MCS 005 FINAL EXAM LATEST 2023 REAL EXAM 100 QUESTIONS AND CORRECT ANSWERS|AGRADE

MCS 005 FINAL EXAM LATEST 2023 REAL EXAM 100 QUESTIONS AND CORRECT ANSWERS|AGRADE 1) TV as a “vast wasteland”: expression coined by FCC chair Newton Minow in 1961 to describe television content. Minow advocated for the programming of the public interest. Financial Interest in Syndication Rules (Fin-Syn) imposed: to ban networks to own or produce more programming ●Pave the way for new alternatives like PBS 2) Pseudo-eventing and news staging: pseudo-event: event that has no real informational or issue meaning; it exists merely to attract media attention. news staging: re-creation on television news of some event that is believed to have happened or which could have happened.* a) Pseudo-eventing: events staged specifically to attract public attention (Boston Tea Party)/ b) News staging: re-creating some event that is believed to or could have happened (reporter reporting from “sacred ground” but not actually there 3) TV rating and share: rating: percentage of a market’s total population that is reached by a piece of broadcast programming o Considers all TV households o Households tuned in to a given program divided by all households with television o Usually expressed as % share: the percentage of people listening to radio or of homes using television tuned in to a given piece of programming o Considers TV households watching any station o Households tuned into a given program divided by all households tuned into tv at that time o Usually expressed as % 4) The first electronic digital computer, and the meaning of “digital”: Colossus (invented by the British to decode German WWII messages) : first electronic digital computer, binary 0 and 1. Key concepts of “digital media”: automation - computers can be programmed to automate complex task. Collaborative Filtering (personalization) - the ability of media content producers to cater to individuals users or of automated tracking of web users habits to determine likely areas of interest. 5) The “network of networks”: The Internet is most appropriately thought of as a “network of networks” that is growing at an incredibly fast rate. These networks consist of LANs (local area networks), connecting two or more computers, usually within the same building, and WANs (wide area networks), connecting several LANs in different locations. 6) Encryption: electronic coding or masking of information on the Web that can be deciphered only by a recipient with the decrypting key. 7) Marshall McLuhan and Global Village: Global Village is a McLuhan concept; new communication technologies permit people to become increasingly involved in one another’s lives. The idea that media “shrink” the world. 8) Digital divide: Refers to the growing contrast between “information haves” and “information have-nots” in terms of income, race geographic locations and nations 9) The Pros and Cons of online communication for democracy: · Pros o An engine of public relations: organizations of all types now have direct access to individuals without traditional information filtering o Audience-centered mass communication can lead to a flowering of diverse ideas, art, and creativity o Public can become more involved in political and social issues as they organize online o Info without national boundaries, transmitting democratic ideas to totalitarian or authoritarian countries. · Cons o Too much information, too distractive; o Too many generators, too fewer audiences o easy access to online hatred and pornography o Erosion of privacy o Cyber wars: threats to national security from terrorists and criminals. 10) Defining features of new media: · Digital · Interactivity · Audience Generated · Asynchronous communication · Narrowcasting · Multimedia forms 11) The first public relations bureau: 1900; the Publicity Bureau in Boston; the nation’s first publicity firm ^ It says 1900 in the class powerpoint, but in the book it says it was established in 1906 (Pg. 269)? Did some research online that also said that the PB was founded in 1900 12) Public relations pioneers’ activities:? · Edward Bernays o Talk to people and listen to people o The polling industry (ex, Gallup) o Made key contribution to PR education § Taught the first class called public relations at NYU in 1923 § Wrote the first textbook: Cyrstallizing Public Opinion Ivy Ledbetter Lee—PR pioneer · Helped the Rockefeller family to handle Ludlow massacre: the violent deaths of 17 people during an attack by the Colorado National Guiard on a tent colony of 1200 striking coal miners and their families at Ludlow, Colorado on 4/20/1914 · Helped getting the soviet union recognized in the US · Assisted Nazi-owned businesses in US Edward Bernays and Doris Fleischman · Worked for the American Tobacco Company to make smoking socially acceptable for women: the 1929 Torches of Freedom March 13) Different PR activities (e.g. what is publicity, public affairs, lobby, focus groups, cause marketing, etc.): Focus Groups: A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Cause marketing: Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. 14) Integrated marketing communications: combines public relations, marketing, advertising, and promotion into a seamless communication campaign. 15) viral marketing: PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word. advertising techniques 16) advertising techniques: Testimonial, plain folks pitch, snob appeal, bandwagon, deep meaning and implication (pgs. 287 to 301) 17) First Amendment and its philosophical foundation: The First Amendment states that Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof, or abridging the freedom of speech, or of the press; or the right of the people peacefully to assemble, and to petition the Government for redress of grievances. Philosophical foundation: ???? → They based their guarantee of this privileged position to the press on libertarianism, the philosophy that people cannot govern themselves in a democracy unless they have access to the information they need for that governance.” Pg. 345 18) Libertarianism and social responsibility model: libertarianism is the philosophy of the press that asserts that good and rational people can tell right from wrong if presented with full and free access to information; thereof, censorship is unnecessary