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COM-107
Intro to Mass Media and Mass Communications
66
Communication
Undergraduate 1
10/31/2009

Additional Communication Flashcards

 


 

Cards

Term
Framing
Definition
Media frames subject to make you think/believe what is being presented. Once you establish something one it is very hard to argue against it.
Term
Stereotyping (framing)
Definition
Sub-category to framing.
Term
Agenda setting
Definition
Media tells us what we are watching. (ex:Darfur. sometimes we pay attention and sometimes we don't, depends on what is covered.
Term
Bull Connor (civil rights movement)
Definition
Police chief in Birmingham. MLK targeted Birmingham as a demonstration city.
Term
Martin Luther King (Race Beat, 1 Bull Connor)
Definition
Thought media coverage would be greatly covered if they started trouble if they started trouble in Birmingham to anger Bull Connor.
Term
Martin Luther King (general)
Definition
Avoided southern cities where police chiefs were somewhat reasonable. Had to make civil rights a federal issue. Master tactician at manipulating media.
Term
Emmett Till
Definition
Brutally assaulted and beaten to death for supposedly whistling at a white women. Brought reporters from the black press in a white court. Began to integrate court rooms. White reporters came down from North came down to cover trial.
Term
L.B. Sullivan
Definition
Public official. Sued NY Times for defaming him and to "protect his good name"
Term
Sullivan V. NY Times
Definition
Case got the most attention. Times knew it couldn't win in Alabama. Times needed to get case out of Alabama and into Federal Court System. Times said freedom of speech was not upheld in Alabama, courts bought it.
Term
Libel Laws (general and in Alabama [Times V Sullivan])
Definition
Supreme court said libel laws too strict in Alabama. Sullivan had to practice actual malice (had to prove defendant made it up). Case was re-done in Alabama w/new laws and Sullivan lost.
Term
FBI (Race Beat in relation to MLK)
Definition
Determined MLK a "womanizer." Had evidence (photos, etc.). Newspapers didn't run the story, even ones that were anti-King.
Term
E.R (TV Show, accurate info.)
Definition
Weaving information about diseases in to the plot line. (EX: episode on HIV promoted safe sex, STDs, CPR. Very effective)
Term
Power to create popular culture
Definition
Take a complete no body to an overnight sensation.
Term
Power of Twitter
Definition
Companies pay twitter to promote products on followers' list. If people find out that its a marketing scheme, it would tank.
Term
Average American Stats (Power to create pop. culture)
Definition
151 hours of TV per month = 5 hours a day.
3.8 hours online per day.
Term
Bullet Theory
Definition
Media has great power to change behavior. "Bullet" of information. There is no "Bullet" effect in media.
Term
Selective Attention, Perception, Retention.
Definition
Choose not to pay attention, perceive what we want to perceive, choose what we want to retain.
Term
Latitude of Acceptance
Definition
Changing what is acceptable. Still possible to move/change people. (Gay marriage-acceptance over time)
Term
Purpose of an advertisement.
Definition
1.Paid message 2.Content controlled by sponsor 3.Sponsor identified 4.Purpose is to seel a product, service, idea, candidate, etc. 5.Diferent from PR as a persuasive technique.
Term
P.T. Barnum (20 Ads)
Definition
Pioneer of advertising. Hype. First great American showman. The marketing of the product is often more important than the product.
Term
Lydia Pinkham (20 Ads)
Definition
Pills. Modern day Martha Stewart. Personalized the product. Face on the bottle. Risks: lying, you have to stay clean.
Term
Pear's Soap (20 Ads)
Definition
Associated value: innocent child, purity. Product w/ higher art.
Term
De Beers (20 Ads)
Definition
Delivers diamonds. Pays for most ads. Supports jewelers. Controls the market for diamonds.
Term
Coke (20 Ads)
Definition
Has to figure out a way to make the drink and all-year-round drink. That's it associated with Christmas. "Things go better with Coke"
Term
Clariol (20 Ads)
Definition
1950s, 60s women considered "loose" (tacky) if they colored their hair. Clairol made it acceptable for women to color their hair. (Modern day viagra concept)
Term
Branding: The man in the Hathaway Shirt (20 Ads)
Definition
People back then paid more for branded goods.
Term
Value of the male VO
Definition
More likely to listen to a man. Men more authoritative.
Term
Why is advertisement good?
Definition
Provides information. Permits new products to break into the marketplace. Fuels demand for products which can lower per-product costs. Supports many of the of the media financially.
Term
Problems with advertisement
Definition
Clutter-fatigue for the audience. Encourages a consumer culture. Encourages us to buy products that are not healthy. Image of women damaged by using sex to sell. Marginalizes those without money and the elderly.
Term
The law of the right people
Definition
Right: young people with money. Wrong: Old people with out money.
Term
Nielsen
Definition
Largest ratings company.
Term
Diary method (rating)
Definition
Diary of what people are watching every 15 mins. Method is a bad way of gathering ratings. Many of the other ways are too expensive.
Term
Radio (ratings)
Definition
Moving towards a "portable people meter."-A belt that records what radio stations you're listening to.
Term
T.V Ratings (people meter)
Definition
Attach to TV-If you agree, every family member has a hand-held device that detest which family member is watching. Then it goes to Nielsen. 14,000 are in sample at any given time. TV execs know morning after how many people watched it.
Term
DVR/Tivo (frenemy)
Definition
People watch the shows, but don't watch watch the ads. 44% of ads are still viewed on a DVR.
Term
Cost Per Thousand (CPM)
Definition
What does is it cost to reach a thousand people?
Term
Wasted impression
Definition
Companies wastes ads, programming on audience that isn't going to buy product.
Term
CNBC V. Superbowl (wasted impression)
Definition
CNBC:fewer wasted impressions, niche audience, reaches less of an audience. Superbowl: reach more people, wide audience.
Term
Advertisement evolution
Definition
Mass advertisement-->Niche advertisement-->Google (directly to you, behavioral targeting).
Term
What worries advertisers?
Definition
Times shifting. Wasted impressions. Rating. Clutter-too many ads.
Term
Product Placement.
Definition
Product shows up in places where you don't expect. (TV Shows/Movies). Producers used to ask for permission from companies to use product, now its other way around. 100,000-500,000 dollars to pay for product placement.
Term
Channel 1
Definition
Private company. Went to poor schools to provide TVs to classrooms to run a news show and sell ads.
Term
Google model
Definition
Right to you-behavioral targeting.
Term
News Business (2 ways to look at it)
Definition
It should be what they need to know for democracy v. what they wants to know so that people pay attention to it.
Term
Feeding the goat.
Definition
Goats eat a lot and eat constantly. The media are the goat, voracious in their need for content.
Term
Subliminal Messages
Definition
Disguised print and visual images that play on the subconscious mind in order to tick people into buying products
Term
Space brokers
Definition
Individuals who purchased space in newspapers and sold it to various merchants. It was the first advertising agencies.
Term
Mega-Agencies
Definition
Companies that have their own in-house radio and TV production studios. (Newhouse)
Term
Boutique agencies
Definition
Devote their talents to only a handful of select clients.
Term
Demographics
Definition
Mainly studied and documented audience members' age, gender, occupation, ethnicity, education, and income.
Term
Psychographics
Definition
Categorizes consumers according to attitudes, beliefs, interests, and motivations.
Term
Interstitials
Definition
Pop-up ads that appear when a user clicks to open a new web page.
Term
Famous-person testimonials
Definition
Product is endorsed by a well known celebrity.
Term
Plain-folks pitch
Definition
Associates a product with simplicity. (Ex:Volkswagen, "Drivers Wanted")
Term
Snob-appeal approach
Definition
Attempts to persuade consumers that by using the product will maintain or elevate their social status.
Term
Hidden-fear appeal
Definition
Plays on consumers sense of insecurity. Products like deodorant, mouthwash, and shampoo highlights bad hygiene that needs to be corrected.
Term
Irritation advertising
Definition
creating product-name recognition by being annoying or obnoxious.
Term
Commercial Speech
Definition
Any print or broadcast expression for which a fee is charged to organizations and individuals buying time or space in the mass media.
Term
What makes news?
Definition
1. Number of people affected 2.How unusual? The "holy shit" test 3. Violence, sex, race celebrity 4. Proximity 5. Quality of pictures 6. Location/media capital bias 7. Predictability. Need to "feed the goat" 8. Timeliness 9. Stories with closure 10. Government bias 11.News affects journalists themselves 12. The master narrative (angle)
Term
Ethnocentrism
Definition
In most news reporting, especially foreign coverage , reporters judge other countries and cultures basis on how "they live up to American practices and values."
Term
Small-town pastoralism
Definition
Favoring the small over the large and the rural over the urban.
Term
Conflict of interest
Definition
Any situation in which journalists may stand to benefit personally from stories they produce. (Gifts, favors, free travel, special treatment or privileges)
Term
Herd journalism
Definition
Occurs when reporters stake out a house, chase celebrities in packs, or follow a story in such herds that the entire profession comes under attack for invasion of privacy.
Term
Selective exposure and selective retention
Definition
People expose themselves to the media messages that most familiar to them, and they retain the messages that confirm the values and attitudes they already hold.
Term
The uses and gratifications model
Definition
Researchers studied the ways in which people used the media to satisfy various emotional or intellectual needs.
Term
Textual analysis
Definition
Highlights the close reading and interpretation of cultural messages, including those found in books, movies, and TV programs.
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