SPCH 2050 Nathan Tita – Flashcards

-Advertising has been around since about 300 BCE. - In the mid 1800s, newspapers used advertisements to try to turn a profit. - Most of these early ads were for land sales, transportation announcements, and "runaways" (ads placed by farmers and plantations owners for slaves who ran away).

First full service ad agency formed.

The 1900s saw many advertising watchdog agencies created.

the American Association of Advertising Agencies (AAAA) responded to the FTC and tried to minimize government to oversight by urging ad agencies to stop making misleading advertisement.

the federal government created the Federal Trade Commission (FTC) to monitor advertising abuses.

saw many advertising watchdog agencies created.

A product is endorsed by a well-known person.

creating product-name recognition by being annoying or obnoxious.

-United States advertising contributed major social changes in the 20th century. Specifically: - Significant change from producer-directed to consumer-driven society. - Advertisers now helped manufactures create new markets and quickly recover costs - Advertising promoted technological advances by showing how new machines, such as vacuum cleaners, car, etc. could improve daily life.

Plays on consumers' sense of insecurity. E.g. Toothpaste, deodorant, shampoo ads.

associates a product with simplicity.

Points out in an exaggerated claim that everyone is using a particular. Eg. Volkswagen original "Drivers Wanted" ad. E.G. Products that claim to be "America's favorite" or "the best"

attempts to persuade consumers that using a product will maintain or elevate their social status .

associates a product with a positive cultural value or image even if there is little connection to the product. E.g. Post 9/11, man companies and products began to be associated with patriotism and national pride.

Association principle can lead to stereotypes of women as only being homemakers or sex objects.

Association Principle

provides insights into how ads work at a general cultural level

-Ads incorporate myths in mini-story form (characters, setting). -Most stores in ads involve conflict. -These conflicts are negotiated or resolved by the end of the ad, usually by buying a product.

refers to hidden or disguised print and visual messages that allegedly register in a person's subconscious and fools people into buying products. eg. Coca Cola's "Drink Coca-Cola" ad is an example of this.

They are both equally effective.

Department stores

refer to the total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade an audience to adopt a point of view.

The first PR practitioners,those who sought to advance a client's image through media exposure, in the 1880s.

using media to spread information about a person or an issue.

PR specialists who try to influence government to intervene directly on behalf of specific companies or business sectors. Eg Railroad constructions, Government Subsidies

The most famous press agent of the 1880s. used exaggeration, fraudulent stories, and staged events to secure media coverage for his clients, his museum and later his circus. He called his circus "The Greatest Show on Earth."

Ivy Lee and Edward Bernays

-Worked in one of the first PR firms in the United States, but later quit to work as a consultant forPennsylvania Railroad after a horrific train accident led to unfavorable publicity. -He advised more openness with the press.

He was the first person to apply psychology and sociology to public relations, calling himself a "public relations counselor."

Crystallizing Public Opinion, Edward Bernays.

Engineering of consent

Cigarettes

There are many ways in which public relations differs from advertising - Advertising uses simple fixed messages - These messages are usually transmitted directly through purchase of ads. -Public Relations involves more complex messages that can evolve over time - Public relations does not necessarily involve ad purchases - Public Relations uses the news media to transmit messages directly to the public -Public relations can be much more powerful than ads

is communication strategically placed, either as advertising or publicity, to gain public support for a special issue, policy, or program. Eg. WW2, US gov't used this to gain support.

any circumstances created specifically for the sole purpose of gaining coverage in the media. E.g. press conferences, a march, etc.

Theodore Roosevelt

a phony grassroots public-affairs campaign engineered by public relations forms. Eg. PR firms can deploy phone banks and mailing lists to drum up support and create the impression that millions of citizens back their client's issue.

Messages

Written announcements in the style of news reports that give information about an individual, company, or organization and pitch a story idea to the news media.

- Proposed to contest the notion of a passive audience. - By using in-depth questionnaires, researchers studied the ways in which people used media to satisfy various emotional or intellectual needs. -Researchers found some people use media to see authority figures elevated or taken down, seek a sense of community, fulfill a need for drama, or confirm moral values.

-Developed by 'Albert Bandura' in the 1960s -Demonstrated a link between violent media programs and aggressive behavior. -Supporters say this shows real life consequences of media aggression - Critics argue this theory simply makes the media a scapegoat for larger societal issues of violence.

-Suggests that heavy viewing of television leads individuals to perceive the world in ways that are consistent with television portrayals. -Created by 'George Gerbner': suggests that the more a person watches television and absorbs its viewpoints, the more likely their worldview will be "cultivated" by the images and portrayals on television.

post WWII, researchers started studying how governments used propaganda to advance war efforts.

-Walter Lippmann distrusted the public's ability to function as knowledge citizens and journalist's ability to help the public separate the truth from the lies. o Lippmann argued that social science could be part of an expert class that would make "unseen facts intelligible to those who have to make decisions." o Today, polls control most of our political insight.

-One of the earliest media theories that argued the powerful effects of media. -This model suggests directly into unsuspecting victims.

-With more research, social scientist found that the media alone cannot cause people to change their attitudes and behaviors. -In most cases, the media reinforces existing behavior and attitudes rather than change them. -Research found people engage in selective exposure and selective retention.

This means people expose themselves to media messages that are most familiar to them, and retain those messages that confirm the values and attitudes that they already hold.

Created public sphere

Public sphere is defined as a space for critical public debate.

-Women are bombarded by media message during their lives, so it is important to analyze those messages. Some results of this analysis show: - While women make up more than half of the U. S. population, male characters outnumber females in primetime TV by a 2 to 1 margin. -Female characters are rarely non-white, over 40, gay, or anything other than thin -These representations skew out culture's perceptions of what is normal for women. - In particular, women have skewed perceptions about what constitutes a normal weight or body type. -Over 90% of TV news comments are made by a man. -While the media is influential, it is not the only "educator" of children. -Family influence (e. g. family communication, role models, etc.) have a larger impact than the media.

This article focuses on the messages that are sent by advertisements -The study found that in ads, women are either depicted as housewives or as sex objects -These images are worrisome because they are artificial. - Women are mare to want a "look" that cannot be achieved. -Artificiality: A Wall Street Journal study of four Chicago schools found that more than half of fourth-grade girl were dieting and three-quarters felt that they were overweight.

This article looks at how the media repeats myths about gender differences -Keep in mind that this article looks to delegitimize popular myths about females in -They argue that the best research tells us that most f these myths are false -Despite early myths and some that still continue today, there is no evidence that male and female brains are very different . o at least not consistently, and not in ways that matter a lot. -In school, boys and girls score about the same math, so there is no evidence if sex-related ability bias. -Debunking Myths: There is no evidence that women take fewer risks or are less interested in powerful or media and society leadership jobs . - Despite the way commercial, television, and other media depict women, there is no evidence that women generally wish that they could be housewives instead of working mothers -Successful women do not have more trouble finding husbands

The debate over the term "refugees" as a term to describe survivors of the storm. oThe term "looting" versus "finding food" o First-person accounts circulated through "new" media accounts such as mass emails, -Much of the media controversy following Katrina focused on issues of language. -A common description of survivors was "refugee." -Many people, including President Bush, decried the use of this term. blogs, etc. News organizations moved t use "evacuees," "survivors," or "victims." This was not the only term scrutinized. -An image circulated of a black man carrying food in flood waters with a caption calling it 'looting' . -Another image of a white couple carrying food through the flood waters had a caption 'finding food'. -Although hard conducted a study on the circulation of this photo, the authors conclude that these photos show that race played a role in language use during coverage of Katrina. -The word "refugee" had implications for identification of African Americans in New Orleans following Katrina. -Some coverage drew analogies between images of New Orleans following Katrina and refugees scenes in Haiti or Kosovo. -There was a large focus by the news media on violent crimes following Katrina on new Orleans. -However, the majority of the violent crimes reported either never occurred or were misrepresented. refugees scenes in Haiti or Kosovo.

The study found that the photographic coverage, while sympathetic, reinforced negative stereotypes about African-Americans, while showing Caucasians in powerful leadership roles. -At the time, Hurricane Katrina was the most visual news event since 9/11. -Coverage of Katrina hit a nerve with many Americans. -Never before had American citizens seen other Americans in such poverty and devastation on their home soil. -Photographs consistently had Caucasians on the role of helper (hero), and African Americans in the role of victim. -Coverage of Katrina reinforced existing societal barriers for African Americans.

Haider-Market, et al. applies previous research on racial identity to understand how the American public had varying responses to government efforts post Katrina. They use framing theory to understand the role race played in shaping attitudes following Katrina. -Framing theory can be defined as "the process by which a communication source constructs and defines a social or political issue for its audience." -Framing can influence attitudes on nearly any event. -This essay focuses on news media framing of Hurricane Katrina's aftermath. -When Hurricane Katrina hit New Orleans, the worst damage occurred when the levees broke. -News coverage focused on armed individuals that were looting, 10,000+ people stranded in the Superdome, and those individuals left behind in city. -Images of storm victims as poor and African Americans dominated the news more than anything else. -Images shown of black storm victims were, at times, more negative than those shown of white victims.

the process by which a communication source constructs and defines a social or political issue for its audience.

-Bauerlein argues that Gen Y is doomed. *Technology -Bauerlein argues the rise in technology has decreased reading time -Social life has become increasingly more important and it can occur anywhere and anytime because of technology. *Business Ethics -Bauerlein argues that Gen Y wants it easy. -States about 55% of high school students spend one hour or less "reading/studying" per week. *Literacy -Bauerlein notes that reading is down because there is not instant pay off for a student. -Human Socialization has been impaired. -Teens are really only equipped to socialize with people in their age groups.

-Sharon Begley counters some of Baurelein's arguments in her article. -Begley's main argument from al of this is that there is a difference between knowing facts and being intelligent. -Numerous early 2000s studies found that 18-24 year olds did not know political leaders and/or important aspects of U. S. history. Much of this doesn't have to do with the stupidity of students, but a failure in our school system.

Neil Howe counters Bauerlein's argument by casting blame on Gen Y's parents. - He calls his group the "early Xers" who were born from the late 1950s to mid 1960s. -This group is seen as the least bookish group of professionals that the U. S. has seen in a long time. -While it is easy to blame Gen Y, Howe argues early Xers have some of the lowest standardized test scores and SAT scores. -U. S. doesn't need to worry about Gen Y because they are resilient practical, and can handle risks.

The hypothesis that video games directly cause violence has been presented not as one side of a reasonable debate but as a fact and a public health crisis on par with smoking and lung cancer. -The news cycle about video games tends to focus on three main phenomena: 1.)The release of controversial games 2.)Unsupported statements by nonscientists 3.)Efforts to tie individual real-life violent crimes to violent games Ferguson thinks that the connection between video games and violence is a moral panic: -A quest by some members of society to impose their moral beliefs on the greater society through the tactic of fear. One of the outcomes of a moral panic is publication bias: o A bias among academic journalists in favor o publishing studies that show positive Ferguson thinks the video game violence research is inconsistent, contradictory, and overstated by its own authors. - He points out the some studies show video games have positive effects. -Ferguson argues that there can be positive effects of violent video games results over studies that disprove hypotheses. 1.Some research has found that playing video games can increase visual memory, perception, processing, etc. 2.Multi-player video games can increase social involvement. 3. They can actually educate a user. results over studies that disprove hypotheses.

-This article is a series of direct replies to a critique made by Ferguson and another author. -The authors reject the idea that they are trying to create a phantom youth violence crisis -They argue serious acts of aggression and violence are relatively rare as a result of video games and are harder to predict the cause of. -They argue video games aren't the most important causes of violence but should be controlled anyway. -The authors found that the effects of violent video games are similar in size to those of second hand smoke, asbestos. -The authors conclude that video games are a primary cause of later aggression.