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

The gatekeepers of the news are those who decide which new stories are the most important to report and which just don't make the cut. Typically the gatekeepers are the editors of newspapers, producers of the news television shows, producers of the radio station and so on. They're the ones with the most say. The news stories reported today are not necessarily the most important anymore however. Stories which will get the most viewers and have the highest rating are the ones that get chosen to air now. Sometimes it will not even be news but celebrity gossip or something along that line. Investigative reporting has become very helpful when it comes to informing the public. Investigative reporters uncover what the government and celebrities try so hard to hide. With all the technology we have today, it has become very easy to dig around and find exactly what information you are looking for.

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

Audience analysis is a crucial roll in determining what the mass audience is interested in which correlates to what is shown in media outlets. In the 1880’s people would listen to what others were talking about to gage public interest, but presently there are several different principals and techniques used to establish the mass audiences preferences in media. There are several principals that go along with probability sampling, which is defined as “everyone in the population being surveyed has an equal chance to be sampled” (Vivian, 328). Sample size is an issue that needs to be addressed. To assure that enough of the population is sampled it is a general rule that in population sizes over 500,000 the sample size should be 384. Also the margin of error and confidence level affects the validity of a study. Other audience measure techniques include interviews, diaries, meters, people meters, and portable meters. There is no specific technique that is better than another, it depends on the medium and also the information that is being collected. There are flaws with every principle and technique used to gage the audiences interests and preferences because there is no way to know what everyone is thinking unless everyone is analyzed which is unrealistic and expensive. Audience analysis has progressed since the 1880’s and the new principals and techniques allow for a more accurate sampling of the public.

In what way do media and advertising work together?

Advertisements are how the media get their products known to the public. Without advertisements the media would have a hard time selling their products. Movie advertisements are a great example. A movie could be terrible but if the advertisement is well made then people are going to go see it. That way the movie still makes money regardless if it is good or not. Of course until people realize the movie isn't good. Regardless, advertisements are essential for the media. There's no other way for their products to become known. Billboards, television commercials, magazine ads, ads in the paper, and internet ads are some examples of how the media advertises their products. Basically anywhere you go you're going to see an advertisement of some kind. This is exactly why the media utilizes advertisements. It helps them sell more of their product and in turn make more money. Every companies goal is to make more money.

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

Public relations persuasiveness is essential for any company to continue running well. When a company slips up and has a product that may not work or has negative side effects, the public relations is responsible for assuring the public that everything is alright. If they aren't persuasive then the company may lose the majority of their customers. The PR is also responsible for attracting customers and making them buy their products. It is essential for public relations to be persuasive. The market is a battle field and every company is fighting to stay alive. If one company slips up the public will turn to another company with the same product. That's why public relations needs to persuade the public to stay with their company.

In what way do media and advertising work together?

Advertising and media work together everyday in so many ways that most the time we don't ever realize it. "Advertising is vital in a consumer economy. Without it people would have a hard time even knowing what products and services are available. Advertising, in fact,is essential to a prosperous society" (Vivian 297). Advertising is a main influence in our economy because it basically drives our economy and public to buy things. Without advertising people wouldn't know what a lot of products are out there, or where to get them. Advertising give information that is hard to obtain elsewhere. When you see a poster for a play or concert, you subconsciously put that knowledge away even if you don't intent to go. You are informed of that information, and that was the goal of the advertisement. The reason media fits in is because that is how the advertising is presented. Without mass media, there would be no easy way for the advertisements to be seen or known about. They not only work to support the other medium, but they do this for financial reasons too. The ads seen in newspapers or magazines were paid for my the companies, and that money went into making the magazine in your hand. On Super Bowl Sunday an average price to put a 30 second ad on is around 2.8 to 3 million dollars. For one small ad, the company will get a ton of publicity and the media market gets just that much more money for running a 30 second clip.

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

Public relations, "Is a persuasive communication tool that people can use to motivate other people and institutions to help them achieve their goals" (Vivian 269). Public Relations(PR) is used by many businesses and famous people to set up relationships with other groups. There is external PR that helps organizations to engage with groups and people outside of what they do. For instance; customers, dealers, suppliers, community leaders, and policy makers. Internal PR cover communication for optimal relations amongst employees. When institutions are making a policy, the PR must consider the effects it will have. Will the public like it? Will the employees like it? Who does it effect the most? That is some of the things a PR must ask themselves. PR is a persuasive tool because they are used to help promote things to the public, but also to control the damage. PRs can influence public policy, but they can also help correct the problem instead of covering it up. When a PR steps in they must create a open and candid relationship that doesn't hold an opinion or have an attitude. Both could be negatively seen by the viewers. PR is a persuasive tool because they create relationships between not only businesses and employers, but the government and the public too. What they do/say can effect everyone so they have to tread carefully and make sure they keep everything peaceful.

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

Technology has changed completely over time, and yet in no time at all. We use technology today like it is another appendage from our body. Walking around campus, atleast 3/4 if not more of the population is either a) talking on their cell phones, b) listening to their ipods, c) checking facebook on their devices or d) texting away. Cell phones began with in 1973 when Motorola came out with a Portable Phone that was about 3lbs and roughly 9x5x2. Today's cell phone can be small enough to fit into your pocket, and thin enough so you wont even feel it there. Not only do cell phones let us talk to another person at another location, no, they now let us text, listen to voicemail, go on the internet, check our emails, check our facebook, tweet anytime, take picture and videos, send those pictures and videos, and so much more. The cell phone has evolved so much since 1973, and yet that is only one small part of our media technology and entertainment.

Movie and Television have changed drastically over the years. Who knew 10 years ago that so much skin being shown would be the norm on daytime television. We now see half naked girls walking around and trying seduce anyone they can on TV-and talking about controversial things like teen pregnancies, abortions and sex. Only a few years ago that would have been pulled off the TV, and now there are number shows based on these topics. Movies have evolved not only with topics, but with the graphics too. Movies like Children of the Corn was extremely frightening and realistic back when it came out, but for those who watch it today, its nothing more then a blob. Today, the latest scary movies is Saw 3D where you actually get to see people getting cut up in 3D. Oh how the technology is changing, and I know that in 5 years there will be a whole new batch of technology making waves.