JTC 100 9th Edition Exam 1 Study Guide Chapters 8 9 10 11 14 16 Newspapers Partisan Press Political paper which pushed the plan of the particular political group that subsidized the paper Underground Press Alternative newspaper which questioned mainstream political policies and conventional values Literary Journalists adapted fictional techniques such as descriptive details and settings and extensive character dialogue to non fiction material The point of ancient human communication was to allow easier dissemination of ideas and stimulated inventions The newspaper originated in Europe during the Renaissance Europe which were handwritten newsletters that circulated privately among merchants passing info about economic war conditions The 1st newspaper appeared in Germany in a form of a pamphlet highly sensationalized in content Three of the most important newspapers were Boston News Letter The 1st Newspaper appeared in America 1704 by John Campbell heavily subsidized and little circulation Cherokee Phoenix 1st Newspaper published in by Native American language publisher It was published in Georgia in Feb 21 1828 USA Today General interest newspaper launched in 1982 by Ganett Had reputation for high quality increased circulation and advertising revenues Abundant colorful graphics very brief stories concentration on sports celebrity Benjamin Day was the founder of the Sun magazine and he is known for the invention of the Penny Press Era He would sell the newspaper for one penny because the ads were paying for the newspaper to be published Yellow Journalism Papers that carried exciting human interest stories crime news large headlines It had 2 characteristics 1 Overly dramatic crime celebrity drama 2 Legacy of investigative journalism Key players of this era are Joseph Pulitzer NY World and William Randolph Hearst NY Journal Both used yellow journalism in their papers It was very competitive Joseph Pulitzer justified the use of sensational news stories in his New York World in order for him to be familiar with the exploits of reporter Nellie Bly Nellie Bly was an investigative reporter who was hired by Pulitzer Her most famous exploits were 1 Six Months in Mexico 1888 2 Ten Days in a Madhouse 1887 3 Around the World in Seventy Two Days 1890 The counter strategies NY Times employed to compete w Yellow Journalism were 1 By using credibility 2 Did not use sensationalism 3 Did not use yellow With the advancement of technology newspapers had to adapt to it by Cutting Costs A tabloid publication differs from a newspaper Has larger pics Covers crime stories astrology celebrity gossip TV Magazines The main differences between a newspaper and magazine is that magazine Cover Articles Stories Ads Smaller size Saturday Evening Post was based on General interest 1st National Magazine Was the longest published magazine in America it has existed for 150 years It had illustrations Women s magazine was important in the development of the modern magazine The reason was because it focused on a group an their interests child care health fashion The rise growth of magazines as a national mass medium in the 1800s was enabled by women s magazine It helped to increase literacy price was better in printing easier distribution and increased national advertising that enabled the rise of magazine Muckrakers were those who were willing to crawl through societies muck to uncover a story This name was given by Roosevelt The contrast between General Special interests were General for everyone Special specific groups of audience however this faded because people wanted to read only things that they could relate into Journalism Journalism should be known as a 4th branch of government because they keep a moral role in democracy As the public we pay attention to the news that we agree with and hear something we do not agree with it get blown out of proportion There are two types of news 1 Orientation news Need to know and seeks quality journalism 2 Entertainment news Want to know and does little investigation with which they want to reach a larger audience The 8 News Values 1 2 3 4 5 6 7 8 Controversy Conflict Impact Consequence Physical proximity Psychological proximity Human interest Unusual Prominence Celebrities Timeliness There are two types of ethics 1 Absolutist ethics Believe having hidden cameras and ambush interviews is never ok 2 Situational ethics Decide by the case so they believe its sometimes ok to do things dependent on the case or story Examples of clashes of audience would be The Rolling Stone cover with the criminal in the front Advertising Space time in mass media to communicate messages Promotes products service people etc Advertisements differ from other forms of media because ads go through mass media only Advertisements role is to sell whereas News Entertainment role it to Tell One of the most important people was Benjamin Day He supported media He was the 1 st one to start ads He sold newspapers for a cheaper price because ads would pay to place in the newspapers The 1st businesses to rely on ads were department and retail stores They benefited about 20 from ads The modern society has a lot of benefits from ads 1 Economic helps searching finding deals growth of economy 2 Social enjoyment something to share The 4 key advertising concepts are 1 Branding Name sign symbol 2 Segmentation Divide audience based on demographics behavior psychographics 3 Positioning training to distinguish your product from other such as Heinz Pickle Commercial 4 Campaign Coordinated effort multiple techniques Some of the creative challenges in producing ads are the connection and engagement of the audience with attention relate to needs prompt action and reinforcement A very important component is the Association Principle Connection w positive value Caveat emptor let the buyer be aware Creative Strategies 1 2 3 4 5 Famous person Plain Folks Snob appeal Bandwagon Hidden fears Media and Government Politics Jurgen Habermas was a philosopher who often talks about Public Sphere Public Sphere It is important of the public to also be included and discuss problems decisions He thought that mass media had negatively affected the public because of manipulation from slick promotion ads The opposing view between Walter Lippmann and John Dewey were 1 Lippmann Believed that the public did not care about politics and that someone will decide from them Also he believed that the media should just supply the info for the public 2