JL MC Final

Question 1

individuals who purchased space in newspapers and sold it to various merchants

Answer 1

First American advertising agencies – space brokers

Question 2

Products featured in shows in exchange for promotional support from the brands

Answer 2

product placement

Question 3

Manufacturers able to raise price of goods due to product quality or advertising

Answer 3

advertising and pricing of goods

Question 4

hidden or disguised messages that allegedly register in subconscious

Answer 4

Subliminal advertising

Question 5

develop effective advertising strategies

Answer 5

Account planners

Question 6

Writers and artists create rough sketches and words and graphics for print and online ads, prepare working scripts for radio,

Answer 6

storyboards

Question 7

points out in exaggerated claims that everyone is using a particular product

Answer 7

bandwagon effect

Question 8

creates product-name recognition by being annoying or obnoxious

Answer 8

irritation advertising

Question 9

Used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for clients

Answer 9

PT Barnum tactics used

Question 10

Used government lobbyists to argue that rail travel is in the public interest
Used direct bribes to buy favorable news stories about rail travel
Used deadheading—giving reporters free rail passes to write glowing reports about rail travel

Answer 10

Railroads – using bribery and campaigning for government funding

Question 11

applies findings of psychology and sociology to PR; considers himself “public relations counselor”

Answer 11

Edward Bernays and modern PR

Question 12

Surveys, focus groups, social media analytic tools

Answer 12

research in PR

Question 13

an event produced by a communicator with the sole purpose of generating media attention and publicity. These events lack real news value but still become the subject of media coverage.

Answer 13

pseudo event

Question 14

attempting to influence lawmakers to support and vote in favor of an organization’s or industry’s best interests

Answer 14

lobbying

Question 15

derogatory term for PR agents that refers to the protective barrier they insert between clients and the press

Answer 15

flack

Question 16

Devoted to professional development of PR professionals Offers support to PR accreditation board Maintains a Code of Ethics

Answer 16

PRSA & UAB – accreditation

Question 17

when a company violates the FTC’s “Green Guides” prohibitions against unfair or deceptive practices

Answer 17

greenwashing

Question 18

monopoly , oligopoly, limited competition

Answer 18

media industry structures

Question 19

attempted to ensure diversity of ownership among competing businesses

Answer 19

anti-trust laws

Question 20

Corporations chafed against regulation; deregulation increased during Ronald Reagan presidency

Answer 20

Telecommunication Act of 1996

Question 21

Conglomerates can often evade monopoly charges by expanding horizontally (purchasing companies in different media-related fields)

Answer 21

Avoiding monopoly charges

Question 22

making predominating attitudes and behavior that characterize a group weaker or less concentrated.

Answer 22

cultural dilution

Question 23

Corporate calls for deregulation are actually calls for self-serving reregulation Easier for companies to merge with/take over companies in different or same sector of economy
* Telecommunications Act of 1996

Answer 23

Deregulation

Question 24

opportunities to generate profits that come from interaction and cooperation among conglomerate’s cross-media subsidiaries

Answer 24

synergy in media companies

Question 25

established when most of the public accepts or buys into a way of thinking about how the world works that favors the dominant class

Answer 25

hegemony

Question 26

U.S. media industries are major exporters of media content, often dominating international markets and shaping the cultures of other nations in a process known as

Answer 26

cultural imperialism

Question 27

media researchers begin to study how governments used propaganda to advance war effort

Answer 27

propaganda research

Question 28

pejorative description of an opinion poll with no statistical or scientific reliability, which is therefore not a good indicator of opinion on an issue.

Answer 28

pseudo polls

Question 29

people expose themselves to the media messages that are most familiar to them

Answer 29

selective exposure

Question 30

people use media to satisfy various emotional or intellectual needs

Answer 30

uses and gratifications

Question 31

control, independent variable and dependent variable, constant variables, random assignment and manipulation.

Answer 31

experimental research components

Question 32

a systematic approach to coding and measuring media content in order to identify and quantify different types of media texts
* Can analyze media messages but does not measure effect of messages on audiences or explain how messages are presented

Answer 32

content analysis

Question 33

(later modified and renamed social cognitive theory): four-step process that suggests link between mass media and behavior

Answer 33

social learning theory

Question 34

suggests that the more time individuals spend viewing television and absorbing its viewpoints, the more likely their views of social reality will be “cultivated” by the images and portrayals they have seen

Answer 34

cultivation effect

Question 35

proposes that those who believe that their views on controversial issues are in the minority will keep their views to themselves out of fear of social isolation, which diminishes or even silences alternative perspectives

Answer 35

spiral of silence

Question 36

highlights the close reading and interpretation of cultural messages

Answer 36

textual analysis

Question 37

Libel: defamation of character in written or broadcast form Different from slander: spoken language that defames a person’s characte

Answer 37

defamation

Question 38

protect reporters from having to reveal their sources for controversial information used in news stories

Answer 38

shield laws for journalist

Question 39

press functions as a Fourth Estate: an unofficial branch of government that monitors the legislative, judicial, and executive branches for abuses of power and provides information necessary for self-governance

Answer 39

social responsiblity

Question 40

publication of top-secret report of U.S. involvement in Vietnam since World War II

Answer 40

Pentagon Papers

Question 41

Article about the H-bomb
* Government argued national security as a cause for restraint
* Judge Robert Warren sided with the government based on the national security factor
* Case was dropped during appeal, and the article—along with several others related to the H-bomb—was published

Answer 41

Progressive magazine – publication of bomb-making instructions

Question 42

At end of copyright period, work enters public domain, giving public free access to work

Answer 42

Copyright periods

Question 43

Target of first federal censorship law after Jack Johnson
became the first Black heavyweight champion in 1908
* Laws had more to do with Johnson’s race than concerns over violence in movies

Answer 43

Ban on boxing films in the US

Question 44

Millions of americans were forced to sign loyalty oaths
Activism and labor unions declined
Many people became afraid to speak out on public issues
Anti-communism continues to drive foreign policy

Answer 44

Effect of communism fears started by Sen. McCarthy in the 1950s