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Test 2 Study Guide Part 1

by: Shaynah Hilaire

Test 2 Study Guide Part 1 SPCH 2050

Shaynah Hilaire

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About this Document

This is the study guide for Test 2, but Part 1. More will be on the way, shortly!
Media, Culture and Society
Study Guide
Media, Culture, and society
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This 11 page Study Guide was uploaded by Shaynah Hilaire on Monday March 28, 2016. The Study Guide belongs to SPCH 2050 at Georgia State University taught by Sandmeier in Spring 2016. Since its upload, it has received 59 views. For similar materials see Media, Culture and Society in Linguistics and Speech Pathology at Georgia State University.


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Date Created: 03/28/16
Media, Culture and Society Test 2 Study Guide Pg. 190-191: o Diagram, historical development  Remember names and dates Cathode Ray Tube (late 1800s-early 1900s): forerunner of the TV picture tube First TV Commission (1927): Philo Farnsworth transmits first TV Picture electronically First Public TV Demo (1934): Philo F. conducts first public demo of TV CATV aka Community Antenna TV (late 1940s): started inn OR, PA, NY and elsewhere to bring in TV signals blocked by mtns and tall buildings Quiz-Show Scandal (1958- 1959): investigations into rigged quiz shows force networks to cancel 20 programs. o The $64k Question had been rated the nations No.1 show Color TV Standard (1954): RCA’s color system is approved by the FCC as the industry standard Telstar: first communication satellite relays telephone and tv signals in 1960. PBS (1967): Congress created the corporation for Public Broadcasting, which establishes the PBS and begins funding nonprofit radio and public TV stations Cable Takes Off (1975): HBO launches; WTBS becomes the first superstation after Ted Turner makes it available across the country Midwest Video Case (1979): U.S Supreme Court decision grants cable companies the power to select the content they carry DBS (1994): the direct broadcast satellite industry offers full-scale services; grows at a rate faster than that of cable Ownership Consolidation and the Telecommunications Act (1996): abolishes most TV ownership restrictions, paving the way for consolidation Digital TV Standard (2009): all broadcast TV signals switch from analog to digital TV on the Go (2010): Hulu Plus; Viewers can now stream their fav. Shows to phones, tablets, etc Pg. 542-543: o Cases being described about censorship and expression  Remember names of cases and who were involved Prior restraint means that courts and gov’ts can’t block any publication or speech before it actually occurs, on the principle that a law has not been broken until an illegal act has been committed. The Pentagon Papers Case (1971) o Daniel Ellsberg stole a copy of the 47 volume report History of U.S Decision-Making Process on Vietnam Policy which was a thorough study of U.S involvement in Vietnam since WW2: classified as top secret o Nixon admin. Applied for and received a fed. Court injunction against the Times, arguing that the publication of these document posed “a clear and present danger to national security. The Progressive Magazine Case (1979) o Editors planned to publish an article titled, “The H-Bomb secret: How We Got It, Why We’re Telling It.” o Dispute began when publishers sent a draft to the Dept of Energy to verify technical portions of the article, but because the DOE believed that the article contained sensitive data that might damage U.S efforts to halt the proliferation of nuclear weapons, they told them not to publish it. However, they proceeded anyways, and the govt sued the Progressive and asked a fed. District court to block publication o Judge Robert Warren’s decision stands as the first time in American history that a prior- restraint order imposed in the name of national security actually stopped the initial publication of a controversial news report. Pg. 388: o Examples of creative marketing and advertising  For radio, the creative side prepares a working script, generating ideas for everything from choosing the narrator’s voice to determining background sound effects.  For television, the creative dept. develops a storyboard, a sort of blueprint or roughly drawn comic-strip version of the potential ad  For digital media, the creative team may develop web sites, interactive tools, flash games, downloads, and viral marketing (short vids or other content that quickly gains widespread attention as users share it with friends online or by word of mouth.  In the 1960s, Doyle Dane Bernbach (DDB) and Ogilvy & Mather downplayed research, and championed the art of persuasion and what “felt right.” DDB’s simple ads for Volkswagen Beetles was successful in establishing the first niche for a foreign car manufacturer in the U.S; the successful ads helped VW preempt the Detroit auto industry’s entry into the small- car field o How media is plan and advertised  Ad agency media departments are staffed by media planners and media buyers: people who choose and purchase the types of media that are best suited to carry a client’s ads, reach the targeted audience, and measure the effectiveness of those ad placements.  Proctor & Gamble, currently the world’s leading advertiser, displays its more than 300 major brands on TV shows viewed primarily by women  Advertisers often add incentive clauses to their contracts with agencies, raising the fee is sales goals are met and lowering it if goals are missed  Incentive clauses can sometimes encourage agencies to conduct repetitive saturation advertising, in which a variety of media are inundated with ads aimed at target audiences Ex: Miller Lite beer campaign: used humor & retired athletes to reach its male audience  The cost of advertising increases each year Ex: The Super Bowl is the most expensive program for purchasing tv ads Pg. 200-202: o Technology of television  In 1975, the Beta was introduced by Sony…In 1976, the VHS was introduced by Japan… triggered a marketing war, which helped drive costs down and put VCRs in more home, Beta lost to VHS which holds more programming space  More than 50% of U.S homes had DVRs, which enabled users to download specific programs onto the DVR’s computer memory and watch at a later time  Third screens means that computer screens are the third major way we view content.  The most popular site for viewing video online is YouTube  Hulu Plus was created by Hulu in late 2010, a paid subscription service ($8/mth), viewers can stream full seasons of current/older programs and some movies and documentaries on their computer, TV, or mobile device  Netflix has moved further away from a DVD-through-mail model and has become more focused on a less expensive online streaming model.  Fourth-screen refers smartphones and mobile video  These devices have forced major changes in consumer viewing habits and media content creation  The multifunctionality and portability of 3d& 4 thscreen devices means that consumers may no longer need television sets


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