FINAL EXAM NOTES Flashcards
what is photography
Method of recording permanent images by light on to a chemically sensitive material is called
photography
Impact of Early Photography
The concept of privacy was greatly altered as cameras were used to record most areas of human life.By the last quarter of the 19th century, most households could boast respectable photographic collections. These were in three main forms: the family album, which contained cabinet portraits and; scrapbooks containing large prints
of views from various parts of the world; and boxes of stereoscope cards, which in combination with the
popular stereo viewer created an effective illusion of three-dimensionality
motion pictures
Motion picture means movie-making as an art and an industry, including its production techniques,
its creative artists and the distribution and exhibition of its products.
propaganda
Propaganda is information, often biased or misleading, that is spread to influence people’s opinions, beliefs, or actions in a particular direction. It can be used by governments, organizations, or individuals to shape public perception, often by emphasizing certain ideas, ideologies, or viewpoints while downplaying or ignoring others.
types of propaganda
White Propaganda:
Meaning: White propaganda is information that is openly and transparently distributed by a source, typically a government or organization, with the intention of promoting a particular viewpoint or agenda.
Example: A government releases a statement explaining its policies and their benefits to the public. The information is clear and attributed to the government.
Grey Propaganda:
Meaning: Grey propaganda is information that is partially attributed but not fully transparent about its source. It may not clearly identify who is behind the message, leading to ambiguity about its origins.
Example: A news article praises a government’s achievements without explicitly stating that it was written or sponsored by the government. The audience may not realize the connection to the government, leading to some uncertainty.
Black Propaganda:
Meaning: Black propaganda is deliberately misleading or false information that is spread with the intent to deceive and manipulate the audience. It often pretends to be from a different source or falsely attributes statements to others.
Example: A fake social media account spreads rumors about a political opponent, pretending to be an ordinary citizen. The false information aims to discredit the opponent but hides the true source of the messages.
EFFECTS OF TELEVISION ON SOCIETY
Authenticity of News: TV transmissions are perceived as highly authentic sources of information, especially with the inclusion of visuals. People prefer to see news events on TV even if they are already informed through other means.
Changes in Timings: Daily schedules have been adjusted to accommodate popular TV programs. This includes finishing homework, cooking, and altering bedtime routines to watch favorite shows, leading to a shift in traditional habits.
Fashion Influence: TV plays and shows, particularly advertisements, heavily influence fashion trends. New clothing styles, hairstyles, makeup, and body gestures quickly gain popularity after being featured on TV.
Household Entity: TV has become an essential part of households, and its absence is keenly felt. The presence of TV influences various aspects of daily life, including communication styles, eating habits, and social interactions.
Increasing General Knowledge: TV serves as a powerful medium for increasing general knowledge on various topics. Even casual viewing can impart knowledge on health, wildlife, and ecological systems through documentaries and programs.
Cultural Changes: TV dramas and discussion programs significantly impact cultural norms and values. There is debate over the influence of Western cultures on traditional societies through TV, leading to discussions on cultural imperialism and efforts to preserve cultural identity.
Institutional Transformation: TV has led to a decline in traditional entertainment forms such as cinema and theater. Family gatherings for movies have been replaced by TV dramas, musical shows, and sports events at home, resulting in a decline in cinema business and calls for government intervention to revive the industry
EFFECTS OF RADIO ON SOCIETY
Entertainment:
Radio provided accessible entertainment options, particularly for those who couldn’t afford other forms of entertainment.
Initially focused on music, radio quickly expanded to include comedy shows, gossip chats, and interactive segments, captivating audiences.
Information:
Radio became a primary source of information, delivering news from around the world in real-time.
It played a crucial role in shrinking the world for listeners, offering insights into events both locally and globally.
Regular news broadcasts were accompanied by expert opinions and discussions, enhancing audience engagement.
Additionally, radio provided practical information such as weather forecasts and transportation schedules.
Education:
Radio programs served as educational tools, particularly in healthcare.
Specialized segments were developed to educate mothers on essential health practices for infants and children.
Employment Opportunities:
The emergence of radio created new job opportunities, ranging from broadcasters to technical staff.
Roles included newsreaders, copywriters, playwrights for radio dramas, musicians, recording engineers, and various technical positions.
Colleges and universities began offering degree programs to meet the demand for skilled professionals in the radio industry.
Advertising Growth:
The corporate sector recognized radio’s potential as a powerful advertising medium to reach a large consumer base.
Within a short period, advertising on radio became organized and lucrative, surpassing the growth of print media advertising.
The entertainment aspect of commercial programs played a significant role in advertising success, leading to innovations in music jingles, scriptwriting, and presentation styles.
Impact of Radio During Wartimes:
Mass Communication and Mobilization:
Radio plays a crucial role in wartime communication, providing news, commentary, and instructions to the population.
It serves as a primary tool for governments to mobilize citizens, disseminate information about enemy movements, and issue directives.
Military Advantages:
Radio technology benefits military operations by facilitating rapid communication between units on the battlefield.
Special frequency bands are allocated for military use, enabling coded transmissions and coordination between different formations.
Naval and Aerial Communication:
Radio frequencies connect ships at sea and warplanes in the air, allowing for communication and coordination across different domains of warfare.
Satellite Surveillance:
Satellites equipped with radio wave technology aid in surveillance and intelligence gathering, monitoring enemy movements and activities from space.
Propaganda and Psychological Warfare:
Radio is used for propaganda purposes, both to boost morale among one’s own population and troops and to demoralize the enemy.
Propaganda broadcasts aim to manipulate public opinion and perception of the war effort.
Regulation and Censorship:
Governments introduce laws and regulations to govern radio programs during wartime, preventing misinformation and ensuring national security.
Censorship may be implemented to control the flow of information and suppress dissenting voices that could undermine wartime efforts.
Countermeasures Against Hostile Transmissions:
Jamming techniques are employed to disrupt radio transmissions from hostile sources, preventing enemy propaganda and maintaining control over the airwaves.
Ethical Considerations and Cultural Conflicts:
Radio broadcasts during wartime raise ethical questions about the dissemination of information and the impact on cultural values.
Cultural conflicts may arise as different groups attempt to control or influence radio programming to serve their interests.
CRITICISM ON MEDIA
Concealment of Truth:
Media, particularly news media, is criticized for only presenting half-truths or biased perspectives.
Important aspects of stories may be omitted or manipulated by gatekeepers or interest groups, leaving the audience uninformed.
Exaggeration:
Media tends to sensationalize sensitive issues, creating panic and hindering efforts to address underlying problems.
Overblown coverage of certain events can lead to misguided responses from authorities and the public.
Sensationalism:
Media often sensationalizes routine matters, exaggerating minor incidents for dramatic effect.
Stories may be fabricated or embellished, leading to misinformation and public distrust.
Cultural Damage:
Certain media content, such as bold imagery and depictions of lifestyle choices, is criticized for eroding cultural and family values.
Offensive or inappropriate content may lead to public backlash and censorship of certain media outlets or content.
Bias:
Media bias, whether political, ethnic, or linguistic, is a common criticism.
Both government-controlled and private media outlets are accused of favoritism and partiality, damaging societal cohesion.
Influence of Interest Groups:
Media is accused of being influenced by interest groups, including political and economic entities.
Commercial interests may compromise journalistic integrity, leading to biased reporting and censorship of important issues.
Ethical Concerns:
Media ethics are frequently called into question, particularly regarding the portrayal of violence and sensitive content.
Graphic imagery and sensational headlines may cause distress and perpetuate negative stereotypes.
Invasion of Privacy:
Media intrusion into the private lives of individuals, especially celebrities, is criticized as unethical.
Personal affairs and intimate details are exploited for sensational headlines, leading to reputational damage and invasion of privacy.
Government Blackmail:
Media is accused of blackmailing governments, exerting undue influence on political and financial authorities.
Popular media outlets may leverage their influence to coerce government actions or manipulate public opinion.
MEDIA MERGENCE
From Print to Electronic Amalgamation:
Introduction of radio in the early 20th century marked the amalgamation(joining) of print and electronic media.
While radio introduced wireless communication and listening pleasure, its content largely resembled that of print media.
Radio-TV Mergence:
TV, although based on radio wave technology, introduced visual imagery, distinguishing it as a separate entity.
However, TV content, including discussions, music, and news, was influenced by radio formats, with changes mainly due to the inclusion of images.
TV-Computer Convergence (IPT):
Advancements in digital technology enabled the convergence of TV and computer through Internet Protocol TV (IPT).
IPT facilitates the transmission of sound and images through digital technology, merging traditional TV and computer functionalities.
Future Trends:
Predictions suggest a future where distinctions between televisions and computers blur, leading to a single device for viewing and browsing.
While functionalities may overlap, debates continue on whether TVs and computers will remain distinct devices or merge into a unified platform.
Economic Implications:
Media convergence is driven by corporate consolidation, digitization, and government deregulation.
Companies seek economic benefits by integrating various media properties, reducing costs, and attracting advertisers across multiple platforms.
However, convergence may raise barriers to entry for newcomers, limiting competition in media markets.
Digital Cinemas (DI):
Digital cinema encompasses various aspects, including the use of digital cameras, digital projection, and web-based film delivery.
It explores new aesthetic forms enabled by digital media technologies.
Television Technologies:
SDTV (Standard Digital Television): Basic digital television format.
HDTV (High-Definition Television): Offers higher resolution and improved picture quality.
Disadvantages of New Media Usage:
Rapid Changes and Instability:
New media platforms evolve rapidly, making it challenging for companies to keep up with the pace of change.
Constant updates and modifications from various sources can lead to uncertainty and instability in digital marketing strategies.
Increased Exposure to Negative Feedback:
While new media facilitates communication between customers and businesses, it also amplifies the impact of negative feedback.
Unhappy consumers can easily voice their concerns through various digital channels, potentially damaging a company’s reputation, regardless of their actual satisfaction levels among the overall customer base.
Cost Implications:
The predominantly digital nature of new media advertising and marketing incurs significant costs for businesses.
Initial setup costs and ongoing maintenance expenses for equipment, resources, and skilled manpower can be prohibitive, particularly for smaller businesses with limited budgets.
Corporate Globalization and Competition:
The reliance on new media for advertising and marketing purposes may exacerbate corporate globalization trends.
Larger corporations with greater financial resources are better equipped to leverage new media platforms effectively, potentially leading to the marginalization or downfall of smaller businesses unable to compete in the digital landscape.
Media Theories:
Authoritarian Theory:
Focuses on direct governmental control of media.
Features:
Media is under strict state control, especially in non-democratic governments.
Government regulates content to protect established authority.
Media professionals lack independence.
Registration of media outlets by the state.
Libertarian Theory:
Advocates for absolute freedom of expression in media.
Features:
Encourages competitive exposure of alternative viewpoints.
Allows criticism of government policies.
Journalists have full autonomy within media organizations.
No censorship; press is free from government control.
Soviet Theory:
Associated with communism and Marxism.
Features:
Media serves as a collective agitator, propagandist, and educator for communism.
No private ownership of media; government superiority over media institutions.
Media is expected to be serious and aligned with communist ideology.
Social Responsibility Theory:
Emphasizes media’s obligation to society.
Features:
Media must uphold truth, accuracy, objectivity, and balance.
Self-regulation with codes of conduct and ethics.
Pluralistic representation of diverse viewpoints.
Media ownership considered a public trust; journalists accountable to the audience.
types of Advertising:
Advocacy Advertising:
Addresses economic, political, or social issues.
Aims to influence public opinion and legislative decisions.
Examples include campaigns by nonprofit groups like AARP, Greenpeace, MADD, and NRA.
Comparative Advertising:
Compares one brand directly or indirectly with competitors.
Commonly used across various industries.
Must avoid misinformation and adhere to regulations to avoid legal issues.
Cooperative Advertising:
Involves two parties sharing advertising costs.
Often utilized by manufacturers and distributors.
Benefits both parties by increasing product visibility and sales.
Direct-Mail Advertising:
Utilizes catalogues, flyers, letters, etc., for targeted communication.
Offers detailed information, personalization, and selectivity.
Can be expensive and may be perceived as “junk mail” by some recipients.
Informational Advertising:
Focuses on promoting new product names, benefits, and uses.
Used during the introduction of new products or services.
Institutional Advertising:
Promotes industry benefits, concepts, or philosophies.
Aims to build a positive image of the industry or company.
Often overlaps with public relations efforts.
Outdoor Advertising:
Includes billboards and messages on buildings.
Effective for promoting quick, simple ideas.
Relies on repetition and is most effective in high-traffic areas.
Persuasive Advertising:
Aims to build selective demand for a product.
Focuses on highlighting unique features or benefits.
Often used after a product has been introduced to the market.
Product Advertising:
Promotes specific products rather than entire product lines.
Commonly seen in television commercials and print ads.
Reminder Advertising:
Reminds customers about products in the mature stage of the product life cycle.
Maintains awareness and reinforces brand presence.
Point-of-Purchase Advertising:
Utilizes displays or promotional items near the product being sold.
Attracts customers’ attention and encourages impulse purchases.
Specialty Advertising:
Increases public recognition of a company’s name.
Involves branding on various items like caps, glassware, and pens.
Effective in increasing brand visibility and sales.
advantages of radio advertising
Advantages of Radio Advertising:
Targeted Audience Reach:
Various programming formats attract different demographic segments.
Business owners can reach their target audience by buying time on appropriate stations.
Cost-Effectiveness:
Inexpensive to place and produce advertisements.
Allows small business owners to advertise on multiple stations within a market.
Flexibility:
Advertising content can be quickly changed to meet market demands or new business objectives.
Reach to Commuters:
reaches large numbers of commuters who pay more attention to radio ads, especially while driving alone.
disadvantages of radio advertising.
Disadvantages of Radio Advertising:
Competitor Clutter:
Radio ads compete with numerous other advertisements for listeners’ attention.
Cumulative Costs:
Long-term radio spots can incur significant cumulative costs.
Fleeting Nature of Message:
Radio messages are transient and may not leave a lasting impression on listeners.
Additional Considerations:
Legal and Procedural Guidelines:
Use clear disclaimers for celebrity sound-alike advertisements.
Ensure contracts are in place when working with stations.
Advertisements must accurately depict competitors as per federal law.
Advertisement Frequency:
Ads need to be heard multiple times by consumers to generate a response.
Diversification of Stations:
Consider using multiple stations to expand audience reach, especially for non-niche products or services.
