MC 2000 : Exam 2 Study Guide
Document Summary
Audience: the people to whom a media product is directed. Audience fragmentation: the process of dividing audience members into segment based on background and lifestyle in order to send them messages targeted to their specific characteristics. Know the definitions of the four areas: journalism, pr, political communication, advertising. Journalists receive money from commercials placed in their medium and pull information from strategic media -> Strategic media uses journalists to spread a message or host ads | journalists can fight with pr/poli to try to get information -> pr/poli could fight the journalists to try and lean up a social mess. | advertisers pull ads from mediums because people aren"t viewing journalist media -> journalists lose money and can"t present news. Chapter 4 financing and shaping the media. Definition of advertising: activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services.
