COM275FinalExamNotes

- Mass Communication 275 14:11:00 ← ← UNIT 3 FINAL LECTURE ← ← ← ← RESPONSE PAPER • What is the recent news story about o British

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Unformatted text preview: 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 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 ← • 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 • “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 ← ← 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)...
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This note was uploaded on 04/25/2008 for the course COM 275 taught by Professor Sherry during the Spring '08 term at Michigan State University.

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- Mass Communication 275 14:11:00 ← ← UNIT 3 FINAL LECTURE ← ← ← ← RESPONSE PAPER • What is the recent news story about o British

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