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advertising agency  A company that handles both the creative and the business side of an advertising campaign for its clients.
affiliate  A television or radio station that carries the programming of a certain network.
agencies of socialization  The various people or organizations that contribute to the socialization of an individual.
agency  An organization that handles basic needs of advertisers.
agenda building  The ways the media decide what is newsworthy.
agenda-setting effect  The influence of the mass media created by emphasizing certain topics, thus causing people to perceive those same issues as important.
AM  Amplitude modulation of radio waves.
Arbitron  The professional research organization that measures radio audiences.
Audit Bureau of Circulations (ABC)  An organization formed by advertisers and publishers in 1914 to establish ground rules for counting circulation data.
authoritarian theory  The prevailing belief that a ruling elite should guide the intellectually inferior masses.
backpack journalist  A reporter who can prepare news stories for print, electronic, and online media.
best-seller lists  The ranking of books based on retail sales.
beware surveillance  A media function that occurs when the media inform the public of short-term, long-term, or chronic threats.
Billboard  The sound recording industry trade publication that tabulates record popularity.
block booking  A policy of major film studios that required theater owners to show several of a studio's low-quality films before they could receive the same studio's top-quality films.
blog  A personal journal kept on the Web.
broadband  Increased bandwidth for Internet connections, which speeds up downloads.
browsers  A type of software that enables individuals to search for content on the Web.
buffering  Storing video signals for video transmitted via the Internet.
business-to-business advertising  Advertising directed not at the general public but at other businesses.
C3  The ratings for average commercial minutes in live programming plus three days of DVR playback.
campaign  In advertising, a large number of ads that stress the same theme and appear over a specified length of time.
carriage fee  A fee paid by cable systems to carry a cable network.
categorical imperative  The ethical principle that people should behave as they wish all others would behave.
catharsis  A release of pent-up emotion or energy.
catharsis theory  The theory that viewing aggression will purge the viewer's aggressive feelings.
cease-and-desist order  A Federal Trade Commission order notifying an advertiser that a certain practice violates the law; failure to comply with a cease-and-desist order can result in fines being levied against the advertiser.
channels  Pathways by which a message travels from sender to receiver.
circulation  The total number of copies of a publication delivered to newsstands, vending machines, and subscribers.
clock hour  A radio format that specifies every element of the program.
cloud computing  Applications and services offered over the Internet.
commercial television  Television programs broadcast by local stations whose income is derived from selling time on their facilities to advertisers.
Communications Act of 1934  An act of Congress creating the Federal Communications Commission.
communist theory  The theory of the press that the media should promote the goals of the ruling political party.
comprehensive layout  The finished model of a print ad.
computer-assisted reporting  Skills involved in using the Internet to aid reporting.
concept testing  A type of feedback in which a one- or two-paragraph description of a new series is presented to a sample of viewers for their reactions.
consent order  A Federal Trade Commission order in which the advertiser agrees to halt a certain advertising practice without admitting any violation of the law.
consequence  The importance or weightiness of a news story.
consumer advertising  Advertising directed at the general public.
controlled circulation  A type of circulation in which publications are sent free or distributed to a select readership, such as airline passengers or motel guests.
convergence  The blending of communication technologies, operations, or businesses.
conversational currency  Topic material presented by the media that provides a common ground for social conversations.
copy  The headlines and message in an ad.
corporate convergence  The merging of companies with holdings in one medium with companies that have assets in other media.
creative boutique  An advertising organization that specializes in the creative side of advertising.
credibility  The trust that the audience holds for media that perform surveillance functions.
critical/cultural approach  An analytical technique that examines power relationships in society and focuses on meanings people find in texts.
crystallization  The sharpening and elaboration of a vaguely held attitude or predisposition.
cultivation analysis  An area of research that examines whether television and other media encourage perceptions of reality that are more consistent with media portrayals than with actuality.
culture  Common values, behaviors, attitudes, and beliefs that bind a society together.
custom magazines  Free magazines published by corporations for current and prospective customers.
cyberbullying  Using the Internet or other communication technologies to deliberately harass, threaten, or intimidate someone.
cycle  In all-news radio, the amount of time that elapses before the program order is repeated.
decoding  The activity in the communication process by which physical messages are translated into a form that has eventual meaning for the receiver.
decoupling  A separation of the connection between two entities. In mass communication, it refers to the breaking of the traditional link between advertising support and content.
defamation  The act of harming the reputation of another by publishing false information.
demo  A demonstration disk used to sell a musical performer or group.
device convergence  The tendency for functions once served by separate machines to be merged into a single device.
Digital Millennium Copyright Act  Protects Internet service providers from copyright suits for simply transmitting information provided by others.
digital technology  A system that encodes information—sound, text, data, video—into a series of on and off pulses that are usually denoted as zeros and ones.
digital television (DTV)  Television signals consisting of binary signals that enable improved picture quality.
digital video recorder (DVR)  A device, like TiVo, that records television content on a hard disc.
direct action ad  An ad that contains a direct response item (such as a toll-free number) that enables advertisers to see results quickly.
direct broadcast satellite (DBS)  A system in which a home TV set receives a signal directly from an orbiting satellite.
distribution system  The cables that deliver the signals to subscribers.
double features  The practice started by theaters in the 1930s of showing two feature films on the same bill.
dummy  A rough version of a magazine that is used for planning how the final version will look.
DVD (digital videodisc)  A disc that stores audio, movies, video, and graphics in a digital format that is compatible with DVD players and home computers.
dysfunctions  Consequences that are undesirable from the point of view of the welfare of society.
e-book  A digital version of a book, which can be read by using a computer or a special reader.
editorial policies  Guidelines the print media follow to persuade the public on certain issues or to achieve specific goals.
e-mail  Electronic messages sent from computer to computer.
empirical approach  Method that is based on experiment and observation.
encoding  The activity in the communication process by which thoughts and ideas from the source are translated into a form that can be perceived by the senses.
encryption  Scrambling video signals so that only those with the proper decoding hardware can receive them.
Equal Opportunities rule  Part of the Communications Act of 1934; Section 315 allows bona fide candidates for public office to gain access to a broadcast medium during political campaigns.
e-reader  A device designed to electronically display books, newspapers, and magazines.
evaluation  Research done to measure the effectiveness of an advertising or a public relations campaign.
Evernet  The successor to the Internet; an arrangement by which an individual is constantly connected to the Internet using various information devices.
experiment  A research technique that stresses controlled conditions and manipulates variables.
Fairness Doctrine  A now defunct FCC doctrine that required broadcast stations to provide various points of view on controversial issues.
Federal Communications Commission (FCC)  A regulatory agency, composed of five individuals appointed by the president, whose responsibilities include broadcast and wire regulation.
feedback  The responses of the receiver that shape and alter subsequent messages from the source.
field experiment  An experiment that is conducted in a natural setting as opposed to a laboratory.
First Amendment  The first amendment to the U.S. Constitution, stating that Congress shall make no law abridging the freedom of speech or of the press.
FM  Frequency modulation of radio waves.
focus group  A group of 10–15 people led by a moderator that discusses predetermined topics.
format  Consistent programming designed to appeal to a certain segment of the audience.
format wheel  A visual aid that helps radio programmers plan what events happen during a given time period.
formative research  Advertising research done before developing a campaign.
framing  The general way a news medium treats a topic.
franchises  Exclusive rights to operate a business in a given territory.
Freedom of Information Act (FOIA)  A law stating that every federal executive-branch agency must publish instructions on the methods a member of the public can follow to get information.
full-service agency  An ad agency that handles all phases of advertising for its clients.
functional approach  A methodology that holds that something is best understood by examining how it is used.
gag rules  Judicial orders that restrict trial participants from giving information to the media or that restrain media coverage of events that occur in court.
gatekeepers  Individuals who decide whether a given message will be distributed by a mass medium.
geosynchronous satellite  A satellite whose orbit keeps it over the same spot on Earth.
golden mean  The ethical principle that moderation is the key to virtue.
gramophone  A "talking machine" patented in 1887 by Emile Berliner that utilized a disk instead of a cylinder.
graphophone  A recording device similar to the phonograph but utilizing a wax cylinder rather than tinfoil.
hard news  Timely stories with significance for many people.
head end  The antenna and related equipment of the cable system that receives and processes distant television signals so that they can be sent to subscribers' homes.
heavy metal  A counterculture musical trend of the 1960s–1970s, characterized by a vaguely threatening style and heavy use of amplification and electronic equipment.
hegemony  The dominance of one entity over another.
Hicklin Rule  A long-standing obscenity standard based on whether a book or other item contains isolated passages that might deprave or corrupt the mind of the most susceptible person.
high-definition television (HDTV)  A supersharp television system that delivers about twice the resolution of traditional TV.
house drop  The section of the cable that connects the feeder cable to the subscriber's TV set.
human interest  A news value that emphasizes the emotional, bizarre, offbeat, or uplifting nature of a news story.
hyperlocal  News that concentrates on stories from a small geographic area.
hypertext  A digital navigational tool that links one electronic document to another.
ideology  A particular set of beliefs or ideas.
independents  Radio or TV stations unaffiliated with any network.
indirect action ad  An advertisement that works over the long run to build a company's image.
information gathering  A phase of a public relations campaign in which pertinent data are collected.
injunction  A court order that requires an individual to do something or to stop doing something.
instrumental surveillance  A media function that occurs when the media transmit information that is useful and helpful in everyday life.
Internet neutrality  The idea that Internet service providers cannot favor one company over another.
Internet-only radio stations  Radio stations that exist only online.
Internet TV  Sending video signals over the Internet.
interpersonal communication  A method of communication in which one person (or group) interacts with another person (or group) without the aid of a mechanical device.
investigative reports  News reporting that requires extraordinary efforts to gather information about matters of public importance.
jazz  A form of popular music that emerged during the Roaring Twenties and was noted for its spontaneity and disdain of convention.
jazz journalism  Journalism of the Roaring Twenties that was characterized by a lively style and a richly illustrated tabloid format.
joint venture  A method of movie financing in which several companies pool resources to finance films.
Kinetoscope  The first practical motion picture camera and viewing device, developed by William Dickson in 1889.
libel  Written defamation that tends to injure a person's reputation or good name or that diminishes the esteem, respect, or goodwill due a person.
libel per quod  Written material that becomes libelous under certain circumstances.
libel per se  Falsely written accusations (such as labeling a person a "thief" or a "swindler") that automatically constitute libel.
libertarian theory  The assumption that all human beings are rational decision makers and that governments exist to serve the individual.
limited partnership  A method of movie financing in which a number of investors put up a specified amount of money for a film.
linkage  The ability of the mass media to join different elements of society that are not directly connected by interpersonal channels.
machine-assisted interpersonal communication  A method of communication involving one or more persons and a mechanical device (or devices) with one or more receivers.
macroanalysis  A sociological perspective that considers the functions performed by a system (such as mass media) for the entire society.
magazines  Printed publications that contain an assortment of materials that appear on a regular basis.
mainstreaming  In cultivation analysis the tendency of differences to disappear among heavy-TV-viewing people, apparently because of cultural and social factors.
management by objectives (MBO)  A management technique that sets observable, measurable goals for an organization to achieve.
marketing  Developing, pricing, distributing, and promoting an idea, a good, or a service.
mass communication  The process by which a complex organization, with the aid of one or more machines, produces and transmits public messages that are directed at large, heterogeneous, and scattered audiences.
mass media  The channels and the institutions of mass communication.
meaning  The interpretation an audience makes of text.
media buying service  An organization that specializes in buying media time to resell to advertisers.
Mediamark Research Inc. (MRI)  A company that measures magazine readership.
media vehicle  A single component of a mass medium, such as a newspaper or TV network.
message  The actual physical product in the communication process that the source encodes.
message research  Pretesting messages in an ad campaign.
microanalysis  A sociological perspective that considers the functions performed by a system (such as mass media) for the individual.
microcasting  Sending an audio or video message to a small group of interested people.
mobile journalist (mojo)  Reporter who works out of a car covering local community news.
mobile parenting  An arrangement by which parents keep track of children by using cell phones and pagers.
Motion Picture Patents Company (MPPC)  An organization formed by the nine leading film and film equipment manufacturers in 1908 for the purpose of controlling the motion picture industry.
MPAA rating system  The G, PG, PG-13, R, NC-17 rating system for movies administered by the Motion Picture Association of America.
muckrakers  A term coined by Theodore Roosevelt to describe the reform movement undertaken by leading magazines in the 1890s to expose corrupt practices of business and government to the general public.
multiple system operators (MSOs)  Companies that own cable systems in more than one market.
national advertisers  Advertisers who sell a product all across the country.
National Public Radio (NPR)  A noncommercial U.S. radio network.
network  An organization composed of interconnecting broadcasting stations that cuts costs by airing the same programs.
newshole  The amount of space available each day in a newspaper for news.
nickelodeons  The popular name for the many penny arcades and amusement centers that emerged around the beginning of the 20th century and specialized in recordings and film.
noise  In communication, anything that interferes with the delivery of a message.
noncommercial television  Television programs broadcast by stations whose income is derived from sources other than the sale of advertising time.
nonduplication rule  An FCC rule passed in 1965, stating that an AM-FM combination may not duplicate its AM content on its FM channel more than 50 percent of the time.
ombudsperson  An individual in a media organization assigned to handle complaints from audience members.
one-stops  Individuals who sell records to retail stores and jukebox operators who are not in a position to buy directly from the record company.
operating policies  Guidelines that cover the everyday problems and situations that crop up during the operation of a media organization.
operational convergence  A system used in media organizations whereby one staff produces content for two media.
paid circulation  A type of circulation in which the reader must purchase a magazine through a subscription or at a newsstand.
panel study  A research method in which data are collected from the same individuals at different points in time.
paradigm  A model used for analysis.
parasocial relationship  A situation whereby audience members develop a sense of kinship or friendship with media personalities.
pass-along audience  That portion of a magazine's total audience composed of individuals who pick up copies of a magazine while at the doctor's office, at work, while traveling, and so on.
payola  Bribes of gifts and money paid to DJs by record companies in order to gain favorable airplay for their releases.
pay-per-view (PPV)  A system that enables cable TV subscribers to pay a one-time fee to view one specific program or movie.
penny press  The mass-appeal press of the early 19th century.
persistence of vision  The quality of the human eye that enables it to retain an image for a split second after the image has disappeared.
personal digital assistants (PDAs)  Digital devices that keep track of addresses, schedules, and other useful information.
phi phenomenon  The tendency of the human perceptual system to perceive continuous motion between two stationary points of light that blink on and off; the basis for the illusion of motion in motion pictures.
phonograph  A "talking machine" developed by Thomas Edison in the late 1870s; the hand-cranked device preserved sound on a tinfoil-wrapped cylinder.
photojournalism  Journalism in which written text is secondary to photographs in news stories.
pickup  A technique of financing a motion picture.
pilot  The first episode of a projected television series.
pilot testing  A process that involves showing a sample audience an entire episode of a show and recording their reactions.
podcast  A prerecorded program that can be downloaded to an iPod or other MP3 player and played at the listener's convenience.
policy book  At radio and TV stations, a book that spells out philosophy and standards of operation and identifies practices that are encouraged or discouraged.
political press  Newspapers and magazines of the 1790–1820 era that specialized in publishing partisan political articles.
polysemic  Having many meanings.
portable people meter (PPM)  A small device carried by an individual that automatically records radio and television exposure.
portals  The first pages a person sees when opening an Internet browser.
positioning  In advertising, stressing the unique selling point of a product or service to differentiate it from the competition.
primary audience  The portion of a magazine's total audience made up of subscribers or those who buy it at the newsstand.
primary demand ad  An advertisement that promotes a specific product category, such as milk.
printing on demand  One-at-a-time printing of books that exist in a digital database.
prior restraint  An attempt by the government to censor the press by preventing it from publishing or broadcasting material.
prominence  News value that stresses the importance of the person involved in the event.
prosocial behavior  People helping each other with no thought of personal reward.
proximity  News value based on the location of a news event.
Public Broadcasting Act of 1967  A congressional act that established the Public Broadcasting Service.
publicity  The placing of stories in the mass media.
publics  The various audiences served by public relations.
publishers  A segment of the print media industry responsible for the creation of content.
rack jobbers  Individuals who service music racks located in variety and large department stores by choosing the CDs to be sold in each location.
Radio Act of 1927  A congressional act establishing the Federal Radio Commission, a regulatory body that would issue broadcasting licenses and organize operating times and frequencies.
rating  The ratio of listeners to a particular radio station to all people in the market; the ratio of viewers of a particular TV program to the number of households in the market equipped with TV.
receiver  The target of the message in the communication process.
reinforcement  Support of existing attitudes and opinions by certain messages.
resonance  In cultivation analysis, the situation in which a respondent's life experiences are congruent with what is seen on TV, thus reinforcing the effect of TV content.
retail advertisers  Businesses that have customers in only one trading area.
rough layout  An early version of a print ad.
search engine  Software that enables users to search the Internet for specific information.
selective demand ad  An ad that stresses a particular brand.
self-determination  The ethical principle that human beings deserve respect for their decisions.
share of the audience  The ratio of listeners to a particular radio station to the total number of listeners in the market; the ratio of the number of households watching a particular TV program to the number of households watching TV at that time.
shield laws  Legislation that defines the rights of a reporter to protect sources.
slander  Spoken defamation; in many states, if a defamatory statement is broadcast, it is considered libel, even though technically the words are not written; libel is considered more harmful and usually carries more serious penalties than does slander. individual comes to adopt the behavior and values of a group.
sliding scale  An arrangement between a motion picture exhibitor and a distributor that details how much box office revenue will be kept by the movie theater.
social media  A set of Internet tools that encourage content sharing and community relationships.
social responsibility theory  The belief that the press has a responsibility to preserve democracy by properly informing the public and by responding to society's needs.
social utility  The media function that addresses an individual's need to affiliate with family, friends, and others in society.
socialization  The ways an individual comes to adopt the behavior and values of a group.
soft news  Features that rely on human interest for their news value.
source  A person who initiates communication.
spam  The electronic equivalent of junk mail.
stimulation theory  A theory that suggests that viewing violence will stimulate an individual to behave more violently.
storyboard  A series of drawings depicting the key scenes in a TV ad.
strategic planning  A management technique that sets long-range, general goals.
subsidiary rights  Rights given by a publisher to others, allowing them to reproduce certain content.
surveillance  The news and information function of the mass media.
survey  A technique of gathering data that typically uses a questionnaire.
tabloids  Heavily illustrated publications usually half the size of a normal newspaper page.
tactical planning  A management technique that sets short-range, specific goals.
target audience  In advertising, the segment of the population for whom the product or service has an appeal.
technological determinism  The theory that contends technology drives historical change.
Telecommunications Act of 1996  A major revision of U.S. communication laws that affected broadcasting, cable, and telephone industries.
text  The object of analysis in the critical/cultural approach.
timeliness  News value that stresses when an event occurred.
time shifting  Recording programs and playing them back at times other than when they are aired.
time softening  Tendency of cell phone users to treat appointed times with more flexibility.
tracking studies  Studies that examine how ads perform during or after a campaign.
trespass  Illegal entry onto another's property.
UHF  The ultra-high-frequency band of the electromagnetic spectrum; channels 14–69 on the TV set.
underground press  A type of specialized reporting that emerged in the mid-to-late 1960s, with emphasis on politically liberal news and opinion and cultural topics such as music, art, and film.
USA Patriot Act  A law that gave the government increased powers of surveillance.
uses-and-gratifications model  A model proposing that audience members have certain needs or drives that are satisfied by using both nonmedia and media sources.
utility  The ethical principle that stresses the greatest good for the greatest number.
Variety  The entertainment industry trade publication.
V-chip  A device installed in a TV set that restricts the reception of violent or objectionable material.
veil of ignorance  The ethical principle that everyone should be treated equally.
VHF  The very-high-frequency band of the electromagnetic spectrum; channels 2–13 on the TV set.
video-on-demand (VOD)  A system by which a cable TV system can provide movies to customers at times of the customers' choosing.
viral advertising  Technique of creating messages so interesting that consumers spontaneously share them.
Voice over Internet Protocol (VoIP)  Method for sending a phone call over the Internet.
voice tracking  A technique in radio in which a disc jockey prerecords the voice portion of a shift that is later broadcast on several stations.
Web page  A hypertext page contained within a Web site.
Web site  A set of hypertext pages linked to each other that contain information about a common topic.
(wireless fidelity) WiFi  A system by which personal computers and other information devices connect to the Internet without wires.
WiMax  Technology that allows wireless Internet access over a wide area.
World Wide Web (WWW)  A network of information sources that uses hypertext to link one piece of information to another.
yellow journalism  Sensationalized journalism, appearing during the 1890s, noted for its emphasis on sex, murder, popularized medicine, pseudoscience, self-promotion, and human-interest stories.
zoned editions  Newspapers that have special sections for specific geographic areas.







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