suggestion

The

presentation of ideas or 

images in such a way as 

to reveal certain ideas or 

qualities and to conceal 

others.

sensationalism

A method 

used to attract viewers by 

presenting more exciting 

stories over less-exciting but 

perhaps more newsworthy 

ones; the most bizarre, visually 

interesting, or sensational

elements of these stories are 

features.

sound bite

An excerpt 

from a speech or report that 

is presented as summarizing 

but may actually distort the 

sentiments of the speaker or 

writer. 

framing

The deliberate or 

unconscious use of camera 

shots to influence audiences; 

also, the use of a number 

of techniques by journalists 

and broadcasters to create 

a particular impression of 

reality

Fairness 

Doctrine

A former U.S. policy by which 

broadcasters must allow equal 

airtime for all sides of an 

issue.

spin

The use of language, 

particularly in politics and 

public relations, to create a 

biased, positive connotation 

for ideas, events, or policies 

that one favors, and a biased 

negative impression about 

ideas, events, or policies that 

one dislikes. 

lead

The introductory 

sentence of a news story that 

is meant to give a reader the 

essence or general meaning of 

the story. 

representer

A term used 

synonymously with the word 

reporter to indicate that 

reporters make strategic 

choices that frame news 

stories.

fuzzy words

Weasel words 

that create an appealing 

claim or impression without 

specifically defining a concrete 

meaning for the words or 

phrases used. 

product placement

 The practice of integrating 

or embedding products in 

films, television programs, and 

other media in order to reach 

consumers.

Gestalt Principle

A principle that states that 

our minds strive toward 

congruence and completion 

of information. If a message 

strikes us as incomplete, we 

will fill in the missing details 

ourselves. 

(the whole is greater than the sum of its parts)

eye tracking

Using

photographic technology to 

record exactly where a person 

is looking as he or she is 

interacting with some kind 

of visual display in order to 

create ads and websites that 

attract a target audience. 

subliminal

persuasion

information meant to affect 

people on an unconscious 

level, some of which can 

be detected with training 

and some of which cannot 

be detected with the 

conscious mind, regardless of 

training. The existence and 

effectiveness of this latter 

form of subliminal persuasion 

remains under dispute.  

neuromarketing

Using

technology to determine 

consumers’ internal, 

subconscious reactions to 

products and brand names 

in order to plan effective 

marketing strategies