Comms 202 final exam - Assignment Example

Comm 202 Final Paper Comm 202 Final Paper Part One Number Term Definition Moral consensus 4. Mass media contribute to what societyregards as acceptable or inexcusable Heinrich Hertz 9-Discovered electrical waves could be sent through the air Gatekeepers 17-People in charge of what is news in mass media and how the news is presented Ida Tarbell 18-Journalist known for her muckraking coverage of Standard Oil oligopoly 11-An industry where a few companies dominate production and distribution Watchdog function 15-Implicit in First Amendment about role of the press Philo Farnsworth 8-Created television in 1920s astroturfing 22-creating the false impression of support for a political campaign arising from disparate individuals in many locations Behavioral targeting 21-Lobbying Ivy Lee 20-Laid out standards for good public relations practices David Ogilvy 25-Founder of broadcast survey firm Miller Standard 19-Test to determine if pornography is obscene A.C. Nielsen 26-Use of demographics to define potential customers or audience by their age Media multi-tasking 2-Simultaneous exposure to messages from different media Media obsessions 13- specific subject of field that a news reporters covers as a specialty 527 status 29-advocacy groups whose nonprofit status permits them to raise unlimited funds Granville Woods 7-Invented railway telegraphy Grokster 30-peer-to-peer music service subject to copyright infringement charges Trial balloons 28-means to “float an idea” without officially endorsing it to the public Cohort Analysis 23-Tool to determine the cost-effectiveness of different media testimonials 1-celebrity endorsements Feedback 3-Response to a message Rachel Maddow 16-Cable news host who takes on issues in a more thoughtful and informal way Demassification 5-Media’s focus on narrower audience segments Associated Press 14-Organization set up by newspaper publishers to share the costs of reporting from distant countries.

Known for fact-driven, objecting reporting CPM 12-Matching advertisements with the actions of potential customers Johannes Gutenberg 6-From Mainz – created movable metal type Government relations 24-Championed brand imaging for products News beats 27-scandals, conflict, horse races, and brevity Tim Berners-Lee 10-Working in Switzerland, he created the World Wide Web Part Two Question 1. Who started online-retailing in a big way? What products were sold and what effect has online-retailing had on these products?

Online retailing basically originated way after World Wide Web was started by Tim Berners when he also structured the browser and the web server and released them for the public to consume. Tim made all these endeavors in 1990; the products became available to the public a year later. From that point on, many other like-minded individuals came up with various ways to use the Internet for various commercial uses. In 1994, the whole online retailing was started in a major way through online banking.

Besides, the Pizza Hut basically encouraged their customers that had an Internet access to order their services from the comforts of their homes and to get a quick delivery of the same good pizza. The effect the online retailing had on the product was that sales increased as people didn’t have to go through the hassle of making trips to the shops as they could order goods (for ex., pizza) or do their banking from home (Mehrabian, 1974). Question 2. How does the First Amendment protect the functions of the press?

In other words, what can the government NOT do? The First Amendment that was drafted in the US basically sought to give freedom to the press. The congress was to be stopped from making and passing any laws that could infringe the rights of speech especially of the journalists as they were to be protected by the constitution. The act was to cover all the forms of the media including television, radio, print media, and now the web. The news that was to be presented from that day onwards was to be free from censorship of the government.

That basically meant that the government could not interfere into mass media trying to control the bits of information presented. The term used to denote the attempt of the government to control what is published is prior constraint which is now illegal according to this amendment (Palmer, 2007). Question 3. Discuss the power of popular music to address significant political and social issues. How much does today’s music influence how the public thinks about war, sexual orientation, and social justice?

The world is basically influenced by what we watch or what we listen to. The media has a tendency of retracing the kinds of views that people hold to, for ex., the kinds of songs they listen to. Some of the songs have negative influence on the lives of the young people especially the social aspects of their lives. The kinds of music released into the market have the capability of molding the life perspective held by a person. Songs about war, for example, can make an individual, that has a certain amount of liking for the artist, embrace the ideologies advocated for in the song.

In most instances, the ideologies may be negative in nature. Most artists also mainly talk about sexual orientations in their songs, and that is enough to change the state of affairs in their fans’ base. Jazz, for example, made tremendous efforts to change the way people think about race and political affiliations (Palmer, 2007). Question 4. Compare how Tylenol and BP used the mass media to help their companies after experiencing a crisis. BP experienced a crisis in 2010 when suddenly there was a burst of the pipes deep in the waters of the Gulf of Mexico.

The burst resulted in wild fires that left 11 people dead after which oil spill was witnessed that started deep within the gulf and went on to be the worst oil spill in the history of the United States. The media was in the forefront to air these grievances. That kind of publicity is what pushed the management of BP to give out a public apology and to promise to restore their services to normal operations. Tylenol was also involved in a crisis whereby people died being poisoned by its products as the containers preserving the products were tampered with.

The crisis cost the company close to 100 million dollars when they recalled their products that were already in the market. The media aired the reactions of the top management as brilliant. That restored the trust that the public had to the company. The reaction of the media in the situations above was different, but it basically helped restore the confidence of the public especially when negative publicity influenced BP top brass to resign (Peter, 2012). . References Mehrabian, A. (1974). An environmental psychology.

Cambridge: MIT Press. Palmer, K. (2007). News and world report. Toronto: Longhorn Publishers. Peter, L. (2012). Managing corporate crises in the 21st century. CA: Oxford.