Exam 3 Flashcards
(39 cards)
Authoritarian Theory
The role of the press
is to be a servant of the government, not a
servant of the citizenry
Libertarian Theory & Four Principles
The press does not belong to the government but is instead a separate institution that belongs to the people and serves as an independent observer of the government
4 Principles of Lib-er-tar-ian Theory
1.) People want to know the truth and be guided by
it.
2.) The only way to arrive at the truth is for ideas to
be freely and openly discussed.
3.) Different people will have different opinions, and
everyone must be allowed to develop his or her own.
4.) The most rational ideas will be the most
accepted
Development Theory
Addresses the special
needs of emerging nations, whose governments
may feel that they need to restrict freedom of the
press in order to promote industry, national
identity, and partnerships with neighboring
nations
5 Dimensions of Rate Media
- Control
- Finance
- Programming Goals
- Target Audience
- Feedback Mechanism
Advertising
“Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor”
Direct-Action Message
Designed to get consumers to (take action) go to a particular
place or engage in a specific action, such as
purchasing a product
Advocacy Advertising
Designed to promote a particular point of view (support a cause like BLM) rather
than a product or service; can be sponsored by a
government, corporation, trade association, or nonprofit association
4 Elements in Advertising Business
Client, Agency, Media & Audience
Someone has to pay for it; someone has to create it, Someone has to post it, Someone has to see it
3 Departments of Advertising Agencies
- Research & Planning
- Creative
- Media Planning
Targeted Advertising
Making the advertising appeal to a narrowly defined group. Done with:
- Demographics (who - Age, race, gender)
- Geographics (where; national, or just Mt. Lebanon)
- Psychographics (what motivates them, saving money or status)
Indirect-Action Message
Designed to build the image of and demand for a product without calling for a specific action (Cheerios in Seinfeld shows)
Public Service Message (PSA)
Promoting non-profit groups and messages ie.,… Don’t vape ad by non-profit American Lung Association
Public Relations
According to Bernays, the functions of public relations are: – Informing – Persuading – Integrating
“The management function that establishes and
maintains mutually beneficial relationships between
an organization and the publics on whom its success
or failure depends”
Ivy Lee
- Early PR practitioner
– Helped railroads deal with image problems
– Early advisor to John D. Rockefeller
– Importance of telling the truth
4 Minute Men
• Committee on Public Information (CPI) • CPI run by newspaperman George Creel • Four-Minute Men – Importance of interpersonal channels - Talking points given to 75,000 men to deliver key points about the war and influence public opinion
5 Steps in Public Relations
- Research (Watch films) 7y(Find the opportunity)
- Objectives (hold the offense/score to the right) (goals & measurable outcomes)
- Programming (plays) (activities to carry out the goals)
- Evaluation (scrimmages to test plays)) Testing prior to campaign)
- Stewardship (handshakes) preserving relationships
5 Principles of Crisis Communications
- Be prepared (have a plan for what could go wrong & what you want to happen)
- Be honest (lies will catch up to you)
- Apologize & mean it
- Move quickly
- Communicate your actions
Press Agentry
Sending one-way communication from the press agent to the media with little opportunity for
feedback; was often deceptive and unethical
Edward L. Bernays
Opinion Leadership
A two-step process of persuasion that uses influential individuals to deliver information to the
community (two-step flow)
Edward L. Bernays
Applied social-scientific research techniques to
public relations
– Promoted technique he called engineering consent
Applying principles of psychology and motivation to
influencing public opinion
– Recognized importance of the crowd
First Amendment & Civil Liberties
Free Expression • – Civil Liberties No government restrictions on speech No government restrictions on the press No government restrictions on practicing religion No government restriction on people assembling to demand that wrongs be righted
USA Patriot Act
Permits more wiretaps and domestic surveillance
– Widens definition of what is terrorism
– Allows government agencies to examine individuals’ media use
– 2015’s USA Freedom Act put new limits in place, including on bulk collection of phone data
