final exam

Question 1

strategic communications

Answer 1

-aim to persuade an audience

Question 2

two step flow model

Answer 2

mass media- opinion leaders- people in contact with opinion leaders

Question 3

two way symmetry model

Answer 3

understands public relations as a system of managing relationships between organizations or individuals and their many publics

Question 4

ethics

Answer 4

a branch of philosophy that examines moral questions

Question 5

morals

Answer 5

what we believe to be right or wrong

Question 6

golden rule

Answer 6

do unto others as you’d have them do to you

Question 7

golden mean

Answer 7

find balance between two extremes is the most ethical way

Question 8

categorical imperative

Answer 8

universal law that applies to all without exception

Question 9

practical imperative

Answer 9

no person can be used as a means to someone’s end

Question 10

utilitarianism

Answer 10

the most ethical action does the greatest good for the greatest number

Question 11

ethics in journalism

Answer 11

misrepresentation

plagiarism

Question 12

ethucs in advertising

Answer 12

deceptive ads

puffery

Question 13

ethics in PR

Answer 13

conflicts of interest

Question 14

ethics in entertainment

Answer 14

sex

stereotypes

Question 15

libel

Answer 15

written defamations

Question 16

censorship

Answer 16

suppression of speech

Question 17

slander

Answer 17

spoken defamation

Question 18

fairness doctrine

Answer 18

1. required broadcasters to devote some of their airtime to discussing controversial matters of public interest
2. air contrasting views

Question 19

mechanical solidarity

Answer 19

• based on resemblances
• low volume of population
• highly religious
• attach supreme value to society/ interests of society

Question 20

organic solidarity

Answer 20

• based on division of labor
• high volume of population
• attach supreme value to individual dignity, equality of opportunity, work ethic, social justice

Question 21

mass society

Answer 21

1. avg ppl vulnerable to media
2. media is able to directly influence minds of avg ppl
3. bad long term consequences are a likely result
4. mass media debases hgiher forms of culture bringing a genreal declin in civilization
5. social chaos initiated by media will likely be resolved with totalitarian social order
6. to deal with this threat media must be brought under elite control

Question 22

magic bullet theory

Answer 22

info injected into a passive audience having a uniform impact on people

Question 23

dominant reading

Answer 23

hegemonic response…/?

Question 24

negotiated reading

Answer 24

audience accepts the content and adapt it according to their social background

Question 25

oppositional reading

Answer 25

audience understands content but rejects its message

Question 26

priming

Answer 26

what happens when we activate an idea in people's mind

Question 27

political communication

Answer 27

pure discussion about the allocation of public resources, official authority, and official sanctions -content and purpose makes it political

Question 28

responsibilites of media

Answer 28

``` must inform citizens must explain meaning and significance provide platform for political discourse watchdog role channel for advocacy of political viewpoints ```

Question 29

overton window

Answer 29

describes range of ideas tolerated in public discourse

Question 30

trial balloon

Answer 30

intentional news leak that politicians use to assess public opinion

Question 31

opinion polls

Answer 31

politicians that lead in the polls tend to recieve more positive coverage -politicians that trail get negative coverage

Question 32

negative advertising

Answer 32

creates avoidance among views | -depress voting among less involved voters and polarizes voters that are involved

Question 33

consequences of globalization

Answer 33

- economic convergence- intro western content through regional channels - freedom of info

Question 34

global media in authoritarian states

Answer 34

- control flow of radio/TV content - restrictive journalism and news broadcast - firewall to block access to foreign companies - strong regulations over foreign companies - online access owned by govt

Question 35

cultural imperialism

Answer 35

- practice of promoting/imposing a culture of powerful nation over less powerful nation - loss of native identity

Question 36

cultural hybridity

Answer 36

blending of elements from different cultures | -tailor content to sell in foreign markets

Question 37

disadvantages of cultural hybridity

Answer 37

- influences foreign media - lack of diversity - corporate racial and gender bias