the advertisement of unhealthy products in public schools; Channel One

Question 3

Criticism of portrayal of health in ads

Answer 3

has an effect on eating disorders (unrealistic standards for beauty/health); also blamed for american obesity, due to excessive marketing of unhealthy foods/drinks; tobacco, alcohol, and prescription drugs

Question 4

Criticism of Puffery in Ads

Answer 4

ads featuring hyperbole and exaggeration; criticized for being misleading and over-promising things that are not possible

Question 5

a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.

Answer 5

psychographics

Question 6

advertising appeals

Answer 6

famous people
plain folks pitch
bandwagon effect
hidden-fear principle
association principle

Question 7

“we’re one of you”

Answer 7

plain folks pitch

Question 8

plays on consumers’ insecurities

Answer 8

hidden-fear principle

Question 9

associate product w positive cultural value/image, even if unrelated

Answer 9

association principle

Question 10

top 4 advertising agencies

Answer 10

WPP
Omnicom
Publicis
Interpublic

Question 11

PR communication that uses various media messages to spread information about a person, corporation, issue, or policy

Answer 11

publicity

Question 12

nephew of Sigmund Freud; first person to apply the findings of psychology and sociology to PR; believed public opinion was malleable and not always rational

Answer 12

Edward Bernays

Question 13

a persuasive message; can be positive or negative

Answer 13

propaganda

Question 14

30-90 second visual press releases designed to mimic the style of a broadcast news report

Answer 14

video news releases

Question 15

any circumstance created for the sole purpose of gaining coverage in the media

Answer 15

pseudo-events

Question 16

the process of attempting to influence lawmakers to support and vote for an organization/industry’s best interests

Answer 16

lobbying

Question 17

information most worthy of transformation into news stories

Answer 17

newsworthiness

Question 18

putting most significant details at the beginning of the story (who, what, when, where, why, how), and later narrowing to less significant details

Answer 18

inverted pyramid style

Question 19

generalized that sever basic “enduring values” have been shared by most American reporters and editors

Answer 19

herbert gans

Question 20

common values herbert gans said reporters share with each other

Answer 20

ethnocentrism
responsible capitalism
small-town pastoralism
individualism

Question 21

judging other countries in comparison to america

Answer 21

ethnocentrisim

Question 22

assumption that business people compete for the greater good, rather than for profit

Answer 22

responsible capitalism

Question 23

favoring small towns over the large, urban towns

Answer 23

small-town pastoralism

Question 24

those who overcome personal adversity are subjects of many enterprising news stories

Answer 24

individualism

Question 25

what are the reporting rituals?

Answer 25

focusing on the present relying on experts balancing story conflict acting as adversaries

Question 26

forms of unprotected speech

Answer 26

``` expionage copyright infringement libel/slander obscenity right to privacy ```

Question 27

required schools who receive federal funding for Internet access must filter obscene or abusive content for minors

Answer 27

child online protection act

Question 28

gave the government more latitude in searching private citizens' records and intercepting electronic communications without a court order

Answer 28

usa patriot act

Question 29

media tells us what to think about but not what to think

Answer 29

agenda setting

Question 30

we believe that media messages affect others more than ourselves

Answer 30

third person effect

Question 31

media portrayals affect how we see reality

Answer 31

cultivation effect

Question 32

we don't express our opinions if we believe we're in the minority

Answer 32

spiral of silence

Question 33

we use media to satisfy our psychological and physiological needs

Answer 33

uses and gratifications

Question 34

media makes us uncomfortable, so we disengage

Answer 34

media malaise

Question 35

people seek media that matches w/ their own cultural beliefs and interests

Answer 35

selective exposure

Question 36

learning/cognitive | we acquire and learn behavior through media messages

Answer 36

social learning/cognitive

Question 37

media figuratively shoot their powerful effects into unsuspecting or weak audiences

Answer 37

hypodermic needle model

Question 38

mass media have limited effects on audiences, reinforcing behaviors rather than changing them

Answer 38

minimal effects

Question 39

media managers making decisions about what types of messages get produced for particular audiences

Answer 39

gatekeeper

Question 40

the socioeconomic disparity between those who do and those who do not have access to digital technology and media, such as the Internet

Answer 40

digital divide

Question 41

opinion leaders communicate ideas to followers

Answer 41

2-step flow

Question 42

the acceptance of the dominant values in a culture by those who are subordinate to those who hold economic and political power

Answer 42

hegemony

Question 43

the creation and maintenance of personal and business relationships especially online

Answer 43

social networking

Question 44

the more dependent the individual is on the media, the more important the media will be for the person

Answer 44

dependency theory

Question 45

A form of cultural near-sightedness grounded in the belief that ones own culture is appropriate and relevant in all situations and to all people

Answer 45

cultural myopia

Question 46

concerned with what the media ought to be doing in society rather than what they actually do

Answer 46

normative media theory

Question 47

a portion of one's self-concept is dependent on the importance and relevance placed on the group membership(s) to which an individual belongs

Answer 47

social identity theory

Question 48

investigate how cultural meanings encoded by media texts (programs, spectacles, and so on) are adopted, adapted for specific purposes, and then redistributed throughout the culture.

Answer 48

semiotics of media

Question 49

assumes that people’s experiences, knowledge and opinions are shaped by the social groups to which they belong

Answer 49

standpoint theory

Question 50

study of media, technology, and communication and how they affect human environments.

Answer 50

media ecology

Question 51

media has the ability to transmit needed information. This ability to transmit, depends on whether the information will be used in times of uncertainty or equivocality

Answer 51

media richness

Question 52

the degree to which a person is perceived as a ‘real person’ in mediated communication

Answer 52

social presence theory