Jour 101 Final Exam (everything after exam 2)2022/2023

media advertising's appeals appeals: 1) expert/celebrity 2) plain folks pitch 3) snob appeal 4) band wagon effect 5) fear appeal media advertising definition media advertising is any paid form of commercial speech (the business of ideas) 00:02 01:29 media advertising's campaign strategy -agent and audience/target (the "who's") -objective: awareness, conviction, action, reinforcement (this can work as a sequence) (the "why") -method: thinking vs feeling, degree of involvement (the "how") -benefit: physical features (info), functional features (persuasion), characterization (identity/emotion) (the "what") POEMS Paid Owned Earned Media (that is) Shared poems expands both content and form polysemy multiple meanings qualities/potential of interactive media competition, community, and cultural acquisition ... priming media causes more aggressive behavior -ex: video games -derived from psychology; exposure to one stimulus influences responses to a later stimulus catharsis media causes less aggressive behavior -definition: cleansing, purging, purification -seeing violence renders it less appealing, relives the urge to enact violence characteristics of the public sphere ... challenges to the ideal public sphere ... dimensions of media effects and outcomes (manifested and process) ... factors that influence baseline and fluctuation effects ... ideology, hegemony, and hierarchy ... net neutrality principle that all internet traffic should be treated equally the internet is like a media channel (like a utility: electricity, water, etc) the two approaches to media research 1. Traditional ("media effects") -scientific (social and natural): observe/study behavior, conduct experiments -objectivity: embraces and strives for it -replication and precision 2. Cultural Studies ("schools") -interpretive (cultural/critical): textual analysis, interviews (ethnography) -objectivity: suspicious of it even being possible -examine power and social change past approaches to traditional media effects research 1. hypodermic needle -aka magic needle -1920s and 30s -ex: war of the worlds 2. behavioral science: stimulus response -1930s to 60s -continued assumption of simple cause-effect 3. priming and catharsis contemporary approaches to traditional media effects research 1. framing: media offers filters for making sense of the world (framing theory), selection can promote certain interpretations or perspectives over others -agenda setting theory -theory of cultivation 2. reception studies -observe and make conclusions about audience reactions to media types 3. uses and grats -ask "what do people do with media" rather than "what does media do to people" culture and media influence, including the Birmingham School and how it both echoes and differs from earlier approaches to studying media ... evolving issues for studying media 1. big data -ex: ransomware, deepfakes vs cognitive reflection 2. gamification -play -"dark play"/dark side 3. our own agency -being connected -being pubic -being knowledgable--media not just a tool, it is relational, from meaning seekers to meaning makers *review* ... The trend in the newspaper business over the last several decades has been... ... The start of "mass communication" is marked by which invention? ... The term "yellow journalism" is thought to have originated from a cartoon called "The Yellow Kid". The practice of yellow journalism is typically considered to involve... ... While other newspapers relied heavily on subscriptions and daily sales, a new business model in the 1800s depended on advertising sales to subsidize publication costs. This type of newspaper was generally known as... ... The _______ determines the final meaning of any media message ... The _______ line of research helps to examine why voters tend to rank certain issues as top concerns after news media focus their attention on those same issues. ... In a democratic society, it is the responsibility of journalism to monitor the functions of government and report governmental activities and excesses to the public. This role has been widely referred to as the... ... The _______ model of press freedom is most often associated with todays mainstream US news media ... In 2010, about _______ percent of local newspapers had a percentage of minority employees that matched the percentage of minorities in their community ... What potentially accounts for the dominance of young, white male characters on TV? ... Mass communication researches have found that news coverage overwhelmingly portrays African American communities as plagued by crime, unemployment and poverty. Researchers are concerned that such coverage, by providing audiences with specific "filters" for making sense of the world, could negatively impact African Americans' image in society. Which of the following theories best explains this phenomenon? ... Which of these statements is true of diversity in American society? a) Most people in America have an adequate understanding of the diversity of the culture in which they live b) The importance of diversity is overrated in American society c) Most college students in other developed countries receive little education in the diversity of the world d) Our world and our economy are changing rapidly. Diversity education can help build both a strong society and a strong economy. ...