Final Flashcards
Who are the inventors associated with early television?
Vladimir Zworykin and Philo T. Farnsworth.
What significant event in television history occurred in the 1950s?
The big TV boom in postwar America.
What are the main forms of television technology evolution?
Satellite TV, Cable television, and Internet television.
What needs does television programming satisfy for its viewers?
Mood management, social comparison, and socialization and companionship.
What is the role of broadcast journalism?
It can alert the public to newsworthy happenings.
How do people typically observe events?
Through the media.
What is a common perception of broadcasters in the community?
They often become a known entity within the community.
What is television often referred to as?
The ‘window to the world.’
How has technology shifted television consumption habits?
From VCR to DVR to Streaming.
What has changed in television network offerings?
From three free broadcast networks to Subscription TV.
What type of content has evolved in television programming?
From broad-based variety shows to niche content.
What criticisms have been levied against television programming?
Sexual and violent content, social comparison, stereotypes, reality TV, and infotainment.
Actualities
Audio or video clips that are used as part of a broadcast or news story
Aspirational Viewing
A reason people view television programs that focus on society’s high achievers that inspire envy among their viewers.
Binge Watching
An approach to television viewing in which multiple episodes are consumed in a single sitting.
Campfire TV model
The earliest form of television viewing, in which people would gather around a single television at a given time and watch whatever was on at that point.
Community antenna television
Also known as CATV, this approach to broadcasting used a single antenna to capture broadcast waves, with cables used to connect the users to that signal. This was a popular approach in communities where mountains or distance blocked direct individual access to broadcast waves.
Cultivation Theory
A mass media research area that examines the ways in which heavy television viewing influences people’s worldviews compared with light viewing.
Deepfake
Audio and video content that appears to be real but is created for the purpose of deceiving the public.
Downward social comparison
A need outlined in uses and gratification theory in which media users take joy in the misfortunes of others to boost their own self-esteem.
Image dissector
An electronic method of scanning images for broadcast that was introduced in the late 1920s.
Infotainment
A form of content that blends information dissemination with entertainment elements to better convey content to an audience.
Mean World Syndrome
A finding of cultivation theory that explains how heavy television viewers perceive society in an exceedingly negative way.
Mood management
The use of mass media, particularly television, to enhance or change an individual’s emotional state.
Niche Content
Programming meant to appeal to smaller segments of an audience, through the use of specific types of material.
Punditry
The use of hyperbolic language and heavy speculation to provide opinions to an audience as part of a news broadcast, rather than relying on facts and balanced coverage.
Reality TV
A form of programming that assembles a group of nonactors to participate in a contrived scenario as a form of entertainment.
Roper Question
A survey question meant to determine which media platform was most believable.
Satellite Television
A form of broadcasting in which content is beamed from a sending unit to an orbiting broadcast machine in space and then disseminated to individual users.
Social comparison
The reliance on the status of others to determine an individual’s own personal value.
Subscription-based TV
Television that is not free over the airwaves but requires the purchase of a cable or satellite service.
Time-shifting
The ability to take broadcast content presented at one point in time and consume it at another point in time.
What are the key moments in the history of the internet?
Interconnected computers (‘intergalactic network’) -> ARPANET - TCP/IP -> hypertext & WWW -> Web 2.0 -> WiFi & Cellular Data
How does the internet affect society?
It broadens access to content, bypasses censorship, provides voice to niche interests, and archives information for future generations.
Which companies have monopoly-like control over the internet?
Apple, Amazon, Meta/Facebook, Google
What are some negative ramifications of online activities?
Cyberscamming and cybercrimes, hoaxes and frauds, and harassment and cyberbullying.
ARPANET
Created in 1966 as the first functional version of the internet.
Browser
A software program or application that allows users to access information on the World Wide Web.
Common Carriers
Businesses that provide services so vital to citizens that they are required to provide equitable services to the public.
Cyberbullying
A form of online harassment in which children and young adults are targeted by their peers with persistent threats and intimidation.
Decentralized Network
A structural approach to connecting computers that relies on multiple hubs of communication through which individual computers access a specific hub and those hubs are connected to one another.
Distributed Network
A structural approach to connecting computers in which all terminals are equal and thus can talk to any other computer to which they are connected. This is the form of the current internet.
Doxing
A cybercrime in which individuals are attacked for the purpose of public embarrassment or harassment.
Hypertext
An approach to digital communication in which files are stored in a specific repository, but they can be accessed through linked text on the World Wide Web.
Identity Theft
A scam in which a criminal steals personally identifiable information from an individual and then uses it to commit financial fraud.
Imposter scams
A form of theft in which criminals trick people into sending money to them under false pretenses.
Net Neutrality
An approach to internet services dictating that all content is treated equally in terms of the speed in which it is moved to users.
Packet Switching
An approach to computer communication in which large pieces of information are broken down into smaller chunks and sent along the fastest routes possible to their destination, where the information is reassembled.
TCP/IP
The universally adopted languages of computers that outlined the speed, structure, and format in which data would be sent (transmission control protocol) and the system in which computers would identify themselves online (internet protocol).
Web 2.0
A system of internet behavior that emerged in the mid-1990s, in which users were more active participants in creating and sharing content.
What are key moments in the history of social media?
1990s - Six Degrees; Early 2000s - Friendster, MySpace, LinkedIn; Mid-2000s - Facebook, Twitter, and YouTube.
What technological advancements created a market for app developers?
The introduction of the iPhone and Android.
What platforms signify the rise of visual storytelling on social media?
Snapchat, Instagram, and TikTok.
What makes social media distinctive from other forms of media?
Many-to-many model and individualized content selection.
What are the various types of popular social media platforms?
Social networking sites, media sharing sites, discussion forums, content curation sites, consumer review sites, and self-publishing networks.
What role does social media play in the media ecosystem?
Constant connection, quickly reach extremely large audiences (virality), and transitive trust.
How does social media use meet people’s needs?
Interpersonal connectivity, informational awareness, social comparison.
Individualization
An approach to social media that allows users to select specific individuals to follow as opposed to being required to connect with an overarching organization.
Microblogging
A form of social media in which individuals use short bursts of text to provide diary-like posts on issues of interest to their audience.
Social Media
A form of online communication that offers opportunities for users to participate as both senders and receivers on a given platform.
What is the importance of key moments in the history of public relations?
Key moments shape the evolution and practices of public relations.
Who was Ivy Lee and what was his contribution to public relations?
Ivy Lee was a pioneer in public relations known for the train wreck press release in the early 1900s.
What did Edward Bernays and Doris Fleischman contribute to public relations in the 1920s?
They authored ‘Crystalizing Public Opinion’ and emphasized the engineering of public consent.
How did public relations function during WWII?
Public relations was used for propaganda and diversified after the war.
What role does public relations play in the digital revolution?
Public relations is at the forefront of the digital revolution, adapting to new technologies and platforms.
How is public relations defined?
Public relations is defined as the practice of managing communication between an organization and its publics.
What are the roles of public relations?
The roles include informing the public, advocating for a cause or client, sharing content among groups, and creating mutually beneficial outcomes.
What are the six principles of persuasion in public relations?
The six principles are liking, reciprocity, social proof, consistency, authority, and scarcity.
What are the three key elements of successful public relations efforts?
The three key elements are transparency, clarity, and humanity.
What are the primary tools used by public relations practitioners?
Primary tools include press releases, story pitches, fact sheets, media kits, live events, and digital efforts.
Advocacy
A public relations technique in which practitioners speak out in favor of their clients.
Central Route
Describes a path to persuasion that requires individuals to rely on the quality and volume of relevant information to be adequately convinced of a position. See elaboration likelihood model (ELM).
Deliberate
A crucial aspect of public relations that requires practitioners to take a calculated and measured approach to communicating on behalf of their clients.
Elaboration likelihood model (ELM)
A persuasion-based communication theory stating that people operate on a spectrum from low to high involvement on any issue. Depending on their level of involvement, specific persuasion tactics will be more or less successful.
Fact Sheet
A public relations tool that provides media members with short, bullet-point items about a topic that matters to the practitioner’s client.
Humanity
A crucial aspect of public relations that requires practitioners to pair accuracy and honesty with understanding and empathy when communicating difficult or painful information.
Media Kit
A public relations tool that puts all relevant information regarding a client’s efforts into a single packet for the benefit of the news media.
Mutually Beneficial
A crucial aspect of public relations that requires all communication between the client and the public to benefit both of them in some meaningful way.
News conference
Also called a press conference, these events are used for practitioners or their clients to speak directly to the media in a specific setting.
Press Release
A public relations tool that practitioners use to inform the media about an event involving a client.
Propoganda
A term used to describe fact-free forms of social manipulation for the goal of forcefully persuading an audience to think as the propagandist thinks.
Public Relations
A form of strategic communication through which practitioners serve the needs of clients and audiences to create a mutually beneficial relationship between them.
Reputation
The way in which an organization or a product is perceived by others.
Responsive
A crucial aspect of public relations that requires an organization to listen to and connect with audience members seeking to provide feedback.
Smart News Release
One of the earliest forms of digital public relations.
Story Pitch
A public relations tool in which a practitioner presents an editor or producer with a ready-made piece of content for inclusion in the publication or newscast.
Strategic
A key term associated with public relations that explains the importance of carefully planning each step of a campaign for maximum impact.
Transparency
A crucial aspect of public relations that requires practitioners to be honest and open, even during bad situations, in hope of increasing credibility.
What is the importance of key moments in the history of advertising?
Key moments in advertising history have shaped its evolution and impact on society.
What role did newspapers play in colonial America regarding advertising?
Newspapers served as a primary medium for advertising in colonial America.
What is ‘pay-for-play’ in advertising?
Broadcasting technology led to ‘pay-for-play’ opportunities, allowing advertisers to pay for airtime.
What is the function of ad agencies?
Ad agencies develop and execute advertising strategies for clients.
How do advertisers tailor messages?
Advertisers tailor messages to specific audiences to enhance effectiveness.
How is advertising defined?
Advertising is defined as paid speech from a known sponsor that informs and persuades an audience about products, services, or ideas.
What are the key components of advertising?
Key components include paid speech, known sponsor, information + persuasion, delivered to an audience, and refers to products, services, or ideas.
What types of advertising exist?
Types of advertising include outdoor, print, traditional audio and video, traditional digital, native advertising, and product placement.
What is the role of advertising in society?
Advertising plays a role in brand identity and consumer value by satisfying wants and needs and developing connections.
What are the benefits of advertising?
Benefits include shaping brand association, facilitating transactional and relational purchases, showcasing benefits, and alerting customers to important information.
Advertising
A form of mass communication that uses paid speech to persuade consumers to engage with a product, service, or idea.
Benefits
The portion of an advertising message that explains the inherent value of product or service characteristics to potential buyers.
Brand
A public image that reflects the values of an institution that resonates with an audience.
Characteristics
The portion of an advertising message that outlines specific features associated with the product, service, or idea that can be clearly demonstrated or easily quantifiable.
Circulation
A measurement of reach for print publications that explains how many copies of a given issue are printed and distributed.
Classified advertising
One of the earliest forms of this type of communication, these messages are placed in text-based media by individuals who wish to buy or sell a good or service in hopes of connecting with someone capable of meeting their needs.
Consumer culture
A criticism of advertising stating that companies have used their messages to change desires into needs with the intent of increasing sales and profitability.
Impression
A digital advertising measurement that counts how many times users could see an advertisement during a campaign.
Native advertising
A form of content that is produced by advertisers to mimic the surrounding content and blend into the remainder of the editorial content in a publication or on a digital platform.
Puffery
A form of hyperbolic speech used in advertising to enhance the image of a product in a way that is not meant to be seen as demonstrably true or false.
Relational Purchase
A form or commerce based on the connection between the individual consumer and the brand itself, with brand loyalty and familiarity leading consumers to favor a company for future purchases.
Transactional Purchase
A form of commerce based on a specific, logical need without an underlying connection to the company that created the product, the store that sold the product, or any other brand-related issues.
What does the First Amendment establish?
The First Amendment establishes a free press.
What are common misinterpretations of the First Amendment?
The First Amendment is often misinterpreted regarding the limits of expression.
Can anyone stop you from publishing content?
Nobody can stop you from publishing content.
Is all expression protected under the First Amendment?
All expression is protected and protected equally.
Do journalists have more protection than regular citizens?
Journalists operate under a higher level of protection than regular citizens.
What does the First Amendment shield you from?
The First Amendment shields you from any harm associated with things you publish.
What is libel?
Libel is a false statement that injures a person’s reputation.
What must be shown to sue for libel?
Key elements that must be shown include the statement being false and damaging.
What are prominent defenses against libel?
Prominent defenses against libel include truth and opinion.
What is actual malice?
Actual malice is when a statement is made with knowledge of its falsity or with reckless disregard for the truth.
What is copyright?
Copyright is a legal right that grants the creator of original work exclusive rights to its use and distribution.
When can copyrighted material be used?
Copyrighted material can be used under certain conditions, such as fair use.
Absolute Privilege
A right in the United States granted to judges and political officials to say things in their official roles without fear of being convicted of libel, regardless of the factual accuracy of their statements.
Actual Malice
A standard of fault in libel cases that requires the plaintiff to show that the defendant had a reckless disregard for the truth in publishing potentially libelous content. This is the standard public figures must prove to be successful in a libel suit.
Commentary
A right to present one’s own opinion without fear of engaging in libel, as part of a review or other non-news form of content.
Copyright
An intellectual property law that provides individuals with ownership writes over content they have created.
Disclosure
A form of invasion of privacy in which a media outlet reveals something about a private citizen that is true but offends public sensibilities.
Fair Use
The right to use small pieces of copyrighted content for the purpose of informing the public about an important issue.
False Light
A form of invasion of privacy that presents information in such a way that it leads to harmful and erroneous conclusions about a person.
First Amendment
A forty-five-word statement in the Bill of Rights that provides multiple freedoms, including freedom of the press and freedom of speech.
Libel
The publication in words, photos, pictures, or symbols of false statements that harm another person’s reputation.
Qualified Privilege
A right in the United States granted to journalists to quote judges and political officials who say things in their official roles, regardless of the factual accuracy of their statements, without fear of libel.
Slander
False spoken statements that harm a person’s reputation.
What are the four basic ethical philosophies outlined in the chapter?
The golden mean, the principle of utility, the categorical imperative, the veil of ignorance
What are the key ethical tenets associated with mass media practitioners?
Honesty, accuracy, diversity, and independence
What are the steps in working through an ethical dilemma?
Assess the situation, identify the values, discuss the issue with others
What are the four basic ethical philosophies outlined in the chapter?
The golden mean, the principle of utility, the categorical imperative, the veil of ignorance
What are the key ethical tenets associated with mass media practitioners?
Honesty, accuracy, diversity, and independence
What are the steps in working through an ethical dilemma?
Assess the situation, identify the values, discuss the issue with others
Absolute ethics
An approach to ethical behavior in which people rely on concepts of right and wrong to dictate how best to proceed in a given situation.
Categorical Imperative
An absolutist approach to ethics in which all cultures rely on a set of moral principles that dictate what is right and wrong for all members of the collective, with the expectation that all members will abide by those principles.
Golden Mean
A situational ethics approach in which the goal is to find a way in which all participants can benefit in some way without unduly harming any individual participant.
Paradigms
Patterns of basic assumptions and shared understandings.
Principle of utility
A situational ethics approach in which an action should maximize overall benefits or minimize group harm, regardless of its impact on any individuals within the group.
Situational ethics
An approach to ethics in which people review cases on a case-by-case basis and rely heavily on moralistic reasoning and rational choices to make nuanced individualized decision.
Stereotypes
Shortcuts created by your brain that help you engage in simple actions without having to relearn a process each time you encounter a certain situation. These can become dangerous when applied to social groups. See negative social stereotyping.
Veil of Ignorance
An absolutist ethical position that offers no favor or privilege to anyone based on status or social condition, espousing the philosophy that “justice is blind.”
