Term
Rhetorical Theory: General Background
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Definition
- Oldest area of communication theory
- Refers to the use of available means of persuasion, typically involves language
- Has both positive and negative connotations
- Wide range of models and devices used to:
- Improve one's rhetoric
- Study/Understand the use of rhetoric by others
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Term
Aristotle's Syllogisms and Enthymemes
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Definition
- Syllogism: Deductive 3-Part Argument
- Major premise
- Minor premise
- Conclusion
- Enthymeme: Syllogism whose functions is rhetorical persuasion
- Audience fills in missing premise/conclusion
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Term
Aristotle's
Rhetoric Theory |
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Definition
- Key Assumptions
- Communicators must consider audience
- Communicators must use a number of "proofs"
- 3 Artistic Proofs:
- Logos - logic/evidence/rationality; used to persuade
- Pathos - emotional appeal
- Ethos - character of speaker; create an aura of trust, moral character, goodwill, qualifications
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- Invention: Discovery of appropriate ideas/topics
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| The second step in the critical process, it involves discovering significant patterns that emerge from the description stage. |
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| Advertising: A persuasive technique that associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product. |
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| Phony grassroots public affairs campaigns engineered by public relations firms; coined by US Senator Lloyd Bentsen of Texas (named after the artifical grass athletic field surface). |
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| Cultural studies research that focuses on how people use and interpret cultural content. Also known as reader-response research. |
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| Advertising strategy that incorporates exaggerated claimes that everyone is using a particular product, so you should, too. |
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| Printing technique developed by early Chinese printers, who hand-carved characters and illustrations into a block of wood, applied ink to the block, and then printed copies on multiple sheets of paper |
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| Individuals who post or publish an ongoing personal or opinion journal or log online |
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| Formal complaint to have a book removed from a public or school library's collection |
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| Advertising: Small regional ad agencies that offer personalized services |
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| Grassroots movement wherein activist amateurs and concerned citizens, not professional journalists, use the Internet and blogs to disseminate news and information |
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| Early type of book in which paperlike sheets were cut and sewed together along an edge, then bound with thin pieces of wood and covered with leather. |
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| Any print or broadcast expression for which a fee is charged to the organization or individual buying time or space in the mass media |
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| The creation and use of symbol systems that convey information and meaning (languages, Morse code, motion pictures, and one-zero binary computer codes) |
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Definition
| Considered unethical, a compromising situation in which a journalist stands to benefit personally from the news report he or she produces |
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Term
| Conflict-Oriented Journalism |
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Definition
| Found in metropolitan areas, newspapers that define news primarily as events, issues, or experiences that deviate from social norms; journalists see their role as observers who monitor their city's institutions and problems |
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| Consensus-Oriented Journalism |
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Definition
Found in small communities, newspapers that promote social and economic harmony by providing community calendars and meeting notices and carrying articles on local schools, social events, town government, property crimes, and zoning issues |
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| Social Science Research: Method for studying and coding media texts and programs |
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| The people in magazine, newspaper, and book publishing who attend to specific problems in writing such as style, content, and length. |
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| An observed association between two variables |
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| The process whereby a media-literate person or student studying mass communication forms and practices employs the techniques of description, analysis, interpretation, evaluation, and engagement. |
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| What media marketers often call convergence; a particular business model that involves a consolidation of various media holdings (e.g. cable connection, phone service, television transmission, and Internet access) under one corporate umbrella |
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| Media Research: The idea that heavy television viewing leads individuals to perceive reality in ways that are consistent with the portrayals they see on television |
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| Media Research: Approaches that try to understand how the media and culture are tied to the actual patterns of communication used in daily life; these studies focus on how people make meanings, apprehend reality, and order experience through the use of stories and symbols. |
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Definition
| Symbols of expression that individuals, groups, and societies use to make sense of daily life and to articulate their values |
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| National magazines whose advertising is tailored to subscribers and readers according to occupation, class, and zip-code address |
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Definition
| Market Research: Study of audiences or consumers by age, gender, occupation, ethnicity, education, and income |
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Definition
| First step in critical process, involves paying close attention, taking notes, and researching the cultural product to be studied. |
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| Publishing industry personnel who work on the look of a book, making decisions about type style, paper, cover design, and layout |
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| Computer technology that enables an aspiring publisher/editor to inexpensively write, design, lay out, and even print a small newsletter or magazine |
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| Book Publishing: Editor who provides authors with feedback, makes suggestions for improvements, and obtains advice from knowledgeable members of the academic community. |
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| Images, texts, and sounds that use pulses of electric current or flashes or laser light and are converted (or encoded) into electronic signals represented as varied combinations of binary numbers, usually ones and zeros; these signals are then reassembled (decooded) as a precise reprodution of a TV picture, a magazine article, or a telephone voice. |
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| Sometimes identified as pulp fiction, these cheaply produced and low-priced novels were popular in the US beginnig in the 1860's |
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| Digital boooks read on a computer or electronic reading device |
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| Internet-based publishing houses that design and distribute boooks for comparatively low prices ffor authors who want to self-publish a title |
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| The fifth step in the ccritical proocess, it involves actively workg to create a media world that best serves democracy. |
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| An underlying value held by many US journalists and citizens, it involves judging other countries and cultures according to how they live up to or imitate AMerican practices and ideals |
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Definition
| Fourth step in Critical Process: Involves arriving at a judgment about whether a cultural product is good, bad, or mediocre; this requires subordinating one's personal taste to the critical assessment resulting from the first three stages (description, analysis, and interpretation) |
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| Magazine subscriptions that automatically renew on the subscribers' credit card. |
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| Mass Media: Research that isolates some aspect of content, suggests a hypothesis, and manipulates variables to discoover a particular medium's impact on attitudes, emotions, or behavior. |
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| Famous-person Testimonial |
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Definition
| Advertising strategy that associates a product with the endorsement of a well-known person |
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| Commercial outlets or brokers, such as United Features and King Features, that contract with newspapers to provide work from well-known political writers, editorial cartoonists, comic-strip artists and self-help columnists |
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| Responses from receivers to the senders of messages |
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| a derogatory term that journalists use to refer to a public relations agent |
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| a common research method in psychographic analysis in which moderators lead small-group discussions about a product or an issue, usually with six to twelve people |
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| editors, producers, and other media managers who function as message filters, making decisions about what types of messages actually get produced for particular audiences |
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| General-Interest Magazines |
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Definition
| Types of magazines that address a wide variety of topics and are aimed at a broad national audience |
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| Situation in which reporters stake out a house or follow a story in such large groups that the entire profession comes under attack for invading people's privacy or exploiting their personal tragedies |
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| An advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relieft |
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| Symbolic expression that has come to mean "good taste"; often supported by wealthy patrons and corporate donors, it is associated with fine art (such as ballet, the symphony, painting, and classical literature), which is available primarily in theaters or museums |
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| News accounts that focus on the trials and tribulations of the human condition, often featuring ordinary individuals facing extraordinary challenges |
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| Early model in mass communication research that attempted to explain media effects by arguing that the media shoot their powerful effects directly into unsuspecting or weak audiences; sometimes called the bullet theory or direct effects model |
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| Social Science Research: tentative general statements that predict a relationship b/w a dependent variable and an independent variable |
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Definition
| books from Middle Ages that featured decorative, colorful designs and illustrations on each page |
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| Underlying value held by most US journalists and citizens, it favors individual rights and responsibilites over group needs or institutional mandates |
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| Book Industry: Marketing strategy that involves publishing a topical book quickly after a major event occurs |
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Definition
| 3rd Step in Critical Process: Asks and answers the "What does that mean?" and "so what?" questions about one's findings |
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Definition
| Type of journalism that involves analyzing and explaining key issues or events and placing them in a broader historical or social context |
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Definition
| advertisements that pop in a screen window as a user attempts to access a new Webpage |
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Definition
| style of journalism in which news reports begin with the most dramatic or newsworthy information - answering who, what, where, and when (and less frequently why or how) questions at the top of the story - and then trail off with less significant details |
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| news reports that hunt out and expose corruption, particularly in business and government |
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| Advertising stategy that tries to create product-name recognition by being annoying or obnoxious |
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| Joint Operating Agreement JOA |
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| Newspaper Industry: Economic arrangement, sanctioned by the government, that permits competing newspapers to operate separate editorial divisions while merging business and production operations |
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| technology introducted in the 19th century that enabled printers to set type mechanically using a typewriter-style keyboard |
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| news reports that adapt fitional storytelling techniques to nonfictional material; sometimes called new journalism |
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| Government Public Relations: process of attempting to influence the voting of lawmakers to support a client's or an organization's best interests |
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| term used for research studies that are conducted over long periods of time and often rely on large government and academic survey databases |
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| symbolic exoression allegedly aligned with the questionable tastes of the "masses," who enjoy commerical "junk" circulated by the mass media, such as soap operas, rock music, talk radio, comic books, and monster truck pulls |
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Definition
| combination of a glossy magazine and retail catalog that is often used to market goods or services to customers or employees |
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| nondaily periodical that comprises a collection of articles, stories, and ads. |
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| period during the Middle Ages when priests and monks advanced the art of bookmaking |
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| Advertising/Public Relation Agencies: Department that uses social science techniques to assess the behaviors and attitudes of consumers toward particular products before any ads are created. |
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| Process of designing and delivering cultural messages and stories to diverse audiences through media channels as old as the book and as new as the Internet |
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| low-priced paperback books sold mostly on racks in drugstores, supermarkets, and airports, as well as in bookstores |
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| Cultural industries -- the channels of communication -- that produce and distribute cultural products to large numbers of people (e.g. songs, novels, newspapers, etc.) |
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Definition
| newspapers, books, magazines, radio, movies, television, or the Internet |
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| Advertising: Individuals who choose and purchase the types of media that are best suited to carry a client's ads and reach the targeted audience. |
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| Process whereby old and new media are available via the integration of personal computers and high-speed satellite-based phone or cable links |
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| Mainstream tradition in mass communication research, it attempts ot understand, explain, and predict the impact-or effects-of the mass media on individuals and society. |
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| Understanding of the mass communication process through the the development of critical-thinking tools--description, analysis, interpretation, evaluation, engagement--that enable a person to become more engaged as a citizen and more discerning as a consumer of mass media products. |
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| Advertising: Large firms or holding companies that are formed by merging several individual agencies and that maintain worldwide regional offices; they provide both advertising and public relations services and operate in-house radio and TV production |
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| the texts, images, and sounds transmitted from senders to receivers |
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| mass-communication research model based on tightly controlled experiments and survey findings; it aruges that the mass media have limited effects on audiences, reinforcing existing behaviors and attitudes rather than changing them |
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| term describing a historical era spanning the time from the rise of the Industrial Revolution in the 18th and 19th centuries to the present; its social values include celebrating the individual, believing in rational order, working efficiently, and rejecting tradition |
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| reporters who used a style of early 20th century investigative journalism that emphasized a willingness to cral around in society's much to uncover a story |
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| strategy for critiquing advertising that provides insights into how ads work on a cultural level; according to this strategy, ads are narratives with stories to tell and social conflicts to resolve |
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| structure underlying most media products, includes two componenets: the story (what happens to whom) and the discourse (how the story is told) |
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| process of gathering information and making narrative reports-editted by individuals in a news organization-that create selected frames of reference and help the public make sense of prominent people, important events, and unusual happenings in everyday life |
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| space left over in a newspaper for news content after all the ads are places |
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| large company that owns several papers throughout the country |
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| often unstated criteria that journalists use to determine which events and issues should become news reports, including timeliness, proximity, conflict, prominence, human interest, consequence, usefulness, novelty, and deviance |
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| modern style of journalism that distinguishes factual reports from opinion columns; reporters strive to remain neutral toward the the issue or event they cover, searching out competing points of view among the sources for a story |
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| technology that enabled books to be printed from photographic plates rather than the metal casts, reducing the cost of color and illustrations and eventually permitting computers to perform typesetting |
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| books made with cheap paper covers, introduced in the US in the mid-1800's |
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| one of the first substances to hold written language and symbols; obtained from plant reeds found along the Nile River |
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| Treated animal skin that replaced papyrus as an early pre-paper substance on which to document written language. |
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| early dominant style of American journalism distinguished by opinion newspapers, which generally argued one political point of view or pushed the plan of the particular party that subsidized the paper |
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| total number of people who come into cotact with a single copy of a magazine |
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| penny press; referts to newspapers that, because of technological innovations in printing, were able to drop their price to once cent beginning in the 1830's, thereby making papers affordable to working and emerging middle classes and enabling newspapers to become a genuine mass medium |
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| use of photoes to document events and people's lives |
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| advertising strategy that associates a product with simplicity and the common person |
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| use of ad techniques to promote a candidate's image and persuade the public to adopt a particular viewpoint |
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| Political Economy Studies |
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| area of academic study that specifically examines interconnections among economic interests, political power, and how that power is used |
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| politicial idea that tries to appeal to ordinary people by contrasting "the people" with "the elite" |
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| term describing a contemporary historical era spanning the 1960s to the present; its social values include opposing hierarchy, diversifying and recycling culture, questioning scientific reasoning, and recycling culture |
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| earliest type of public relations practicioners, who sought to advance a client's image through media exposure |
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| Public Relations: announcements-written in the style of news reports-that give new information about an individual, a company, or an organization and pitch a story idea to the news media |
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| 15th century invention whose movable metallic type technology spawned modern mass communication by creating the first method for mass production; it reduced the size and cost of books, made them the first mass medium afforable to less affluent people, and provided the impetus for the Industrial Revolution, assembly-line production, modern capitalism, and the rise of consumer culture |
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| advertising practice of strategically placing products in movies, TV shows, comic books, and video games so the products appear as part of a story's set environment |
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| technical books that target various occupational groups and are not intended for the general consumer market |
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| period of political and social reform that lasted from the 1890s to the 1920s |
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| Advertising/Public Relations: communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such a nation's war effort |
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| study of propoganda's effectiveness in influencing and mobilizing public opinion |
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| typlically call-in, online, or person-in-the-street polls that the news media use to address a "question of the day" |
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| Public Relation: Circumstances or events created solely for the purpose of obtaining coverage in the media |
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| Market Research: study of audience or consumer attitudes, beliefs, interests, and motivations |
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| type of journalism, driven by citizen forums, that goes beyond telling the news to embrace a broader mission of improving the quality of public life; also called civic journalism |
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| total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade its audiences to adopt a point of view |
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| Public Service Announcements (PSAs) |
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Definition
| reports or announcements, carried free by radio and TV stations, that promote government programs, educational projects, voluntary agencies, or social reform |
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| Public Relations: positive and negative messages that spread controlled and uncontrolled information about a person, a corporation, an issue, or a policy in various media |
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| term used to describe many late-19th century popular paperbacks and dime novels, which were constructed of cheap machine-made pulp material |
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| a social science research method for assigning research subjects; it ensures that every subject has an equal chance of being placed in either the experimental group or the control group |
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| the targets of messages crafted by senders |
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| dictionaries, encyclopedias, atlases, and other reference manuals related to particular professions or trades |
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| national magazines whose content is tailored to the interests of different geographic areas |
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| underlying value held by many US journalists and citizens, it assumes that business people compete with one another not primarily to maximize profits but to increase prosperity for all |
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| strategy of inundating a variety of print and visual media with ads aimed at target audiences |
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| widely used research method that studies penomena in systematic stages; it includes identifying the research problem, reviewing existing research, developing working hypotheses, determining appropriate research design, collecting information, analyzing results to see if the hypotheses have been verified, and interpreting the implications of the study |
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| phenomenon whereby audiences seek messages and meanings that correspond to their preexisting beliefs and values |
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| phenomenon whereby audiences remember or retain messages and meanings that correspond to their preexisting beliefs and values |
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| authors, producers, agencies, and organizations that transmit messages to receivers |
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| Advertising: catchy phrase that attempts to promote or sell a product by capturing its essence in words |
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| underlying value held by many US journalists and citizens, it favors the small over the large and the rural over the urban |
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| Advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station |
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| theory within media effects research that suggests a link between the mass media and behavior |
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| TV Journalism: equivalent of a quote in print; the part of a news report in which an expert, a celebrity, a victim, or a person on the street is interviewed about some aspect of an event or issue |
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| In the days before modern advertising, individuals who purchased space in newspapers and sold it to various merchants |
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| computer term referring to unsolicited e-mail |
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| theory that links the mass media, social psychology, and the formation of public opinion; proposes that people who find their views on controversial issues in the minority tend to keep these views silent |
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| editions of national magazines that tailor ads to different geographic areas |
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| Advertising: blueprint or roughly drawn comic-strip version of a proposed advertisement |
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| 1950s term that refers to hidden or disguised print and visual messages that allegedly register on the unconscious, creating false needs and seducing people into buying products |
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| Book Industry: Selling the rights to a book for use in other media forms, such as a mass market paperback, a CD-ROM, or the basis for a movie screenplay. |
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| newspapers that feature bizarre human-interest stories, gruiesome murder tales, violent accident accounts, unexplained phenomena stories, and malicious celebrity gossip |
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| Social Science Research: method of collecting and measuring data taken from a group of respondents |
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| books made for the el-hi (elementary and high school) and college markets |
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| Media Research: method for closely and critically examining and interpreting the meanings of culture, including architecture, fashion, books, movies, and TV programs |
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| move visible book industry segment, featuring hardbound and paperback books aimed at general readers and sold at bookstores and other retail outlets |
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| radical newspapers, run on shoestring budgets, that question mainstream political policies and conventional values; the term usually refers to a journalism movement of the 1960s |
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| segment of the book industry that publishes scholarly books in specialized areas |
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| Uses and Gratification Model |
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Definition
| mass communication research model, usually employing in-depth interviews and survey questionnaires, that aruges that people use the media to satisfy various emotional desires or intellectual needs |
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| Values and Lifestyles (VAL) |
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Definition
| market-research strategy that divides consumers into types and measures psychological factors, including how consumers think and feel about products and how they achieve (or do not achieve) the lifestyles to which they aspire |
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| handmade paper made from treated animal skin, used in the Gutenberg Bibles |
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| Video News Releases (VNRs) |
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| Public Relations: visual counterparts to press releases; they pitch story ideas to the TV news media by mimicking the style of a broadcast news report |
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| short videos or other content which marketers hope will quickly gain widespread attention as users share it with friends online, or by word of mouth |
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| magazines that publish on the Internet |
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| commercial organizations, such as the Associated Press, that share news stories and information by relaying them around the country and the world, originally via telegraph and now via satellite transmission |
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| newspaper style or era that peaked in the 1890's, it emphasized high-interest stories, sensational crime news, large headlines, and serious reports that exposed corruption, particularly in business and government |
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| self-published magazines produced on personal computer programs or on the internet |
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