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Mass Media Quiz 2
Mass media writing Quiz 2 (chapters 3-4)
| Term | Definition |
|---|---|
| Ethical communication also helps an organization avoid dilemmas and compromising situations. | true. |
| Code of Ethics | Ethics is a moral code that serves as a compass for individual or societal behavior. Engaging in unethical behavior or messaging can be particularly damaging for business brands. |
| Countless businesses have been involved in scandals and crises stemming from unethical behavior and judgment. Recovering from these instances is difficult, and the effects are sometimes irreversible. | true. |
| What is the code of ethics? | a collection of rules and values that play a foundational role in conduct and the decision-making process |
| Defamation | is intentional damage done to one party’s reputation by another party. Although it is not a crime, it is considered a civil suit in a court of law |
| Who is more inclined to sue for defamation? | Individuals or organizations with particularly high stakes attached to their reputation (for example, celebrities, public figures, renowned educators, or popular businesses) |
| What are the 2 categories of defamation? | slander and libel |
| Slander | is the spoken version of defamation, when something is said verbally that harms another party’s reputation |
| Libel | the written version of defamation, when something is published that damages a party’s reputation; includes both print and online publications; even social media posts |
| Five elements have to exist in order to render a statement as libelous: | The statement was published. The statement is conveyed as a fact, not an opinion. The statement is false. The statement is identifiable with or made about the plaintiff. The statement was published with intentional negligence or malice. |
| Conflict of Interest | “a clash between a person’s self-interest and professional interest or public interest” |
| Communication professionals should try to eliminate any action that may compromise their impartiality or the interests of their organization. That includes separating personal interests from the organization’s goals. | true. |
| Gather as much information as you can about the potential conflict in order to make an objective decision | true. |
| Plagiarism | is an issue in both academic and professional situations. The term refers to using another person’s work without proper credit or attribution; a very serious offense in the strategic communication field, and is particularly bad in journalism |
| Most crisis communication experts agree that transparency is key to maintaining or regaining the public's trust | true. |
| Lack of transparency can have devastating effects that sometimes leave a permanent stain on a company or brand’s image. Brands cannot thrive without the public’s trust. | true. |
| Transparency | clarifying your mission/being open and honest to your consumers about your product, ideas, etc. |
| The goal of an advertisement is to emphasize the benefits of a product or service over any drawbacks or shortcomings (this should be done honestly.) | true. |
| What is a misleading advertisement | Misleading advertisements are deceptive advertisements at the expense of customers (health and safety concerns) or that cause economic injury |
| By law, claims in advertisements have to be truthful and supported by evidence. | true. |
| The criteria for deception in advertising (FTC) | The advertisement should have a high probability to mislead the average, reasonable consumer; and advertisement claims should cause the consumer to buy the product or service based on misinformation. |
| Corporate Social Responsibility | Numerous companies are taking measures to create an ethical brand image. One strategy is through corporate social responsibility, which is a business model or practice that seeks to benefit the greater society. |
| More and more consumers support businesses that create initiatives to help communities. | true. |
| Corporate social responsibility can take a variety of forms: | making charitable donations to local causes to underwriting beneficial projects in developing countries |
| Studies show that consumers are willing to spend more on a product if they know that their purchase benefits a charitable cause or addresses a social or environmental need | true. |
| media outlets send an indirect message to audiences about a story’s perceived importance through selection and how much time and exposure they give the story. | true. |
| News Value | a standard that determines whether an event or situation is worth media attention; is referred to as “criteria used by media outlets to determine whether or not to cover a story and how much resources it should receive” |
| Immediacy/Timeliness | Events or stories that have recently taken place or will happen in the immediate future; breaking news stories or stories about unexpected events that are developing are good examples |
| Timeliness | also takes into consideration factors such as seasonal events, commemorations, and holidays |
| Proximity | considers the location of the event in relation to the target audience of the media outlet. Audiences are more likely to pay attention to stories that take place in their local communities |
| Human Interest (stories) | emotionally compelling/ capture the audience’s attention and appeal to their attitudes and beliefs. Feature articles often are good examples when they depict a person, organization, or community in a way that triggers an emotional connection |
| Currency | Topics that are trending in news media and other media, such as Twitter and Facebook, are considered newsworthy. “Hot topics of the day” or stories that are in the general public discourse are other examples. |
| Topics that have currency value generally have a short life span in the news cycle because they are discussed only briefly by the public | true. |
| Prominence | Stories that feature well-known individuals or public figures such as politicians and entertainers carry news value |
| How many news value types are there? | eight |
| Impact | Generally, people are more likely to care about stories that directly affect their lives; therefore, media gatekeepers often devote more time and resources to stories that have implications for their respective audiences. |
| Novelty | Stories that are odd, unusual, shocking, or surprising; an example would be a story about an unusual animal friendship, such as that between a dog and a deer. Because such a friendship is not a normal occurrence, it sparks the curiosity of audiences. |
| Conflict | Strife or power struggles between individuals or ethnic groups or organizations often grab the attention of audiences. For example, stories about war, crime, and social discord are newsworthy because their conflict narrative spurs interest. |
| The continuous coverage by U.S. media outlets of worldwide terrorism is an example of... | conflict coverage |
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FaithMcBaith
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