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CCT205H5 Study Guide - Midterm Guide: Lady Friend, Earned Media, Linden Lab


Department
Communication, Culture and Technology
Course Code
CCT205H5
Professor
Gail Benick
Study Guide
Midterm

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Test 2 Focus: Weeks 7 – 11
Public relations campaigns: goals and objectives
Public relations
- the practice of managing the flow of information between an organization and its
publics. (E.g. getting the word out)
- gains an organization or individual exposure to their audiences using topics of public
interest and news items that do not require direct payment.
- Because public relations places exposure in credible third-party outlets, it offers a third-
party legitimacy that advertising does not have. Common activities include speaking at
conferences, working with the press, and employee communication; therefore it is often
called earned media.
- hope that members of the media will come and write a story of that event/idea therefore
earning the right to be in that editorial hence the name earned media
Campaign Planning
• objective - What is the campaign aiming for ?
• Goals - What are the main changes this campaign is focusing on
• audience - Who should this campaign aim for?
• Key messages - What is the key change we want to bring to the society
• strategy - What are the ways to achieve our goals
• tactics - How do we implement our strategy to reach our goals
• measurement – Statistics
Digital informational environment for political engagement
• More intensive and extensive than old media
• Political information ‘captured’ in multiple spaces created by new communication
technologies i.e. email, internet sources, video
• New politics is a struggle over info & perception management & control in wide range
of media sources
• Oppositional political formations outside of mainstream politics
• Novel forms of direction political action:
o Mass email campaigns, electronic petitions, parody sites
Use of social media by political parties
Parties use the web as multi-tools for:
• Administrative: resource on party history, activities, contact information
• Active campaign tool: party platform communicated directly to constituents; party sets
own agenda and target it to specific groups
• Organizational and participatory tool
*Use of digital networks by new social movements
Advocacy Campaigns are about having the intention of creating change.
- The Goal: To engage the public to help bring about the change you want
- How? 1) Craft your message. 2) Persuade people to care. 3) Ask them to join you in
making change.
- 1) Crafting: Decide what people need to know about your issue in order to agree to the

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changes you are campaigning for
- 2) Pick something that will affect them directly, and will get the message through.
- 3) Ask them to join by applying pressure --> what do decision makers care about? (E.g.
politicians care about getting votes; corporations care about making money, the public
has a variety of interests)
ExperiencePoint Inc.
ExperiencePoint helps individuals and their organizations achieve extraordinary results
through "perfect practice". We design and deliver engaging, powerful simulations that
enable focused experience with business theory, techniques, and tools. Our mission is to
help individuals learn, grow, and excel in the workplace.
Networked governance
distribution of select government functions
• decentralization and democratization of governance
– policy consulting
– service delivery
– regulation of standards
– program implementation
- democratization of information
- public officials using social media
Accelerated pluralism
Is a possible scenario with erosion of traditional political parties =
Will the Internet be a platform for single issue networks and protest groups thereby
increasing the competition for parties?
Cyberbalkanization
• political discussions on Net that lead to fragmentation and polarization rather than
consensus
• Net gives people access to a large number of news sources, but also lets them pinpoint
the ones they agree with and ignore the rest
Thin citizenship
• “thin citizenship,” “individuals not required to have their own active, engaged political
memory because they can quickly respond to simplified policy options and poll questions
policy options.
• Thin citizen can respond quickly to political urges and need not spend significant
amounts of time contemplating political matters
• this comes from the idea web allows micro targeting and segmentation and political
mobilization
Definition and types of digital divide
1. Access based on the difference between individuals with access and those without
access to ICTs
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Focus on Infrastructure:
- Possibility/difficulty of having computers available that are connected to the worldwide
net
- Issues involving servers, hardware and software.
2. Usage based on individuals who know how to use these technologies and those who do
not
focus on Resource Usage:
- Limitation/possibility that people have to use the resources and information available on
the Web.
- New modes of online education, business, medical servicing, telework, entertainment
and leisure
3. Usage quality based on the differences between those same users
Focus on Capacity Building:
- The difference related to the skills and capacities to adequately use the technology and
not only the possibility of having a computer available
- Development of digital literacy
Optimists and pessimists with respect to the digital divide
Optimists = believe that convergence and the emergence of more user-friendly
technology will diminish the impact of the digital divide going forward
• Pessimists = question the assumptions of the optimists i.e. believe that convergence and
more technology will only widen the gap
Barriers to accessing interactive communication technologies
1. Income & affordability = Corporation giants like Microsoft use the power of
compatibility and software to act as barriers to use specific programs. This software’s can
be very costly
2. Evolution of the technologies= Technology is always changing and often new
technologies build on the previous ones, if you don’t have the foundations it is hard to
catch up
3. Falling prices = perhaps because of the theory that every piece of technology will
either expand to include 2X the amount of space or decrease by 2X the price....so the
theory is applied in that technology loses value quickly and we constantly need to update
our products and those who are unable to will fall behind
*4. Social norms = This one im not so sure...but I would say wikispaces fosters a
collaborative environment and let’s say if someone does not believe in the idea of
collaborative thoughts and is against conforming to this idea then they will not engage
and thus the idea acts as a barrier to those who have opposing social ideas
Necessity of ICTs vs. other societal needs (eg. food, water, education, etc.)
Like the example from class as well, in regards to social norms, low income families
might not partake in ICT interaction as their friends/family also do not have access, so
even if one person has a computer and Internet access, they may not feel like they have
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