COM 107 09/12/2013
What is Advertising???
Persuasive, a way to sell something, form of grabbing people’s attention;
Advertising is the activity of profession of producing advertisements for commercial products or services;
calling public attention to a product, service, or need.
Advertising VS content
What does a good advertising campaign do?
Types of Advertising
Buying space: Commercials, print, billboards, popups
Using space: trademarks, branding, franchising
Buying and using content: Product placement
How is advertising different from propaganda?
Propaganda has same effect as advertising
Negative connotation associated with propaganda
There is government propaganda— but its used in Ads as well
We Understand Culture Through Ads
What Is Public Relations?
Public relations is a total communication strategy that is attempting to reach and persuade an audience to
adopt a perspective about a person/product/company
Uses complex messages that evolve over time (image building, “spin doctors”)
Includes: press releases, special events, pseudo events, media relations, community/consumer relations,
Pseudo Event: (examples) when celebrities pretend to date each other, behind closed doors, “fake” Attention and persuasion without persuasion knowledge
10 Differences Between Advertising and PR ** WILL BE ON TEST **
Paid space vs. free coverage
Creative control vs. no control
Creativity or a Nose for News
In house or out on the town
Target audience or hooked editor
Limited or unlimited content
What is Journalism? The news? The Press?
The activity or profession of gathering information and writing for newspapers, magazines, or broadcasting
news on radio, television, or online. It provides information that enables citizens to make intelligent
Product and Process
How is “journalism” different from “news”???
Journalism is the art of reporting the news; journalism is more broad, news is more factual based on actual
events. Journalism can be written about anything.
What is newsworthy?
Who decides what is newsworthy? Is this problematic? What is ethical to report? What about getting the story? What is the difference between journalists and
What does a news story need to have?
*What news program has the only 2 women anchors PBS News Hour
PAPER (DUE OCT. 3) 5 Pages
1. What are 3 major themes in your media habits?
How do you spend most of your time?
What channels, networks, companies do you frequently use?
2. Pick one theme and investigate in detail how your habits are being monetized.
How is the media industry making money off of you?
How are you helping the industry to make money off of others?
Be sure to address issues of multiple conglomerate properties
3. What can media professionals learn from your habits?
Predict the future of media from your habits and choices.
Consider how the media industry will have to change to remain relevant if you are a “typical” consumer.
If you are not a “typical” consumer, consider how unique consumers can be targeted in a diversifying
Act like you are the “Target” of the media sources
4. Cite your paper!!!
You may cite the textbook.
At least 5 citations APA Format Header, no specific format (Name)
Page numbers required
**NO CONTRACTIONS IN PAPER**
Strategies of Journamism
Inverted Pyramid Writing What info MUST viewers have?
Journalists as experts (Gladwell)
Citizens providing what is seen to be newsworthy, pulling material from everyday people, sharing citizen
content and making a story around it; A citizen is technically not a credible source, but once a journalist
puts it into their own words in a story, it becomes credible
Human interest stories
Renovating Garages (CBS News) Visual News
Civically engaged journalists
What is New Media?
Characteristics of new media
Interactivity: 2way communications
Real Time Generation of Content
Immediacy, On Demand, Mobile
Connect with others regardless of distance
New Media Literacies
*adolescence goes until age 2425! (Brain not fully developed)
Who is Online???
DIGITAL DIVIDE the gulf between those who have ready access to digital technology and those who do
15% of Americans are offline adults
What can you do with new and interactive media? New Media and Democracy
What is democracy?
Required: Free exchange of ideas; including ideas deemed to be inappropriate by some (ex: racist tweets)
How does new meida affect our democratic process?
Public interest vs. Interests of the Public
Obama 2008 Campaign
Occupy Wall Street
Democracy in China
Invention: Technology merges into fewer devices
Convention: Content is available across platforms (replicated and narrative)
Business: Consolidating media holdings under one corporate umbrella
Is convergence different from synergy?
How do companies use convergence to engage audiences?
“Easter egg” Radio: An InHome Experience
The Business of Music
Commissioned Artists Importance of performance
Music labels vs. “independent” Artists
Genre vs. Crossover Artists; culture of celebrity
Global Community (Ex: British Invasion, Latin Invasion)
Backlash to the Business of Music
Punk, grudge, hip hop
“[Music] is the only business that makes money for the people who don’t even love the shit.” –De La Soul
(The Grind Date)
Music as a Visual Medium
Music Television (1981?)
The Business of Music: Convergence
Where does the money go?
Effects on independent/small labels
Instruments are cheaper
Editing tools are cheaper
Tangible Content (mixtapes, CDs) Online Content (iTunes, YouTube, Click to Download)
Cloud Content (Streaming through Pandora, Spotify)
Issues of Piracy
How do you get your music?
Radio Explosion (1920s)
Number of licensees increase 1000% (19211923)
Radio Act of 1927: licensed
What are Magazines?
Collections of articles, stories, and advertisements in a nondaily periodical published in a tabloid style
specialized topics and audience
Magazines increased by 600%from 18251850
1875: Visual Revolution
What is a magazine in the digital age?
Tablet Magazines 1995
If there is a market, there is a Magazine…
General Interest News/Politics
Business of Magazi