Sut Jhally Comm 289 Exam 2 UPDATED
ACTUAL Exam Questions and CORRECT
Answers
What quality does a successful PR firm possess? - CORRECT ANSWER - Invisibility- if
people know about it, it's not working
How is PR different from advertising? - CORRECT ANSWER - advertising is visible. If
advertising is visible arm of corporate speech, PR is invisible partner.
How to achieve social control of the unruly mob? - CORRECT ANSWER - The new mass
media
No such thing as the "truth"- the truth is: - CORRECT ANSWER - the ability to make
people believe your definition of something, to believe your story
The lesson of Confucious - CORRECT ANSWER - Th powerful should "rectify the
language" to keep control, if you can control the language you can make people believe
anything--> control the categories of language- the categories through which we think about the
world
What was the purpose of the PR involved in the 1914 mines in Colorado/Rockefeller? (Ludlow
Massacre) - CORRECT ANSWER - To change the perception/language, NOT to fix things
or change wages
WWI Political Opposition - CORRECT ANSWER - unions strong during this time,
considered the "rich man's war"
1917 Committee on Public Information (CPI) - CORRECT ANSWER - -also called the
Creel Commission (after its chairperson George Creel)
- first large scale attempt by government to sway public opinion
, -Hollywood, news, posters
- "Four minute men"- would give 4 minute talks at events on why the war should be supported-
had kids to it too
"Propaganda" - CORRECT ANSWER - term originated from the church "propagating the
truth"- giving periodicals to teachers
PR- not just about what you think but about: - CORRECT ANSWER - what you feel (feel
better with product)
The term PR is: - CORRECT ANSWER - PR in itself, "propaganda" has negative
connotation
Bernays described PR as: - CORRECT ANSWER - transhistoric concern, the requirement
for those in power to invisibly shape attitudes of general population
enlightened despotism - CORRECT ANSWER - controlling people for their own good
dumb jack - CORRECT ANSWER - Bernays chauffer- the masses were like children who
needed to be looked after- democracy doesn't happen if the mob is in control
Two conclusions emerged for American intellectuals as a result of CPI and people like Bernays
and Ivy: - CORRECT ANSWER - 1. experts are required in managing public opinion
("unseen engineers")
2. the public is illogical and emotional
2 major reactions to the Depression: - CORRECT ANSWER - 1. political realignment- the
new deal
- 1932 FDR elected
-a different vision of society and the role of government in supporting society- that corporate
power should be balanced by something
ACTUAL Exam Questions and CORRECT
Answers
What quality does a successful PR firm possess? - CORRECT ANSWER - Invisibility- if
people know about it, it's not working
How is PR different from advertising? - CORRECT ANSWER - advertising is visible. If
advertising is visible arm of corporate speech, PR is invisible partner.
How to achieve social control of the unruly mob? - CORRECT ANSWER - The new mass
media
No such thing as the "truth"- the truth is: - CORRECT ANSWER - the ability to make
people believe your definition of something, to believe your story
The lesson of Confucious - CORRECT ANSWER - Th powerful should "rectify the
language" to keep control, if you can control the language you can make people believe
anything--> control the categories of language- the categories through which we think about the
world
What was the purpose of the PR involved in the 1914 mines in Colorado/Rockefeller? (Ludlow
Massacre) - CORRECT ANSWER - To change the perception/language, NOT to fix things
or change wages
WWI Political Opposition - CORRECT ANSWER - unions strong during this time,
considered the "rich man's war"
1917 Committee on Public Information (CPI) - CORRECT ANSWER - -also called the
Creel Commission (after its chairperson George Creel)
- first large scale attempt by government to sway public opinion
, -Hollywood, news, posters
- "Four minute men"- would give 4 minute talks at events on why the war should be supported-
had kids to it too
"Propaganda" - CORRECT ANSWER - term originated from the church "propagating the
truth"- giving periodicals to teachers
PR- not just about what you think but about: - CORRECT ANSWER - what you feel (feel
better with product)
The term PR is: - CORRECT ANSWER - PR in itself, "propaganda" has negative
connotation
Bernays described PR as: - CORRECT ANSWER - transhistoric concern, the requirement
for those in power to invisibly shape attitudes of general population
enlightened despotism - CORRECT ANSWER - controlling people for their own good
dumb jack - CORRECT ANSWER - Bernays chauffer- the masses were like children who
needed to be looked after- democracy doesn't happen if the mob is in control
Two conclusions emerged for American intellectuals as a result of CPI and people like Bernays
and Ivy: - CORRECT ANSWER - 1. experts are required in managing public opinion
("unseen engineers")
2. the public is illogical and emotional
2 major reactions to the Depression: - CORRECT ANSWER - 1. political realignment- the
new deal
- 1932 FDR elected
-a different vision of society and the role of government in supporting society- that corporate
power should be balanced by something
