What have I learned in this class?

This class has taught me about how the media is a part of every aspect of our lives even if it is not blatantly obvious. The topics that we covered vary but are all tied with the central theme that the mass media is growing in size and power. First we learned that media literacy is a persons ability to notice the media that they come into contact with and realize the effects it has on them. We moved on to cover mass media technology which taught us all the different types of media they are and how the newest form, the Internet, is vast and almost anonymous which is why it is popular across the globe. Next we covered media economics which determined how economics drives most media companies. Ink on paper allowed us to ponder the question of whether or not the print industry will survive with the ever changing media landscape and digitization of media. Then we proceeded to talk about sound media and deregulation of the radio and recording industry. The other subjects included motion media, the new media landscape, news, entertainment, public relations, advertising, mass audience, mass media effects, media and democracy, mass media globalization, media law, and lastly ethics. All of these subjects captured the expanse of mass media and its influence on our lives. This course was extremely beneficial to me because before entering school I came in undecided with no idea what I wanted to do for the rest of my life. Now I know that I want to major in communications with a focus in public relations, one of the subjects we covered in class. I appreciated the knowledge I acquired over the semester because it was beneficial in making me decide that media is the career path I want to take.

What Have I Learned in This Class?

I for one was graced with a lot of information that I would never have thought would have been interesting to me. In coming into this class I will honestly say I had my doubts as I thought the class focused around film media but was thrown into the vast world of all mass media. I was introduced to journalism, public relations, music, movies, games, television, and any other form of media that reaches out to the masses. I became overwhelmed with the multitude of new information I was learning. While overwhelming, I started to become more interested especially in the film "Breaking the News." I almost wanted to change my major to journalism so I could be an investigative journalist. The class brought a lot of work for an introductory class and I felt as though if I did not do most of these assignments I would not have gotten as much information as I did. I could go on and on giving specific details on the actual material that I learned in the class but the biggest thing I learned is not necessarily from the content. I was exposed to different fields and I needed to become open to all fields of work and when I did I suddenly became more interested. I believe this will help me as a global communications major because I will need to have a clear and open mind. I am very pleased in the way that this class was run and will favor all the information I learned.

What have I learned in this class?

Intro to Mass Media really has taught me a lot. In the future, I want to be a journalist and this class definitely seemed like the first step to reaching my goal. As a communications major, I came in to my freshman year of school thinking I knew all about communications and that this class was just going to be so repetitive. However, I was wrong and I have learned a great deal. One of the major topics that I have learned about in this class would be that I have learned all about various media pioneers and different people that have shaped our mass media. Obviously I knew about the different forms of mass media, print, television, movies, etc. But I never really knew who were the people behind these ideas that changed our world forever.
Being a communications major I understand that you have to be up to date on the most current news and happenings around the globe. This class has taught me that in order to be successful in the field that you have to always be changing just like our mass media. You have to be constantly adapting to the ever changing cycle. As technology develops we have to work with it and develop as well. Intro to Mass Media really has been an enjoyable class and I have taken so much away from it that I will never forget.

How does mass media shape the public's agenda of issues?

Mass media plays a key role in shaping the publics agenda of issues. Depending on what stories a news program talks about most, those stories will be wider known by the public and therefore they will be more likely to take action on those rather than the issues that are briefly mentioned or not at all. The way the mass media portrays a topic may also affect the way the public takes initiative on it. If the program, or even a print source, movie etc. makes a certain topic sound urgent, then the public will obviously take note on that and realize that something has to be done.
The publics agenda of issues is also shaped by the types of media that they perceive. For instance, if you watch more news programs such as the NBC Nightly News or MSNBC then you will probably be more keen on the stories surrounding politics and our government because those are the topics the cover the most. But if you watch a program such as the Sunday Morning News, then you will have a much wider variety and a broader knowledge on topics that may range from politics to sports. Depending on what types of programs you watch or what form of mass media you view plays a key role in distinguishing the publics agenda on issues.

What have I learned in this class?

I have learned many things in this class that I know I’ll take with me for the rest of my life. Although I know I will not follow through to be a communications major, I know it will help me with my studies to be a psychologist through the influence that mass media has on a person to person basis and how it affects their thinking. I’ve learned that the media really is powerful and has branches into, literally, everything. I enjoyed learning about the printing press and all of the media pioneers that we have in history that we’ve seemed to overlook in history class throughout my public school education and I also especially enjoyed learning the effects it has on people and how it could affect their behavior, lifestyle, ect. I find it interesting that the media sets out standards for people to follow and how it creates almost a negative connotation for those who don’t follow it. I know that I’ve greatly enjoyed this course and I’d love to further my communications and media knowledgebase through more classes in upcoming semesters.

What are some mass media effects and their impact on society?

Mass media has been proven to be very important in this word to the people especially. Mass media has many branches in television, magazines, books, radio, music, ect. ect. Our population is growing with technology and with these technological advances comes more branches and with time each branch begins to grow even more and more. Nowadays, we have become so reliant on these advances for our education and entertainment purposes that it is almost impossible to live without them. Elizabeth Noelle-Neumann created the cumulative effects theory that states that the media is so prominent and engrained in our everyday lives that it is almost impossible to live without it for at least a day. There is also the Bullet Theory that believes that media can move people and affect them powerfully and directly. Even if you don not expose yourself to media, you still can be introduced to it through acquaintances and friends. This is called the Minimalist Effects Theory. Mass media aso have living pattern effects, attitude effects, behavioral effects, and cultural effects.

How does mass media shape the public's agenda of issues?

The mass media can be overwhelming sometimes because it is, after all, the representing factor of the people. If ‘the people’ are saying one thing, it could be hard to voice out against them and say otherwise. The mass media as well has adopted a code of ethics, which basically defines acceptable/unacceptable behavior for taking a course of action towards certain issues or plans. These include respect for private property, commitment to timeliness and being fair. Each is very important to the people because they need to stay reliable and honest and, for lack of another word, fair. The media also controls what the people they represent see, so they air what they find to be the most important issues and draw more attention to that than other things that some people might find important as well.

What is the significance of the First Amendment with speech and press?

The first amendment is a wonderful thing that helps the people, (represented by the media and their own voices) control government and speak their mind about certain issues. It lets people get across what they want to say and how they feel, however congress has passed laws about this to limit our freedom of expression to an extent. The people have limited freedom of expression, because obviously if someone was going to say they would kill the president we would have some issues. People can’t just say literally anything that comes to their mind. Their arguments or opinions must be well thought out and just, not completely unfair or a threat to someone else. There is a difference between being against the war and maybe doing a slient/ non-violent protest and doing a full out violent and rowdy, also annoying, protest that the law has to end. People are allowed to say what they want to say, they just can’t libel, slander or take private action against another.

How does mass media reflect a political system globally?

Mass media and politics usually go hand in hand with each other. As the book states, ‘throughout mass media history, authoritarian political systems have been the most common.’ Mass medias influence is that mass media is the voice of the people and the rules govern over the people. If the people are not satisfied, the media will not have kind things to say about the government and eventually it will fall. For example, Czar Nicholas II of Russia was killed by representatives of the people because they were not happy with his rule. By the end of his regime, he led Russia to an economic and military collapse. Obviously his people were not happy about that, and because of that obviously the media at the time wasn’t too fond of him. He also kept a tight censorship on the people that they were not happy about. He was later killed and ect. However, there are also Libertarian leaders who are free with their interaction with the people and take criticism openly to make themselves better and help the people. A more accepting leader of mass media shows an honest government that isn’t out to oppress its people.

What is the significance of the fourth estate?

As John Vivian describes, the fourth estate is pretty much media and the press. “Medieval English and French societies were highly structured into classes of people called estates. The first estate was the clergy. The second was nobility. The third was the common people. After Gutenberg [printing press], the mass-produced written word began emerging as a player in the power of structure, but it couldn’t be pigeonholed as part of one or another of the three estates. In time the press came to be called the fourth estate. “ -Vivian 379. As the ‘estates’ go, it’s pretty much a measure of power that people have to judge the influence people have on other things. The thing is, the press isn’t one person but it still has a bunch of control on the people around it. Because of this, it’s considered another estate. The press has so much influence in everyone’s’ life that a person literally couldn’t live without it. Especially because now of the First Amendment for ‘Freedom of the Press’, we use our ‘fourth branch of government’ to monitor the other branches on the behalf of the common man to make sure there is no foul play or corruption going on. The press is, as the textbook says, the ‘watchdog’ for people. As this role developed it helped the people and because of it keeps the government officials on their toes and in check, or at least better at hiding what they’re doing better and not being careless.

What have I learned in this class?

I have learned many new and important facts about mass media throughout this semester. Seeing as media does play such a large role in my life it was helpful to really look into it and how it works. For example, I did not know that media has become so important in society today that it is considered the fourth estate. I learned a lot about the history of media and where it all started throughout the semester. It was interesting to compare how media used to be to how it is today. Media is constantly changing and evolving but no when usually looks back, only forward. I also found it interesting to see how mass media can tie in with so many other things such as marketing and public relations. Since I am a public relations major myself I enjoyed that chapter and finding out how public relations and media work together.

What is the significance of the fourth estate?

Media has become such a large part of the world we live in that it is now considered the fourth estate. We cannot go a day without experiencing some type of mass media and people are realizing this more and more each day. The best way to market or advertise something is through the media. Media can be used for entertainment, advertising and marketing, educational use, and much more. Mass media is the easiest and quickest way to get information out to a large group of people all at once. Even politicians use it to get their messages across or to help get nominated. The fourth estate has become an extremely vital and important role in the world we live in today. I believe the importance of media will only grow as the years go on.

What are some mass media effects and their impact on society?

Today the media plays a great role in society. We feel as if what we see in the media is what we should be doing and have the tendency to copy it whether it is right or wrong. It has been proven that television can effect children. They copy what they see and if watching a television show that is not appropriate for their age level they can end up doing something they shouldn’t. We also base our lives around the wants and needs of a celebrity. Today many companies use celebrities as an advertising technique because it has been shown that consumers are more likely to purchase an item when it is being marketed by a celebrity. We want to be like these people so much they we will buy products they are endorsing hoping that it will make us more like them. The news can also play a big role in society by airing news stories that they think are most relevant. Today celebrity gossip will make the headlines as a top story even though it should not be just because it will get the station the most ratings it could possibly get.

How has conglomeration changed the movie and television industry?

Today many television stations and movie companies are one in the same. Major companies such as Time Warner own many of the most popular television stations while producing some of the biggest movie hits. To make it big in the movie or television industry today you must work with both. By building a well known name it helps the popularity of a new television show or movie grow much quicker than a company that is not as well known. Many companies even go on to work with other types of mass media such as owning popular websites and book publishing companies. They have become a tycoon and set extreme levels for any new companies just breaking into the field.

How does mass media shape the public’s agenda of issues?

The media plays a big role in the public’s agenda of issues. For example a news station may not necessarily air stories that are most important but stories that they think will get them the most viewers. Also, many major news stations today take a political side, such as democratic or republican, and air stories that lean more towards that side. There is definitely a correlation between the rate at which a media covers a story and the extent that people think that this story is important. The more media talks about a story and presents it to the public the more they will be aware of it and its importance will rise. It also adds to a story’s level of importance when a big celebrity talks about the issue. This will draw even more attention to a story helping the public become more aware of it.

What is the significance of the First Amendment with speech and press?

The First Amendment grants Americans with the freedom of speech, press and religion and forbids government interference. Without our First Amendment rights we would be unable to express ourselves through media and there would be many restrictions to what could be released to the public. The First Amendment guarantees U.S. citizens the right to publicly protest policies and government officials. Similar to the Fourth estate, the First Amendment acts as a watchdog to the people in power. The First Amendment gives citizens a chance to politically express themselves through varying methods such as literature, entertainment, advertising, emotive speeches and hate speeches. Although the United States has First Amendment rights, the government felt that it was necessary to put some restrictions and censorships on some aspects of freedom of speech and press in order to ensure national security and keep the public safe.

How Does Mass Media Reflect A Political System Globally?

Mass media reflects a political system globally in the sense that it is the way that the world receives its news on political issues and provides the public with valuable information on politics, helping people to shape opinions. Without different forms of mass media, our nation would never receive information on governmental issues.

Due to this reliance on mass media for political information, it has become a system that is looked upon as an informer of useful and relevant information on current issues and topics. If the world did not have different forms of mass media, it would be much harder for people to find out political information and form their opinions. Due to this, mass media is almost looked upon as a political system in itself. No matter where in the world you are referring to, mass media is the main relayer of political news. The fact that it communicates to large audiences is what makes it so vital to each and every person in the world. Politics really would have no way to reaching the general public if it were not for mass media communication. Even many years ago, when computers and television did not exist, newspapers conveyed all the current political happenings. This was still an early form of mass media. It is apparent that the world will always be dependent on it, especially for political news.

What Is The Significance Of The Forth Estate?

The news media, often considered the fourth estate, is extremely significant in society today all over the world. The media and news has the ability to shape or change the opinions of the general public through their relaying of information. People always want to know what is going on in the world around them and rely on the news media to inform them. Without it, everyone would be blind to what is going on around them.

The reason that news media is so significant is because it is relevant and completely up to date. If people were left in the dark on important current issues in the world around them, chaos would naturally ensue. Could you imagine a world where there was no form of media relaying the news? No one would know what is happening. Because of this, news through media has become single handedly one of the most important and key factors of society and giving people the feeling that they are actually cared about. There is naturally enough controversy in media and politics as it is, due to the fact that everyone thinks differently. If no one knew about current issues and governmental decisions, people would be revolting all over the globe, causing complete and utter chaos.

What Are Some Mass Media Effects And Their Impact On Society?

Mass media clearly has a large effect and impact on society and has proven to be extremely important to our world. Mass media simply consists of different ways of communicating to large amounts of people. Television, newspapers, magazines, radio, etc... are all examples of mass media outlets. These have all become essential for progression and growth in world because of the fact that they are what informs everyone on what is happening in our world.

Mass media relays news to the public. If the public was not tuned into the news and what is going around in the world around us, especially in politics, we would be lost and people would become puppets to whatever the government is doing. Also, the media is the main influence of people’s opinions, considering it is where everyone gets their news and information from.

On a different side of the spectrum, mass media has had effect on the marketing and business world greatly. Companies have become able to commercialize, promote, and spread their messages and products in so many different possible ways that it gives them an enormous advantage on reaching success.

Without all of the different forms of mass media communication, our world would not be where it is today. It is a sign of progress and a testament to how advanced our technology has become over the years.

Which Audience Analysis Measurements Principles Are Most Effective And Why?

Audience analysis measurements principles and techniques are crucial to media companies because they tune them in to their audience and provide information that the companies can use to their advantage. Surveys, probability sampling, quota sampling, and polls are all examples of techniques that companies use to try and see what their audiences feel.

In my opinion, polls prove to be the most effective and valuable techniques because they show truly what the majority of the population thinks and what the general opinion is. Once a company discovers this characteristic, they then gain insight on what they should be doing to turn out the best results in terms of sales or positive public opinion. Surveys are also very useful because they help to determine the same results as polls. The difference is that normally polls require people to go out on their own and submit what the think, while surveys often involve people being randomly proposed with a question and they voice their opinion on the spot.

In a sense, these different types of analyzing audiences are always extremely useful because the key to a company’s success is presenting material that appeals to the largest majority of people possible. This will bring in the most benefit to the company or business that is involved in the market.`

How Do Media And Advertising Go Hand In Hand?

For years, media and advertising have worked hand in hand to communicate messages to the general public. Television, newspapers, radio, magazines, billboards, etc... are all examples of different forms of media. The sole purpose of these different media outlets is to communicate a particular message to large audiences of people, wherever they may be in the world. Advertising, which is a process that businesses and companies use to persuade people into buying their products, subscribing to what they have to offer, or to promote something that they are a part of, needs a way to reach the massive public. Media, being the main communicator to the world, has provided advertisers with a way to publish whatever it is they wish to promote and to have it be able to reach a large number of people. Commercials on TV and radio are two examples of media hosting advertisements. The companies or businesses that create the commercials buy out a slot to be played on either the TV or radio. As far as print media goes, advertisements are printed in newspapers and magazines, which also helps reach large audiences. Also, companies try to target their audience and list advertisements where they know a lot of people will be interested. For example, on a children’s show channel there will probably many commercials for certain new toys or children’s shows that are coming out. Simply put, without the media, advertisements would have no way to reach the public.

Public Relations Is A Persuasive Tool In Media Communications

Public relations is a field that deals with maintaining a positive public image for businesses, non-profit organizations, or high profile people, such as celebrities and politicians. Due to this nature of the public relations field, it is very commonly used as a persuasive tool in media and communications. People who work in the public relations field can be seen as managers who defend their clients to the public, working to keep the opinion of them at a positive level.

Sometimes a business, politician, or celebrity may do something that spawns controversy and negative reactions from the general public. In this situation, a public relations manager would speak publicly, trying to stand up for their client and change the public’s view as much as they possibly can. They need to be experts at persuading people in some cases. As an example of a different situation, a lot of the time public relations managers don’t need to necessarily defend an action of their client, but they will publicly speak about how their client has done good or should be viewed positively and favorably under the limelight. In a sense, people in the field of public relations act as a second voice of their clients, providing the public with information that attempts to put them on a pedestal and make them look good.

What is the significance of the fourth estate?

The fourth estate is the idea that the press plays a role in government. In the US government the media acts as the fourth branch of government. The job of the fourth branch of government is to monitor, or be the watchdog, the other branches of the government; executive, legislative and judicial. “As one wag put it, the founders saw the role of the press as keeping tabs on the rascals in power to keep them honest.” (Vivian 381)

What are some mass media effects and their impact on society?

There are many mass media effects including the minimalist effect theory. The minimalist effect theory is the idea that the media effects are mostly indirect. For example; television programs such as Law and Order, CSI, NCIS and Criminal Minds are all entertaining. Many viewers enjoy watching programs about fighting crime and walk away, seemingly, unaffected by the disturbing themes and images. The minimalist effect theory claims that audiences are in fact effected by the themes and images because it encourages the idea that there is a lot of violence in the world. Television shows depict that one in ten characters per week are involved in a violent crime when in reality one in 100 people per week are involved in a violent crime.

Which audience analysis measurements principles and techniques are most effective and why?

Probability sampling is the most effective way of surveying mass audiences. This method utilizes the magic number, 384, for the sample size in order to ensure a reliable outcome. An important part of probability sampling is choosing the sample selection to be sure of who exactly you are interviewing/surveying. Before conducting a survey, using the method of probability sampling, you must decide on an acceptable margin of error. By choosing an acceptable margin of error it increases the pollster’s confidence level in the survey. The basic principle of probability sampling is the fact that everyone in the population has an equal chance to be sampled.

Blog Portfolio

Ashley Thompson

Blog Portfolio

18/18

Best Two:

Technology Dependence:

Since before time, mankind has been trying to improve and better his world around him. It began with the wheel--allowing people get from place to place and communicate. Over the years we still use the wheel but it has improved and evolved, just like technology. Everything we do in one way or another, revolves around technology.

For centuries people communicated in large groups, as in town hall meetings and concert halls without microphones-just the human voice, albeit sometimes elevated to extraordinary volumes (Vivian 23). Beginning with Joannes Gutenberg and printing technology in 1440, reading our news began a frenzy in improving our media spread. It evolved to chemistry technology with pictures and movies, to electricity where people were now able to hear and see the news. New technologies keep coming around making our media craving easier to satisfy. Ipods, Ipads, laptops, Facebook, Twitter, text messaging are just a few ways that people today stay connected. I don't doubt that in 10 years new technologies will come around once again and improve our media abilities.

Whether we realize it or not, media takes up two-thirds of our waking hours. Everything we do revolves around technology. We already have our cell phones with us just incase we get a text message or phone call. Our Ipods now let us access the internet whenever we please and Facebook and Twitter keep us posted on what people are doing or plan to do. In the future I believe our technology dependence will be more than it is today.

How has blogs and the internet changed the way news is reported?

I believe Blogs and Internet have changed the way the news is reported drastically. Years ago the news was censored way more than it is today, there were words and phrases that people could not say, terms that were frowned upon, and the news was to be given without an opinion. Today, all of those restrictions are now basically a part of the everyday news. Blogs give the public the chance to speak their minds freely, and air their opinions for the rest of the world to either agree or criticize on. Not all Blogs give correct information too. There are some Blogs that keep to the information and no influencing opinions, but there are many who stretch the truth to get a reaction. Perez Hitlon, for example, is an example of a blogger who has opinions and no filter for what he is saying. He likes to report on celebrities by claiming false things about them, or just to start a rumor.On the other hand, Blogging and Internet can be a good thing. It is a fast and accessible way to get the news, and now a days you can get internet almost everywhere. Breaking news stories, the weather, sports and gossip are all at your fingertips these days. Depending on what source you get it from of course. I think Blogging and Internet giving the news is both a positive and negative thing, it all really depends on where you look and who you believe. CNN or the average Joe?

What have I learned in this class?

I have learned so much from this class. I learned how media began, where it originated from, how and why it because more popular and then how it took off. The media pioneers were the most entertaining for me because I got to learn something new that our history classes never taught us. Whether it was reading about them in the book, or hearing about them from our fellow classmates, I got to learn something that I wouldn't have learned anywhere else. The way that technology has helped media evolve was also very fascinating. From penny presses to newspapers to digitally getting the news and stories all within a short period of time is amazing. I had always assumed there were politics and behind mass media, but not as much as I learned there actually was. This class has taught me so much in such a short period of time that I am going to be majoring in Communications PR to learn more about media and where it will be in our future.

What have I learned in this class?

Throughout the year I have learned many things about the media. I learned about a number of media pioneers and also how the media affects the general public. The media has a greater affect on people than they know. Peoples decisions and choices are somewhat based on the media. The media influences us in all aspects of our life. When we see a commercial for Burger King we begin to crave it. We eventually end up going to Burger King if we can’t control these cravings. Or at the least we will get up and eat something. I’ve also learned how the media relates to press and reporting. The fourth estate as it’s sometimes called helps unveil the corruption in the U.S. Sometimes called the fourth branch of government, it helps our country run smoothly. I’ve also learned the change over time from print to the internet. With blogs and newspapers online there’s little need for printed papers. Newspaper companies have been slowly going out of business. There’s simply no more need for newspapers with the internet prevailing. The media is all over and is an important part of our nation. I’ve learned all the different aspects of the media and how they are used. Overall, I’ve learned a lot about the media and hopefully can now utilize what I’ve learned.

How does media shape the public's agenda of issues?

Mass media can shape the public's agenda of issues in unique ways. The media is what is able to present the facts to the people. The media does not tell the public how to think, but it gives them something to think about. Ethics are often brought up when issues arise. There are conflicts of duty that arise. The duty to self, audience, employer, profession and the society. "The law and ethics don't coincide lockstep, which is a major issue in media ethics" (Vivian 447). There are several different moral principals that a media company can abide by. Moral principles include categorical imperatives, utilitarian ethics, pragmatic ethics, egalitarian ethics and social responsibility ethics. Mass media is responsible for creating a public's agenda of issues but it is difficult when juggling that and sticking to the ethics and moral standards. "Merely to follow prescribed rules with unique, sometimes nuanced subtleties makes for a particular dilemma. No prescriptive code, cast in broad terms as they must be, can replace a good mind and the application of broad, universal principles” (Vivian 463).

What is the significance of the First Amendment with speech and press

The First Amendment states that the “Congress shall make no law... abridging the freedom of speech or of the press” (Vivian 429). The US Constitution First Amendment was drafted with the intentions of protecting the peoples individual rights which encompasses their rights to freely express opinions oppositions in the press. This allows the media to express freely with little to no interference from the government. Although this is true, there are certain boundaries that a reporter can not cross. Although the amendment states there shall be no government regulation, Congress has passed laws to limit free expression. The significance of the First Amendment is the freedom of speech and press is protected, there are limitations that make it not completely freeing. These limitations include the Alien and Sedation acts of 1798, Incitement Standard, Fighting Words Doctrine, TPM Standard, libel, indecency, Communications Decency Act, and the Patriot Act. These are all ways that the government has tried to control the flow of news and how it is reported. Although there are obstacles, the First Amendment is still significant because it allows ideas to be said without the backlash from the government.

How does mass media affect the public's agenda on issues?

We as a human race are very impressionable, and the media knows this. By giving certain issues more media attention, it inevitably grabs our attention. When a story or issue is covered over and over, society assumes its importance and they start to discuss it themselves. This is one way to induce reform. By informing the general public, especially repetitively; they will start to take notice as well as form their own opinions on the topic. Another way to induce reform is by disclosing shocking information. By riling up the public’s hearts, there can be catastrophic feedback. An instance where media has vastly shaped the public’s opinion was Upton Sinclair’s The Jungle. It spiked major reform for the treatment of factory workers as well as factory safety, hygiene and humanity. It was actually read by Teddy Roosevelt himself as he ate his breakfast sausage, and he immediately focused on the reform of this issue. The media essentially organizes our thoughts by projecting information they want us to think about.

How does mass media affect the public's agenda on issues?

We as a human race are very impressionable, and the media knows this. By giving certain issues more media attention, it inevitably grabs our attention. When a story or issue is covered over and over, society assumes its importance and they start to discuss it themselves. This is one way to induce reform. By informing the general public, especially repetitively; they will start to take notice as well as form their own opinions on the topic. Another way to induce reform is by disclosing shocking information. By riling up the public’s hearts, there can be catastrophic feedback. An instance where media has vastly shaped the public’s opinion was Upton Sinclair’s The Jungle. It spiked major reform for the treatment of factory workers as well as factory safety, hygiene and humanity. It was actually read by Teddy Roosevelt himself as he ate his breakfast sausage, and he immediately focused on the reform of this issue. The media essentially organizes our thoughts by projecting information they want us to think about.

How does mass media reflect a political system globally?

Media reflects a political system globally because the government can control the freedom of the press essentially. The two types of government are authoritarian and libertarian. Authoritarian government it run as a dictatorship, and libertarian government allows for freedom of the press. "The world's nations and media systems can be measured on a scale of media freedom" (Vivan 420). The mass media is reflected in this sentiment with pre-publication censorship, which means authorities preview material before dissemination, also they believe that anyone who goes against the government is reporting based on falsity in authoritarian. The United States is a libertarian government and under the first amendment, people have the right they should be guaranteed freedoms such as speech and press. Under libertarian government press has free reign as long as it doesn't interfere with security. Mass media is reflected politically because it's freedom is defined by the government.

What is the significance of the First Amendment with speech and press?

The First Amendment plays a large role in speech and press. Think about this, without the amendment what would we even be allowed to say? The constitutions first amendment states “Congress shall make no law...abridging the freedom of speech or of the press”. (Vivian 429) By stating so, the United States government is bonded by law in a way that they cannot control what we say or what the mass media says in the press. Without this, the government would be able to censor what we say about them in ways that would take away our right to freedom. In countries such as China, their government has the right to even block certain websites from their citizens that they feel will be detrimental to their nations image. This takes away those peoples rights to voicing and viewing what may possibly be their real opinions on their nation.
We are lucky enough that in our country we have this amendment because it allows for equality and balance in our press. It allows for their to be supporters and activists on government topics which leaves the facts to the people who can then formulate their own opinions. Without our nations First Amendment, we would be a much different country where we would only be able to say and publish items in which the government agrees with.

What is significance of fourth estate?

Fourth estate is defined as, "The press as a player in medieval power structures, in addition to the clerical, noble and common estates" (Vivian 379). During the medieval and french societies the four estates were structured. The clergy, the nobility, the common people and the fourth, which was never given a proper name. The media serves an independent role in reporting on the government and assuming a 'watchdog' role. The watchdog role is defined as the, “concept of the press asa skeptical and critical monitor of government” (Vivian 381). Because of the fourth estate government is not allowed to interfere with the media. The fourth estate is significant because it is an outside check on the accountability of the government and it also effects governance as a whole. Media acts as a messenger for the public as deciding on what stories to run and they significance. Government tries to direct the media a certain way by only giving certain stories, but the media has learned ways to show both ways and ultimately it is up to the news stations. The public is the main reason that the media is around, so if there are stories that will be beneficial to the public, they are the ones going to be shown.

How does mass media shape the publics agenda of issues?

Mass media has a huge effect on the general public. People are easily influenced by the media. If the news reports that mad cow disease may be going around then no one will eat any sort of cow or drink milk until the media claims its safe. Peoples schedules revolve around the media. For example, I tune it to the weather station everyday to determine what my agenda will be. The media also influence peoples opinions on certain issues. The war on terrorism has been portrayed a number of ways by the media. Some TV stations will support it and some won't. Regardless, the media shapes the publics agenda of issues by what the present to them. If the a murder is all over the news then that's what the public will be focused on. Lately the BP oil spill and the South Korean bombings have been big in the news. Consequently, these are the only issues that have been talked about amongst me and my friends. The media focuses on certain issues and relays them to the general public. Most people don't realize that there are more issues than those just those on the news.

What is the significance of the first amendment with speech and press?

The first amendment allows for the freedom of speech and the freedom of press. This allows any U.S citizen the right to speak their mind. It allows for peaceful protests which have certainly been put to use in the past. Without this amendment people wouldn't be able to fight for what they believe in. The first amendment also allows the press to speak freely. Corruption is unveiled by the press helping our government run smoothly. This amendment is essential for the well being of our country. Freedom of speech is one of the many liberties the U.S offers. It allows the media to say what they like and it also helps prevent the government from controlling what is said and what isn't. If a government official is involved in a scandal he can't stop the media from letting the world know. The first amendment allows the press to report to the nation whatever they like about the scandal. It also allows the people to speak freely about what they feel is unjust, therefore allowing this country to run smoothly with everyone working together to smooth out the kinks. This amendment is an important part of our nation and helps it run smoothly.

How does mass media reflect a political system globally?

The mass media plays a very large role in reflecting a political system around the world. Without the mass media, people in countries around our globe would not be able to see what is going on in other places. When news breaks about an election in a government or something regarding the United Nations, the way we hear about it is through our mass media. They serve as a relaying device between the citizens of various countries. This creates a system in which the media has the authority to manipulate and relay the information in any way they want. They serve as a checks and balances system for the information we receive about politics and anything that goes on within governing bodies around our earth.
The media also plays a large role in letting the government’s of the world speak directly to the people. If a president or prime minister wants to speak to their nation they can set it up so that their broadcast is televised through the major networks of a given country. The same goes for cases where leaders of other countries wanting to speak to the citizens of a different one. The media serves as a channel in which the leaders of nations can speak not only to their citizens, but to the inhabitants of our globe. Without the media, there would be virtually no communication between the governments of the world and the citizens.

How does mass media reflect a political system globally?

The U.S government allows for the freedom of speech, the 1st amendment. This allows the media to convey what ever message they want to their audience as long as it doesn't put our country in danger. This is reflective of the type of government we have. A democratic institution which grants certain liberties to all it's citizens. Around the world there are numerous other types of governments. In North Korea they have a dictatorship. Their government does not allow freedom of speech and therefore the media is scarce there. Kim Jong Il decides what will be shown and what won't. His type of government reflects the mass media of the country. North Korea gives its citizens little to no liberties. It's a harsh place to live and the media certainly does not thrive their. The media is controlled to make Kim Jong Il look like God. His face is everywhere and only good is talked about him. It would be in comparison to Mcdonalds advertisements in the U.S. They're everywhere but they're certainly not good for you.

What is the significance of the fourth estate?

The fourth estate is a term that was created in the late 1700s by Edmund Burke. Primarily used to define investigators. This term which was once frowned upon is now widely recognized as the fourth branch of government. The legislative, executive, and judicial are the three known branches. But what if these branches have become corrupt? The fourth estate is not actually a branch of the government but reporters like to think it is. It is the investigative reporters jobs to discover the numerous acts of corruption that go on everyday in this state. Those in power don't always do what will benefit others, but what will benefit themselves. Money can change the attitude of any politician. A simple bribe could change the way a highway is built. In Connecticut the Governor was involved in a scandal where no water drains were put in the highway so that he would take the money that was supposed to be spent on those drains. But who discovered that he did this? Reporters found out what he'd done and notified the general public. He would later resign before being impeached. The fourth estate helps this government run by uncovering corruption.

Which audience analysis measurements, principles and techniques are most effective, and why?

Polling is one very essential audience analysis method. This is an accurate way to extract information from the general public on what they prefer. With the numerous media sources out there the competition is strong and media companies will do anything to protect their businesses. Probability sampling has allowed companies to narrow down percentages to within five percent. By taking the so called perfect number from a group demographic, this allows the company to accurately determine what they're polling. One very accurate way is metering. You can volunteer yourself for metering and you receive money for doing so. If you do volunteer for it your TV is monitored throughout the day and everything you watch is put down to determine what kinds of programs interest you. This determines the difference between what shows Men and Women prefer and children and adults prefer. This is an accurate way to measure audiences interests.

How has blogs and the internet changed the way news is reported?

Blogs and the internet have drastically changed the way the news is reported. Newspapers are no longer the main source for the news. People use to have to wait until the morning to read the paper and find out the news. With the internet and blogs you can find out the news at any time. By going to any website for example www.cnn.com or www.nbc.com you can find out the days events at the click of a button. Newspapers have been put out of business by the internet. And now with blogs anyone can post their opinion on the internet about events. Biased or not anyone can post what they like or feel. The internet has made reading the news much more convenient and easy. No more waiting for the paper or waiting for the 6 o'clock news on TV. It's an effortless task now to read the news.

How does mass media shape the public's agenda of issues?

Mass media has the unique ability to shape the public’s agenda of issues. It is the media which is able to present the facts to the people in a way that affects what people think about. The media does not tell people how they should think about an issue but instead tells them which issues they should think about. This brings up the issue of ethics because there is not one universally applicable set of standards that should or could be applied to all situations involving media coverage. “The law and ethics don’t coincide lockstep, which is a major issue in media ethics” (Vivian 447). There are several conflicts of duty that come into play when dealing with what to report and how to report it. Some examples are duty to self, duty to audience, duty to employer, duty to the profession, and duty to society. It is not always easy to decipher which duty should take priority and that is why media is such a hard institution to make ethically sound. Besides conflict of duties, if one does not believe in prescriptive ethics, which is defined as “follow the rules and your decision will be the correct one” (Vivian 447), there are several different moral principals that a media company can abide by. These moral principles include The Golden Mean, “Do unto others”, categorical imperatives, utilitarian ethics, pragmatic ethics, egalitarian ethics, and social responsibility ethics. The media is responsible for shaping the public’s agenda of issues which makes it a difficult task since ethical principals, or at least a moral standard, should be applied when creating this agenda. “Merely to follow prescribed rules with unique, sometimes nuanced subtleties makes for a particular dilemma. No prescriptive code, cast in broad terms as they must be, can replace a good mind and the application of broad, universal principles” (Vivian 463).

first amendment in speech and press

The first amendment is important to both speech and press. It allows people to speak and write freely about different issues and topics without getting into trouble. With newspapers and other media outsources being known as a watchdog for society, people need to know that they will be protected if they say something that others do not agree on. The media relies on the first amendment in order to survive. We, as the people, utilize the first amendment as well. We need to know what rights we have and do not have when we write, read, and exercise our opinions. Overall, the first amendment is important to our society as a whole.

What is the significance of the First Amendment with speech and press?

The first amendment is crucial for our system of government. It informs the public with no inhibitions, making sure that people get as much of the truth as possible. Although there have been battles regarding the amount of free speech we should have. The government puts few restrictions, simply to keep society in order. An example would be like someone shouting “Fire!” in a crowded theater, stirring people up for no reason. The government disables obscenities and views of prejudice from hitting the airwaves. In wartime the government has also restricted the output of information as a result of said National Security. Cases regarding how much media the government should censor been debated for years and is still up for debate. Every citizen has the freedom to express themselves, but how much of it should be for national or international viewing? Restrictions on the first amendment are to keep information from being overly offensive to the general public. And it keeps the airwaves clean, so citizens can be guaranteed that their information is reputable.

How does mass media reflect a political system globally?

News reporting and mass communication has allowed the people to check up on their own government. Muckraking journalists have uncovered huge scandals going on behind closed doors. It puts the government out of full control. The amount of information a country’s government allows heavily reflects upon how the country is run. The United States is a democratic country where citizens have the right to freedom of speech and expression. We keep our government in check by informing the public and allowing them to vote upon whether they want to keep figures in power. China on the other hand is under Communist regime. Information is provided only by government approved sources. Citizens firewalled to the majority of communication. Everything is checked by the government and if an individual discloses words that are considered a threat, they will be rectified. Mass media reflects how much government control there is. By having more freedom of speech, there is also less chance of corruption.

What is the significance of the First Amendment with speech and press?

A core American value is that the government should not be allowed to impede or restrict free expression, which extends to the mass media. The United States Constitution was drafted with the intentions of protecting the peoples individual rights which encompasses their rights to freely express opinions and oppositions in the media. The First Amendment states that the “Congress shall make no law... abridging the freedom of speech or of the press” (Vivian 429). For media people the clause in the First Amendment which states that government can not infringe on speech or of the press has been known as the free expression provision. This provision is ideal in a democratic society because it guarantees the people the right to complain about the government and demand that the wrongs of the institution be righted. Although the amendment states there shall be no government regulation, Congress has passed laws to limit free expression. The significance of the First Amendment is that although freedom of speech and of the press is protected, there are limitations. These limitations include the Alien and Sedation acts of 1798, Incitement Standard, Fighting Words Doctrine, TPM Standard, libel, indecency, Communications Decency Act, and the Patriot Act. All of these examples are ways in which the government has constrained the publics fundamental right to free expression in both speech and press. Despite these limitations, the First Amendment is significant because it allows for the free flow or ideas and expression which contributes to a democratic society in countless ways.

What is the significance of the fourth estate?

Every society has classes, whether they are based on status or income. They stemmed from the early societies, all the way medieval time and present day. In the medieval era, the English and French societies had classes called estates. Edmund Burke was credited for the coining of the word, fourth estate (Vivian, 379). The fourth estate was journalism and how it portrayed the other three estates. It was probably also seen as the lowest class because they were investigators. In that time, anybody that tried to discover the truth and level out the classes was looked down upon. Over the years, however, its role has transformed from the monarchies of England and France to the democracy of America. In the United States, the media has an unofficial fourth branch of government that is comparable to the fourth estate idea.

In the US, we have the three branches of government to balance the power so one does not become more powerful than the other. However, these are all under the umbrella of the government, and the media is not. The fourth estate’s job is to expose the government, prevent corruption, and allow the citizens to see what exactly what their government is doing. It is systems like these that make for a successful democracy.

What is the significane of the fourth estate?

Back in the days of medieval England and France, the classes of society were broken down into estates or classes. There were the three common ones. The first estate was the clergy. The second being the nobility and the third was the common people. But as media started to become more and more popular, a new estate emerged, the fourth estate. Media was becoming an ever growing force as new ways of delivering news and propaganda started emerging. The fourth estate was looked at as a higher power that controlled what the lower estates heard and the methods in which they received their news. The fourth estate also reports on what happens in the lower estates, this is the reason why it is called the fourth estate.
The fourth estate is very important in all of our lives today. It is sometimes even referred to as “the fourth branch of government.” (Vivian 379) This is said because without the media and news, there is no way that the government would be able to work and communicate. Also, the media, or the fourth estate, acts as a governing body over the government. It keeps an eye on them, reporting any news or changes to the public which in turn promotes the ideals of democracy.

What are some mass media effects and their impact on society?

The mass media effects people in a number of different ways. One of which is defined by the Bullet Theory. The bullet effect theory is the idea that “the mass media had a profound, direct effect on people.” (Vivian 351) This idea implies that we see the media as “pictures in our heads” that are shaped not by our personal experiences in the real world but by our viewing of the mass media. So in essence, this theory implies that we do not draw on knowledge from our own experiences however form the media outlets we view. In a way this is very true in our modern times. Many people rely heavily on mass media outlets in order to formulate their ideas and opinions on what is going on in the world.
A more recently developed theory and more widely accepted on is the cumulative effects theory. It is stated that “Nobody can escape either the media, which are ubiquitous, or the medias messages, which are driven home with redundancy.” (Vivian 353) This theory makes much more sense because media is literally everywhere in our lives today. As the media is everywhere, we are bound to be effected by it, no matter how hard we try. This theory makes more sense because it combines all the other theories into one that implies that the media effects us no matter how hard we try to avoid it.

How does mass media reflect a political system globally?

Mass media reflects a political system globally because the government is the institution that can either control or allow for the freedom of the press. “The world’s nations and media systems can be measured on a scale of media freedom” (Vivian 420). There are typically two types of government, authoritarian and libertarian. Authoritarian is typically governments who run a tyranny, also known as a dictatorship. In these nations, the government is seen as infallible, which places its policies beyond questioning by the media. “The media’s role in an authoritarian society is subservience to government” (Vivian 397). The mass media is reflected in this sentiment with pre-publication censorship, which means authorities preview material before dissemination, also they believe that anyone who goes against the government is reporting based on falsity. A libertarian government however allows for freedom of the press. The United States is a libertarian government and under the First Amendment people have natural right that they should be guaranteed which includes freedom of speech and press. A political system that rules under libertarianism believe that the press should have free reign as long as it does not interfere with international security, like the release of defense strategies. Mass media is reflective of the political system implemented in a society because its freedom is determined by the government.

What is the significance of the fourth estate?

The fourth estate is the final, unofficial check and balance in America’s bureaucratic system. Better known as the press and protected by the first amendment; it serves as a watchdog over government activity. It keeps the general public informed as objectively as possible, allowing them to form their own opinions on the subject. Within the last few centuries, the press has catalyzed a lot of reform and has helped keep society in control of how their government acts. Although the fourth estate holds a lot of power, and it has been known to follow its own agenda when it comes to certain issues. The press also will act in the best interest of profit. Found in the media are many images and sensationalist articles that cannot be trusted. It becomes up to the individual to make their own decisions and not believe everything that is broadcasted. But when it comes down to it, the fourth estate is imperative to have a successful democracy. By mass-sharing information, society can make informed decisions on how they choose their lifestyle, and their leaders.

What is the significance of the fourth estate?

Media has been referred to as the fourth estate since Medieval English and French societies determined its ability to emerge as a power player with the invention of Gutenberg’s moveable type and mass-produced written word. The media serves an independent role in reporting on the government and assuming a watchdog role on behalf of the citizens. Watchdog role is defined as the “concept of the press asa skeptical and critical monitor of government” (Vivian 381). The media is used as a vehicle to report the truth and uncover scandals that permeate the government. The fourth estate is significant because it is an outside check on the accountability of the government and it also effects governance as a whole. The media, due to a lack of time and space, acts as a framer by selecting what to cover which in return creates the public’s agenda. Although political leaders have been quick to learn techniques to influence what media covers, it is ultimately the decision of the news station and newspeople to decide what will be covered, how it will be covered, and how the people will react to the coverage. “The news media report on the other estates, ideally with roots in none and a commitment only to truth” (Vivian 379).

What are some mass media effects and their impact on society?

How someone perceives the media and its influence is different for everyone. Some people believe that the media directly impacts us, which is the powerful effects theory, under the umbrella of the bullet theory. “…powerful effects theory devotees assumed that the media could inject information, ideas and even propaganda into the public consciousness.” (Vivian 352). These people think that the media has immediate effects. Others theories have been proposed such as the minimalist and cumulative effects theories. Supporters of the minimalist theory believe that the media’s effects are mostly indirect. People are influenced by their social agents and not exactly from advertising, radio, television, or newspapers. The cumulative effects theory says that, “…media influence is gradual over time.” (Vivian 353). A prominent leader in this theory is Elisabeth Noelle-Neumann, who is a German scholar. These are just a few descriptions to elucidate the extent to which the media influences us.

Lifestyle effects contribute to the mass media’s effects on our society as well. Socialization contributes to it; the process by which we learn behavior. Living patterns, such as the typical nine to five work day which allowed little time for reading the evening edition of the news, which lead it being phased out. All of these theories and more explain how the media is depicted.

What are some mass media effects and their impact on society?

Mass media effects everyone in numerous ways. Television can help children learn at a young age. Shows like Sesame Street and Barney help children learn how to share and also teaches them values. They can learn right from wrong from these shows. The newspaper informs everyone of what is going on in the world. Americans have numerous resources to use to find out the news. Television, newspapers and magazines are all resources used to update the American people on current events. The mass media has a direct effect on society. It influences everything we as Americans do. Commercials and ads influence what products we buy and campaign ads influence who we vote for. The mass media effects us in so many ways we don't even realize. Violent movies and video games are very controversial right now. Games like Grand Theft Auto are especially controversial. This game is extremely violent and inappropriate. If young kids start playing it bad things could potentially happen. Kids under the age of 12 are too young to play games like these. Even some teenagers can't handle the content in these games. They lose touch with reality and the difference between right and wrong. Violence is such a normal act in this game that it really affects those who play it. Overall, the mass media effects society in numerous ways.

What are some mass media effects and their impact on society?

Mass media can definitely effect society in many different ways. Not only can it effect children, teenagers and adults but seniors too. "Mass media have a large role in initiating children into society. The socialization process is essential in perpetuating cultural values" (Vivian 354). As the book says, nobody is born knowing how to fit into society. Where do we learn the basic essentials for fitting into todays society? Mass media. Television, newspapers, movies, music and magazines are just a few ways for people to gain knowledge into our society. It all really begins in the toddler age. The first things that we see is what we believe is right, and depending on what we see in the media is how we are going to act. I don't believe media is the only impact on our society, but I do believe it plays a strong role. Sesame Street, Barney, Blues Clues and Arthur are just a few of the shows we watched growing up that taught us how to share, count, spell, problem solve and an all around basic knowledge to begin our learning. Today however the children's shows are more based on entertainment and noise then an educational knowledge. The process then moves on to teenagers and their video games and late night TV. There is so much more violence and mature content in games and the big screen than there was 10 years ago. This definitely has an impact I think on todays environment. More people talk about their kills in Halo than they do their homework grades. Did they see the latest teenage pregnancy TV show rather than how far along their midterm paper was. The media is not our sole cause for changing our society, but it does have a huge impact on what we do in our society today.

Which audience analysis measurement principles and techniques are most effective and why?

"Traditional polling techniques include interviews and diaries, both of which are being eclipsed by meters. Some devices even track which billboards a person passes and how often. These new devices track usage of new media forms, including the Internet, and the extension of television viewing beyond the living room and also playback viewing with TiVo and similar devices" (Vivian 336). There are a many different ways do this including; Interviews, diaries, meters, people meters and portable meters. Interviews is basically face to face, mail and telephone survey techniques to get peoples reactions and fuller information. Diaries are a sampling technique in which respondents keep their own records. They were mailed during sweep weeks to get the best results. Meters are the most effective technique. Meters, people meters and portable meters were introduced as a supplement to diaries and improving accuracy. People meters are devices that track individual viewers by scanning the television channels every 2.7 meters. Portable devices are to be carried around by people to see what people are watching at bars, restaurants, offices and airports. All in all, meters are the best way to track what is being watched because it gets people at home, individuals and what people are doing in the public.

What are some mass media effects and their impact on society?

With the exorbitant amount of edited images we see in the media, our lines of reality have been blurred. We have grown desensitized by being constantly bombarded with such powerful and often manipulated images. It is not just the drastic images that are causing an impact, but the frequency to which our society sees them. It is still being debated whether or not violence in the media affects societal violence, but recent research is showing that it has a heavy impact on children. It is recommended that children under two do not even watch television because they cannot yet distinguish fantasy from reality. Albert Bandura also concluded that children may imitate acts of violence if they see it ‘benefitting’ in some way shape or form. Adults can certainly distinguish fantasy from reality but even our view of realistic body image has been skewed. Mass media portrays all these images because they know we want to see it and they know it sells, but the impact has become irreparable in many ways. We as a society must realize this about the media and ourselves so we do not get caught in between fantasy and reality.

What are some mass media effects and their impact on society?

It has been said that the mass media can effect many aspects of society. Although the mass media does play a role in what the people see I do not believe that it can be considered the only factor in the way people act. The bullet theory claims that the media can directly and immediately affect a persons behavior. There is not enough research to prove this theory and that is why people now believe that the mass media instead can affect attitudes but not behavior. I am more inclined to think that mass messages created through the media can affect ones attitude because when someone is constantly exposed to a message it can affect the way they feel towards what the message is depicting. Mass media does not have profound effects on society, personally I see it as a vehicle that depicts the lifestyles and culture of the time period. Cultural values that are dominant in societies are developed through mass media but do not originate in this format. “Causal explanations for gradual opinion shifts are elusive, although mass messages are a factor” (Vivian 357). Mass messages and the media in general are factors in the way society acts, but it is not the sole cause. To say that mass media effects society is correct in that it may have a slight influence on society, but the media is not the sole provider or producer of the way that society acts.

Which audience analysis measurement principles and techniques are most effective and why?

Since radio and television’s popularity skyrocketed, media figures have started to measure their success. They have found a series of ways obtain these rankings such as polling, sweeps, sampling, interviews…etc. While they are all deemed effective in their own way, there are plenty of fallacies with each method, and the only way to truly obtain an effective measure would be to collaborate a series of these methods to come to an ultimate conclusion. Sweeping is when TV rankings are conducted by measuring how many Televisions are tuned into a certain station or show. They are done over the course of certain weeks. This is useful because you get a concrete number, but the problem is that sweeping does not account for the flush factor (people leaving for commercials). It also does not account for the fact that people switch stations to avoid channels or people record shows to edit out the commercials. As a result of these concerns, other methods of measurement must be used to get feedback. Another method is polling or interviews, where the general public is asked to answer questions and share their opinion on a certain subject. The problem with these two methods is that the people that tend to answer these questionnaires tend to have a strong view so the results will be skewed. People who are apathetic to an issue are less likely to answer questions or respond to a poll regarding it. So no measurement of success is truly perfect, but a collaboration of a series of methods can ultimately lead to good feedback on how the general public views aspects of the media.

Which audience analysis measurements principles and techniques are most effective, and why?

There are many methods to measuring audience opinion. The media uses probability sampling, quota sampling, survey evaluation, straw polls, interviews, diaries, meters, people meters, portable meters and Internet devices. Some of these tests are techniques and some are principles. I tend to think that the techniques are more useful than the principles, but that is just my opinion. However, one of the principles, probability sampling, is useful because it picks out a random group of a certain amount of people from that population which represent the the entirety of the group. This is useful because it allows the media to get the gist of a group without having to poll every single member. Another useful tool is interviews, if society is willing to participate in them. A company or station would call up a random household and ask if they would be willing to participate in a survey. Most often, this works better if there is a trade-off, such as a gimmick for the person who participating in the survey. But, when I take a survey, I am honest and reasonable, because I understand that they are just trying to improve their company. One of the other useful techniques is meters. These are useful because they track what channels a television set has on for most of the time. Overall, polling is probably the best method for the media to use to judge what the public enjoys most. All of these tools are somewhat accurate and can provide an ballpark figure of what mass audiences prefer.

In what way do media and advertising work together?

Advertising and the media mutually benefit each other. On television, for example, a station gets its income, not only from viewers, but also from commercials that sponsor the station. Every show on television is interrupted for an advertisement, at least once in its time slot. Some shows even focus on advertisements, like TBS’s Best Commercials of 2010. Every year, the station rates the best commercials on television by humor and persuasiveness. However, there are other forms of advertisements, such as print ads, which are usually in newspapers or magazines. When you read a magazine, there is typically an ad on every other page, if not the back of the page. Those advertisements are the source of income for those mediums, which provide people with less expensive reading material. One of the reasons that advertising and the media go hand in hand is because of their relation. An advertisement is a form of the media. When you are exposed to ads in a magazine or on the television, you are being exposed to the media. Advertising is a form of the media and contributes to its dominance. Advertising and the media are both under the same umbrella of industries and it is no surprise that they benefit from each other.

How is public relations used as a persuasive tool in communications?

Public Relations, in itself, is a persuasive technique that focuses on relationships, especially between businesses. Although public relations is defined as, “a management tools to establish beneficial relationships”, “it is also a persuasive communication tool that people can se to motivate other people and institutions to help them achieve their goals” (Vivian 269-270). To accomplish its goals, there are four steps that public relations people must do. They must identify existing relationships, evaluate the relationships, design policies to improve the relationships, and implement the policies. The whole idea behind public relations is that it keeps the company honest and persuades the public that they are a worthwhile institution. By doing this, they are having press conferences, issuing press releases, and emphasizing the company’s strengths and attributes. All of this is meant to influence the consumer and the public. One aspect of public relations, is lobbying which is very persuasive because they try and promote policies and legislation. Any PR employee in that department must have the ability to persuade. As for public relation firms that don’t persuade, they won’t have much luck because the whole idea behind public relation is influencing the public. If the public is not on your side, then your company will not do well. Persuasiveness is a key tool to any job in public relations and it is a key element in the business.

How has mass media technology changed the way audiences are entertained?

The devices of mass media technology, such as television, movies, photography, radio, Ipods, and many others have made it easier for audiences to be entertained. When radio first began, it took the sense of hearing and put it into play. People listened to their favorite television shows, listened to music and news broadcasts, all on the radio. When television came about, it utilized the sense of sight and people were able to all of their favorite shows come to life. The images were already created for them and they didn’t have to imagine what they saw, like they did with radio. Much like television, movies were an escape from everyday life for people. They entertained people because of the different genres that were available; people could choose what type of movie they wanted to watch. Finally, there are Ipods, which utilize every type of media technology ever created in the past 100 years or so. Someone is able to take pictures, listen to music, watch a movie or television show, all in the comfort of their own home and on their Ipod. All of these devices were great inventions that helped people escape from everyday life and take advantage of the social life.

Who are the gatekeepers of news? How effective is investigative reporting in informing the public?

What you read in the paper, in a magazine, what you see on television, or hear on the radio are all chosen by a person called the gatekeeper. “The gatekeeper is a media person influencing messages en route” (Vivian 230). That staffer is responsible for choosing what message the public is going to see. They tend to work behind the scenes, because they prepare what is going to be put out there in the media. It is impossible to fit every detail in a news story, and that is where the gatekeeper comes in. They decide what to keep, what to omit and what the main point of the story will be. However, how the story is portrayed or the unwritten message out of the hands of the gatekeeper. What you see on the news is their decision, based on public preference and opinion. Most often, gatekeepers try to maintain the honesty and integrity in a story.
Much like gatekeepers are investigative reporters. Their job is to discover the truth and remain honest while doing it. Like Jim Hummel, an investigative reporter faces a lot of scrutiny because they are sometimes seen as brown nosers or muckrakers. These are not necessarily the best reputations to have because they make it more difficult to get the dirt on a story. All together, investigative reporting is crucial to the public because it prevents and exposes corruption and lies in the media.

How has blogs and the internet changed the way news is reported?

Information is spread rapidly due to the Internet and its speedy retrieval. News has a way of now, reaching mass audiences through articles, videos, twitter updates, Facebook statuses and blog posts. The Internet has created a commons for media to thrive in. Because of blogs, people are able to follow a certain story and comment on other’s opinions of it. Although, I think, Internet has had a much bigger impact on the news industry than blogs have. The Internet has created a highway for news to travel on, with updates within seconds!

News stations have even created a solution for those who don’t have access to a television, or missed the six o’clock news. Almost every news program has a website that has a recap of what was missed or videos that are streamed online. They have also taken it to a new level with comments and feedback from audience. That feature is very useful because it allows news creators to know what the public wants to see. Besides the websites of news programs, there are also live feeds that are constantly updating. For a hot news story, a web site can put up a feed to a pending story and have viewers watch the development of it. The Internet and blogs have made a huge contribution to the news industry. The development of new techniques and devices are still growing and they will help make the spread of news even faster than it is now.

How is public relations used as a persuasive tool in communications?

Public relations has been used as a persuasive tool in communications by companies to promote their name in society. Public relations basically is the communication by a person or organization (preferably in the positive spotlight) that is intended to create goodwill or a favorable image to the public for a person, institution, item, ect. The definition of public relations as said by pioneer Edward Bernays is a loose one with many different variations to it but in the end almost mean the same thing. The public relations profession is one that people put a lot of trust into and because of that it’s a success in advertisement is through the roof. Public relations and advertisements pretty much go hand in hand. When institutions are changing policies, their PR goes on to observe what it would do for the company and how/if it would help them. The effects of these things are very important to the PR and their job is mostly just to make sure that literally, everyone is happy. Customers (the public), employees, the government, ect. They need to make sure everyone is happy and the product their vouching for is not biased or against anything. PR officials only want their products in the positive light, and will do anything to have it so.

How has mass media technology changed the way audiences are entertained?

Mass media technology has changed the way audiences have been entertained by making technology less of a privilege and more of a necessity. Now that especially hand held devices such as Blackberries, iPods, Gameboys and portable Playstations are popular, you can literally do anything you desire on your personal device. It is no longer an experience to physically go to a movie theatre and watch a movie you’ve waited weeks to see with your friends when you can just buy it off of iTunes and put it up on a projector in your room. It’s all about convenience, and society has gotten spoiled in every way with their personalized and unlimited options of entertainment media exposure. Technology also keeps on advancing and will never stop. Someone will never be 100% media literate in their lifetime because when they finally feel like they are up to par with all the new electronics, a new one is there to replace what they just bought. Even though all of this is unnecessary, people feel the need to be pampered in the way they are entertained. Because of this, mass media will keep on evolving to satisfy our ongoing need for the next and best new thing.

Which audience analysis measurements principles and techniques are most effective and why?

There are many different techniques in which audiences are analyzed and measured. Most of these methods piece together the practices of calculating how many people are viewing the product and how long they view for. One of the most effective measurement tools is counting circulation for newspapers and magazines. The Audit Bureau of Circulations is in charge of making sure that is in charge of “Checking newspaper and magazine circulation claims” (Vivian 332). The method of tracking this type of media is fairly easy because you have to physically buy print media. So companies easily track subscriptions and the amount of product that is sold based on sales and unsold copies returned from news racks.

One of the harder and less reliable types of media analysis is that of broadcast viewership. Since this type of media is basically instantly accessible for everyone, there are enormous amounts of viewers to keep track of. However, this type of tracking is necessary because in order to know if a show is working or not companies look at the ratings. It also helps with advertising and to know when to show certain advertisements and where. Although measuring mass media is a very difficult and large task, it is a job that needs to be done in order for the companies running these media outlets to stay in the race and be at the top of their game.

How is public relations used as a persuasive tool in communications?

The goal of public relations is to persuade the public that the company, person, brand, item, etc that they are representing is something they will approve of. All information released must go through public relations so they can monitor it and help keep a good reputation. They also help repair the image when there is bad press or gossip spread. When public relations is used in advertising it is used to make sure the ad is targeting the correct audience and that it is promoted enough through media to reach a large amount of people. Most major companies today have a public relations office used to help promote their business. The goal of public relation is to almost create a facade of how great and amazing this company is and why its better than the competitors.

How has mass media technology changed the way audiences are entertained?

Media is slowly taking over how we live our lives. Cell phones, ipods, electronic books, laptops, and so many more devices are kept at an arms length at almost all times of the day. As technology has advanced so have the standards for our technology. Simple flip phones are a thing of the past and can be considered cheap and low tech. Iphones, blackberries, and droids are the new must haves that are taking over the market. This is only one example of how the technology of the past no longer entertains us. We always want the newest and greatest. The movie effects and quality we have now is something we could never even imagine just a few years ago. We even have 3D televisions that we can buy for our own homes. Again just a few examples of how we cannot be satisfied with the media and technology of the past.