JOURN 3000: EXAM 2
74 Cards in this Set
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Business view of the role of newspapers
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o Ex. Frank Thayer (1926)- "Men produce newspapers for commercial gain"
o Ex. O. Brown (1929)- "The newspapers which would speak with authority in its editorial columns must command the respect of the business elements"
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Social institution view of the role of newspapers
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o Evolved to meet specific needs confronting a society
o Part of web of social relationships
o Interacting with other social institutions
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Two Models of Communication
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Transmission model vs. Ritual model (according to James Carey, "Communication as culture", 1989)
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Transmission Model
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o Transportation of ideas of information from a sender to a receiver
o Tells us what happened
o Guarantees the invisibility of press— the media is insignificant if newspapers carry information
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Ritual Model
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o Communication constitutes a community rather than transporting a message
o Communication as a social function of building solidarity and reaffirming common values within a community
o Tells us who we are and what's our purpose
o Helps understand the role of media in our national past
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Newspaper functions as a historical value
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• Comparing newspapers of different historical periods
-- What people care about during that time period
• Constructing nationhood and political integration
• Key instruments of urbanization, providing an advertising forum, promoting modernity, constructing community identity
-- Ex. O…
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Penny Press: Economic Structure
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• Emergence of Penny Press: 1830's- 1860's
• Economic Structure:
o Financing from political patronage → advertising/sales
o Price: 6 cents→ 1 Cent: more circulation, true mass media
-- Ex. NY Sun (1834): circulation- 5,000, (1843): circulation" 38,000
• Decrease in price= increase …
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Penny Press: Political Stance
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• Political stance:
o Claimed political independence; Did not identify with partisan politics
-- Ex. NY Sun: "The proceedings of congress thus far would not interest our readers"
-- Ex. Boston Daily Times: "we remain neutral in politics"
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Penny Press: Content
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o Invented the modern concept of "news"
• Foreign, National, and LOCAL
• Not just political life→ social life too!
• News sources: courts, streets, households
o Decline of editorials: Decrease bias to attract larger audiences
o News became mainstay
o News became point of competitio…
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Technological argument for the transition from partisan press to Penny Press
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• Technology Argument: Based on low cost, high circulation
o Printing Technology
• From Wooden/Hand powered press→ iron/cylinder press
• Hoe type machine: standard equipment
o Paper manufacturing
• From rags→ wood pulp
• Paper is more available and cheaper
o Railroad transportati…
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Critique the argument (1830s) for transition from partisan press to Penny Press
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• Critiques:
o Does not account for the content
o Increasing demand for books and newspapers was a "permanent incentive to invention"
o The penny press has proved itself before technological invention
-- Ex—cheap paper making, not until 1860's
o Penny press supported the inventions
…
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Sociologist Robert Park's view on the "natural history" of newspapers
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• Main idea: Covering the history of newspapers
• Conclusion: if newspapers can be improved, it will come through the education of the people and the organization of political information and intelligence
• Sociologist—Evolution of papers: story of unfolding evolution of a social form
…
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Michael Schudson's explanation for the revolution of American Journalism from the partisan to the commercialQ
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• "Egalitarianism and the press"(1978) by Michael Schudson
• 3 theories:
o Marketplace
-- Development of market economy:
-- Can be read by all classes of society (cheap)
-- Broke away from partisan roots to "gather objective news and be a consumer source of practical information"
…
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Historical trend of the decline of the dailies and the growth of the newspaper chains since the early twentieth century
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• Decline of dailies: After 1910, dailies were now controlled by chains
• Growth of chains: Newspapers began consolidating to achieve maximum benefits: Eventually: "one city, one newspaper"
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One city, one daily' phenomenon
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Why?
o Decline in partisanship, increase in objective reporting
o Desire of advertisers for larger circulations and less duplication of readership
o Growth of the suburbs
o Competition from the electronic media
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Context and the characteristics of the mass magazines at the turn of the 20th century
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• Birth of mass magazines:
o Primarily Read by the wealthy until 1880's
o Very little advertising
-- Ex. S.S. McClure lowered the price of McClure's→rose in circulation
-- Competitor Munsey also lowered its price
-- 10-cent magazines were 85% of industry by early 1900's
• Character…
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Effect of television on the development of magazines in the 1950's and 1960's
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TV provided competition for magazines, but they remained successful
o Growing middle class after WWII
o General interest Magazines as popular disclosure
-- Rise of specialized magazines
-- Niche Publications (Trade journals)
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Reasons for the rise of special interest magazines
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1960's—Increased individualism
• Increased number of leisure activities
• Reduction in advertising revenues
o By 1963 TV's ad revenues was twice that of magazines
-- Life, Look and Saturday Evening post all died between 1969-1972
• Magazines niche publications (no longer center of p…
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James Carey
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"Communication as culture", transmission and ritual model
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Robert Park
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Sociologist, Unfolding evolution of a social form, "Natural History of Newspapers"
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"Natural History of Newspapers", Robert Park
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o Struggle for Existence
o First newspapers
• Newsletters: basically gossip
• Boston newsletter
• Modern newspaper: accused of being a business enterprise
• Newspaper/ democracy: T. Jefferson quote: live with a newspaper and without a gov't, then with a gov't without a newspaper
o …
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Cyrus Curtis (& Louisa Knapp)
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o Cyrus HK Curtis: founder of Curtis Publishing company
• Famous for reinforcing the new business model of advertising to lower magazine costs (Advertising enabled the price of the magazine to be less that the production cost)
• Owned 2 important magazines:
-- Ladies' Home Journal
-- …
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Ladies' Home journal
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o Started by his wife: Louisa Knapp, also editor
o Slogan: "Never underestimate the power of a woman"
o First modern women's service magazine
o Published muckraking and social reformation articles
o Still in circulation today
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Saturday Evening Post
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o Began in 1821 as a four-page newspaper
o Purchased by Cyrus Curtis in 1897 and eventually became the most widely circulated weekly magazine in the world: First magazine to reach 1 million in circulation
o Editor: George Horace Latimer increased circulation from 2000 (1899) to 3 millio…
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McClure's Magazine: monthly periodical
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o Founded by S. S. McClure and John Sanborn Phillips in 1893
o Was ultimately put out of business by American Magazine
o Credited with creating muckraking journalism
• Early form of investigative reporting
• Progressive movement influence
• Workplace abuses and political corruption
…
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Munsey's Magazine
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o McClure Competitor
o Ultimately the first mass market magazine
o In 1893 Munsey lowered its price to 5 cents per copy which increased circulation to 500,000 per month
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TIME Inc. (approaches, content, success)
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Henry Luce
o TIME Magazine (1936): Founded TIME at the age of 23, Editor of TIME magazine
o Also Founded: Fortune, Life (newsweekly- popularized photojournalism), Sports Illustrated, People and House and Home
o Didn't practice objectivity or impartiality
o Now have more than 120 titl…
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The New Yorker (approaches, content, success)
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Harold Ross & Jane Grant (1925)
o Audience: highly literate, upper class
o Content: Fiction and journalism
• Reflect metropolitan life: Sophisticated fiction, humor and poetry
• In depth profiles of personalities
• Commentary on popular culture
• Cartoons (68,674 by 2004)
o Style: …
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Reader's Digest (approaches, content, success)
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1922, Lila and Dewitt Wallace
o Editorial formula: inspirational approach, optimism, family oriented ("life well shared")
o Compact size: "America in your pocket"
o Context:
• Fast-paced life following WWI
• Condensing interesting articles into brief articles
o Growth:
• 1929: 110…
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Radio Timeline
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Experiment (1840's-1900's)
• Telegraph invention sparked experiments
• Individuals: Guglieimo Marconi- promoted radio to national attention
• Corporate players: GE, AT&T
Maritime use and war defense (1910's)
• Naval ships
o Titanic
o 1912 Radio Act
• Only used by government for …
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Radio Beginnings
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o Experimentation: Corporations like Marconi CO. experimented with talk and music
o Military use: the military didn't want to give up the air waves but they couldn't control it
o Big boom of radio commercialization (Nov 1920)
o Effects of radio boom: government had to divvy up airwave…
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The Radio Act of 1912
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The Radio Act of 1912
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The Radio Act of 1927
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• Context: Chaos→ The Secretary of Commerce could NOT deny a radio license to anyone who wanted one
o = too many stations and too few frequencies
o Hard for listeners
• Content: Regulate radio use "as the public convenient, interest, or necessity requires"-- ^ in company power= ^ in…
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The Communication Act of 1934
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Context: Debate concerning commercial vs. non-commercial broadcasting; replaced the radio act of 1927
• Content: Mandate that the FCC would act in the interest of the "public convenience, interest or necessity" (3 factors that stations must prove to get airtime)
o Replaced the FRC wi…
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The Telecommunications Act of 1996
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• Context: Restructure the telecommunications market and promote competition, Increased power of FCC—control everything, allowed to censor
• Content: Charges for broadcasters:
o Broadcast ownership limit= lifted
-- Television stations a cap of 35% of US population
-- Radio stations…
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Identify the pioneers of the network broadcasting
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AT&T: American Telephone and Telegraph
o 1923- first network (WEAF in NY and WNAC in Boston)
o 1924- 26 stations
o Refused to abide by the outcome of the radio act
RCA: Radio Corporation of America
o 1926- Created NBC
o 1926- Acquired WEAF and AT&T
CBS: Columbia Broadcasting S…
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Content of early radio programming (1920s-1930s)
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Music: classic, country, jazz
• Drama and comedy: radio "serials" (stories)
o Ex. 1938- Welles: War of the Worlds (thought aliens were really attacking)
• Sports coverage: 1936 Olympics
• Public service: weather and education
• Politics: presidential campaign, FDR fireside chats
• …
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Context and content of "Biltmore agreement"
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• Context: Based on the 1933 Newspaper-radio war—Newspapers were getting mad because radio stations were getting all of the public attention
o Biltmore: Hotel where agreement was made
• Content:
o Newspapers would publish radio schedules
o CBS and NBC would limit the amount of news
…
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Major criticism on television content
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Questionable Content
o Promotes false values
o Violence
o Negative self image
-- Ex. Harms girls' self esteems
• 1. Under-represents minorities
• 2. Commercials promote rampant consumerism
• 3. Many low-quality programs are a waste of time
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Timeline of the development of TV
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• 1900: Russian scientist Constantin Perskyi coined the word Television at the Paris World Fair
• 1936: First TV news broadcast: London, live from Alexandra Palace
• 1939: RCA leads the launch of the TV set
• 1948: US has 975,000 sets, 1947 Yankees v. Dodgers world series drives increa…
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Key TV networks in the 1940s- 1970's
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From 1945-1975, TV was ruled by ABC, NBC and CBS
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Major genres of TV programs in the 1950's
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Variety shows, sitcoms, drama, soap operas, game (quiz) shows
• Feature films and talk shows
• News and documentaries
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Development of cable TV channels in the 1980's
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No cable until the 1980's
• Cable introduced segmentation of TV, target audiences
• Cable TV and proliferation of news channels and other infotainment channels
o ESPN (1979): CNN (1980)
o MTV (1981): HSN (1982)
-- Top rated programs could draw in 30 million viewers
-- Average: 7.5 …
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Development of TV commercials that replaced the earlier product promotion
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Early years: individual shows would be sponsored by a product with the star pausing to promote the product
o Advertisers controlled shows
• Later: commercials replaced this kind of promotion
o Promote consumerism
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Understand the historical relationships between advertising and the development of television programs
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Commercials replaced product promotion
o Commercials promoted consumerism→ "happiness comes with owning things"
o Commercials are now valued in conjunction with the shows viewings
-- High show rating→ high ad rates
-- Ex: Superbowl Ads: $2.25 m for :30
-- Who wants to be a milliona…
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Guglielmo Marconi
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Often referred to as 'the father of radio'
o Didn't discover the possibility, but improved it
o Part of radio experiment: commercial use of radio: Marconi room on Titanic, promoted radio to national attention (1840's-1900's)
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Edward Murrow
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(1930s) WWII Radio "Commentator" (war correspondent)
o Commentator: National, popular figure—commentators became news reporters
o Pushed us to become a part of the war, After WWII, pioneered into TV news where his series on Senator Joseph McCarthy lead to his censure
o Worked for CBS …
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GE
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General Electric
o A conglomerate industry: American technology company; started in 1890 by Thomas Edison
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AT&T
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American Telephone and Telegraph
o First network- WEAF (New York), WNAC (Boston)
o By 1924: 26 stations
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RCA
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"Radio Corporation of America
o Big debate between RCA and AT&T, RCA won, took over AT&T
• Acquired WEAF
o 1926- Created NBC
o Made first radio transmitter
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CBS
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Columbia broadcasting system, 1927
o A key TV network from 1945-1975
o Has been (arguably) the most watched network in the US
o Originally one of the largest radio networks
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FCC
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Federal Communications Commission
o Independent agency of the federal Government
o Govern licensing, frequency assignments and station operations
o Enforce ownership restrictions in certain circumstances
o Act in the interest of the public convenience, interest and necessity
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Public Broadcasting Act of 1967
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Public broadcasting service network
o Established: Public Broadcasting in the US
• Established the Corporation for Public Broadcasting
• Established PBS and NPR
o 300 affiliates
o Cable TV and proliferation of news channels and other infotainment
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PBS
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Public Broadcasting Station (1966)
o Nonprofit station with a different advertising model
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Competing approaches to advertising
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o Hard Sell
• Albert Lasker, John E. Kennedy, Claude Hopkins
• "Salesmanship in print"
• "Reason why approach"
• Ex. Van Camp's pork ad: all text, technical details
• Palmolive
o Soft Sell
• Stanley and Helen Resor (shows them really happy in a bedroom to advertise a mattress)
•…
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Context and content of the "truth in advertising" movement in the early twentieth century
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• Criticism from the public and progressive reformers
• False and misleading ads, ex. Patent medicine: "cure alls" for stuff they didn't cure
• Federal Trade Commission (1914)- control over advertising, self regulation and professionalization
• American Association of advertising agenc…
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Impact of WWI on Advertising
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Patriotism, Propaganda, soft
o 1917: Advertising division within CPI (commission of public information)
o Military recruitment
o Promote bonds
o Advertisements: War theme
• Ex. "freedom fry" instead of "French fry"
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Impact of 1920's on Advertising
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Advertising during good times, soft sell
o Print media
• Largest Category: personal care products
• Dominant theme: sexiness
• Size: 40% of all print ads were full page
o Radio:
• Programming was developed for advertisers: "soap operas"- soap companies sponsored dramas
o "Reason …
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Impact of Great Depression on Advertising
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Advertising during hard times, hard sell
o Crisis in advertising: consumers had less to spend, thus: ad budgets declined and agencies slimmed down
• 1919: $1.9 billion→ 1928: $2.9 billion→ 1933: $1.4 billion
• Criticism: rational vs. emotional
• Consumer movement: Consumers Union (19…
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Impact of WWII on Advertising
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Advertisers tied into the war effort
o Organizing war advertising council
• Volunteers from ad agencies, media and business
• Supporting the war effort
o Content of commercial ads:
• War themed ads
• Emotional elements- soft
• Ex. Coca cola ads- war themed
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The social context for the "creative revolution" in the 1960's and examples
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"Creative Revolution": The golden age of advertising
• Article: advertising alone does not cause consumerism
• Madison Avenue was the center of the "creative revolution"
• Favored aestheticism, self-deprecation, humor and humanistic approaches to advertising
• Smaller internal str…
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Criticism on advertisings portrait of race, class and gender
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Highly Skewed in its portrayal of race, class and gender
o Race:
• People of color: invisible or portrayed as racial stereotypes
o Class:
• Scenes of material comfort
• Picture the world that consumers aspire to, not the only one they actually inhabit
o Gender: Women
• Housewife w…
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Explain the historical relationship between advertising and journalism
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1800s: James Gordon Bennett raised cost of ads to lower the cost of papers
o First limited ads run two weeks, then later to a single day, causing readers to focus and read more carefully
o Began treating ads like news: printing them all over the papers
• 1900's: Public dissatisfaction…
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New trend of the advertising agency since the 1980's
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Growth in the number of ads- Creates challenges for advertisers
o Increased competition→ creativity becomes more and more important in order to "break through the clutter"
• Globalization of American Advertising
• Increase in the size of agencies through merger
• Role of minority gro…
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Albert Lasker
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Often considered the founder of modern advertising
o Worked for Lord &Thomas Advertising for more than 40 years and eventually became the owner
o Used hard selling approach: "salesman in print"; "reason why"
o Invented soap operas
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John Kennedy
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Radio correspondent on WJZ and NBC, Used hard sell
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Claude Hopkins
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Wrote "Scientific Advertising" (1923)
o Believed in the hard sell approach to advertising: that advertising existed with one intent: to sell something
o Its success can be measured by the results it produced
o His book, "Scientific Advertising", measured and compared these results
o W…
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Helen and Stanley Resor
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o Transformed J. Walter Thompson ad agency into a full service agency: print and radio
o Helen was on the creative side while Stanley was on the business side of the agency
o Used the 'soft sell' approach to advertising—appeal to emotions and subconscious, psychological approach
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William Bernbach
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o 1 of the 3 founders of Doyle Dane Bernbach (DDB)
• "Think small" campaign: Volkswagen
• "We try harder" campaign: Avis car rental
o Creativity is the most powerful force in business; insight into human nature, respect for the customer, respect for our world
o Individual freedom: …
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Salesmanship in Print"
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Hard sell advertising
o Advertising for the sole purpose of making a profit and selling a product (Hopkin's view point)
o Information approach: show options, compare prices
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"Reason why approach"
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o A hard sell approach
o Gives details of how its made, technical aspects
o Provides a reason WHY the consumer needs to buy this product
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Federal Trade Commission (1914)
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o Created during the "truth in advertising" movement
o Criticism from the public concerning false and misleading advertisements
o Created to control advertising
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War Advertising Council (1914)
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o Created to redirect the ad industry in support of war efforts
o Volunteers from ad agencies, media and business collaborated to support the war effort
o Eventually changed its name to the "ad Council" after WWII
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National Advertising review board (1971)
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o Formed in 1971 to ensure the credibility and impartiality of the self-regulation system
o Formed by: the Association of National Advertisers, American association of advertising agencies, American advertising federation and the Council of better business bureaus
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JOURN 3000: Exam 3 - People