PR truyền thông - Chapter 12: The internet and the world wide webElectronic mail (e-mail) Fast, cheap, reliable Can send text, graphics, and much more Drawbacks Not suited for all message content Not as private as letters Spam Time loss
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PR truyền thông - Chapter 11: Cable, satellite, and internet televisionUsers search for content stored on cable/satellite company’s server Select desired content, and it becomes available, usually for a fee VOD has been slow to catch on Relative lack of content; complicated user interfaces VOD use is up, but VOD is lower priority for cable/satellite companies YouTube content creates more “buzz”; more competitors ...
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PR truyền thông - Chapter 10: Broadcast televisionBy 2000, cable reached more than 68% of the population Channel capacity increased and new programming services emerged Cable full-fledged competitor to broadcast TV
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PR truyền thông - Chapter 9: Motion picturesLate 1940s: TV cut into movie profits Hollywood fought back: Refused to advertise films on TV; refused to show old films on TV; tried to bar film stars from appearing on TV Hollywood tried to woo audiences back Technology: 3-D, Cinerama Content: “spectacle” films, musicals, adult-oriented themes Eventually Hollywood started cooperating with ...
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PR truyền thông - Chapter 8: Sound recordingMost original rock stars left scene by 1959 Payola scandals Early 1960 industry cleaned up its image Wholesome, clean-cut American singers
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PR truyền thông - Chapter 7: RadioInterference was major problem Radio Act of 1927 Federal Radio Commission Defined AM band Standardized channel designations Abolished portable stations
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PR truyền thông - Chapter 6: BooksLess radical than e-books Select the title you want, and it is printed for you. Could result in more special interest books Printing on demand and the e-book will probably never replace traditional books
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PR truyền thông - Chapter 5: Magazines1860-1900 – many new magazines appeared More available money Improved printing techniques Postal Act of 1879 Special mailing rates for magazines Magazines could reach national mass audience Muckrakers – investigative reporting
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PR truyền thông - Chapter 4: NewspapersCivil War and development of telegraph changed how stories were written Lead Inverted pyramid Huge growth in US population, and newspaper readership Key players in the newspaper industry Joseph Pulitzer E.W. Scripps William Randolph Hearst
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PR truyền thông - Chapter 3: Historical and cultural context6th century: demand for books rose but supply was low, and copies had errors Monks hand-copied each manuscript No standard filing or cross-referencing system By 1150: more need to store information Developments include trade routes, universities, strong central governments, secularization of books, widespread introduction of paper, scriptoria (...
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