Front Back
Book History
writing began around 3,500 BC great technological innovation - storage of info (trans. from oral culture) development of paper and rise of literacy led to spread of manuscript books by 14th cent.. (making copies=hard work). were only for elites
Gutenberg
movable type, circa 1444, many copies easy. invented mass culture/comm. THE PRINTING PRESS
News Values (what is news?)
timeliness proximity prominence impact rarity/novelty human interest
New media disrupts; old media resists(major theme)
new media is scary b/c they cause disruption. sometimes called "disruptive tech." this innovation is disruptive b/c it threatens econ. status of old media & old media starts to falter
Penny press
newspapers sold for a penny. did facts over opinion. large # of copies. large audience & supported by advertising rather than subscriptions
muckraking
investigative journalism. reporting of nat'l news that involves corp. corruption & public corruption. turn of the 20th cent. Writing about factory jobs, etc.
urban transformation (growth factors of media)
U.S. transforms from rural --> urban society. ppl start to become consumers, transforms how ppl relate economically. creates ad business
wage earners (growth factors for media)
increasing # of ppl working of wages & using cash for consumer goods
public policy (growth factors of media)
gov't has a role in media. either encourages media to grow or doesn't
psuedo-events (criticisms of PR)
planned happening/staged event by a PR specialist made to be covered
major theme - new tech. full of promise then colonized by commercial
i.e. - internet was full of promise. every media started great, then becomes shaky b/c everything becomes commercialized. less abut amateurs, more about big companies. supposed to be for INDIVIDUAL
major theme - fear of harmful effects in new media
people always think there are harmful effects with new media (i.e. rock & roll). some think there will be less social community, less of morals, etc
major theme - gov't role in development of new media
role of the gov't makes media the way it is today. i.e. radio - could have just been amateurs but gov't made licensing. Radio became commercial. TV - FCC limited broadcast licenses
Advertising History
in colonial papers industrialization changed everything -mass production, standardized prod. -mass sales msgs replace personal transactions -penny press revenue based on ads instead of subscriptions
TV History
birth in the 1930s original big three networks (NBC, ABC, CBS) TV as a regulated business (by gov't) b/c of scarcity. couldnt have two people on ONE station @ same time
internet history
•Starts out as one thing, turns into another •Military origins of packet switching •Advanced Research Projects Agency’s J.C.R. Licklider envisions the Intergalactic Computer Network – ARPAnet established in 1969 •Internet protocols created in 1970s •Tim Berners-Lee invents the WWW in …
yellow journalism
idea of sensationalism.
Bennett et al's argument
press is good at reporting scandals but not imp. things b/c news media is 2 CLOSELY ALIGNED W/ GOV'T. Journalists get all their news from gov't officials
Bennett et al's solution
want journalists to be watchdogs. hold gov't to account, be skeptical & seek other sources
Advent of radio
furthering of telegraph’s separation of communication from transportation – overcoming physical barriers. no longer has to get there PHYSICALLY. separated space & time
implications of being able to store sound
death of social music (getting together to sing music) rise of personal soundtrack (able to record actual sounds)
TV Sweeps
need to measure audience. rating (% of total audience) vs. share (% of tv sets in use). when TV people gather most imp ratings (sometimes use peopleMeter, box, diary, etc). uses this 2 SELL AUDIENCE 2 ADVERTISERS (low ratings, low price. high ratings, high price)
Criticisms of TV
content - Minow says its a vast wasteland. diversity - not much. white, rich men. not many blacks/hispanics
packet switching
military sent imp. info over network comm. broken into pieces and routed among diff. internet wires before being received & put together. so entire msg isn't vulnerable
uniqueness of internet as comm. medium
hits all levels interpersonal - email, IM group - oncourse, group chats mass - world wide web
UGC
former audience. users in charge. they generate stories, blogs, etc. but some isn't beneficial/good content. i.e. funny vids
promise vs. reality of internet
supposed to be great for everyone to communicate. after a while, not that much great content unless commercial. global diffusion-barely accessible in places like Africa privacy-lack of community breakdown/fragmentation
Earned media
free media. i.e. press coverage for a candidate or production b/c it is something newsworthy. Didn't pay for coverage favorable publicity
Edward Bernays and Engineering Consent
Use of psychology to manipulate public opinion; best way to reach public was to deliver messages by credible sources, understood importance of two way communication. develop relationship w/ audience/manipulate their opinion (to sell more)
net neutrality
belief that “owners of the networks that compose and provide access to the internet should not control how consumers lawfully use that network; and should not be able to discriminate against content provider access to that network
pros of net neutrality(supporters)
–Ensures the internet remains a free and open technology –Creates an even playing field for competition and innovation” – the next YouTube, Google or Twitter –Says cable companies can’t “screen, interrupt or filter internet content without a court order”
cons of net neutrality (opponents)
–Give internet providers the “ability to charge for faster internet service” –Encourage “phone and cable companies to invest in advanced fiber optic networks”
Advertising
any paid form of nonpersonal communication about an org., product, service, or idea by an identified sponsor
Public Relations
management function that establishes and maintains mutually beneficial relationships between an agency & the publics on whom its success or failure depends
public (in PR)
any group of ppl (internal/external) who share a common set of interests/goals
Return on Investment (ROI)
something that measures how much money an agency is getting back from advertising (looking at how much they initially invested)
Advertising clutter
messages that compete for consumer attention between programs advertisers trying to get audience attn because there are so many other ads
intergrated marketing communication
overall communication strategy for reaching key audiences using advertising, pub. relations, sales promotion & interactive media.
psychographics
consumer psychology, researchers look at lifestyles, relationship to product and personality traits
Ad revenue trends
PR agency revenues growing & so are paid employees. more PR people than journalists per 100,000
viral advertising
ads that take off like a virus
VALS types
Innovator Thinker Achiever Experiencer Believer Striver Maker Survivor advertisers want opinion leaders!
Ivy Lee & crisis management
emphasizes the importance of working w/ the press & telling the truth. they used to try to ignore it & lie/hide it
stakeholders
client, ad agency, medium, audience (SMCR?)
PR history
Common sense - by Thomas Payne. made argument to public industrial rev. - growing companies such as railrds need image management. penny press.
Principles of crisis comm.
Be prepared Be honest Apologize & mean it move quickly comm. w/ press & other consituencies
trends in print, broadcast viewership & digital audiences (HOW IS PRINT COPING W. CHANGE?)
o Newspaper consolidation, loss of ad revenue, rural papers, digital effects o Magazine targeting of narrow audiences o Broadcast diffusion, consolidation, and challenges from satellite/cable o Podcasts, YouTube, artists going direct to audience
Long tail of the internet
blogs/citizen journalism
TV & public interest - why govt regulation?
FCC regulates broadcast "in the public interest, convenience, or necessity.” for children so people won't be offended etc
FTC & deceptive advertising
ì“To prevent business practices that are anticompetitive or deceptive or unfair to consumers; to enhance informed consumer choice and public understanding of the competitive process; and to accomplish this without unduly burdening legitimate business activity.” deceptive=false claims
Role of PR in news
40-90% of news starts out as PR. PR determines what's in news with agenda setting. editors also use press releases in news
Criticisms of PR
Boorstin places some blame on journalists, suggesting Americans demand more of the world than it can possibly produce on its own and that journalists have the task of meeting those expectations, even requiring “that something be fabricated to make up for the world’s deficiency.”
criticism of advertising - consumerism
needless consumerism. makes people buy stuff they don't need
product placement
product placed on a non-advertising platform. more subtle (i.e. Coke in a TV show)
product integration
product is integrated in story line. more obvious
more criticisms of advertising
wastes money, targets impressionable children
subliminal ads
msgs that are allegedly embedded so deeply in an ad that they can't be perceived conciously
Magazine Cover Rules
young>old pretty>ugly rich>poor music>movies movies>tv nothing better than dead celebrity
press release
an official statement issued to newspapers giving information on a particular matter.
what is PR about?
informing, persuading, integrating

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