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TEL-T 207 : EXAM 1
What distinguished mass communication from other forms of communication? |
Industrial Nature - industries working together to create these messages |
Three types of communication |
interpersonal communication, mediated interpersonal communication, and mass communication. |
4 ways people use the media? |
1. Entertainment
2. Companionship (Parasocial interaction)
3. Surveillance
4. Interpretation |
What does mass media tell us about culture? |
1. The mass media identify and discuss codes of acceptable behavior within the society and how to talk about them.
2. The mass media tell people what and who count in our world, and why.
3. The mass media help people to understand themselves and their connection with—or disconnection from—others. |
criticism about culture and mass media |
1. The use of stereotypes reinforces prejudices and political ideologies that reflect the beliefs of those who have the most power in culture.
2. Tremendous mass media contributions to culture diminish cultural quality.
3. The mass media also potentially have massive influence over audiences, encouraging political and economic manipulation.
4. Some argue that these criticisms overlook how audience members respond to different media in different ways, not simply accepting but also often modifying and rejecting. |
6 things to being media literate |
1. Knowledgeable about the influences that guide media organizations
2. Up-to-date on media-related political issues 3. Sensitive to media content as a means of learning about culture
4. Sensitive to the ethical dimensions of media activities
5. Knowledgeable about scholarship regarding media effects
6. Able to enjoy media materials in a sophisticated way |
6 principles of media literacy |
1. The media construct our individual realities.
2. Media are influenced by industrial pressures. 3. Media are influenced by political pressures.
4. Media are influenced by format.
5. Audiences are active recipients of the media. 6. Media tell us about who we are as a society. |
Tools to become media literate |
CONSIDER AUTHORSHIP
EVALUATE THE AUDIENCE
DETERMINE THE INSTITUTIONAL PURPOSE
ANALYZE THE CONTENT
IDENTIFY THE CREATIVE TECHNIQUES |
Mass Media Outlets are? |
companies that send out messages via mass media
|
Media convergence existed before or after media messages were digital? |
Only after messages were digital |
Difference between interpersonal communication and mass communication? |
Interpersonal- the source and receiver are individual people
Mass- source is an organization (industrialized production of the multiple distribution of messages through technological devices) |
The three c's of media convergence |
content, corporation (deals more with consolidation - (companies merging)), computers |
mass communication involves what?
|
-the industrial production of messages
-the multiple distribution of messages
-technological devices |
3 areas of study in mainstream approach |
(1) opinion and behavior change
(2) what people learn from media
(3) the motivations and applications of media use. |
why study opinion and behavior change? |
researchers look at the effects of TV violence on children and of sexually explicit material for adults. Family, social setting, and personality have a bearing on the results. Heavy exposure may lead to desensitization |
mainstream approaches- what people learn from the media |
researchers have found that children can learn basic skills such as vocabulary. Media content in theory enables adults to participate in democratic society; however, media content is also highly selective. Priming is the process through which the media affect how people evaluate media content. Not all people pay attention to media, nor does everyone have access to media content.
|
Application and motivation in mainstream approaches |
uses and gratification |
2 problems with mainstream approach |
1. stress on change rather than continuity (By stressing change over continuity, critics contend that much of mainstream research focuses on whether a change will occur as a result of media exposure, ignoring the possibility that the many important effects of the media have to do not with changing people but with encouraging them to continue certain actions or views on life. )
2. emphasis on the active audience member in the media environment, rather than the power of larger social forces controlling that media environment |
approaches to Cultural studies |
historical, which ask questions about media and the past; anthropological, which explore how people use media in different settings; and linguistic and literary, which incorporate multiple ways of reading media texts. |
Using media research to develop media literacy skills |
-where you stand with respect to media effect - not closing you mind to the ideas that people have about research
-how to make sense of discussions and arguments about media effects
-explore your concerns about mass media |
People who study Agenda Setting agree that |
the media guide often guide people on what to think about through selective focus on issues |
Does the concept of active audience play a role in uses and gratification research? |
YES |
The Payne Fund studies revealed what? |
Reactions to films depended on social and psychological differences |
What does Robert McChenney argue about the journalistic system? |
focuses more on attracting the attention of audiences rather than trying to build an informed society. This threatens the ability of citizens to participate in public affairs |
When new medium surfaces- what is a lot of research conducted on? |
Children |
Asking a friend what the best movie to so see is an example of what? |
Two-step flow model |
Cultivation research... |
tends to regard TV violence as a factor that reinforces power |
MSO |
Multi system operator that deals only with cable providers - Comcast, Time Warner - horizontal integration |
MVPD's |
multi video programming distributors - Fios, AT&T Uverse, dish, direct tv, Satellite
-pay exhibitors a retransmission fee (NOT BIG NETWORK BUT THE STATION THAT BOUGHT STATION TO PLAY)
-pays the local station not the network
- the way that most people get their TV
|
Different types of media genres |
entertainment, news, information, education, and advertising |
entertainment formula |
-setting, typical character, pattern of action
-broken down into subgenres |
Social currency |
a way of using media in which gives is value and allows you to interact with the people around you |
All mass media carry out what 5 activities? |
Selection, production, distribution, exhibition, market research, finance, governmental regulation
|
Process of communication |
source, encoding, transmitter, channel, receiver, decoding, feedback, noise (sound) |
media material and intuition |
intuition plays a big role in the process of designing media- not just knowledge of the marketplace |
Media industries prefer slight variation on familiar patterns over completely new because? |
-familiar tend to draw audiences more readily than the completely new
-its easier to sell to advertisers
-streamlines the production process |
4 things hard new must consider? |
timeliness, unusualness, conflict, closenessqq |
vertical integration is when? |
one company controls the entire media product, form production to exhibition |
Paying for media space or time in order to direct favorable attention to a product or service |
advertising |
can holding companies serve competing companies? |
YES - but usually competing clients are served by different agencies owned by the holding company |
3 basic functions of ad work |
-creative persuasion (sales pitch)
-market research
-media planning and buying |
What department of an ad agency decided where specific ads go? |
The media planning department |
different types of ads |
hard sell- messages that combine info about the product with intense attempts to get the consumer to purchase ASAP
soft sell- ads that create a feel good feeling
informational- ads that rely primarily on the recitation of facts about a product |
What is native advertising? |
an ad on a website that is not meant to look like an ad, but a piece of content on the website |
Closed vs. Open native ads |
C: brands creating profiles and/or content within a platform, then promoting that content on the same platform (tweets on twitter, sponsored stories on fb)
O:ability for a brand to promote the same piece of branded content across multiple platforms |
Where is native advertising commonly seen? |
Buzzfeed |
Examples of native advertising |
print advertising, online advertorials, sponsored content, branded content |
Pros of brand for native advertising |
more shareable, more likely to purchase that they are advertising, more appealing
|
cons for brand for native advertising |
-less intrusive, might not convey enough info about the brand that is paying for the ad |
pros and cons for consumers of native advertising |
P: doesn't feel like advertising, look at ads same amount of time as content, choice to view ads
C: hard to tell difference between ad and content, separation of journalist and advertisers are less obvious |
PR and the NFL |
-promoting safety and donating grants to fund training for youth and high school football teams
-work with american heart association- fight against childhood obesity and encouraging kids nationwide to exercise
-breast cancer awareness
-green campaign
-salute to service |
What is experiential advertising?
h
|
combines salesmanship with the ability to connect with consumers and give them something to encounter and interact wit |
who uses experiential advertising? |
-local business
-small companies
-national brands
-can be consumer and business to business agencies |
pros and cons to experiential advertising |
P: memorable, centralizes consumer, can be cheaper,
C: possible negative word of mouth, can be to subtle, can lead to ethical issues,
EX: Carrie- potentially perceived as prank, no obvious connection to film |
Is experiential advertising effective? |
depends but so far it seems like it. more brands are using it |
What is Aereo TV? |
a streaming service for internet connected devices
-offered for major broadcast channels (ABC, NBC, CBS, FOX, CW, PBS)
-didn't offer to cable
|
Why was Aero special? |
-could stream broadcast TV to your computer
-good video quality, small fee |
Problem with Aereo TV |
Cable TV consumer protection and competition act
-cable companies were requiring a fee to broadcast shows
-Aero did not pay retransmission fees to networks
-Broadcasters saw this as a threat |
Who did Aereo Threaten? |
MVPDs - cable companies such as Comcast and Time Warner
The Networks (ABC, NBC)- they were pulling from the public airwaves and didnt need to pay
|
Who did Aereo help? |
consumers because it was cheaper than traditional MVPDs
|
Omnicom and Publicis merger |
- 35 million dollar merger
-largest ad company in the world |
CEO of Omnicom and Publicis |
O: John Wren (15 years)
P: Maurice Levy (1987) |
If merger succeeded? |
-more international possibilities
-worlds largest ad company
-Wren and Levy- co-cheif executives
|
Why didn't merger work? |
Wren and Levy had clashing personalities
-Omnicom would acquire Publicis and P. thought they had a stronger finance model
-China's Mofcom had not granted the deal regulatory approval
-lost a lot of time (1 year) planning the merger and WPP went to number 1 |
What is Kickstarter? |
a campaign website where fans can donate to fund movies
Crownfunding: going directly to fans or potential customers and asking for money in return for the finished product
EX: veronica mars |
Fans reaction to Kickstarter? |
Flixter was unable to download the movie as promised for their contribution |
Is Kickstarter Viable? |
-56% fall short of funding goal
-5% cut on all pledged from a successful campaign
-complements financing rather than replacing it
|
Rupert Murdoch |
CEO of News Corp |
2012 Split |
21st century Fox and News Corp
|
Scandals of News Corp |
-News of the world accused of phone hacking - news corp shuts it down |
Time Warner INC. |
3rd largest in world
split with time warner cable |
The deal between news corp and time warner |
content providers vs distributors
-Murdoch (content providers) would have all the power
-offer is rejected by time warner
-fox backs out |
employees in this department of a PR firm typically handle calls and email requests from journalists |
media relations |
helps companies that depend on government contracts to prevent legislation that may have negative effects on a firm |
public affairs |
A public relations activity usually hides its presence and its sponsor
|
true
|
Suppose a firm sponsors a coast-to- coast solar-car race named after the company on college campuses and makes sure all the local TV and radio stations in the areas of the cars cross cover the race. |
hard news with a corporate communication activity |
business-to-business vs. consumer |
B: buy from them and not competitors
C: persuade people in their nonwork roles to buy products |
general vs. specialty |
G: tackle all sorts of advertisers
S: tackles only certain types of clients (internet agency, DTC)
|
direct vs. traditional |
T: creating favorable impression of the product in the minds of target consumers
D: trying to get customers to buy right then and there- over phone, mailing |
three basic functions of an ad agency? |
1. creative persuasion
2. market research
3. media planning and buying |
Production in the advertising industry
|
-closely monitored by clients and most prominently involve creative personnel and market researchers who help guide creative work
- market research creates portraits of society
-branding - creating specific image of a product that makes it stand out
-position products by relating brands to the specific psychographics
|
Distribution in ad industry |
-media fragmentation made the placements of ads hard
-audience research firms develop psychographic audience data that links demographic categories to personality traits of targeted audience
-in-store media
-media planner decide where to place ads / environment surrounding them |
Exhibition in ad industry |
-strategy of advertising campaign determines how particular ads are exhibited to potential consumers
-hard to measure effectiveness of ad campaigns (click through ads) |
What is public relations? |
seek to create positive attitudes toward these products and to counter any potential neg. attitudes |
Advertising vs. PR |
A: more recognizable to audiences, paid for
PR: more subtle, not paid for |
Three types of activities PR practitioners engage in |
1. media relations - any activity that deal with media (answering calls from reporters)
2. internal relations- presenting the company image to people working in the company
3. external relations - presenting company image to those outside company
|
PR and holding companies |
RP firms are apart of holding companies.
-Reaching globally is important |
Prominent PR activities |
1. corporate communications
2. financial communications
3. health care
4. public affairs
5. crisis management
|
corporate communication |
the creation and presentation of a company's overall image to its employees and to the public at large |
financial communications |
helping a client's interactions with lenders, shareholders, and stock market regulators proceed smoothly |
public affairs |
helping companies that depends on government contracts that worry about lawmakers imposing regulations that will have negative effects on the firm |
crisis management |
activities that help company respond to its business partners, public, of gov in the event of an unforeseen disaster affecting its image or products |
Production in PR |
-press release- most basic product
-must understand work routines and needs of media specialist in order to influence media content |
Distribution in PR |
-brought to publicity outlet
-locating proper media outlets for the materials provided by PR specialists
-multiple media technologies used |
IMC |
Integrated marketing communications attempts to combine the activities of advertising and PR to benefit a client
EX: branded entertainment, event marketing, event sponsorship, product placement, relationship marketing |
3 issues of advertising
|
1. advertising and commercialism - persuading people to buy more then they need (hidden curriculum)
2. targeting children is unethical b/c they are unable to process the messages - caused disagreements between parents and children
3. advertising and PR activies produce excess waste and pollution |