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