exam 3 Flashcards
Criticism of Children’s Ads
people worry about the amount of marketing directed toward children
Criticism of Ads in Schools
people worried about the advertisement of unhealthy products in public schools; Channel One
Criticism of portrayal of health in ads
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
Criticism of Puffery in Ads
ads featuring hyperbole and exaggeration; criticized for being misleading and over-promising things that are not possible
a research approach that attempts to categorize consumers according to their attitudes, beliefs, interests, and motivations.
psychographics
advertising appeals
famous people plain folks pitch bandwagon effect hidden-fear principle association principle
“we’re one of you”
plain folks pitch
plays on consumers’ insecurities
hidden-fear principle
associate product w positive cultural value/image, even if unrelated
association principle
top 4 advertising agencies
WPP
Omnicom
Publicis
Interpublic
PR communication that uses various media messages to spread information about a person, corporation, issue, or policy
publicity
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
Edward Bernays
a persuasive message; can be positive or negative
propaganda
30-90 second visual press releases designed to mimic the style of a broadcast news report
video news releases
any circumstance created for the sole purpose of gaining coverage in the media
pseudo-events
the process of attempting to influence lawmakers to support and vote for an organization/industry’s best interests
lobbying
information most worthy of transformation into news stories
newsworthiness
putting most significant details at the beginning of the story (who, what, when, where, why, how), and later narrowing to less significant details
inverted pyramid style
generalized that sever basic “enduring values” have been shared by most American reporters and editors
herbert gans
common values herbert gans said reporters share with each other
ethnocentrism
responsible capitalism
small-town pastoralism
individualism
judging other countries in comparison to america
ethnocentrisim
assumption that business people compete for the greater good, rather than for profit
responsible capitalism
favoring small towns over the large, urban towns
small-town pastoralism
those who overcome personal adversity are subjects of many enterprising news stories
individualism
what are the reporting rituals?
focusing on the present
relying on experts
balancing story conflict
acting as adversaries
forms of unprotected speech
expionage copyright infringement libel/slander obscenity right to privacy
required schools who receive federal funding for Internet access must filter obscene or abusive content for minors
child online protection act
gave the government more latitude in searching private citizens’ records and intercepting electronic communications without a court order
usa patriot act
media tells us what to think about but not what to think
agenda setting
we believe that media messages affect others more than ourselves
third person effect
media portrayals affect how we see reality
cultivation effect
we don’t express our opinions if we believe we’re in the minority
spiral of silence
we use media to satisfy our psychological and physiological needs
uses and gratifications
media makes us uncomfortable, so we disengage
media malaise
people seek media that matches w/ their own cultural beliefs and interests
selective exposure
learning/cognitive
we acquire and learn behavior through media messages
social learning/cognitive
media figuratively shoot their powerful effects into unsuspecting or weak audiences
hypodermic needle model
mass media have limited effects on audiences, reinforcing behaviors rather than changing them
minimal effects
media managers making decisions about what types of messages get produced for particular audiences
gatekeeper
the socioeconomic disparity between those who do and those who do not have access to digital technology and media, such as the Internet
digital divide
opinion leaders communicate ideas to followers
2-step flow
the acceptance of the dominant values in a culture by those who are subordinate to those who hold economic and political power
hegemony
the creation and maintenance of personal and business relationships especially online
social networking
the more dependent the individual is on the media, the more important the media will be for the person
dependency theory
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
cultural myopia
concerned with what the media ought to be doing in society rather than what they actually do
normative media theory
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
social identity theory
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.
semiotics of media
assumes that people’s experiences, knowledge and opinions are shaped by the social groups to which they belong
standpoint theory
study of media, technology, and communication and how they affect human environments.
media ecology
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
media richness
the degree to which a person is perceived as a ‘real person’ in
mediated communication
social presence theory
