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COM275FinalExamNotes - Mass Communication 275 UNIT 3 FINAL...

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Mass Communication 275 11/04/2007 14:11:00 UNIT 3 FINAL LECTURE March 28, 2007 RESPONSE PAPER What is the recent news story about: o British Sailors o Alberto Gonzales o Virg Benero (major of Lansing) Making up for budget deficit o Anna Nicole Smith o Walter Reed funding is cut o George Bush’s recent trip o What four teams are in the NCAA Final Four? o Ireland TYPES OF NEWS Hard News – the serious, important news o Personalized o Controversial o Actual or concrete
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o Novel or deviant o Linked to ongoing news concerns o Also- inoffensive, credible, packageable, local Examples- Gonzales, Walter Reed, Ireland Crisis News Generally part of hard news Natural or man-made event that poses and immediate and serious threat News media functions o Keeps people aware of event o Galvanizes social attitudes o Examples: British Sailors, Virg Benero Soft News Focus on human interest, personalities Fastest growing facet of news Examples: Anna Nicole Smith, NCAA tournament, TomKat, etc. KNOWLEDGE GAP THEORY News media is a conduit between major societal structures
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MEDIA o GOVERNMENT INDUSTRY EDUCATION MEDIA The communication between the major structures Think: Big Tobacco manipulate the public News media perform two functions o Feedback control Watchdog role of the press Fourth Estate Distribution control o Gate keeping Agenda Setting April 2, 2007 AGENDA SETTING THEORY
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“Media may not be successful in telling people what to think, but it is stunningly successful in telling readers what to think about.” Hypothesis: People’s agenda of news importance will match media agenda of news importance. Issues & Events o Issue is an ongoing, long-term area of interest. o Events are discrete happenings in time. AGENDA BUILDING PR Function o High percentage of ‘news’ o Compete to focus attention on particular issues News Values o Timeless o Proximity – did it happen in our area? (Don’t care about local news in CA) o Prominence – news is more likely to be covered (President Bush) o Consequence – does what happened affect you personally? o Human interest – popular culture. DIFFUSION OF INNOVATIONS
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DIFFUSION Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system Innovation : “an idea, practice, or object perceived as new by an individual or other unit of adoption” Communication : is used to reduce uncertainty about innovations EVERETT ROGERS Diffusion of Innovations (1962; 1995) All the studies involved: o An innovation- corn, agriculture, health information o Communication between two people – opinion leaders (They carry respect) o Society or community setting (Iowa, Africa, Asia) o The element of time
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