COM 259 Study Guide - Midterm Guide: Upton Sinclair, Edward Bernays, Greater Media
29 Mar 2016
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Essay: 4 eras of pr, key igures and model. Public be damned (1850-1900) -> companies acted in their own best interest. Public be informed (1901-1922) -> muckraking journalists, upton sinclair and the jungle, magazines. Mutual understanding (1923-1974) -> edward bernays coined the term public relaions . Mutual adjustment (1975-) -> the internet, informaion became 0s and 1s, greater media diversity. Barnum, one way communicaion through mass media to hype a good or service, litle to no research. Public informaion -> ivy lee, one way distribuion with or without persuasive intent, journalisic ideal of accuracy and completeness, mass media=primary channel, government and nonproit. Two-way asymmetric -> scieniic persuasion, has a feedback loop but the purpose is to understand the audience and persuade it to accept the message, edward bernays. Two-way symmetric -> mutual relaionship and understanding, two way balanced communicaion, formaive research, strategic planning, edward bernays. 3 examples of social media and their ramiicaions.
