JTC 100: FINAL EXAM
49 Cards in this Set
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Where did PR start?
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Mayans
*And the German rail roads in the 19th cent
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4 key innovations
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* Top down communication
-Service to the media
-Gov't campaigns
-App of social science
-Strategic counseling
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Ivy Lee
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*Previous reporter 1904
-stressed openness, supply info, accuracy
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Edward Bernays
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*Freud's nephew
-Coined PR council
------torches of freedom
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CSU PR incident
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Flood of 97
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Tom Milligan's pneumonic
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What do we know, what do they know, where do we want to go?
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Responsibilities for PR professionals besides crisis management
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-Activists
-Relationship building
-Gov't
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R.A.C.E.
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Research
Action
Communication
Evaluate
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Propaganda
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Communication strategically placed to gain public support
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Public Relations
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Management of communication between an organization and key public
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Advertising, Marketing, Public Relations
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Advertising, marketing, and public relations follow thesame process: research, planning, communication, and evaluation.
Unlikemarketing, public relations focuses on many publics, not only its consumers.
Unlike advertising, public relations doesn’t control its messages by purchasingspeci…
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Why PR?
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Goal of being the middle person, knowledge of the public
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Key Publics
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the people you want to engage in a communication process.
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History of the Internet
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ARPANET: Networking project by Pentagon's Advanced Research Projects Agency (ARPA)
Goals: To allow scientists at different locations to share information. To function if part of network were disabled
Became functional in 1969
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Tim Berners-Lee and the WWW
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-HTML
-CERN researcher
-Server, web pages, 1st browser
-Goes public 1993
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User Generated Content
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Content uploaded by users of the site, for example, flickr and youtube. Capitalizes on users activity as content. The site uses consumers creativity and activity as free labor to propel the site.
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digital divide
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those who are and are not using technologies
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What is the annual per person amount spent on media?
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~$1042/ year on media.
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What three things moved us from a traditional society to a mass society?
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1. Industrialization (corporate systems)
2. Urbanization (cities)
3. Modernization: (Innovations)
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What are the three periods of media effects?
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Powerful effects era, Limited Effects era, Complex strong effects era
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The radio broadcast of War of the Worlds led researchers to ask what? This led to a transition from what period into a new one called what?
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Why did only 1/6 panic? Media is powerful but not all the time. Led from powerful effects era into the limited effects era.
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Rene Descartes contributed what idea to the study of media effects?
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Reason can deliver us to truth "the enlightenment: challenged faith in power/authority, logic and reasoning
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What are some metaphors for simple powerful effects?
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magic bullet, hypodermic needle
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What 3 reasons made the War of the Worlds broadcast in 1938 so believable?
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(1) it was formatted like regular news
(2) people tuned in late
(3) people had high confidence in radio
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What is the two-step flow method?
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The two-step flow method says that most people form their own opinions under the influence of opinion leaders, that in turn are influenced by the mass media.
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Gratifications of uses & gratifications theory:
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entertainment, info-seeking and receiver, personal identity and social interaction
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George Gerbner's idea about cultivation says what?
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Cultivates ideas over time which then shapes our values and ideas over time
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George Gerbner's "mean world" theory
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violence has a long term effect on kids that are exposed to them at a young age
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Agenda Setting
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Ability of media to influence the views of the public
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Karl Marx theory
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-Society issues influence us
-In the west, we live in an industrial, urban, modern world
-Contemporary society can rob us of what we obtain
-Economic system calls the shots
*****Economic base -->cultural superstructure (base & dome) [Truman Show comparison]
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Frankfurt scholars believed
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* Preferred culture that criticized and questioned status quo
-Comodification of art (taken from US and sold back)
-Affluenza
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Culture industries
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The mass production of cultural products that are offered for consumption
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Commodification
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The process of turning people into things, or commodities, for sale; an example is the commodification of women’s bodies through advertising and media representations.
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Noam Chomsky's theory
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Democrats must fool through propaganda
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Framing divices
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*Trivialization
*Polarization
*Marginalization
*Emphasis on violence
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Researcher of framing devices
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Todd Gitlins
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Semotics
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Study of signs and symbols
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Janice Radway
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*Reading the Romance (experiment)
-used for escape
-to resist (claim personal identity)
-conflicted feelings (guilt)
-involved in "interpretive communities"
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What are some suggested ways to minimize media effects?
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1. Quality of children programming
2. Labeling movies
3. Regulating media (parental control)
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James Carey
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* Transmission - moving meaning from 1 to another (package)
*Ritual - underlying order of things, ongoing social processes
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Affluenza
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Unsustainable addiction to over consumption in the lifestyle of affluent consumers
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Roland Barthes
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*Play with media messages
*Polysemy: having multiple meanings
*Consumer plays a text as one plays a game
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Interview with a Wiccan family
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Kids identified with characters more when the parents we not around
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Possible exam question: Barthes argues that we ____ media texts
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Play with
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PEQ: Who stated that Democrats must fool through propaganda?
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Noam Chomsky
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PEQ: Event that prompted internet use in the US?
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Sputnik satellite (Russia)
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PEQ: Ivy Lee argued that organizations should?
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Serve the media
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PEQ: Considered opinion leaders/ role models?
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Early adapters
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PEQ: Individual from favorable/ unfavorable attitude?
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Persuasion
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JTC 100: EXAM 2