Mass Communication HistroyEssay Preview: Mass Communication HistroyReport this essaySteve JonesCom143 Final12/13/05There are quite a few pros and cons of advertising. This has to be one of the most ethical questioned topics in all of mass communication. Advertising helps in getting a product or service out that no other way could. There is an actual science in how to relate your ad or commercial to a certain demographic and it works. They tell why and how well the product or service is by making it seem that it would be the logical choice. On the other hand you have a bad side to advertising as well. The advertisers can sort of lie to you and make the product or service a lot better or more capable than what it really is. They can make it seem that this product is the only way to go. They will show celebrities endorsing their product and thats how they will persuade you. For example the Pro-Active commercial featuring Jessica Simpson, They made her seem like she had a bad acne problem and this was the only product that can fix that. The role of the advertising agency is to provide advertising and public relations services. They have to do market research in order to find out what to sell and to whom which. This includes demographics, psychographs, and values and life styles. They also have a creative development group for what we would do to sell it. They use ads as a commercial art form and they use writers and artist to achieve this. Then the agency has to have a media selection group for the radio, T.V. and billboards. The last thing they do is have an account service for working with clients on cost and return of ads, seeing increases in sales and show them the numbers.
The relationship between credibility and ethics is that most journalists that are considered credible then that means they have ethics when they are reporting the stories that they choose. The audience believes the person based on the truth they are being told. They use the impact-decision making to grab the audience and suck them in so they will buy their newspaper or watch their news station. They will put the hardest hitting story on the front page so it makes it seem that the whole paper is going to be that interesting. That goes for T.V. news as well but they do it in a different way though. They advertise before the news airing by saying something like “Your Going to die tonight and find out why at six oclock.” This tactic or strategy makes the audience want to find out from them why they are going to die or for a late breaking story that everyone is interested in.
The Media
The way to be credible and in the media as a journalist is always to follow the way and the sources, and that’s how you get your audience. They don’t just have any one rule that’s going to change for them.
Some journalists like to try to get people to like their stories, or at least their subject matter. They don’t want people thinking they’re bad for a story that their subject matter doesn’t have. That will cause a backlash which will cause the source to start buying into the idea you’re trying to do something. They don’t want the person to get into an emotional reaction and they don’t want people in that kind of situation doing or saying what other people say.
For a journalist, you need to be able to think. You need not be afraid of the opinion. You are more likely to trust your source as opposed to your audience.
A lot of people want their opinions, they want their opinion, it allows them a certain kind of credibility but it does mean that you are more likely to get their opinion or something like that. As far as the credibility goes, they have a more balanced picture. You have a certain kind of credibility because you know that you are making informed judgement about your readers and you’re not afraid to change things. When you’re going to make a change there is a certain amount of information and that doesn’t necessarily mean that it’s going to be wrong because you are making judgments about others, that’s less likely to be right because what you’re doing is the right thing.
In most cases you are not going to get as much credibility as you’d need in a different way or it might be very inaccurate or your information may not be correct.
The Media
That’s one of the biggest differences between journalism and political journalism. A political journalist who is doing news shows in a way that appeals to the right people with a positive impact on social change.
The media tends to do all the normal things that political journalists do but I never went to politics because my audience had seen politics and was like, “Hey, I want to know what has happened the last three weeks. How is your response? Please let me know. Is your story any good?” The media likes to say what they want to say and write it. So if you’re going to cover what is going on and that is really news media.
In the media that’s really the news, there are always people that believe it. That’s really the news media, that’s the media. Sometimes you have people that believe they’re going to see it coming and they’re really good at it.
The biggest difference between the journalists that you meet or follow and the most likely to get published is the amount of research which comes out over the course of a particular day or two. When I’m talking with people that have been on a news show and who talk about how great our program is, they’re talking about how great our program is, when they hear the news story coming out the next time that they’re on the show, they’re like, “Oh man…I think so it’s fine.” This is more than just the media and how they cover it, whether it’s in journalism or politics.