Mass com. Study guide Exam 3- Ch. 10o Cell technology – o Mashup – any form of participation in which users add value to the applicationas they use it (Wikipedia, blogs, podcasts etc.)o E-commerce – o Web 2.0 – The idea of a second-generation of Internet that is highly participatory, allowing users to improve it as they use ito Packet switching – sending digital messages in chunks through any open pathway, to be reassembled at their destinationo Portals – sites from which users begin their web surfingo Protocols – software codes that enable one computer to communicate with anothero Defense Advanced Research Project Agency 1960so 1969: ARPANET (Advanced Research Project Agency Network)o 1979: CompuServeo 1989: America Onlineo 1993: World Wide Web becomes publico The big 4 wireless providers Verizon AT&T Sprint T-Mobileo Three basic revenue sources for both mobile and online media: Paid content- micropayment Advertising E-Commerceo- Ch. 11o Backpack journalists – use of inexpensive standard equipment and a small team (instead of a large news team) to create emotionally engaging reports in places otherwise inaccessible to standard news. (Kind of like Catfish)o Centrist bias – failure of the news media to report on radical points of viewo Conservative bias – a point of view that is generally purported to be pro-big business, anti-big government, pro-family, pro-religion, and pro-Republicano Credibility gap – the difference between what a government says and what thepublic believes to be trueo Embedded journalists – nonmilitary reporters attached to a military unito Liberal bias – point of view that is generally purported to be anti-big business, pro-big government, anti-family, anti-religion, and anti-Republicano Newsreels – short films covering current events that were shown in theaters before the advent of television From World War I to 1950so News values – characteristics that define news, including timeliness, importance, and interesto Peg – an angle, or perspective, that makes information interesting to the audienceo Pseudo news -- A type of pretend news, dramatic presentation, or outright fakenews program or segment. May be intended as advertising (infomercial), or comedy. Sometimes pseudo news consists entirely of information, real or imagined, that is either irrelevant, false, or made up.o Residual news – stories about events that are recurrent or long-lastingo Stringers – independent journalists who are paid only for material usedo Biltmore Agreement – newspapers vs. radio 1933 Live, immediate news All-news formato 1960s: live television news became significanto Competition for broadcast network news 1980: CNN- All-news format 1997: Fox News- Talk radio adapted for televisiono News should be: Timely Important Interesting to its audience- Ch. 12o Attribution – the act of providing the source for information that appears in news reportso Community relations – public relations activities designed to aid and to maintain a beneficial image with groups on the local, national, or global levelo Corporate aid – community relations activity in which a company helps society on a large scaleo Crisis management – public relations activity used to repair a client’s public image following an emergencyo Exclusive – a story granted to just one news outleto External publics – public relations term for groups outside the client organization o Greenwashing – the PR practice of covering up environmental problems by associating a client with beneficial environmental actionso Hype – dramatic publicity techniqueso Integrated marketing – public relations and advertising working togethero Internal publics – PR term for groups inside the client organization o Leaks – unauthorized disclosures to the presso Lobbying – any attempt to influence the voting of legislatorso Media relations – the practice of developing and maintaining contact with media gatekeepers; also called press relationso Press kit – a collection of publicity items given out to media gatekeeperso Press release – brief document containing the information needed to write a news story; also called a news releaseo Public relations – all the activities that maintain a beneficial relationship between an organization and its various publicso Trial balloon – leaks in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with ito Whitewashing – the practice of using PR messages to cover up problems without correcting themo 1900: first publicity agencyo 1906: Ivy Lee hired by U.S. coal mine ownerso PR during World War Io Committee on Public Information (CPI)o Edward and Doris Bernayso “public relations counsel”o Women smoking = liberationo The Great Depressiono WWIIo Office of War Information (OWI)o PR activities – Research- Edward Bernays stressed that a PR practitioner is a social scientist- Applies scientific methods to advise clients on social attitudes and actions to win publics’ support- Use attitude testing, focus groups, statistical analysis, observational research Counseling- PR practitioners are counselors- Management not marketing Communication- “the creation and distribution of messages designed to meet goals and objectives” (Rodman, p. 342)- The most visible part of PR- Communication to both internal and external publicso PR Strategies – News management- Create and distribute messages to generate favorable publicity- Develop and maintain relations with reporters (media relations)- Effective news management makes an organization, decision, product, etc. news worthy- PR news management techniqueso Publicity stuntso News hookso Media relationso Government news managemento Leaks and trial balloonso Exclusives Community relations- Making donations and corporate aid on local and nat. levels- Doing good and getting credit- Organizations and individuals give aid to people within society to improve their imageo Local, national, and global levelso Corporate aid: a company helps society on a large scaleo By doing good things, it improves an organization’s image- Lobbyingo Monitor government activitieso Maintain relationships with legislatorso Disseminate information to legislators supporting laws favorable to cliento Influence legislator voting through personal contactso PR Tools Press release Video news