Chapter 15 - Media Law

DISCUSSION: We discussed the First Amendment and laws that affect media, including laws on defamation, privacy, intrusion, appropriation, copyright, trademark and information gathering. We discussed "Net Neutrality" and the many ways that the Internet is regulated, in spite of many claims that it's a free-for-all.

 MUSIC PLAGIARISM: We discussed the case of "He's So Fine"/"My Sweet Lord" in which former Beatle George Harrison was sued for using a recognizable riff from a 1960s girl group song. He ended up paying $1.6 million or so. Another classic case is "I'll Take You There"/"Liquidator". When rappers first started sampling, it was open season. But now they pay royalties to the original songwriters of the samples they take.

EXTRA CREDIT GUEST SPEAKER:

• Tuesday June 11, 4:45-5:45 p.m.
• Room L-42

Award-winning sports columnist Mark Purdy of the San JoseMercury News has covered 11 Olympic Games and more than 25 Super Bowls. He was on the Mercury News staff that won the 1989 Pulitzer Prize for coverage of the 1989 “World Series” earthquake. He will be guest speaker in the journalism class that produces La Voz Weekly. For up to 40 points of extra credit, write  one-to-two page double-spaced report on what he talked about and your reaction.

BLOG TOPIC:

Week 9: Media Ethics/Media Law (20)

Describe a media law or media ethics case from 2012-13 (not discussed in class) involving one or more of the following:  First Amendment/censorship, libel, privacy/intrusion, copyright, Federal Communications Commission, misappropriation

 Include a user-friendly link to a site about the case. Add your brief comments.

Chapters 12 and 13 - Public Relations and Advertising

HOW DO MARKETERS TARGET YOU?

The VALS Framework described in the textbook  segments U.S. adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior. Marketers use the information to target their advertising in a way that will reach you.

What type are you? Thinker? Achiever? Maker? Take the VALS Survey, and then compare the result to the brands you buy and how you think about yourself. Does the result seem valid to you? If so, can you think of any examples of techniques marketers use to reach your "type" specifically? Write about it as an alternative blog topic. 

PUBLIC RELATIONS:  We  viewed videos about Edward Bernays and about various aspects of public relations. We discussed greenwashing, pinkwashing, astroturfing, crisis management and celebrity image make-overs. 

ADVERTISING:  We viewed older TV and TV ads aimed at particular demographics. We discussed brands and . We discussed the VALS framework, which is an example of how advertisers target and respond to the demographics the clients want to reach. We discussed viral advertising and viewed examples from epipheo, a marketing company specializing in online/viral marketing.

 

FOR MONDAY: Read Chapter 14 - Media, complete workbook.

ALSO MONDAY: Re-turn in Annotated References with corrections. 

IN CLASS: Quiz 5 covering Chapter 12 - Public Relations and Chapter 13 - Advertising

Blog topic:  Propaganda in Advertising/PR (20)

 Look up “Propaganda techniques” on wikipedia.org, then find an advertisement online that uses at least two propaganda techniques. Explain what the techniques are and how they are used Add a link to the ad.

OR

Alternative - VALS framework. See above

OR

 Alternative - Evaluate a local business's online presence. Choose a local business (not a chain) such as a nail salon, dentist's office or Mom and Pop restaurant or coffee shop. Search the business in Google to find its website, Facebook page, Yelp reviews and anything else that comes up. How effective is the business's online presence? What suggestions would you make for improvement?