JTC 100 9th EditionExam # 1 Study Guide Chapters: 8,9,10,11,14,16Newspapers - 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 thePenny 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 credibility2. Did not use sensationalism3. 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 - TVMagazines The main differences between a newspaper and magazine, is that magazine: - Cover Articles, Stories- Ads - Smaller sizeSaturday 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 illustrationsWomen’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’smagazine. 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 wantto reach a larger audience. The 8 News Values: 1. Controversy/Conflict 2. Impact/Consequence3. Physical proximity 4. Psychological proximity 5. Human interest 6. Unusual7. Prominence/Celebrities 8. 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 1st 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 theaudience 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. Famous person 2. Plain Folks 3. Snob appeal 4. Bandwagon 5. Hidden fearsMedia 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