Spring 2005 CDAE 195 (11378)Introduction to Public CommunicationStudent ProjectsClips on Media ControversiesAs you read your newspaper and/or news magazines, you will note many stories that involve controversies about the media. To earn points, highlight the main ideas and the follow these directions:1) Using a ruler, neatly tear out the article and tape or glue it down on an 8 ½” x 11” sheetof typing paper.2) Bring the article to class and be prepared to present it to the class. Articles that pertain to the medium we are studying that week in class will be most appreciated, but any mediacontroversy will be acceptable.3) Type a summary of the main ideas of the article in your own words. Double-space all copy. Use one-inch margins all around. Your goal is to prove that you have thoroughly read and understood the article.4) Type a thoughtful reaction to this controversy about the media. Do you agree with one side or the other? Do you disagree? What would you propose as a solution to this controversy? What is your take on this issue? Do you have a different perspective altogether? Your goal here is to write a critical thinking analytical response.5) Turn in your typed worked stapled to the marked-up clip. You may earn up to 10 pointsper typed page for these clips. If you do an outstanding job, you may earn more than 10. (The maximum points for clips for the semester is 100).DEADLINE: Clips on media controversies will be accepted until April 15th.Course WebmasterThis is a semester-long commitment worth 100 points (100 points!). You are to develop web pages of important facts and discussions that take place in class for each of the mass media/public communication topics we cover, as well as what guest speakers have to say. The pages will appear in the course listing in WebCT. You need to have at least a basic ability to create web pages, taught in CS 2 or CDAE 85. See your instructor if you’re interested.++++++++++++Mass Communication ProjectsChapter 1: The Mass Media1. 24 Hours. Before you begin this exercise, type up an introductory paragraph (8-12 sentences) commenting on how informative and educational you feel the media are or arenot. Then begin the exercise itself.During the next 24 hours, type a list of everything you learn from the mass media that you otherwise would not have known. Number each sentence in your list. Include such typical news sources as the Burlington Free Press and the CBS Evening News, but then beyond these, to media sources that inform you in less explicit ways, such as product information in advertising, Jay Leno’s Tonight Show monologues, Wheel of Fortune prizedescriptions, the Saturday Night Live newscast, movies with exotic settings that offer insights into different lifestyles, or infomercials.The purpose of this exercise is to underscore the importance of mass media in expanding your knowledge and understanding beyond what you learn from your immediate environment. Keeping this in mind, comment in a concluding paragraph (8-12 sentences) on what you have learned from this exercise. (10 points a page)2. Guest Speaker: Politician. Work with your instructor to invite a local elected official or his/her campaign manager to discuss how the mass media can be utilized to persuade voters to support political candidates. Ask the official to cite his/her own campaign, including attempts to secure news coverage, as well as buying advertising time and space.Ask the official to comment on his/her opponents’ campaigns concerning their use of the media.The purpose of this project is to help you realize the persuasion function of the mass media, as well as to hear about the dynamics involved in the campaign process.You are responsible for presenting the speaker to the class and making a few informative remarks about his/her qualifications and background. At the end of the presentation, you need to thank the speaker and lead a round of applause. You then write him/her a “thank you” letter on behalf of the class complete with addressed, stamped envelope and present it to your instructor. (50 points)3. Media Conglomerate. The purpose of this project is to introduce you to the business of media. To develop a sense of the extent of media conglomerates’ holdings, study their annual reports to shareholders. For publicly held companies such as Viacom, News Corp.,Tribune and Dow Jones, annual reports are available through a local stockbroker, or you can write the company directly. They may be accessible through the web.Choose one company and obtain its annual report. List 10 broadcast networks, radio stations, newspapers and/or other media outlets owned by this company, then list the company’s total revenue for the year being reported and the previous year, and the percentage of change. List the company’s profits for both years and the percentage of 2change. Then write a summary of the company’s explanation for these changes in revenue and profit.In your concluding paragraph, state the insights you have gained into media ownership bydoing this study. Can you perceive any trends? Based on your conclusions, what do you think the future will bring in terms of who controls information in this country and the world?You may use the following addresses to obtain annual reports directly from the companies’ shareholder/investor services or corporate information divisions:AOL Time Warner: (866) 463-6265; online at www.aoltimewarner.comDow Jones: 200 Liberty St., New York, NY 10281, or call(212) 416-2000; online at www.dowjones.comGeneral Electric: 3135 Easton Turnpike, Fairfield, CT 06431,or call (203) 373-2211; online at www.ge.com/investorNews Corp.: 1211 Avenue of the Americas, New York, NY 10036or call (212) 852-1059; online at www.newscorp.comThe New York Times Co.: 229 W. 43rd Street, New York, NY 10036, orcall (212) 556-3660; online at www.nytco.com/financialTribune Company: 435 N. Michigan Avenue, Chicago, IL 60611, or call(312) 222-9100; online at www.tribune.comViacom: (800) 516-4399; online at www.viacom.comThe Walt Disney Co.: Disney Shareholder Services, P.O. Box 11447,Burbank, CA 91510-1447 or call (818) 553-7200; online atwww.disney.go.com/investorsNote that the Web sites for many of these corporations have AnnualReports links where the reports can be ordered or downloaded.(15 points page)4. Demassified Magazines. The purpose of this exercise is to study the demassification of the magazine industry. Go to a local bookstore (Borders,