Each student will submit a take-home essay exam which will be due on the day of the regularly scheduled final exam. Each student will write response to 20 action assignments.

Each student must write at least one action assignment from each of the following chapters/topics.

        Chapter 1 Definition, Models, and Perspectives      Chapter 9 Journalism
        Chapter 4 Media Literacy                                         Chapter 10 Advertising
        Chapter 7 Television                                                  Chapter 10 Public Relations
        Chapter 8 Digital Media                                            Chapter 11 Media Effects

The student can choose from any of the remaining action assignment to bring the total to 20.

Responses to the action assignments will require at least one single spaced page.

Please cut and past the question you are answering at the top of the each page.

As part of the Com 1-oh-1 final exam, all students are required to construct a resume.

Click here to see a list of skills, useful for helping you identify what your skills are.

1. The models given in the chapter are general models of communication rather than models of specific
     forms of communication. Consider more specialized forms of communication: for example,
     communication between a talk radio host and his or her callers, communication between long-term
     enemies, communication with a family, communication using some form of computer-mediated
     communication.. Create a model of each of these form of communication (or for three of your own).
     Now consider, for each model, what perspective your model seems o be using. Are the models you
    drew psychological, social constructionist, pragmatic, or some combination of these. What elements in
    the models help you identify the perspective. Which perspective on the whole makes the most sense
     to you?

2. Analyze a problematic relationship you have had or one you have observed. (If you dont wish to share
     a real relationship, you may use one from a book or moved. Try to create a pragmatic description of
     the communication interaction that took place. That is, describe it as a game. Name the game, list
     the ground rules for the game, and try to sketch out the "plays" in the games, that is the repeated
     patterns of "moves" that the individuals act out. What insights does seeing this as a game give you?
     Now that you have identified the game, what suggestions can you make for improving the
     relationship.

1. The goal of this exercise is to have you take a specific topic related to organizational communication
     and learn more of what we know about this topic through targeted library research. Your first task for
     thi assignment is to choose a specific topic option for the research exercise. Listed below are topic
     options you can choose from. These topics have been specifically selected because they are at the
     right level of specificity for this research exercise. If you want to use a topic that is not on this list,
     please have it approved before you begin work on your project.

Your assignment for this exercise is to find one article from research journals that have extended our knowledge of your topic area. These articles should have been published during the last 3 years, should be directly relevant to the topic area, and should not be cited in the textbook. Feel free to use Internet search engines to help find these articles. However, the articles themselves should be from academic journals. Please see me if you have any questions about the suitability of articles you find. Representative academic journals might include The Health Care Managers, Public Management, Management Communication Quarterly, Business Communication Quarterly, S.A.M. Advanced Management Journal, Technical Communication, IBM Systems Journal, The Journal of Business Communication, Your mini-essay should summarize the purpose, central arguments, findings, and conclusions. Please include a photocopy of your article with your final exam.

2. . Select a communication technology currently used in organizations. What is it? Where did it come
     from? How long has it been around (in one form or another)? How does it work – what are the
     interrelated components? How much does it cost? What are the advantages or benefits? Who uses it
     the most, some, very little or not at all? How would you estimate the value of it for different types of
     users? What are the disadvantages and/or limitations? How important are they to different types of
     users? What would have to occur to increase usage? What does the competition look like? Who are
     they? How formidable are they? Who is winning and who is losing? What does the future hold?
     What new modifications are imminent? Isit in danger of extinction? What about future costs – up,
     down, or about the same? What do you predict for future success or failure – explain the conditions
     that affect your predictions (i.e., if such and such continues this is likely…).

3. Read the article by Roger Graves called "Dear Friend": Culture and Genre I American and Canadian
    Direct Marketing Letters. Assume that you have been hired by the admission office of your school to
     convince students to choose to study at your college or university. A number of students have
      requested information about your school, some are Canadian and others are from the U.S. Your job is
      to write the letter that will accompany the standard brochures and catalogs that are sent out to
      prospective students. You've decided to write two letters, one fro the Canadian audience and one of
      the U.S. audience. Using the information provided in the article, write those letters, as well as a
      description of the differences between them and the reason for these differences.

4. Think about the skills you have gained through coursework, personal experience, volunteer
     experience, extracurricular activities and previous employment. List as many skills as you can in
     each of the following categories: work-content skills, transferalbe skills, and self-management skills.
     For each skill, explain how you acquired that skills and how it might stand you in good stead in the
      kind of career you hope to purse. Think of a specific job you might like to apply for and find out what
      that job entails. Remember do you confuse skills with personality traits. Go to the
     jobhuntersbible.com and search their site using the descriptor "skills". Read a few of the "hits" to
      familairze yourself with the nature and types of skills.

1. Visit the following sites. What is media literacy. What are some of the major issues in the campaign
for media literacy. What strategies and tactics can be used to enhance one's level of media literacy.

Purpose:
Your purpose is to describe an advertisement. In the process, you will really look at the ad and thoroughly examine its composition and details.

Purpose:
Your purpose is to describe and analyze an advertisement. In the process, you will really look at the ad and thoroughly examine its composition and details.

You will describe the physical features of the ad so that readers can experience it through you.
Write for persons who will not see the ad. They will see it only through your words.
Look through the full-page advertisements in any popular magazine. Youíll notice that different magazines have different types and styles of ads targeted to the projected audience of that magazine. Choose an advertisement that attracts your attention. Work from the original, not a copy.

Most advertisements include images and words. Many also include symbols and a story line. Describe the ad. Spend time noticing the physical landscape of your ad: specific images, relations among images, spatial arrangement, relative size, focus and emphasis, textures, colors, patterns, symbols and metaphors, language, and more. Notice every detail. Try not to overlook anything. Heighten your perceptions and look intently. As you record your observations, search for language which exactly captures what you see.

analyze an advertisement in order to interpret the intentions of the ad-makers: What are they trying to get the viewer to think, feel and do and how are they
trying to achieve that result.

1) to understand the parts of the ad and how the parts work together dynamically to make a whole;
2) to interpret the meaning embedded in the ad, especially the concepts of self and society it projects;
3) to analyzes the basis of influence on which the persuasive message is grounded (all ads "make a pitch"
    to the consumer, making positive or negative appeals of various kinds. Generally, there are four bases
    of influence rational, emotional, motivational, and cultural (symbolic dramatistic)    Appeals may be
    very conscious and conspicuous, or they may work on a more sub-conscious level. Appeals may
    encourage viewers to agree with social trends or to rebel against social trends. Appeals can be
    incredibly subtle, complex, and calculated.
4) to discuss the impact of the ad on the average person and on the social climate of our culture.

Look intently at each part and at how the parts fit togther to make a whole.

Whenever you make a claim about meaning or an interpretation of meaning, spend time explaining how you arrived at that interpretation and point to details in the ad to back up your claim.

You might look again at the implied story line. Your ad presents only a fraction of the story,
and you are to infer the rest. Study the sub-text, the script, the implied plot of your ad. Think about how the story fits and/or does not fit into the framework of your life story and the life stories of people you know. Is this ad a romance? Is it about a hero? Does it present the answer to one of life’s problems? Would it fit in a soap opera?

Then, spend more time studying the language of the ad and the way the language fits
together with the images and story line. What concepts of self and society emerge? What
controversial topics surface in this ad? What social trends or issues does the ad comment
upon? Consider values, gender roles, relationships, power relationships, psychological
appeals, intellectual and emotional appeals, and so on.

Finally, analyze the entire message, examining words, pictures and story as they work dynamically together. Then generalize about concepts of self and society embedded in the ad.

What is being sold, besides a product?
Who is the ad targeted to? Which audiences? Who is excluded?
What is the advertiser’s view of the consumer?
What is the dominant message? Are there multiple message?
What are the bases of influence on which the messages are grounded? (emotional, motivational, rational, cultural (symbolic/dramatistic)?
Are there appeals to emotions? Are they to negative or positive emotions or both?
Are there appeals to reason, to logic, to intellect?
Are there appeals to needs, wants, drives e.g. social identity like status, inclusion, power?
Are there appeals to widely shared cultural values, symbols, images, beliefs?
If the ad appealed to you, why? If it did not, why?
Do you feel manipulated, dared, ashamed, confirmed?
What self-image does this ad construct for you?
How does that image fit with your existing self-image?
How does it persuade you to strive for this self-image?
What appetites is the ad trying to arouse?
What does this ad want you to long for: things, experiences, relationships, values?
What escapes does the ad offer?
What values does the ad appeal to?
How does the "pitch" fit in with current social trends, conflicts, issues?
How do the images fit in with other media images?
Does the ad have a satirical edge? Who or what is being satirized?
How does the ad address issues of ethnicity, class, gender, ability, sexual preference?
What kinds of families or relationships are valued?
Are gender roles traditional or non-traditional?
What are the power relationships implied between the characters?
What do the non-verbal behaviors communicate about status and power?
Does this ad invite you to make a choice, add a creative touch?
Does the ad turn living beings into objects to be manipulated?
Is the ad objectionable at any level?
Does it encourage a healthy, cooperative social ethic?
Does this ad sicken and weaken the culture? How?

1. Are media ethics truly in their worst shape ever? Search the Web for current news and commentary about media ethics Find two or three stories with ethical implications. Compare at least one of these stories with historical ethical problems such as those discussed in this chapter. Media history includes many interesting scandals, and similar ones reappear from time to time. Search the Internet for terms associated with the type of ethical lapses covered in the history portion of this chapter-terms such as "hoaxes," "conflict of interest," "sensationalism," and "payola." Find the most current example of one of them that you can, and compare it to its historical precedents.

2. The philosophical backgrounds of media ethics have an old-fashioned feel, but they are alive and well today on the Web. Search the Web using the philosophical principles discussed in this chapter as key terms. You might, for example, search for "Categorical Imperatives," "Machiavellian ethics," or "Utilitarianism." Choose one principle and write a short statement about how this philosophical tenet relates to today's world.

3. How do your own ethical standards compare with those of other people? Search the Web for ethical standards polls, or go directly to www.pbs.org/mediamatters and move to their "Tough Calls" Ethical News Judgment Poll. See if your ethical standards are the same as those who have taken this online poll. The public, for example, prefers to have a reporter behave ethically even if it means missing a story about an illegal business practice. Write a brief reaction to the survey.

4. How much does political point of view affect one's perceptions of ethical problems? Search the Web for liberal and conservative viewpoints about bias. You might want to go directly to AIM at www.aim.org and FAIR at www.fair.org. Find a similar complaint from two different viewpoints and compare them.

5. Search the Web for controversial stories banned in school newspapers and find a sample story that has been banned. Decide for yourself whether the story should be published or if it violates an ethical standard. Explain your answer

6. The media bias web being updated. Here is the link to the old site http://www.univox.com/writer/oldmediabias.html . You might want to search "media bias web" site to check in the new site is up and running yet. The Media Bias Web Site is a page of links to independent essays about specific instances of intentional bias in the media, from TV and radio to print media and even search engines. Conservative point of view.Read two of the articles featured on this site. Do you agree with their point of view? What might be an alternative perspective?Do a meta-analysis of this site by listing all of the topics. What themes emerge concerning the type of topics that receive biased coverage?Read one of the articles on this site. Classify it according to liberal bias, conservative bias, centrist bias or creeping bias

7. The Pew Research Center for the People and the Press is an independent opinion research group that studies attitudes toward the press, politics, and public policy issues. Articles published by the center include two well-known studies on press credibility. Click on "Online Reports" and read one of the reports that interests you. What observation can you make concerning bias in the media?In the report you just read, how is that topic linked to press credibility? Click on "News Interest Index." What are the top 10 most closely followed news stories in the past decade? Do you think that the press overplayed these stories? Explain.Click on "Give Us Your Opinion." Complete the survey.

8. Accuracy in Media is dedicated to "Fairness, Balance and Accuracy in News Reporting." AIM works against liberal bias in the media. This site provides links to conservative organizations, columnists, media, and think tanks. Click on "AIM FAQ." Read the questions and their responses. Do you agree with the answers? Explain. Click on "Media Monitor." Read the latest three stories posted. Do you think these stories demonstrate a liberal bias in the media? Explain. Go to the "Weekly Column" page. Read the most recent column. If AIM works against liberal bias in the media, how might a liberal counter the arguments in the column?

9. Fairness & Accuracy in Reporting is a national media watch group that offers criticism of media bias and censorship. Scrutinizes media practices that marginalize public interest, minority and dissenting viewpoints. The progressive version of AIM, FAIR is dedicated to exposing conservative bias. The Summer 1998 issue of its magazine, Extra, was devoted to "The Myth of the Liberal Media." Click on "What is FAIR." How is FAIR different from AIM? How are they similar?Read the most current story posted on "In the News." Does this story fit with FAIR's mission? What role does FAIR play concerning freedom of the press? Click on "What's Wrong with the News." What does this site claim is wrong with the news?

10. Newswatch provides examples of stereotyping and other problems with coverage, as well as for examples of how to do it "right." A project of the Center for Integration and Improvement of Journalism, San Francisco State University Journalism Department. Choose one of the articles posted on this site and summarize the main points. Click on "Feedback." Then click on one of the questions posted and participate in a discussion of that issue.Open the "Journal" page. Who are the project's partners? By studying the subjects of two of the most recent issues, can you infer what this site considers "diversity"? How would you define "diversity"? Are any groups omitted that you would include?

11. The Poynter Institute is a school dedicated to teaching and inspiring journalists and media leaders. This site includes a "facts about newspapers" feature and links to other journalism sites. Click on "Poynter Research." Then look at the web sites for two different newspapers. Compare and contrast them. How does each one appear to define "news"? Explore the "Site of the Day." How could this be useful to journalists? Click on "Journalism Links" and "Facts about Newspapers." Describe the readership of U.S. daily and Sunday newspapers. What sections/pages do people read the most? The least? Is there a gender difference concerning which sections are most read? In what medium is the most money spent for advertising? The Poynter Institute provides information about diversity issues. Identify current issues of diversity that are included on this site. Read several of the articles posted at this site. Write your own set of guidelines to give to other students who want to be inclusive of diverse perspectives in their writing. After reading several of the articles posted on this web site, discuss how newsrooms can be more diverse.

12. The American Review: A double-take on media and democracy compiles under-reported news stories and examples of misinformation. This site is launched from the platform of The Real News Page, an independent critique of commercial media and a call for media reform. Click on "Media Reform." Why does the Ben H. Bagdikian suggest the media need to be reformed? What specific steps does he suggest that the media need to take to reform? Click on "Media Criticism." Then click on and read one of the essays listed under the heading, "The Heart of the Matter of Media." Summarize the main points of the article. Does the author make valid points? Explain. Click on "Activism," and read "Part 2 Getting Media-Active." On this site you can learn different methods of becoming active in the media. Write a letter to the editor and send it to your newspaper.

13. The Minnesota News Council, the only major news council left in the U.S., promotes fair, vigorous, and trusted journalism by creating a forum where the public and the news media can engage each other in examining standards of fairness. Do you think the concept of news councils is a good one? Speculate on why you think there is only one news council. (Read about "Starting a News Council.") Click on "Starting a News Council." What advice would you give someone who wanted to start a news council? Click on "Determinations." Read about the cases that the Minnesota News Council has faced since its inception in 1991. Do you think the council has been effective in encouraging fairness in the media? Explain.

14. The Organization of News Ombudsmen What are news ombudsmen? What is their function? Who benefits from this? Read three "Examples of their Work." Do you think any of these sites would be more effective for its respective community than others in accomplishing the goal of encouraging the quality of good news reporting? Explain. Read the most recent Philip M. Foisie Lecture posted on this site. What recommendations about improving the media does the lecturer make?

15. The American Society of Newspaper Editors (ASNE) Codes of Ethics page provides a collection of links to various codes of ethics, including those of national and regional associations such as the National Press Photographers Association, news organizations such as the Associated Press, and individual newspapers around the country. Compare and contrast two of the regional codes that are posted on this site. Compare and contrast one of the national associations' or organizations' codes of ethics with one of the regional codes on this site. Create a hypothetical newspaper and write a code of ethics for that new media outlet.

16. The Radio Television News Directors provide their code of ethics. The RTNDA is the world’s largest professional organization devoted exclusively to electronic journalism. Their code is based on the idea that "The responsibility of radio and television journalists is to gather and report information of importance and interest to the public accurately, honestly and impartially." If you were rewriting this code of ethics, what would you add? Do you disagree with any of the aspects of this code of ethics? Explain. Explain this statement from the fairness section: "Understand that the public's need to know takes precedence over the public's desire to know."

17. The Society of Professional Journalists (SPJ) is the nation's largest journalism organization. SPJ is dedicated to encouraging the free practice of journalism and stimulating high standards of ethical behavior. At this site you will find the SPJ code of ethics and news about current ethical issues. Compare and contrast the RTNDA and the SPJ codes of ethics. Explain a situation in which two of the points from the SPJ codes of ethics conflict. Cite two examples from the newspaper that demonstrate good ethical behavior and two examples of questionable ethical behavior as prescribed by the SPJ Code of Ethics.

18. Associated Press Managing Editors (APME) is an association of U.S. and Canadian editors whose newspapers are members of The Associated Press. Here is their Code of Ethics. How does the APME Code of Ethics differ from the SPJ Code of Ethics? How is it similar? How could the APME Code of Ethics be applied to a specific situation that involves the developing technology of the web and news? The APME Code of Ethics states: "The newspaper should strive for impartial treatment of issues and dispassionate handling of controversial subjects." Do you think this is a worthy goal? How is this different from journalism during the Revolutionary War?

19. The National Press Photographers Association (NPPA) Code of Ethics. Read the NPPA Code of Ethics. Using what you learned, explain your answer to the following question: Should a photographer take a picture of starving children who are near death in a third world country? Use the NPPA Code of Ethics to help you decide whether you should publish a digitally enhanced photograph. Discuss the circumstances under which you would or would not publish the photograph. According to the NPPA Code of Ethics, is it ethical for photographers to make a profit by taking pictures of people who are victims of disaster?

20. The Society of American Business Editors and Writers Ethics Code. Think of a situation in which a business writer might refer to this Ethics Code for guidance. Is it ethical for a news organization to exchange a news story for advertising? Why or why not? What is the purpose of this site? Why do you think business writers and editors have developed an ethics code when other groups of writers and editors have not?

21. EthicsNet is a databank for European Codes of Journalism Ethics. Choose one of the countries listed on this site and read the code of ethics. Compare and contrast that to the SPJ Code of Ethics. Look at the Codes of Ethics posted on the sites for three different countries. What do they have in common? To what extent do these sites guide journalists on the Internet? If you don't find any information, what do you think should be added, if anything?

22. The Asia Media Ethics page provides links to media codes in Australia, Cambodia, China, Hong Kong, India, Japan, Malaysia, Philippines, Singapore, South Korea, Sri Lanka, Thailand, and Taiwan. Read the ethical guidelines from three different Asian countries. How do the ethical principles reveal different cultural priorities from those in the United States?Click on the "Philippines" and read the "Press Foundation of Asia: Reporting Ethnic Tensions." These principles evolved from a nine-nations journalism conference conducted by the Press Foundation of Asia in Davao City, April 1970. Which guidelines do you think are applicable today in covering ethnic tensions? Why? Choose three of the countries whose codes are posted and compare what their guidelines say about the responsibility to seek the truth. Is this the same or different from the SPJ Code of Ethics (from the U.S.)?

23. The Window: Philosophy on the Internet contains an alphabetically searchable list of philosophers linking to introductions to their lives and thought. Read about Aristotle. Summarize his major contributions to the field of philosophy. Click on "Kant." What major contributions did Kant make to philosophical thinking in addition to his concept of the categorical imperative? Go to "Mill." When did he live and what did he contribute to philosophy?

24. Journal of Mass Media Ethics contains articles relating ethical principles to current media issues. Read the abstracts posted from the most recent issue of the Journal of Mass Media Ethics. What topics are subject of the articles? Think of another topic that someone might submit to the Journal of Mass Media Ethics. If you were the editor of this journal, what criteria would you use to choose articles for inclusion in the next edition?

25. The Ethical Spectacle is an online magazine published by Jonathan D. Wall, a New York City attorney and software executive. This site provides a searchable archive of articles about media ethics and links to other ethical sites. Identify one of the articles posted on this site relating to media ethics. What is the ethical dilemma embedded in this article? What is the purpose of this site? Click on "Letters to the Ethical Spectacle." Then read the articles they refer to (assuming they are still posted.) Do you agree or disagree with the authors of the letters? Why or why not?

26. The Ethics Connection is hosted by the Markkula Center for Applied Ethics at Santa Clara University (CA). This site provides guidelines for what to think about when making ethical decisions. A clearinghouse on ethical issues, it provides case studies, news, publications, and links to related web sites. It was designed to create a dialogue between scholars and nonscholars who face ethical quandaries. Look at the articles included in the latest edition of "Issues in Ethics." Traditionally, this publication focuses on a theme. How does this theme relate to media and ethics? Click on "Cases & Comments." Find one of the cases that concerns ethics and the media. Read the case. Then participate in the dialogue by posting your comments on the message board. Click on "Decision Making." Read one of the articles posted. Relate the content of this article with making decisions in the media.

27. The Freedom Forum collects all the media-related AP stories for the day. This site can be searched for the latest example of any ethical issue. Read the 10 latest stories posted on this site. Then identify the ethical issues embedded in these stories. In these 10 stories, do you find issues that recur? Can you apply the philosophies identified earlier in the chapter (Aristotle's Golden Mean, Kant's Categorical Imperative, Mills' Utilitarianism, Rawls' Veil of Ignorance, or Machiavellian Ethics) to one of these stories to help explain the actions?

28. Computer ethics resources on the WWW is compiled by the Centre for Applied Ethics at the University of British Columbia. Click on "Specific Topics." Read in depth about one of the topics that intrigues you. What ethical issues are at the core of the issue? How do you think the ethical topic you investigated should be resolved? What factors did you consider in rendering your judgment? How do you think people in different cultures would analyze this issue differently?

29. Brookings Institute Computer Ethics Institute is a research, education, and policy study organization focusing on information technologies, ethics, and corporate and public policy. Read about the Computer Ethics Institute. What is its mission? What activities has it undertaken to promote ethical behavior on the Internet? Devise a plan stating how could you have an impact on cyber-ethics at the local level.

30. Legal Ethics page is an online resource for legal and ethical issues. Who would find this site useful? In your opinion, what are the three hottest topics in ethics posted on this site? Why? What are the best features on the site? How could the site be improved?

31. Better Ethics Online promotes high ethical standards and self regulation on the Internet. What BEO's key issues? What strategies does BEO advocate to achieve its goals?
Explain how spamming is an ethical issue.

32. MediaChannel claims it is "a media issues supersite, featuring criticism, breaking news, and investigative reporting." What news posted on this site concerns information about computer/Internet ethics? Do you think the media give these stories too little attention, enough attention, or too much attention? Explain. Which of the news items that concerns computer/Internet ethics has the most impact on society? Why?

33. Newswatch features media criticism. How does this site promote dialogue between citizens and the media? Select a topic and write an email to an appropriate news organization concerning some issue involving computers/Internet ethics. Read the news items related to computer/Internet ethics. How are ethics involving computers and the Internet similar to and different from ethics applied to other media?

34. The online Newshour media watch provides stories and commentary on the media, especially television. Why do you think this site features its Media Watch? How does this web site amplify ethical issues relating to the media? If you were producing this site, what subject would you cover that is not already here?

35. San Francisco State University's Journalism Ethics page offers links concerning a variety of ethical topics. Find and explore a link posted on this site that centers on an issue involving computers and or the Internet. What is that issue? Expand your knowledge of this issue by using the Internet. How did you locate this information? What did you find? Articulate different points of view concerning this issue. With which one do you agree most? Why?

36. The Index of Journalism Ethics Cases at Indiana University is a set of cases created for teachers, researchers, professional journalists, and consumers of news to help them explore ethical issues in journalism, including privacy, conflict of interest, reporter-source relationships, and the role of journalists in their communities. Read three of the "Sensitive Topics" articles. What ethical issues underlie these stories? Choose one of the "Sensitive Topics" articles that you've read and discuss the conflict of loyalties faced by the reporter. Go to "Doing Your Own Ethics Audit" listed under "Other Topics." Choose a city and conduct an Ethics Audit by answering the questions posed in the article.

37. Web Resources for Studying Journalism Ethics, Department of Journalism, University of Hawaii includes links to a wide range of media ethics sites. Read some of the codes of ethics that are posted on this web site. Identify news coverage that seems to exemplify good ethical behavior and an example where questionable ethics have been practiced. Are the codes of ethics prescriptive or proscriptive (see definitions on p. 443 of the textbook)? Read about Utilitarianism, Deontology, Justice as Fairness and Egoism. Then argue for or against publishing a photograph of the recovery of a drowning victim using one of these philosophies.

38. The Project for Excellence in Journalism is run by journalists concerned about the purpose and standards of the American Press, and studies press performance. This site includes "Daily Briefing," which includes current stories about news media ethics. Read three articles from the "Daily Briefing." What is the ethical issue at the heart of each of these stories? Use the concept of Mill's Utilitarianism to advocate a solution to one of these ethical dilemmas. How could Kant's Categorical Imperative be used to argue for another solution? Do these three stories that you read collectively suggest that the press performance is good or not so good? Explain.

39.Copyright vs. Fair Use

“If America's founding fathers had anticipated the digital frontier, there would be a clause in the Constitution protecting your rights online, as well.” - EFF – The Electronic Frontier Foundation

As we consider today’s communications industry, we see large media corporations fighting over who will “own” the Internet. We also see our government fighting to constrain or regulate what is accessible on the Internet. Who stands to lose in this race to dominate and regulate the information superhighway? We do. Meaning, we the citizens of the United States.

With the passage of the Digital Millennium Copyright Act in 1998, Congress did more than simply say it would levy penalties against “copyright pirates” and those that produced technology to enable the pirating of copyrighted works. They stifled our free speech, took away our fair use rights, and limited free-market competition – all of which hurts us as consumers of digital media.

Copyright protection under the DMCA now hinders us from sharing music and movies online. It killed Napster; however, it makes organizations like the Recording Industry Association of America (RIAA) and the Motion Picture Association of America (MPAA) cheer. As you consider copyright vs. fair use laws, think about what information you like to access on the Internet. Then, answer these questions: What on the Internet should be copyrighted? What should be freely available?

Pick a side to debate: Argue either in support of DMCA and copyright protection OR in support of fair use where you “trash” DMCA. Both sides should consider the questions posed above AND review the following web links, as well as any other research, that helps them build a credible argument in support of their position.

The Digital Millennium Copyright Acthttp://www.loc.gov/copyright/legislation/dmca.pdf

EFF – Electronic Frontier Foundationhttp://www.eff.org/

Motion Picture Association of America (Note: Look under “Anti-piracy”)http://www.mpaa.org/home.htm

Recording Industry Association of Americahttp://www.riaa.org/

Fair Use in an Electronic Agehttp://www.arl.org/info/frn/copy/fairuse.html

1. Which online bookstore has the best software for the potential book buyer? Go to Amazon.com, look up three books, and critique the software that is used to access them. Then try another site such as www.barnesandnoble.com, and compare their software in terms of such characteristics as ease of selection and information provided about the book. Also, compare the ease of finding and accessing books online with finding books in traditional bookstores.

2. The Digital Freedom Network is dedicated to posting censored and banned writing by activists and dissidents all over the world. Indexed by region. How does Internet technology help promote human rights around the world? Select a region and read about the topics that are posted. What issues are of concern in that region? Select a different region and read the subjects that are discussed on that page. Are the issues the same or different than the ones you read about in the first region you selected? Explain.

3. Banned Books Online provides a history of the censorship of modern books, and lists all censored books that are available online. It also has links to similar Web sites. Name 10 books that were banned. What reasons are cited most often for the banning of books? Can you categorize the reasons? Search the Web for sites concerning book censorship, or go directly to Banned Books Online at http://digital.library.upenn.edu/books/banned-books.html or the Banned Books and Censorship page at www.booksatoz.com/censorship/banned.htm. Find one book that has been censored and present a brief argument condemning or supporting that censorship.What is the significance of John Milton's Areopagitica? Click on "Challenged and Banned Books." (It's near the bottom of the page.) This link lists the most recent school books that have been targets of recent school censorship. Do you think that the reasons given for censorship are compelling? Explain.

4. Visit the Banned Books and Censorship page at www.booksatoz.com/censorship/banned.htm.Read the First Amendment. If freedom of the press is guaranteed in the First Amendment, on what basis do some books get censored? Click on "Bonfire of Liberties." How is censorship made more difficult when books are published on the Internet? What else is on this link? Read about "Censorship of the Internet." Do you think censorship should be an option on the Internet?

5. Amazon.com is "the world's largest bookstore." A wide range of features make this a great browsing site. For example, "Purchase Circles" will show you a list of best sellers for your city, state, or school.Click on "Friends and Favorites" and explore "Purchase Circles." What books are purchased most often by people at your school? How does this site market books?How is buying books online different from buying them in a bookstore? Barnes and Noble is still playing catch-up with Amazon.com, but was the first site to offer real-time chats with authors, which are archived. Compare and contrast the Amazon.com site with the Barnes and Noble site. Which do you like better? Why? Click on "Chats and Events." What authors are scheduled for online chats? Look at the transcript of an author who has participated in one of the chats. What was the most interesting thing you learned from this discussion?
Click on "Online Courses." What is Barnes and Noble University? How does it operate? What types of courses are available? Do you think that online courses will change education? How?

6. Bookzone hosts Web sites and single-title listings for nearly 1000 publishers, authors, and readers worldwide.Read "About BookZone." When was it founded and what is its purpose?
Read about the history of BookZone and look at the SuperCatalog. Why does the metaphor of a "catalog" fit BookZone's method of bookselling better than "bookshop"? What information is available on "BookZone Pro" and "BookZone Services"? Who would find this information valuable?

7. One site that demonstrates the functionality of e-books is James Joyce’s Ulysses in Hypermedia. This is an electronic presentation of Joyce’s masterpiece, featuring verbal, visual, and audio annotations and explanations to satisfy the needs of users ranging form beginners to experts. More than 115 Joyce scholars, critics, and readers have contributed to this site. Click on "Introduction." What is the goal of this project? Read "Hypertext and Hypermedia." What is the difference between hypertext and hypermedia? Go to "The Project's Contents." How do you think hypermedia will change reading and studying?

8. Project Gutenberg allows you to download classics and books of general interest that are in the public domain -- everything from Plato's Republic to A Brief History of the Internet by Michael S. Hart. Featured nearly 3,000 public-domain titles as of September, 2000. What is Project Gutenberg and what is the philosophy of its founder? What three types of books are sought for inclusion in this project? How is public domain defined? Click on "Articles." Read "The Future of Publishing." How does the author think e-publishing will impact society? Do you agree? Explain.

9. The Association of American Publishers is the principal trade association of the book publishing industry. See their "About Book Publishing" pages for links to industry information, statistics and best seller lists, including a list of campus best-sellers.Click on "Industry Statistics." What were book sales last year? How did this compare to the previous year? Do you think that book sales will change with the introduction of e-books?Go to "About Book Publishing" and click on the Bookwire link. Find the bestsellers lists. What are the topics of the bestselling nonfiction books? What does this say about the interests of the society that reads them? Read one of the news stories on the "Bookwire" link. What did you learn about the book industry from this news story?

10. American Booksellers Association contains extensive coverage and links concerning the book industry, including a complete listing of both book publishers and booksellers. Includes /bsig, book study interest group; /pw, publishers weekly interactive; /hmr for book reviews. Contains links to reviews elsewhere, from Publishers Weekly to the Hungry Mind Review.What is the Book Industry Study Group? What are its goals? Read one or more of the book reviews posted to this site. What are the characteristics of a good review? Go to the Publishers Weekly online edition. Look at some of the stories posted on "Industry Update" and identify key issues that are currently facing publishers.

1. Can newspaper Web sites help traditional newspapers survive? If so, how? Go to a directory of daily newspapers on the Web such as the one provided at www.gebbieinc.com or go directly to the newspaper sites listed on page 88. Compare three of these Web sites in terms of integration with, and sales encouragement of, the traditional newspaper. Would these sites inspire you to buy and read the paper?

2. Some college newspapers seem to be part of the alternative press, whereas others are very much organizational papers. Organizational papers tends to present news from the administration's point of view, while the alternative paper will do it from a student, and often an anti-administration, point of view. Most college papers will be a mixture of the two types. Analyze your campus paper to answer the question, "Is it organizational, alternative, or mixed?" Then compare your campus papers with one or two online student papers such as those linked to the Web site of the Daily Beacon, the campus paper of the University of Tennessee, at http://dailybeacon.utk.edu, the Daily Illini, The Daily Egyptian, and so forth.

3. Search the Web for the annual statements of newspaper conglomerates such as those listed on page 85, or go directly to the Columbia Journalism Review's "Who Owns What" feature at www.cjr.org. What are the advantages and disadvantages to the public of this concentration of ownership? Would any of the properties owned by one company represent a potential conflict of interest?

4. Is diversity in the newsroom important? Search the Web for pages devoted to this issue or go directly to Slate magazine's analysis of "Today's Papers" at http://slate.msn.com. Prepare a brief statement explaining how newsroom diversity might have affected the ways an event is covered by different papers

5. The Association of Alternative Newsweeklies provides articles about the alternative press and links to alternative newspapers on the Web.Click on "Membership." What are alternative newspapers and what are the criteria for membership? Choose on of the stories listed under the "On Media" heading and read it. Is this a story that would appear in your local newspaper? Explain. Select a Web site of one of the alternative papers on the list. Compare and contrast the contents of this site with that of a newspaper from the mainstream press.

6. The now defunct Weekly Wire features news and arts journalism, editorials, essays, movie reviews, and comics from the nation’s top alternative weekly newspapers. Browse through the archives of Weekly Wire. What social issues are embedded in some of the stories?Click on "Firm and TV Contents Page." Read a review from a movie you have seen. Do you agree with the review? On what points do you disagree? Look at the "Comics Contents Page." How are these cartoons different from those in your local newspaper?

7. Newcity.com: Alternative America is based at the alternative weekly Newcity Chicago and provides a network of alternative weekly sites. Its mission is to provide "an antidote to the sanitized, by-the-numbers portals corporate America keeps trying to shove down our throats."What sections (i.e., Pop Culture) are featured on this site? If you were designing an alternative weekly, what sections would you include? Rate this Web site on a scale of 1 to 5, with 1 being the best and 5 being the worst site you have ever seen. Explain your criteria and your rating. Click on "Media" listed under the "Pop Culture" heading. What did you learn from this page? Would you see this type of article in the mainstream press?

8. Media Alliance is a Bay-Area training and resource center for alternative media workers. They publish and archive MediaFile, a journal of media issues, at this site.What are the current issues featured in the "MediaFile"? Are these issues you have already read or heard about in the mainstream press? Speculate on why you are aware or unaware of these issues.Click on "Journalism Skills." If you wanted to work in the alternative media, what type of education does this site suggest that you need?Read the "Description" and "History" of the Media Alliance. What is the background of this group

9. Go the the Gebbie Press, All in One Media Directory. Daily Newspapers on the Web. links to more than 800 U.S. dailies on the Internet. It also has links to weeklies. Choose two large city newspapers and compare and contrast the stories covered on their Web sites.Choose two newspapers from cities approximately the same size in different regions and compare and contrast their Web sites.Choose one state and compare and contrast the Web sites from one urban and one rural newspaper.

10. Slate Magazine has a feature called "Today's Papers," in which the five top papers from around the country (New York Times, Los Angeles Times, Wall Street Journal, USA Today, and the Washington Post) are critiqued. It looks at which stories made the paper and which ones didn't; analyzes accuracy and placement of articles, and points out interesting stylistic differences. For example, it claims that the Los Angeles Times tends to "bury its lead" -- you have to read further into the story to figure out what it's about. Go directly to http://slate.msn.com/code/TodaysPapers/TodaysPapers.asp. They enjoy an occasional look at "Did They Cover the Same Event?"Read the analysis of the papers. What did the analysis reveal about the stories?What effect do you think the different play for the stories has on readers?What do you think led each paper to emphasize what it did?

11. The Columbia Journalism Review is published by the Columbia University School of Journalism. This is the oldest and most-respected U.S. journalism publication, one that seeks to assess the performance of journalism in all its forms and to call attention to its shortcomings and strengths. This site includes articles, columns, polls, and book reviews.Read one of the articles posted from the most recent issue of CRJ. What did you find most interesting about the article? Click on "The Language Corner." What can you learn from using this site?How would the "Archive" and "Resources" pages be helpful to journalists? American Journalism Review Compare the top stories on the AJR site with those on the Columbia Journalism Review site. What do they have in common? How are they different?Click on "Top Sites." What was the criteria of measurement for creating this list? Click on "Take 2." What can you learn about writing from looking at this site?

1. Why is the "impact of images" a major controvery in the magazine industry today?How have magazines adapted to other forms of media? Provide examples. How are magazines important in shaping public opinion? Illustrate your answer with examples both historic and current.

2. Using a directory of online magazines such as the one found at www.gebbieinc.com, find three specialized magazines that you believe to be particularly interesting. Briefly describe the probable mission statement for each magazine, based on the articles and/or ads that appear in the magazine. Zinos – eZine Digest provides a digest of the best writing from zines around the world, along with links to hundreds of quirky titles. Click on "More Top e-zines." What are the subjects of the top e-zines? How are these top e-zines selected?Read three articles on this site that interest you. What do you like about using this digest? What do you not like about using it? Click on "Coolpick." Explore the featured Web site. Rate that site on a scale of 1 to 5, with one being the best site you have every visited and five being the worst. Formulate a plan for your own zine, one that deals with a specific topic of interest to you. Search the Web for sites containing information on this topic, and then answer the following questions: What wold be the focus and personality of you magazine? What would be your target audience? How would it be similar or different from existing magazines? How would you promote this magazine?

3. Search the Web for media criticism, or go directly to a site such as the Center for Media Education at www.cme.org or the Center for Media and Public Affairs at www.cmpa.com. Choose any current criticism and prepare a brief report about how that issue does, or does not, relate to the magazine industry

4. Magazine Publishers of America is the industry association for consumer magazines. It represents more than 200 U.S.-based publishing companies with more than 1,200 titles. "MPA News" provides stories on recent issues in the industry. What is the latest news posted on this site about the magazine industry? Does the outlook for magazines appear to be good? Explain. Click on "Resources" and "Average Circulation for Top 100 ABC Magazines." Look at the figures for the top 25 magazines. Which magazines are increasing the most? The least? Think of a concept for a new magazine. Under the heading "Resources," click on "Top Requests," then "How to Start a Magazine." What advice did you think was useful for starting your new magazine?

5. Folio: The Magazine for Magazine Management Explore the "Current" and "Recent" news stories. What current issues do magazine managers face? Click on Folio 500. Select the most current year and sort the magazines by the number of ad pages in ascending order. How many magazines are listed that have no ad pages? Choose five of the magazines that have no ad pages. How many paid subscriptions do these magazines have? How much does a subscription cost for each? Then resort the pages in descending order. Which five magazines have the highest number of advertising pages? How many paid subscriptions does each have? How much does a subscription cost? Make some observations about your findings. Browse through "Folio Sourcebook" and "Circulation Management Sourcebook." How could magazine managers use this information?

6. Nerd World Media offers a large list of links to online magazines. What features of this site do you like best?Who is the target audience for this Web site? How is this site supported financially? What kinds of advertising are available? What type of advertising is best at capturing your attention?

7. http://www.gebbieinc.com links to magazines on the Internet. Click on "Magazines." Choose a category that interests you. Then visit and analyze the site. What do you like about it? What do you dislike? Is it easy to navigate? Is it graphically intriguing? Choose another category. Compare two Web sites. Which do you like better? Why? What are the advantages and disadvantages of magazines on the Internet? Base your answer on your explorations through this site.

8. American Journalism Review Newslink maintains a list of the 50 top circulation U.S. magazines, including links to the 23 of them that are now online. What are the ten magazines with the highest circulation? Who is their intended audience?If you were an advertising sales representative, what potential advertisers would you approach if you wanted to sell advertising for the magazine with the highest circulation?Why do you think no magazines targeted specifically toward men are on the Top 10 list of magazines with the highest circulation? Media Data Research Service provides a database of print media. Select a category. How many media vehicles are available in that category?Does the number of magazines, newspapers, and newsletters available surprise you? Explain. Who do you think would find this Media Data Research Service useful?

1. Search the Web for sites dealing with current and upcoming movies, or go directly to the site of an industry trade magazine, such as Variety, at www.variety.com, or The Hollywood Reporter, at www.hollywoodreporter.com. Prepare a short statement analyzing the type of story that Hollywood currently appears to be most interested in. Variety is probably the most important and closely read trade magazine of the film industry. It has a language of its own, in which B.O. means box office, "pix" means movies, "thesp" is actor, and one doesn’t leave a project—one "ankles." What are the top news stories on the "Front Page" and "News" from the film industry? Do you think any story is more important than another? Explain. Click on "Charts." What are the top five films in the box office for the week? Which film has the highest "Domestic Box Office Cumulative"? Compare and contrast reviews of a film in which two critics offer radically different opinoins on the film. Where are the points of agreement and disagreement?

2. Do movie critics take violence and stereotyping into consideration when reviewing a film? Search the Web for reviews of recent movies you have seen or go directly to a site specializing in reviews, such as the Movie Review Query Engine at www.mrqe.com or Roger Ebert's Reviews at www.suntimes.com/ebert. Prepare a statement discussing how these controversies do or do not affect the review.

3. Do you think the movie ratings system does an effective job of notifying viewers of a film's content? Search the Web for information about the ratings or go directly to the Motion Picture Association of America site at www.mpaa.org to learn how movies are appraised and how the ratings are decided. Then, using the "search ratings database" feature at the site, compare the movie ratings of this year's top films. Do all the films deserve the ratings they were assigned? Why or why not?

4. Screen It! provides exhaustive information for parents about movie content, without a religious or political agenda. Click on "Info." Who provides the ratings? Why was this site created? Do you agree with the philosophy that this site espouses that parents, not censors, should decide whether or not children can view movies?Choose a current movie. How is that movie reviewed? What are the criteria for judgment?Do you think this is a valuable service for parents? Explain.

5. Kids-In-Mind rates movies according to how much sex, nudity, violence, gore, and profanity they contain, and provides objective analyses of explicit scenes, adult issues, and messages. Read "About Kids-In-Mind." Why was this site started?Read the "FAQs." How are ratings assigned? How are these ratings different from the rating system used by the MPAA?Click on "New this Week." Read a review about a movie. Do you think that this rating system will help parents make decisions?

6. 24 Frames Per Second is an online film journal that collects reviews, essays, festival reports, and some local movie listings. Read reviews for a movie where more than one review is posted. How are the perspectives of each author different?Browse the "Now Showing" page. What part of this page looks most interesting?Who do you think is the target audience for this Web site?

7. woman/Cinema~Women/cinema looks at movies from a feminist perspective. What is the purpose of the feminist.com Web site? How does the film page help achieve its mission? Read "Film and New Languages." What is the main point the author conveys?
What other topics could you propose that might be appropriate for the film page of this Web site?

8. MovieWeb features news, statistics, links, and a great way to research films by genre, including Action/Adventure, Children’s, Comedies, Dramas, Educational, Foreign, Horror/Suspense, Musical, Religious, Science Fiction, Sports, and Westerns. Click on "Movie Poll" and "Movies Listed by Rank" for the current year. Think about three of the movies you have seen. Would you rank them the same as they are ranked by others? Is there an age or gender difference in the rankings? Click on "Movie Studios." Learn more about one of the movie studios. What movies has it produced? Click on "Studio Briefing." What news do you find most interesting? Why?

9.. Countingdown claims it is the "ultimate fan site." What is the purpose of the site? What does this site feature? What are the countdowns? Do you think this site lives up to its claim as the "ultimate fan site"? Explain. Distantcorners offers original series and animation in horror and science fiction. [You must have Flash and Quicktime plug-ins to view this site.] Evaluate the graphics on this site. Do you think they are effective? Explore the site. What do you like best? What do you like least about this site?The Threshold features comedy, video-game takeoffs, and sophomoric humor. Browse the Web site. Who do you think is the target audience for this Web site? What leads you to this conclusion? Click on "The Babe Exchange" and "Mortal Combat." Is it ethical to include games such as these on a Web site? Who should control the content? What do you like best about this site? Least? Explain. Atomfilms offers original short films, animations, and digital media. Browse the site. How do sites like Atomfilms change entertainment? How is this site supported financially? "Search" a "Genre" that interests you. Click on some of the titles that intrigue you. Then create a title and a one paragraph synopsis for a film that could be added to this genre. How would you rate this site overall (excellent, good, fair, poor)? How did you base your decision? Comment on the site's use of graphics, its content, and the ease of navigation. Ifilm provides a site where filmmakers can distribute short films, offer film resources for fans and professionals. Click on "About IFilm." How can this site help a budding filmmaker? How does this site serve diverse communities? Read the "News and Feature Stories." What did you learn about the film industry? Sightsound makes music and film available for downloading. A business-to-business site where independent filmmakers can connect with film distributors around the world. Click on a movie that intrigues you and watch the "Free Preview." How is the computer changing how movies are distributed? What audiences might be most interested in downloading movies and music?Click on "Corporate." What is SightSound.com trying to accomplish? Do you think it will work? Explain. Reelplay connects independent filmmakers with international financiers and distributors. Using this site as an example, explain the impact of the Internet on the movie industry. What has changed since the development of sites like this one? Click on "Films from Sales Agents and Distributors" and "Licensing." How would distributors benefit from using this site?Click on "Films from Producers" and "Filmmakers." How would independent filmmakers benefit from using this site?

11. The Bit Screen delivers original contemporary movies made for the Web, in real time. [This site works only if computers have installed the Real Player plug-in program. It may not work on every computer.] Click on "Submission Guidelines." What is the purpose of this Web site? Watch a few of the Internet movies. What are your observations concerning how the interactive Internet medium impacts storytelling? Click on "Ad Info." How does this page describe the target audience for the Web site? Who are the current advertisers? Do you think they reach the audience effectively?

12. The Motion Picture Association of America is the trade group of the industry. This site provides large amounts of movie information. Read "About MPA, MPAA." What is the difference between the two organizations? What is their history and mission?Click on "Jack Valenti Press Releases." What current issues face the MPAA? Describe the MPAA's Anti-Piracy Program.Review "Movie Ratings." Why were these created? Do you think they are effective? Explain.The Academy of Motion Pictures Arts and Sciences provides comprehensive information about the academy and its best-known product, the Academy Awards. What is the history of the Academy Awards?What is the mission of the Academy? What activities does it sponsor beside the Academy Awards? Use the Academy Award Database to find out the names of the winners for best actor, best actress, and best picture.

1. What is it that enables an artist or group to become commercially successful? Search the Web for new, undiscovered groups at sites such as www.napster.com (shut down as a result of legal action) or www.grokster.com. or www.morpheus.com , http://www.kazaa.com/us/index.htm, and www.MP3.com. Write a brief statement explaining why, in your opinion, this group could or could not become successful.If you were to start a Web site selling recordings, what would be your major concerns in designing your software? Visit several music retailers on the Web, such as www.cdnow.com, www.amazon.com, www.towerrecords.com (now owned by Rolling Stone), Evaluate their software for ease of use, depth of useful information provided, quality of samples, and so on. How would you attract potential customers to your own Web site?

2. Song lyrics that seem innocent to one listener might seem to have potentially adverse effects to another. Search the Web for lyrics to a current song, or go directly to a site such as www.lyrics.com. Write two brief arguments: one explaining how the song lyrics might be harmful, and another suggesting that they are harmless and perhaps even beneficial.

3. As discussed in Chapter One there are several different interpretations of the term "censorship." Search the Web for examples of music censorship, or go directly to a site such as Rock Out Censorship at www.theroc.org. Choose one example and answer the following questions: a) Do you believe that this is truly censorship? b) Is it dangerous? If so, why? http://www.ericnuzum.com/banned documents banned and censored or otherwise altered music from the 1940s to today. Read "What Is Music Censorship?" What is the relationship between censorship and the First Amendment? Who do you think should determine standards of decency? How do you think citizens can participate in determining standards of decency? Do artists and others in the recording industry have any responsibility in the music they produce? Rock Out Censorship is a grassroots organization seeking to counteract censorship efforts across the political spectrum. News of controversial actions by government and industry officials can be found here, as well as petitions and other activist information. What are three of the current issues that this site discusses?Are you offended by the presentation of any part of this site? Explain. If you are offended, do you think this site should be censored in any way? Click on "Activism." What does this site suggest readers do to combat censorship?

4. The History of Rock. What are the origins of rock and roll as described on this site?
Click on "Teenagers and the 50s" and "Elvis Presley." What were Presley's contributions to rock and roll?Outline the significant events in the history of rock.When did rock and roll end? Why did it end? Two sites covering the history of folk and country music are www.roughstock.com/history/index.html and cmt.com When did country music start? Who were key figures involved in early country music? What are significant genres of country music (such as honkytonk or blue grass)? Research in depth one of the genres of country music. What are its contributions to country music?

5. Hip-Hop: True & Lasting Form of Expression vs. Corporate Sell-Out

The 1980s gave birth to hip-hop as a novel, new music genre that did more than just entertain. It informed. It engaged. But mostly, it challenged and spoke out about age-old oppressive establishments that negatively impacted urban societies. Through the lyrical rhyming of rap, this music was infused with a political agenda that spoke about the criminalization of urban youth, the poor quality of public education in urban areas, and other such injustices.

While hip-hop was born out of shunning mainstream culture, many now argue the music has “sold out” to mainstream influences. Gone are socially responsible messages meant to publicize the plight of people living in urban settings. Forgotten are the activist intentions meant to inspire social change. Now we see hip-hop artists and their labels paying more attention to record sales than urban issues.

As Entertainment Weekly’s Evan Serpick writes in an article entitled “Bad Rap,” “hip-hop, a once vibrant and creative force, has largely been dulled into a bland mainstream juggernaut that drives corporate profits at the expense of true art.” Clearly, media enterprises have attempted to capitalize on or exploit “the urban market” in an effort to make money. The question is whether their influence is so great that they’ve succeeded in stripping hip-hop of its substance and soul.

Pick a side to debate: Argue either in support of hip-hop as a lasting, uncorrupted form of expression OR in support of hip-hop as a genre that has sold out to corporate influences and is no longer a true artform. Both sides should review the following web links, as well as any other research, that helps them build a credible argument in support of their position. Is hip-hop a lasting phenomenon & the true expression of a generation or merely the latest marketing flavor-of-the-month? Is it “Soul for sale” or the “CNN of black youth”?

1. The "Kill Your Television" site. Read some of the articles posted to this site. Then make a list of arguments for and against watching television. According to what you've read on this site, what is the effect of money on the quality of television? Several of the articles posted on this site concern the effects of images on children and adults. What are those effects? Do you agree with the authors' claims? Why or why not?In your opinion, what is the biggest problem with television entertainment programming? Search the Web for criticism that will back up your point of view, or go directly to sites such as the "Kill Your Television" site at http://www.turnoffyourtv.com/or Cursor's television pages at www.cursor.org.

2. How are the traditional television networks reacting to their competition from new networks, cable, and alternative delivery systems? Search the Web for commentary about network strategies, or go directly to their corporate Web sites, such as www.nbc.com, www.abc.com, or www.cbs.com. In what ways are the network programs similar to or different from the cable competitors?

3. Some critics find television news too liberal, some too conservative, some too "centrist." Search the Web for criticism of television news programming, or go directly to media bias sites such as AIM at www.aim.org and FAIR at www.fair.org. Prepare a brief statement supporting your point of view about the direction of television news bias, if any. Media bias sites such as AIM and FAIR focus most of their complaints on television. Compare and contrast the two sites in terms of their coverage of television-related issues. Read AIM's "FAQs." What is the goal of AIM? What does this site suggest you do if you agree with this goal? What other strategies can you think of to accomplish this goal? Read "What Is Fair." What strategies does it offer to accomplish its mission? How are these different than AIM's strategies?

Viewers for Quality Television "the organization for viewers who want to participate in the process from which they are disenfranchised." What is the purpose of VQT? How does this site suggest that you could help make a difference? Do you think this organization will have an impact? Why or why not? Unfortunately, this group disbanded in January 2001 due to a lack of cash flow and that it is truly a shame considering the amount of valuable work they had done on the behalf of all viewers. This action assignment is now inoperative.

4. Cursor's television pages. Read about cursor.org. What is its mission? How effective do you think this Web site is in achieving that goal? Explain. Read some of the "Media Features." Which of the stories that concern the television industry seem more important than others? Why? Browse this site, especially noting the many media links. Did you find any links to sites that espouse positions with which you do not agree? Give an example. Is this feature a valuable service to readers? Explain.

5. MTV Who do you think comprises the largest audience for this site? On what basis do you make your observations? How is this site supported financially? What is your opinion of how the site defines news? Find the page concerning "Celebrity Deathmatch." Do you think that this show glorifies violence too much? Explain. What value does this show have?

6. The Center for Research on the Effects of Television began at Cornell U. in 1983 and is now based at Ithaca College. This site contains content analyses of TV programming and other research studies. Click on "CRETV Projects." What do the project titles tell you about current issues in television?Read "Archive Sample" and "Archive Material." How was the material selected for inclusion in these studies? What are the two primary purposes of the archive? After reading "How to Access the Data," identify a topic and write the title of a research project that could be conducted using the CRETV archive material. The Catholic League offers its perspective. What television-related stories are posted on this site? What issues are at the core of these stories? What action does the Catholic League claim should result? Do you agree or disagree with the position of the Catholic League? Explain.

7. TV Guide Online features industry and programming news, and listings. Browse the site. Why do you think people would buy the hard copy version of TV Guide when they can log on to this site for free? What can you infer about U.S. society from looking at the types of programming available on television?What are your three favorite television programs? What is the main benefit you derive from watching television? Special TV Resources is a constantly updated and extensive list of TV-related links. Browse this site. How is this site different than the TV Guide site? Which of the two sites do you like better? Why? Look at the "News" heading. Why do you think "Entertainment" and "Fun and Games" are listed under "News"? Yahoo! Television will point you to a variety of sites about television programming. Describe the organization of this part of the Yahoo site. Is it user friendly? Explain. Click on one of the topics you would like to know more about. What did you learn? How would you describe the contents of this site? Is it news, entertainment, information, or some combination?

8. Broadcasting & Cable Online is the primary trade magazine for the television and radio industry. Parts of this site are available to subscribers only, but daily news, feature articles, and industry information are available to everyone else. Read the "Daily Briefings." What television-related issues are posted? Which of these do you think has the most impact on the industry? Why? Click on "This Week's Magazine" and "Contents," and read whatever stories are posted for non-subscribers. What did you learn? Click on "Nielsen Ratings." Which show received the highest ratings? What do these shows have in common, if anything? Television Week is another top trade magazine for the television industry. This site provides daily news and updates on the TV industry. Read "Today's News." How do these stories compare to the "Daily Briefings" on the Broadcasting & Cable Online site? In addition to the news, what other features are offered on this site? Select "Careers," and read the job description on any of the categories. What are the qualifications for this position?

9. NAB Read the "Latest News." What observations can you make about the broadcasting industry based on what you read? Click on "Television and "Broadcast Industry Associations and Government Agencies." What key associations and agencies are listed? What is their purpose? Click on "Television" and "TV Issues." What issues are highlighted on this page? Do you think they are the most important issues facing television? Explain.Click on "Television" and "TV Parental Guidelines." Read about parental guidelines and v-chips. Do you think they are effective? Explain. NATPE What is NAPTE? What are its goals?How does this Web site help NAPTE accomplish its mission? Click on "Industry Resources." Explore one of the resources in depth. Summarize what you learned. Television Bureau of Advertising includes "TV Basics," TVB's primer of facts and figures about the growth and scope of the television industry. Click on "Television Facts." Read three of the items posted on this page. Summarize what you learned about television advertising. Browse "Advertiser Resource Center." Read one of the items posted here that you find interesting. What did you learn? Click on "Job Center." Look at three positions that are posted. What qualifications should applicants have for these jobs?

10. The National Cable Television Association provides cable industry facts-at-a glance for the year, and links to cable TV networks over the net. Click on "Cable Industry at a Glance." What is the history of cable television? Click on "Cable Television Developments." What trends can you discern from reading the items posted on this part of the Web site? Click on "FIOC: Public Affairs in the Cable TV Industry." What initiatives have the cable industry undertaken that bring added value to cable customers? The Cable and Satellite Television Information Center provides information about the cable and alternative delivery system industries. Click on the "Most Recent Edition" of the Multichannel News Digest. What is the date on this information? What topics are covered? Click on the "Vortex Reality Report" and listen to the five most recent reports posted on this site. What issues do the reports discuss? Which one has the most impact on the industry? Browse this site. What do you like best about it? What do you like least about it? Why? The Cable Television Advertising Bureau Who would find this site most useful? Click on "Info Center." Read two of the case studies. How could these be used to help sell cable advertising? Click on "Research." What is the trend of cable viewing? What evidence do you have to support your claim?

11. The Gebbie Inc. Media Directory provides links to TV sources online. Click on "TV." Find a Web site for a local television station. Who is the audience? Do you judge this site to be community-oriented? On what basis do you make this judgment? Find another Web site for a station in another market. Compare and contrast the Web sites. If you were designing a Web site for a station in your market, what features would you include? Why?

12. Each of the television networks and most cable services have their own web sites. Most of their domain names are intuitive:www.nbc.com www.abc.com www.cbs.co www.wb.com www.fox.com www.upn.com Within each of these sites there are pages for information about the network, including scheduling, information about individual shows and features within those shows, and sometimes available employment opportunities. For example, the archives for the Top Ten Lists from the Late show with David Letterman will be found at: www.cbs.com/lateshow/ttlist.html Compare and contrast two of these Web sites. Of all the sites listed above, which of the sites would you be most likely to visit most often? Why? Why do you think the networks have created these sites? Wouldn't they rather have you watch television than spend time on the Internet? Explain your answer.

13. PBS Read "About Us." What makes PBS different from other networks? Where does it obtain its financial support? What is the mission of PBS? How does the programming support that mission?Read about upcoming programs. Which one looks most interesting to you? Why?

14. Zapt2it provides everything from Nielsen ratings to a comprehensive listing of TV resources available on the Net. Browse this site. Would you rather use this site or a TV Guide to help you find a program? Why? Do you think the main purpose of this site is to offer schedules? What other information does it provide? Click on "Resources." What information or links are available on this page that you would like to explore more? Why are you interested in this topic? Click on that topic and report your findings. Nielsen Media Research includes everything from "Who We Are and What We Do" (see especially "Ratings 101") to "What TV Ratings Really Mean." Read "Who We Are and What We Do." Why is assessing the television audience size important? Click on "Ratings 101." Define the following terms in your own words: Rating, Share, Gross Ratings Points, Reach, and Frequency. Click on "What TV Ratings Really Mean." Are Nielsen Ratings qualitative evaluations of programs? What do they measure? Explain.

15. The Broadcast Live site provides live television broadcasts from around the world, available in English, French, Spanish, and other languages. Browse this site. Compare broadcasts from two different countries. How do you think Internet technology changes the news? How do you think that Internet technology changes what news audiences can receive? What impact do you think sites like this have on society? Do you think that impact will increase or decrease over time? Why?

16. The Top Ten Video-Streaming Web Sites chosen by Broadcasting & Cable Magazine, March 1999, are as follows:

Browse these sites. What changed between 1999 and 2002. What does that suggest about the nature of the medium. What does that suggest about the nature of the audience. Which do you like best? Why? Which of these sites is least effective? Why? If you were going to create a video-streaming Web site, what features would you want to include?

17. Pick a campaign commercial that aired during the 2000 election and write an in-depth, 2,000 word analysis of it. Answer the following questions: How was the ad put together? What audience is it designed to appeal to? How effective is it likely to be? In the appendix to your paper, include the ad text and a description of audio/visual aspects of the ad.

18. Television often has been criticized for a lack of in-depth coverage of public policy issues. Choose a public policy issue that you care about (such as abortion, immigration, health care, education, crime, poverty, the environment, or foreign policy) and write a 2,000 word paper assessing the job reporters did in covering that issue from November 1 to 7, 2002. Describe how television reported that issue, evaluate the coverage, and make specific suggestions as to how television journalists could do a better job covering that issue.

19. Free Airtime for Politicians vs. Broadcasters’ First Amendment Freedom

Politicians spent a record breaking $1 billion on television advertising in 2002, according to the Alliance for Better Campaigns (http://bettercampaigns.org/press/release.php?ReleaseID=40).

Running for election has become so expensive that only those candidates with the deepest pockets, or with the richest contributors, find themselves able to seek an office. This does not seem fair to Senators John McCain (R-Ariz.), Russell Feingold (D-Wisc.), and Richard Durbin (D-Ill.). These three men recently introduced the Political Campaign Broadcast Activity Improvements Act to reform campaign spending.

As a high-level summary, the bill would require that: (1) Broadcasters charge candidates the lowest possible fee to advertise in the weeks leading up to an election; (2) All radio and TV stations must air a minimum of two hours per week of candidate-centered or issues-centered programming for a period of 6 weeks leading up to the election; (3) Vouchers may be used to pay for paid political advertising on broadcast stations. These vouchers will be financed – in part – by the licensing fee broadcasters pay for spectrum space.

This proposed act has broadcasters screaming “unfair”! They feel that anyone telling them what they must broadcast over the airwaves is a direct violation of their First Amendment freedom of speech. Those who support campaign finance reform argue that broadcasters don’t own the spectrum space. Rather, they license it. And in return, they promise to serve in the public’s best interest, convenience or necessity.

Reformers believe broadcasters are obliged to provide free airtime to candidates in order to fulfill the requirement of their licensing agreement. Broadcasters couldn’t disagree more.

Pick a side to debate: Argue either in support of free airtime for politicians through the Political Campaign Broadcast Activity Improvements Act OR in support of broadcasters’ First Amendment rights. Both sides should review the following web links, as well as any other research, that helps them build a credible argument in support of their position.

Alliance for Better Campaigns:http://bettercampaigns.org/

Political Campaign Broadcast Activity Improvements Acthttp://freeairtime.org/docs/index.php?DocID=36

NAB: What the Broadcasters Sayhttp://www.nab.org/Newsroom/Issues/campaignfinance/default.asp

Public Citizen: A National Non-Profit Public Interest Organizationhttp://www.citizen.org/congress/campaign/issues/free_tv/#links

1) Search Internet history sites such as Internet Society, Hobbes Internet Timeline, Roads and Crossroads of Internet History, The History of the Internet, Nerds 2.1, Internet for Historians. and other sites using Google. Who are BarryM. Leiner, Vinton Cerf, David Clark, Robert Kahn, Leonard Kleinrock, David Lynch, Jon Postel, Larry Roberts, and Stephen Wolff. A Spanish-language translation is also available at this site. Who is credited with conceptualizing "the first recorded description of the social interactions," which eventually developed into the Internet? What was it called? Who else were major contributors to the development of the Internet? What did each contribute?What did the following people contribute to the development of the Internet: Barry M. Leiner, Vinton Cerf, David Clark, Robert Kahn, Leonard Kleinrock, David Lynch, Jon Postel, Larry Roberts, and Stephen Wolff? Summarize the changes in the Internet since its inception in 1969.Compare and contrast the history of the Internet with the development of the printing press in 1456.Discuss how the Internet is changing society. Is this an example of technological determinism that was described in the textbook.

2. Search Internet history sites such as Internet Society, Hobbes Internet Timeline, Roads and Crossroads of Internet History, The History of the Internet, Nerds 2.1, Internet for Historians. and other sites using Google. What is the difference between the Net and the Web? What led Berners-Lee to conceive of the World Wide Web?Why is the color blue used often to signify links on the WWW? What does Berners-Lee think about profiting from the WWW? Describe the birth of the ARPANET a The development of the Internet was a collaborative effort. How do you think that this cooperative venture might have differed from a new technology invented by one person?

3. An excellent interactive timeline of Net history can be found on another PBS site, at www.pbs.org/internet/timeline/index.html. Click on "Explore our Beginners Guide to the Internet" and "Netiquette." Browse some of the links on the Netiquette page. Create your own Top 10 Rules of Email Netiquette. Take the "Using and Understanding the Internet Trivia Quiz." Click on "Review Our Backgrounders and Associated Links" and "Using the Internet." Read about several of the people who use the Internet. Describe how you think the development of the Internet has made an impact upon people's lives.

4. Now that the historical importance of the Internet is clear, many people are stepping up to claim credit. During his presidential campaign in 2000, for example, Al Gore was criticized for claiming that he "took the initiative" in the invention of the Internet. This leads to an interesting question about alternate versions of history. How do different eyewitnesses interpret how the Net began? Search the Web for different versions or go directly to the Internet Society at www.isoc.org and access the "Histories of the Internet" link.

5. What are your thoughts about censorship on the Internet? Should pornography be censored? How about hate sites or instructions on how to build bombs? Search the Web for Internet censorship issues or go directly to the UCLA Online Institute for Cyberspace Law and Policy at www.gseis.ucla.edu/iclp/hp.html. Find the links for the latest developments in cyberlaw. In your opinion, do these developments represent too much censorship, or are they steps in the right direction? Explain.

6. How important is privacy on the Internet? Go to the Electronic Privacy Information Center at www.epic.org or the Electronic Frontier Foundation at www.eff.org and access their latest news. Which of the privacy incidents cited here are, in your opinion, serious enough to warrant further government and/or industry attention?

7. Cnet's Tech Jobs pages provides articles about careers and lets you research tech employers. Click on "Read the career articles." Summarize the current trends in the field.What kinds of jobs are available that were not possible before the creation of the Internet?What impact has this field had on the way people do business? The Webmonkey Jobs site gives you a rundown on what kinds of Web jobs are out there, then shows you the best way to pick, choose, and get the right kind of work for you. Click on "Tips." What are the advantages and disadvantages of telecommuting?Click on "Tips" and "Finding your dream job." Read the descriptions. Which ones look most appealing to you?Click on "Tips" and "Start-ups Tips from Veterans." What are the risks and benefits of joining an Internet start-up? Developers Net is a software developer and information technology professional job network. In what area of the Internet are the most jobs available, according to this site? In what area of the Internet are the fewest number of jobs available, according to this site? How is this site supported financially?

8. The Academy of Web Specialists is a community of experts specializing in search engine ranking and Web promotion training, Web positioning consultation, technical training, Web development, and research. Click on "Train You" and "Consult for You." What kind of courses are available? If you were to enroll in these courses, what would you be qualified to do?Click on "Develop Your Site." What would you learn if you took these courses? Click on "Global Training & Marketing." How would these courses benefit students enrolling in them? Do you think that taking modern languages other than your native tongue is important? Why or why not?

9. American Computer Utopia runs classes and seminars that fit the skills employers are looking for. By perusing their catalog of courses, you can see the full range of jobs in the Internet economy. Reading the course outlines gives you an idea of what the jobs are all about. Click on "Jobs." What kind of jobs are available for someone interested in working on the Internet?Click on "Courses." What would you learn from these courses that would enable you to get a job working on the Internet? Describe what you would be doing if you were hired to do what you considered the ideal job on the Internet. SoftMoonlighter is a resource for freelance information technology professionals. Click on "Learn More" under the heading "I'm a company looking for an IT professional." Read about the member profile. Where is the highest number of their professional members located? The lowest? Does location matter? Click on "Learn More" under the heading "I'm an IT professional looking for extra work." What is the range of hourly rates for IT professionals? What skill would you need to possess if you wanted to charge the highest hourly rate?Click on "I'm a company looking for an IT professional" and "I'm an IT professional looking for extra work." Who pays for the service of using this site?

10. The Web Encyclopedia is an Internet encyclopedia maintained by ZDNet, the portal maintained by Ziff-Davis publishing. The "Internet and Online Services" page is especially authoritative. Click on "Internet and Online Services." Choose five terms you are unfamiliar with and learn what they mean. How can you use this site to learn more about viruses? Why specific types of information is available? How could you use this site to guide your purchase of an Internet game? What audiences would find this Internet glossary helpful?Look at the entire glossary. Approximately what percentage of the words was coined specifically for the Internet and what percentage of the words have meaning outside of the cyberworld?

11. Searchengine Watch monitors the world of Web searching. This site is designed as a resource for corporate Webmasters, but provides a wealth of information about search engines - what they are, how they work, who owns them, etc. Click on "Reviews, Ratings and Tests." Select one of the "Ratings & Popularity Reports." Which search engine is rated the highest? What criteria are used for rating the search engines?Click on "Web Searching Tips" and explore "Fun Stuff." What are the top 10 of the Top 100 GoTo.com search terms? Click on "Search Engine Resources," then "Search Engines and Legal News (under the category 'Of Interest to Anyone')." What types of legal issues have arisen concerning search engines?

12. The Internet Society states that its mission is "to assure the open development, evolution and use of the Internet for the benefit of all people throughout the world." This site explains the many programs of the society (standards development, education, protection against regulation, etc.), and includes current news, discussion groups, and links to other organizations involved in the evolution and stability of the Internet. Click on and read "The Internet is for everyone." Why should the Internet be for everyone?Read the ISOC Mission Statement. How does the ISOC wish to position itself? How is its consensus-building style of governing different from organizations that have hierarchical leadership (those with presidents and CEOs dictating what the organization does)?How do the stories posted under the "Headlines" heading help the ISOC accomplish its mission?

13. The Electronic Frontier Foundation works to protect rights and promote freedom on the Net. The organization currently deals with such issues as privacy, content filtering, digital surveillance, online copyright, spam, and cybersquatting. Read EEF's Mission Statement. Compare and contrast with the ISOC Mission Statement Scan the articles listed under "Featured News." What issues do they cover? Click on EEF's Top 12 Ways to Protect Your Online Privacy. What are those guidelines? Which of these interest you most? Why?

14. The Center for Democracy and Technology with expertise in law, technology, and policy, seeks practical solutions to enhance free expression and privacy on the Net. This site includes recent news about a wide range of controversial issues on the Web. Click on "Data Privacy." What are the current privacy issues?Click on "Cryptography." What is it and what are current cryptography issues? How could you use this site to become an activist concerning a controversial issue featured on this site?

15. The Electronic Privacy Information Center houses current information about Internet privacy issues. Go to "EPIC Policy Archives" and click on "Privacy." Look at the topics listed under Privacy by Topic: The A to Z's of Privacy." Explore one of the topics and identify the key issues concerning the topic.Click on "EPIC's Online Guide to Privacy Tools." What types of tools are available to help ensure privacy on the Internet?Click on "EPIC's Online Guide to Privacy Organizations." How many organizations are listed? How many focus on the Internet and privacy? What privacy issues are exclusive to the Internet? The Online Privacy Alliance is a group of corporations and associations that encourages business practices which promote individual privacy online. This site features current news about online privacy actions. Click on "Our Mission." What is the purpose of this site? Click on "For Businesses" and "For Consumers." Are the business practices outlined by this group for businesses identical to those wanted by consumers? What would be the same? Different?Click on "Kid's Privacy." Why is privacy for children an issue that generates much concern?

16. The BBB Online Privacy Program home page gives an overview of the program. What are the goals of the BBB Online Privacy Program? How does it work?What is the Children's Privacy seal? Do you think the BBB Online Privacy Program is an effective way to encourage responsible information practices? A technical report from AT&T Labs, "Understanding New Users' Attitudes About Online Privacy,". Read the "Executive Summary," "Introduction," and "Survey Methodology" sections. What was the purpose of this research? How did the researchers find answers to their research questions? Who participated in the research?What are the key findings of this report?What are the implications of this research? Privacy International monitors privacy around the world and provides the latest news about privacy issues at this site. Read the last five articles posted on "Latest news from around the World." Summarize these issues. Do these articles suggest that different countries are dealing with the same or different issues? Explain. What activities is Privacy International conducting? What impact do you think these activities will have?Click on "Issues" and choose one of the issues to explore. What are the latest news items on that issue?

17. Cookie Central is dedicated to providing full information about Internet cookies, including explanations such as, "If cookies are so much of a nuisance, why were they developed in the first place?" What are cookies?Click on "If cookies are so much of a nuisance, why were they developed in the first place?" and answer the question.What is the "Dark Side" of cookies?

18. The Center for Media Education specializes in issues relating to children and media, and democratic access. Click on "About CME." What assumptions underlie the philosophy of this site?Click on "Children and Media." What issues are embedded in the subjects that are featured? What topics interest you the most? Why?Click on "Democratic Access." Why is this topic featured on this site?

19. The UCLA Online Institute for Cyberspace Law and Policy contains recent news and studies concerning all aspects of Internet law. What current legal issues are featured on this site? Explain which issue you think will has the broadest impact on society.How could you use this site if you wanted to about the legal aspects concerning obscenity and pornography? Use this site to identify some of the key issues concerning MP3 technology.

20. What on the Internet should be copyrighted and what freely available? Many people used Napster to download thousands of songs. Now people are downloading software that allows them to crack the code that prevents DVD copying. Others download computer programs along with serial numbers for free. In reaction, the recording industry has struck back and wants to prevent you from loading your own CDs onto your computer and the Digital Millenium Copyright Act seeks to impose high fees for playing music on even non-profit Internet radio stations like WYBF’s webcasting. Where should the line be drawn between copyright and fair use? A good, basic set of questions and answers about what copyright is can befound here:

http://www.wipo.int/about-ip/en/index.html?wipo_content_frame=/about-ip/en/copyright.html

The Motion Picture Association has been a strong advocate for the benefit a strict copyright interpretation: http://www.mpaa.org/home.htm

Should all napster-like programs, epsecially the newer peer-to-peer ones like Kazaa and Limewire, etc., be made illegal to possess, because 95 percent of they time they are used to download copyrighted music, even though they can sometimes be used legally.

21. Navigate and Read

http://www.ascusc.org/jcmc/vol1/issue4/vol1no4.html

The Internet as Mass Medium

Merrill Morris
Christine Ogan
Indiana University

What are the five central arguments that author makes in this article. Furnish evidence to support your assertions and arguments.

22. Navigate and Read the UCLA Internet Reports.

(http://ccp.ucla.edu/pages/internet-report.asp)

Year Three of the UCLA Internet Report:
Current Release: January 29, 2003:
UCLA-Internet-Report-Year-Three.pdf (211 Kb)

Previous Releases: November 29, 2001:
UCLA-Internet-Report-2001.pdf (220 Kb)

October 25, 2000:
UCLA-Internet-Report-2000.pdf (240 Kb)

To read this reports required that you download the Acrobat Reader and than download the report which is in .pdf format. Write a brief (500 word) reflection Comparing and contrasting the national norms and averages with your own personal beliefs and behaviors relevant to the Internet e.g. utilization, trust, uses and gratification derived from Internet, utilization, consumer behavior, communication patterns and so forth.

23. Read the overview Virtual Teams and Group Communication Support Systems

http://www.kaschassociates.com/49104web/49104GCSS.htm

Visit the web sites of the various GCSS (Group Communication Supports Systems). Download the free or demonstration versions of the software. What Group Communication Support Systems have you used when working as a member of a project team? What are some of the potential strengths and limitations of some of these GCSS's? What are some of the GCSS's that you have not used, but which might be effectively used to enhance communication and productivity in academic project teams?

24. Navigate to
http://www.pewinternet.org/reports/pdfs/PIP_College_Memo.pdf

Analyze the data presented on this site. What kind of web sites are most visted by college students? Where do college students do most of their online shopping. What kind of products do college students purchase online? How are these patterns of utilization similar to and different from your own Internet use? What are the implications for interaction advertising and marketing?

25. Web Site Analysis Parr 1
Analyzing, Form, Substance, and Style
Go http://www.kaschassociates.com/49102web/49102websiteanalysis.htm

As communication specialists it is important to be able to describe and critically interpret and evaluate all forms for private and public discourse. The web site, page, or location is an emerging medium of communication which is likely to exert influence on our personal and professional lives, and hence is a viable object for rhetorical inquiry, analysis, and criticism.

Directions: Select a web site which 1) you feel has solid substance, strong organization, and is effective stylistically in capturing attention and/or 2) select a site which is relevant to your intended career. Construct a reflection which describes, interprets and evaluates the substance, form, and style of this web site.

Part 1 Description

Goals and Target Audience:
What category, type, or genre would you place the site which is the focus of your analysis? What are the goals and purposes are this sites message designers trying to accomplish?. Who is the target audience? Like most messages the goals or purposes of a particular location may be complex and may extend beyond the efficient retrieval of information. What are the primary communication goals of this particular web site.

Message Form and Architecture
Describe the form, structure, or the way in which the site is organized. Does the site initiate some form of interaction or interactivity?

Substance and Content

Describe the substance of content of the site. Include a brief annotation of what you consider the most important resources found at this site.

26. Web Site Analysis Part 2
Analyzing, Form, Substance, and Style
Go http://www.kaschassociates.com/49102web/49102websiteanalysis.htm
Interpret and evaluate the web site using the question and criteria furnished by clicking on the link above.

27. Apple IPOD Case Study

Navigate and read the following sites:

Apple Computer's Homepage: www.apple.com (search for iPod) Read the iPod section

http://www.apple.com/ipod/

Click on tech specs, auto-syn, and beyond music.

http://www.apple.com/switch/

Review
http://news.com.com/2100-1040-274821.html

http://www.etaiwannews.com/Business/2002/10/16/1034733362.htm

http://www.wired.com/wired/archive/11.06/view.html?pg=5

http://ipodlounge.com/privacy.php

http://www.zdnet.com.au/newstech/enterprise/story/0,2000048640,20261543,00.htm\

http://www.macobserver.com/stockwatch/2003/04/10.1.shtml

http://www.thinksecret.com/news/aprilipods.html

http://macreviewzone.com/html/reviews/guides/hardware/ipods.shtml

http://myphlip.pearsoncmg.com/cw/mpviewce.cfm?vceid=2849&vbcid=2087

Explore the Apple website, its navigational descriptions, the type of content it features and think about the audiences it serves.

Hoover's http://www.hoovers.com/
Search Apple Computers and view information about the company.

Search Apple's main competitors and view information about those companies.
Are there other competitors for the iPod? View their information.

Look up information on some distribution channels' websites:
Best Buy
Circuit City
CNET
Also, search Google for popular press articles such as
Schlender, Brent. "Apple's 21st-Century Walkman," Fortune Magazine , November 12, 2001, Volume 144, No. 9, pp213-219.
http://www.fortune.com/fortune/technology/articles/0,15114,451152,00.html
http://www.fortune.com/fortune/technology/articles/0,15114,447323,00.html
http://www.fortune.com/fortune/technology/articles/0,15114,447310,00.html

And, if you aren't familiar with the Adoption curve, you may want to quickly check out: Product Life Cycles (This is a quick slide show of all the standard graphs and thinking for Product life cycles and the adoption curve model).
http://www.msb.georgetown.edu/faculty/homak/kensweb/04BProdL/

Familiarize yourself with:
Think about Apple's Marketing Mix for iPod (Product, Placement, Promotion and Price)
Apple's Promotional Mix for iPod (Sales, Advertising, Publicity, Direct Marketing, Interactive/internet, Sales Promotion)

Address the following types of questions:

Who is the typical Apple customer? Why are they loyal to Apple products? What are the most popular Apple products and why? Is the iPod target customer the "typical" Apple customer?
What customer segment(s) did Apple go after for the launch of the iPod? What advertising and marketing strategies did it use to this end? Does its advertising and marketing campaign for iPod fit in the total marketing strategy for Apple? Does the product fit in the total marketing strategy for Apple?
What other customer segments could the Apple go after? If Apple went for these target audiences, would they have to change the perception of iPod? What direction should Apple take now with the iPod? What audiences should they focus on? Are there any target audiences that iPod should avoid? What types of inconsistencies could happen in Apple's messaging if it ignores one segment in favor of another? How could these inconsistencies threaten the entire business of Apple? What if Apple were to make the iPod compatible with PCs? Lastly, do you have any hypotheses about the direction you think Apple is going as a computer company?

1. The Future of Newspapers Newspapers vs. Alternative News Outlets for Young Adults

Newspapers (including newspaper internet sites) today are afflicted by declining readership, especially among young adults between the ages of 16- to 35-years-old. Others deny that newspapers are in decline so much as all media are fighting each other because there are so many choices (market fragmentation--see article). With stiff competition from other media outlets (television, radio, magazines, cable), newspapers struggle to remain profitable. In order to do so, they are “repackaging their product” to make it more visually appealing and reader friendly. Short, readable stories are now replacing long, in-depth articles. More charts, graphs and photos are being used to attract young readers. See this example of what newspapers are doing to attract younger audiences: Life at the Edge of Everything.

Why all the fuss? Some say newspapers should concede defeat to these other outlets and eventually close up shop. Others say that newspapers provide a distinct value to society and therefore, must remain a viable news source for people of all ages.

What do you think?: Should we as a nation worry that young adults no longer want to read the newspaper (paper-based or online) and are getting their news from other sources? Or is there really no need to be concerned because much of what newspapers offer to the public can be obtained by other media sources?

Pick a side to debate: Pro-newspaper (including newspapers on the internet) or Pro-other-media-outlets

The “Pro-newspaper” team should address the following points in the debate:
- As a news source, what value do newspapers (including newspapers on the internet) provide?
- What are the strengths/benefits of newspapers, specifically for readers age 16 – 35?
- State why it should concern the public that newspapers are being replaced by other media.

The “Pro-other-media-outlets” team should address the following points in the debate:
- As news sources, what value do the following media provide: TV, cable, radio, magazines?
- What are the strengths/benefits of these media, specifically for readers age 16 – 35?
- State why it shouldn’t concern us because what is being provided by other media outlets is different and better than what newspapers (including newspapers on the internet) provide to the public.

Related Links (also search keywords: Young Adults, Newspapers, Decline in Readership, etc.):

Columbia Journalism Review: Young People are Reading Everything but Newspapers
http://www.cjr.org/year/02/4/kohutvoice.asp

Young People and News: A Conversationhttp://www.cjr.org/year/03/1/conversation.asp

American’s Young Adults Turning to the Internethttp://www.roundtablegroup.com/about/article.cfm?ID=29

Gannett Newsrooms Seek More Ways to Target Young Readershttp://www.gannett.com/go/newswatch/2001/july/nw0720-2.htmNationalism vs. Skepticism: Our Nation’s Press Under the Microscope

2. Did/Is our nation’s press maintain neutrality about Iraq, or did it support President Bush’s position and assuming the need to attack Iraq?

As our nation engaged in war, so did our nation’s newsrooms. A phenomenon has been occurring, however, that has some press analysts concerned. It seems the objectivity and neutrality that American journalists should apply to newsworthy stories is rapidly being replaced by a near “support” of the war effort. As Jim Moscou of Editor & Publisher states, “Reporters and editors have become so engrossed with the idea of covering an Iraq conflict, it’s undermining skepticism and luring them into professional links with a government that knows how to engage the press better than the press does [the] government.” (“Newsrooms Bewitched by Iraq War,” January 30, 2003.)

Indeed, major news outlets across the nation seem aligned with the Bush Administration’s need to disarm Iraq, even though no weapons have been uncovered. What’s happened to the neutrality? Has getting a good story compromised journalism’s civic responsibility to ask tough questions?

3. Public’s Right to Know vs. National Security

In the wake of September 11, 2001, the Bush Administration has curtailed the free flow of information on the grounds that it could assist terrorists in harming the United States. To bolster these claims, Defense Secretary Donald Rumsfeld recently revealed that an Al Qaeda training manual found in Afghanistan reads: “[By] Using public sources openly and without resorting to illegal means, it is possible to gather at least 80 percent of information about the enemy.”

Government watchdog groups understand the need to keep certain highly sensitive information under lock-and-key; however, they are deeply concerned about this ever-growing veil of secrecy. They say public access to government information keeps our politicians honest and ensures they serve in the best interest of the people. With thousands of documents disappearing from public scrutiny during the last year, Americans risk a government unchecked and unrestrained.

Our First Amendment freedoms of speech and of the press are being severely abridged. Yet, no one wants to see our national security threatened. If the Bush Administration continues to use its “terrorist trump card,” we may one day awake to a society where “we the people” have no say in our nation’s government.

Pick a side to debate: Argue either in support of the Bush Administration or in favor of the government watchdog groups. review the following web links, as well as any other research, that helps them build a credible argument in support of their position.

A Group Promoting Government Accountability
http://www.ombwatch.org/article/articleview/1145/1/104/

Freedom of Information Act Memorandum: October 2001
http://www.usdoj.gov/oip/foiapost/2001foiapost19.htm

Cnet News.com article: “Military Worried About Web Leaks”
http://news.com.com/2102-1023-981057.html

Military Webmaster Policies and Procedures
http://www.fas.org/sgp/news/2003/01/dodweb.html

Federation of American Scientists: Project on Government Secrecy
http://www.fas.org/sgp/index.html

U.S. Department of Defense Link
http://www.defenselink.mil

4. Navigate and Read ONLINE JOURNALISTS:
Foundations for Research into Their Changing Roles

Jane B. Singer
Department of Journalism and Technical Communication
Colorado State University

http://www.ascusc.org/jcmc/vol4/issue1/singer.html What are the five central arguments that author makes in this article. Furnish evidence to support your face. Resonate, f

Functions of Entertainment.
Historical Development of Entertainment.
Entertainment Media.
Digital Entertainment.
Entertainment Ethics.
Business of Entertainment.

1. How were ads different in earlier times? What do these differences suggest about changes in consumers? To find out, go to one of the repositories of old ads on the Web. You can search for "old ads" or "advertising history" as the key words on your favorite search engine, or go to the Media History Project at www.mediahistory.com and follow the links, or go directly to http://scriptorium.lib.duke.edu/hartman. Choose an old ad that interests you, and update the campaign for a contemporary audience. Early Coca-Cola ads can be found at www.coke.com Click on "About the Company" and "Our Heritage." From what you see on the timeline, how much has the Coca-Cola logo changed over time? In your opinion, does this benefit the company? In what ways? Read "Our Mission." How has the corporate identity, including the advertising supported that mission?What does the company sell when it sells Coca-Cola?

2. Create a parody ad that uses the approach of a well-known campaign to undue the possible social detriments of the product. For inspiration and examples, visit the Adbusters Culture Jammers Headquarters at www.adbusters.org, or visit the Gallery of Advertising Parody at http://www.sharrow.com/parody.html You might also want to thumb through some recent issues of magazines or monitor an hour or so of commercial television for advertising approaches to parody. see also http://www.badtasteadvertising.com.

3. Search the Web for current advertising issues. You might want to go to one of the ad criticism sites like the BADvertising Institute at www.badvertising.org, or The Center for Commercial Free Education at http://www.bapd.org/gce-on-1.html. Alternatively, you could access the FTC "Consumer Protection" site at www.ftc.gov/ftc/consumer.htm to read about the current advertising issues that the FTC feels the public needs to be warned about. Choose one of these issues and prepare a brief report for the class.

3. The Advertising Agencies in the USA site at provides a city-by-city list of agencies and links to their Web sites. Imagine that you are the CEO of a company wanting to find an advertising agency in one of the cities listed on this site. What criteria would you use in making your selection?Judging by the services offered, which agency (or agencies) in that city looks like one you'd hire? Explain.f you were an ad agency, what information would you post on your site?

4. The American Association of Advertising Agencies is the national trade group for the advertising industry. Includes resources. What is the mission of the AAAAs? What are the organization's initiatives and goals? How is it trying to increase the representation of multicultural professionals in the agency business? Click on "News and Information" and "Agency Magazine." What topics are featured in Agency? How would this information help agency professionals? The American Marketing Association Click on "About Us" and the "Definition of Marketing." What is the relationship between advertising and marketing?How does the AMA serve marketing professionals?What are the most important news stories concerning advertising and marketing posted on this site? The Association of National Advertisers, Inc. includes an information resource center. What is the mission of the ANA? How is it different from the American Association of Advertising Agencies? What is "Family Friendly Programming"? Why would a trade group be interested in promoting this?Click on "Government Relations" and "What's New." What does ANA do in Washington? What are some of the most recent legal and regulatory issues involving advertising? The International Advertising Association Click on "Campaign for Advertising." Describe it. Why did the IAA create this campaign? What is its main message?Summarize the information posted on "Global Best Practices."What are the IAA's efforts regarding "Advocacy and Regulation"? Why are these important?The Internet Advertising Bureau is the first global non-profit association devoted to maximizing the use and effectiveness of advertising on the Internet. This site contains information, research, and news about Web advertising. What activities did the IAB initiate to help its members?Click on "Advertising ABC's." After browsing this section, summarize what you learned concerning what constitutes effective Internet advertising. Click on "Ad Revenue Reporting." How much money is spent on Internet advertising? How fast is it growing?

5. The Ad Council was founded in 1942 to rally support for the war effort, the ad council is the private, non-profit organization that has brought us such enduring symbols as Smokey the Bear and McGruff the crime dog. This site explains what the council is and how it works. Historic and current campaigns can be viewed and listened to. What is the history of the Ad Council?Investigate "Our News." What are the latest Ad Council campaigns and initiatives? Click on "Research and Results" and "Impact." How does the Ad Council measure the success of its campaigns? Give an example of a success story that is discussed on this page of the site. The Advertising Educational Foundation What is the mission of the AEF? Read the "aef.com picks of the week" and participate in the poll. Did your opinion agree with the majority of participants? What article that is posted on this site did you find most interesting? Why?

6. The American Advertising Federation calls itself "The Unifying Voice for Advertising," binding the mutual interests of corporate advertisers, agencies, media companies, suppliers and academia. College pages offer information on internships and resources. The AAF says its members are advocates for the rights of advertisers and "we educate policymakers, the news media and the general public on the value that advertising brings to the well-being of the nation." How does this organization serve corporate advertisers?How does it serve agencies?How does it serve academia? Cabletelevision Advertising Bureau Describe the trends in cable television viewership.If you were an advertising sales representative, what arguments would you make to companies to persuade them to buy advertising on network or local cable television?How could the information posted under the heading "News Flash" and "News" be used to help sell clients to advertise on cable?

7. The Advertising Law Resource Center is a site that "Defends your right to advertise and view advertising on the Internet." Provides advertising law-related news briefs, as well as a "top ten" list of how advertisers can comply with all laws. What are the subject categories listed on this site? Which do you think is most interesting? Why?Read one of the categories. Summarize what you learned about legal issues and advertising on the Internet.Name three items from the "top ten" list concerning how advertisers can comply with all laws. Business Marketing Association What is BMA's mission? Click on "BMA Career Link." What kind of business-to-business careers are available? Click on "The Learning Place." How does this site help teach about business-to-business marketing?

8. Corporate identity research center and resources can be found at www.corporate-branding.com/. What is the purpose of this center?Read about some of the online publications available. Choose one of the topics. How is that topic related to branding, marketing, and advertising? Who would be interested in the information posted on this site? What other resources and services are available via this site?

9. Adbusters Culture Jammers Headquarters is the organization that produced the parody ads in this chapter. They also organize a "Buy Nothing Week" each year. This site features a gallery of their parody ads. Look at the latest issue. After reading the featured articles, identify the cultural and social issues that are at the heart of the criticisms. What campaigns does Adbusters sponsor? Which do you think is most effective? Why?Click on "Spoof Ads." Which is your favorite? Why? AdCritic.com provides an opportunity to view advertising online and a forum for advertising analysis for consumers and ad agencies. What are the top ten commercials on this site? View one of the commercials. Critique that commercial.Go to "Talk." What topics are subjects for the forum discussion? Read some of the emails posted on one of the topics. Do you agree with it? Explain your position. The Center for a New American Dream What is the mission of the Center for a New American Dream?What projects has the Center initiated to achieve its goals? Do you think that this organization is important? Do you think that advertising causes people to focus on consumption rather than quality of life and the environment?

10. MediaPost Advertising & Media Directory allows you to register free of charge for this industry registry and access most advertising organizations around the world. If you are interested in advertising as a career, this site could be valuable to you. Browse this site. Judging from the contents of this site, what information do you infer that media buyers and planners need to know?How does Mediapost help people interested in placing advertising on the Internet? What insights do you gain from reading the "News Briefs"?

11. Advertising Age is the primary trade magazine of the industry. This Web site contains current marketing, advertising and media news, and features. The "Dataplace" page will take you to an excellent set of advertising industry statistics. Includes links to other Ad Age publications, including Advertising Age International, Business Marketing and Creativity. What three news items have the most impact on the advertising industry?Click on "Dataplace" and "Salary Survey." What is the outlook for employment in the advertising industry? What is the average base salary for the most recent year available for small and large agencies for the following positions: advertising copywriters, art directors, media directors, account executives, CEOs? Click on "100 Leading National Advertisers" for the most recent year available. Which five corporations spent the most money on advertising? How much money did the top corporation spend? Which advertiser had the greatest percentage increase over the previous year of the top 100 advertisers? What are the top 10 of the "World's Top 100 Advertising Organizations" listed by gross income? Where is the headquarters of each? Adweek is another trade magazine for the industry, featuring current news and features online. Includes archives of earlier stories, and links to summaries of the cover stories of their other titles, including Brandweek, Mediaweek, and IQ Interactive News. Browse this site. How does the content of the Adweek site differ from the AdAge site?What insights about advertising do you learn after reading the stories posted to NewsWire?What information is listed under the heading, "Culture Trends"? Why do you think this would be important to advertisers? Mediaweek features news from all media. What are the subjects of the top stories on "Daily News" and "Buzz"?What is the focus of Mediaweek?How is Mediaweek different from Adweek, at www.adweek.com, in its focus?

12. American Demographics Magazine contains articles and current news about market segments. The site includes "Media Channels" and "Databasics" departments. What did you learn by reading the article in the "Data Dog" department that would be useful for advertisers to know?Read the story or stories posted to "Media Channels." What is the relevance of this article to advertising? Read the contents of the "Databasics" department. What is this information important to advertisers?

13. The Media History Project has an "Advertising & Material Culture History" link. Look at some of the old ads posted on the Duke University site featuring ads from the Hartman Center Collections. How do they compare to ads for products in the same category today? Click on the "John W. Hartman Center," "J. Walter Thompson Collection Guides with Graphics," and read "The JWT History." What contributions to advertising did the J. Walter Thompson agency make?Click on the "Ad Council Home Page." Why was the Ad Council site founded? What famous campaigns did the Ad Council create? Ad*Access is an image database of over 7,000 advertisements printed mainly in U.S. Newspapers and magazines between 1911 and 1955. Part of the John W. Hartman Center at Duke University. Click on "Ad*Access" and "Browse Ad*Access." Explore one of the categories by reading the history of the category and browsing it. What do you find most interesting about these ads? C lick on "Ad*Access" and "Browse Ad*Access." Explore the "Beauty and Hygiene" category. Do you think advertising created a need for people to be obsessed with cleanliness or do you think the need existed before the advertising? Explain.Click on "Timelines." Select one of the time periods. How do you think these events influenced advertising at that time?

15. The University of Texas Advertising Dept. maintains one of the most complete lists of links to interesting advertising industry, academic and critical sites, including historical and current events sites. Follow its "Advertising World" section to the list. Click on "Advertising World." Choose a topic and learn about it. Summarize what you learned.Browse the "History and Museums" listed on the "Advertising World" page. What inferences can you make about culture from looking at early advertising?Click on "Research Resources" and "Biographies of Advertising Giants." Read about one of the famous giants. What contributions did he or she make to the industry?

16. The timeline at the American Advertising Museum spans 300 years of American social history. What is the earliest example of advertising in America that is posted on this site?Name three things you learned from studying the timeline.What do you think is the most significant cultural effect of advertising in the United States?A timeline for political advertising. Click on "Timeline." Who was the first President to appear on TV? Which of the events noted on the timeline do you think had the greatest impact on politics in the U.S.?
Click on "From Ad to Idea." How does a political idea become transformed into a thirty second message?Click on "Tricks of the Trade." Participate in making a commercial. How do political commercials create moods and convey information?

17. Advertising to Adolescents: Regulate vs. Violate Freedom of Speech

Advertisements have been said to negatively impact our nation’s adolescent population. Teens today are exposed to thousands of ad messages via our nation’s mass media – newspapers, magazines, radio, television, cable, and the Internet. Advertisers spend enormous sums of money targeting teenagers as consumers. In fact, reports have shown that as of the year 2000, corporations were spending $12 billion a year to market their products to children. (http://www.watchoutforchildren.org/html/congressional_briefing.html)

Parents and concerned citizens argue that advertisements targeting teenagers promote unhealthy lifestyles and often do so by using marketing themes more suited to adults. The result: adolescents are increasing more violent, more likely to abuse drugs and alcohol, and more prone to eating disorders. Those who believe advertisements are responsible for these types of unhealthy behaviors argue that children are especially susceptible to persuasive ad messages. They feel adolescents must be protected. Therefore, they support the regulation of advertising by the FCC and FTC.

Others feel this desire for regulation is alarmist. They believe advertising’s effect on teenagers is grossly over-estimated. They also believe that regulation violates an advertiser’s right to freedom of speech under the First Amendment. Those who do not favor regulation argue that parents and schools should be doing more to intervene and explain ad messages to children. They also say self-regulation by the advertising industry is a more appropriate solution in a free society.

Pick a side to debate: Argue either in support of regulation OR against regulation of advertising. Both sides should consider the overview above AND review the following web links, as well as any other research, that helps them build a credible argument in support of their position.

Impact of Advertising and Marketing on Children’s Health and Well-being
http://watchoutforchildren.org/html/congressional_briefing.html
http://watchoutforchildren.org/html/comments_by_enola_aird.html

Commercial Alerthttp://www.commercialalert.org/

Media Education Foundationhttp://www.mediaed.org/news/articles/oprah

MediaChannel.org – “Marketing to Kids” (Scroll & view all related links)
http://www.mediachannel.org/atissue/consumingkids/index.shtml

Education by Parents & Self-Regulation = More Effectivehttp://www.mediachannel.org/getinvolved/teachkids.shtml
http://www.caru.org/carusubpgs/guidepg.asp

Search Words: advertising and behavior, advertising and adolescents, regulation of advertising

17. Ad Ages' history of television advertising allows you to search by decade. What are the top 10 ad agencies identified in the most recent special report?What are the top 10 commercials from the list of Advertising Age's 50 Best Commercials?Explore the "History of Television Advertising." Outline what you consider the key developments in the history of television. See also: http://www.tvhistory.tv/;http://inventors.about.com/library/inventors/bltelevision.htm;http://www.novia.net/~ereitan/ and http://www.historytelevision.ca/.

18. Women as portrayed in British World War II advertising can be found at www.geocities.com/CapitolHill/Senate/5305 What images did the author expect to find before he undertook this project?Do the ads posted on this site confirm his expectations?Describe the portrayals of British women in World War II advertising.Compare the portrayals of British women in World War II advertising to those on the Duke University site, at Ad*Access.

19. On function of communicatoin is identity maangment. Messages can influence, shape, define, distort percpetions of identity, self-image and self-esteem. What type of identiies does and has advertising created for women. What can be done to counter the negative impact advertiinsg my have on girls and women's identity?
     http://www.socialistalternative.org/justice29/13.html;
     http://www.msmagazine.com/jan01/hooked_jan01.html
     http://www.about-face.org/      http://www.about-face.org/goo/
     http://college.library.wisc.edu/resources/subject_guides/womeninadvert.htm

20. Go to http://www.kaschassociates.com/101web/101HistoryofAdvertising.pdf. Read the articles which overview the history of advertising. What are the pivotal moments or turning points in the historical development of advertising? What are some of the constants in advertising? What did you find most interesting, most insightful, most useful?

21. Navigate/Read The Interactive Advertising Special Collection

http://special.northernlight.com/advertising/ at DivineRival Eyeee or at http://www.jiad.org/ (Click on Back Issues)

Read/Navigate: Journal of Interactive Advertising, Volume 1, Issues 1 & 2, 2000-2001 (scan various articles in these two issues to discern various definitions of interactive advertising.) Construct a definition of interactive advertising. There are many ways to define a concept. Explore the different ways in which concepts can be defined. "Insanely great" definitions often weave together and use a range of different types of definitions: definition by authority; definition by type, definition by function, definition by example, definition by analogy, Read Read, Schumann, D.W., Artis, A, and Rivera, AThe Future of Interactive Advertising Viewed Through an IMC Lens Volume 1, Number 2, Spring 2001( http://www.jiad.org/) (Click on Article What are the three central arguments that autor makes in this article. Furnish evidence to support your arguments and assertions

22. Navigate and Read, Schumann, D.W., Artis, A, and Rivera, AThe Future of Interactive Advertising Viewed Through an IMC Lens Volume 1, Number 2, Spring 2001( http://www.jiad.org/) (Click on Article)
What are the three central arguments that author makes in this article. Furnish evidence to support your arguments and assertions. Navigate and read. Journal of Interactive Advertising, Volume 3, Number 2, Spring 2003Cybernetic Space: Bringing the Virtual and Real Together Ananda Mitra What are the three central arguments that author makes in this article? What do you think are some of the implications of "cybernectic space" for interactive advertising and marketing.

23. GVU User Surveys Visit the GVU WWW User Surveys site
http://www.gvu.gatech.edu/user_surveys/ and review the 10th Survey results with respects to general demographics. What is the profile of the average web user with respect to age, gender, race, and educational attainment. Review other findings regarding demographics. Are there any that you find interesting or surprising? Explore who is using the "net" and how. Create a web and Internet usage profile of a particular demographic subgroup that is of interest to you. You will use the GVU WWW User Surveys (http://www.gvu.gatech.edu/user_surveys/) the largest survey of its kind, to compile information about web usage for a demographic group you will specify. First, pick the group that you will research from the standard categories measured by the GVU WWW survey (they are: Male Female (age)10-18 (age)19-25 (age)26-50 (age)50+ Novice Intermediate Expert). Second, find at least ten different items of information you think you would want to know about your group's internet/WWW use by searching the different bulleted lists created by GVU. Third, using this information, create a profile that presents this information in a simple to understand and insightful manner. You can use a combination of tables, graphs, and text to accomplish this.

24.VALS (Values and Lifestyles) categorizes U.S. adult consumers into mutually exclusive groups based on their psychology and several key demographics. This site provides background information about VALS and an online version of the VALS questionnaire.You should visit the iVals site, take the survey for VALS 2, find out what market segment your answers put you in, then read the description of your market segment type, e. g., "actualizers," "achievers," "experiencers" and so on. Print out the description of your type, then click on the link to "Magazines popular with (your type)" and printout that page also. In a couple of sentences, evaluate the descriptive and predictive usefulness of VALS 2 as a research tool.

25. The purpose of this assignment is to have you consider how your users navigate a website. In particular, you will explore the design of a site, how well the site focuses users on important selling points, and how easy it is to navigate. At the same time, you will consider the technological limitations of the site. First, visit the following site: Colgate's Kid's World. http://www.colgate.com/Kids-world/

Navigate at least the first few layers of the site's pages (make sure you only visit sites underneath the Kids-world directory--anything else is off-site and is not required for this assignment), making careful note of the following things:

Begin with a one paragraph summary of the overall site and your impressions of it. Then breakdown your observations under the three points above (design, navigation, & technology). Include links to anything you want to point out. In conclusion, state whether you think the site has something to offer and whether you think it will encourage people to come back.

a) How is the site designed visually? Does the visual design (choice of graphics, layout, composition) fit the product and target audience of the site? Justify your answer by defining an approximate target audience and providing examples.

b ) How straightforward is the navigation of the site? In other words, is it a lengthy and difficult process to find what you're interested in? Does the main page give you an indication of how large the site is? If so, does the apparent size intimidate or fail to satisfy you? If not, does the ambiguity detract from your use of the site? Furthermore, how intuitive are the navigation elements? Did they do a good job of letting you know what section of the site you were located in and were there clearly stated options for further navigation (i.e. were the nav. aids consistent throughout the site or did you have to learn new nav. interfaces as you progressed through the site?).

c ) Do the technological demands of the site encumber your appreciation of it? This means, did the graphics take long to load, were there unnecessary graphics or java applications? Was there any instance where technology was apparently used just because it seemed cool?

Fully explore the site and consider these and other relevant issues as you encounter examples of poor and good execution. In your write-up, be sure to include any of these observations that help you ascertain whether the site is a good one or not. To help you understand site structure, you will make a diagram that shows the main page's relationship to the other Kid's World pages that can be reached from the main page (do not include those links that go off-site). Then diagram all the pages (again, excluding those that are off-site) that can be reached from those pages. By only diagramming these two levels, you should soon see how immense a website can be.

26. Navigate to
http://www.pewinternet.org/reports/pdfs/PIP_College_Memo.pdf

Analyze the data presented on this site. What kind of web sites are most visted by college students? Where do college students do most of their online shopping. What kind of products do college students purchase online? How are these patterns of utilization similar to and different from your own Internet use? What are the implications for interaction advertising and marketing?

27. Part 1: An effective commercial site on the Web has to hold the interest of the reader -- it should offer some advantage or bonus to the consumer to encourage them to stay and revisit the site. Visit one of the commercial pages listed here and evaluate it's effectiveness. Is this a site you would be likely to revisit? Or not? Why?

Pizza Hut MCI's Gramercy Press! AT&T Better Homes & Gardens

MinWax (wood finishing) Dilbert( http://www.unitedmedia.com/comics/dilbert/_

Part 2: Examine two or three sites from the list below which present interactive advertising messages. Provide a brief summary of each site and address the following questions: 1)What do you believe to be the communication objectives of the sites? 2)How effectively have the sites utilized interactive technologies? 3)How do these sites compare with each other? Which are the strongest? The weakest? Why?

Snickers Global Homepage General Electric Baskin Robbins Folio Views Software Ragu:

Mama's Cucina Hellman's/ Best Mayonnaise Labatt Brewery Why Milk Owens Corning

Ralston-Purina Fruit of the Loom     McDonald's    Ralph Lauren Fragrances

Harley-Davidson        Wachovia Bank     American Express     Travel     1-800-Music Now

L'eggs Women's In.Site     Kinko's     Colgate-Palmolive     Levi's     Vacations.com

Planet Italy     The Saturn Site     Simon & Schuster     Pepsi     Bankers Trust

Pace Wilderstein Galleries Sony Digital Handycam Cadillac Chase Manhattan Bank

1. Your expanded history of public relations might also include specific case studies from the industry. Search the Web for PR cases, or go directly to the archives of case studies at the Anvil Awards at http://silveranvil.org or PR Central at http://www.prcentral.org/ Choose one case study and explain why it deserves inclusion in your revision of the industry's history.The archives of the PRSA’s Silver Anvil Awards contain the case studies of award-winning PR campaigns, written by the practitioners who devised them. The Silver Anvil, symbolizing the forging of public opinion, is annually awarded to public relations practitioners who, in the judgment of their peers, have successfully addressed a contemporary issue with exemplary professional skill, creativity, and resourcefulness. Click on "Search." Then select a category and an industry. What best practices are illustrated in this case study?Repeat this two more times, selecting different categories and industries

2. If you were to go to work for a PR firm tomorrow, which firm would it be? Choose a geographic location and review the various agencies at the Impulse Research site at www.impulse-research.com. Link to the agencies that seem like your best potential employers, choose your favorite, and explain why you have chosen it.

3. Maybe you're not the corporate type-how about becoming an independent PR counselor? Find a product or service that needs a public relations solution. This "product" could be a consumer product, your school, even one of your friends. Search the Web for "Public Relations Services" or go directly to PR Newswire at www.prnewswire.com and access the "services" hyperlink. Which of these services would you take advantage of for your product or service?

4. Small newspapers often rely on press releases more than large metropolitan dailies. Search the Web for the sites of small, local papers or access Gebbie Publications' list at www.gebbie.com. Find a story that might have originated with a press release, and write a short statement about why or why not the source of that press release should have been attributed in the story.

5. The Center for Media and Democracy's PR Watch is a nonprofit, public interest organization dedicated to investigative reporting on the public relations industry. Its mission is to serve citizens, journalists, and researchers seeking to recognize and combat manipulative and misleading PR practices. What tactics does this site use to accomplish its goal?Is this site valuable to democracy? Explain. Click on "PR Watch." Name three issues that have been the subject of investigations in PR Watch.

6. The Institute for Public Relations at the University of Florida, was established by a group of senior public relations practitioners to promote and encourage academic and professional excellence through publications, lectures, awards, symposia, and other programs. What projects are sponsored by the IPR to accomplish its mission?Find one of the research reports posted on this site. What topic does it cover? Click on "Measurement and Evaluation." Why are these assessment issues important to public relations efforts?

7. ®Tmark lists sites run by anti-corporate agitators, many with domain names easily mistaken for other domains, such as www.gwbush.com. The site supports groups like the Barbie Liberation Organization and activities such as World Phone In Sick Day. The same freedoms of expression speech "that corporations have stolen over the years are used by ®Tmark …to bring anti-corporate sabotage into the public marketplace." Includes a list of proposed projects. Read about three of the "New Projects" and three of the "Past Projects." What do they have in common? Do you agree with these tactics? Do they accomplish the mission of the site? If you were handling public relations for one of the corporations targeted by ®Tmark, how would you respond?

8. DesertNet presents "How the American Tobacco Industry Employs PR Scum to Continue Its Murderous Assault on Human Lives," an article on the rise of cigarette industry and the rise of PR. By John Stauber and Sheldon Rampton, authors of "Toxic Sludge Is Good for You." Read this article. What arguments are made against public relations efforts by the cigarette industry? How might public relations professionals involved in the tobacco industry defend their actions?Is public relations beneficial or detrimental to society? Explain.

9. The Public Relations Society of America (PRSA) headquartered in New York City, is the world's largest organization for public relations professionals. This site provides general information about the association, its programs, codes and accreditation. Related sites of interest include the PRSA West site, and the Public Relations Student Society of America site. Read the "Code of Ethics." What are key principles of the code? How is the code enforceable?What are the benefits of being a member? What is the purpose of accreditation?What resources are available to students and others seeking careers in public relations? The International Association of Business Communicators is an organization that provides products, services, activities, and networking opportunities to help people and organizations achieve excellence in public relations, marketing communication, and other forms of communication. How is IABC different from PRSA?
How might the "Ask the Experts" feature benefit public relations practitioners?
Read one of the archived articles from Communication World. What insights did you learn about public relations and communications?

10. PR Central is a site maintained by the publishers of the trade magazine Inside PR, which contains large amounts of interesting industry information. What is "Reputation Management"? How is it a function of public relations? Browse Inside PR. What topics have received the most attention in the most current issue?Browse "Press Release Library" within its "Body of Knowledge" pages. Read three press releases. What did you learn about public relations practices from reading these? Business Wire is an online press release distribution center. This site includes a directory of hyperlinks to corporate home pages. What is Business Wire's mission?How does it achieve its goals?Using this site as an example, describe how the Internet has had an influence on public relations.

11. PRNewswire is a leading distribution mechanism for company news. This site maintains a database of information on nearly 1,000 companies. Read "About PRNewswire." How does PRNewswire differ from Business Wire?Click on "PRN Press Room for Journalists." What are the hot topics? How are they related to public relations? How could this site help journalists? Click on "Products and Services for PR/IR Professionals." What products and services are available for practitioners? Look specifically at the "Multimedia" page. What multimedia services are available? Click on "Firms" and "Agency Report Card." Choose a firm nearest where you live. Read the profile. Describe this agency.What are the top five firms listed by revenue?Click on "Careers" and "Salary Survey." Find a listing for salaries for different positions in a public relations agency. What are five jobs that are available in PR firms? Which jobs pay the most? Which ones pay the least?

12. Politics Online contains articles on, and links to, political Web sites. Browse this site. How can public relations professionals help politicians?How can public relations professionals use the Internet to help politicians?Click on "Fundraising" listed under "Tool Box." What advice does this site offer on the topic of online fundraising?

13. Impulse Research Corporation is a Los Angeles marketing company that maintains a directory of agencies and resources. Here you will find information about, and links to, top agencies. See especially their "comprehensive international listing of public relations agencies on the web." Browse the "Thomas L. Harris/Impulse Research Public Relations Client Survey" listed on the "Public Relations Agencies on the Web." What criteria are most important to clients when choosing a public relations firm, according the survey? How satisfied are clients with their agencies overall? On which criteria are they most satisfied? Least satisfied? How much money is spent on public relations/public affairs overall? What is the trend of budgets for public relations/public affairs? Click on "US: National/International Public Relations Agencies." Look at the sites for three of these agencies. If you were a client and needed to select a public relations agency, which of these would you be most interested in investigating further? Why? O’Dwyer PR a publisher of PR news and directories, offers information and statistics on the field at this site. Click on "PR Firm Rankings." What are the top ten agencies ranked by the most recent net fees? Does this mean that they are the best agencies? Explain. Click on "PR Firms Database." What firms are located near you? What advantages and disadvantages are there concerning choosing an agency by its location?
Browse the list of available positions on "PR Jobs." What qualifications are required for three of those jobs?

14. Online PR is an online catalogue of PR, media, and marketing links, maintained by Robert Marston and Associates Public Relations. Explanation of online PR services. Why would a PR firm share this information on the Internet?
Click on "15 Online PR Services Explained." What is online public relations? Why should clients use online public relations?Read "The Successful Media Interview." What are the keys to successful media interviews?

15. Women Executives in Public Relations provides information about the organization, news of current PR activities of the organization. What is the mission of WEPR? How does this organization achieve its goals?What types of "Resources" are featured on this Web site? How do they help women succeed in public relations?Read the "Press Releases" that are posted. What strategies is this organization using to help women develop their careers in public relations? Women Leaders Online features coverage of PR activities in the women's movement, under "Women Organizing for Change." What is the mission of this group?What public relations techniques are used to help accomplish this mission? How could these techniques be used to help other organizations accomplish their goals?

16 Acme Widgets Company is a big company in Springfield, a rural suburb in the eastern foothills of Los Angeles County. With 5,000 employees in a town of 50,000, the industry truly part of the culture of Springfield. Many non-employees of Acme Widgets got their first summer jobs working for Acme.
The company manufactures widgets that were once used exclusively in the aerospace industry. But today there are new consumer outlets for widgets and the company is ready to expand to as much as double its current size. Of course, with the increased demand of widgets and improvements in the manufacturing process, more widgets must be manufactured and sold to make the same profit margins as late as just a couple of years ago.The expansion plans are being received with mixed results. While city officials see a possible boon in tax income for the city --and as a result more recreational services and better infrastructure for citizens-- others see problems. The manufacture of widgets uses a lot of toxic materials that easily could result in increased pollution and health hazards for both employees and Springfield citizens. Some in Springfield see the expansion leading to widespread community growth that would destroy the small-town atmosphere. Neighbors see expansion of the plant as destroying their neighborhood and adding to traffic woes. Employees fear that they will be asked to work longer to produce more widgets for the same pay . . . either that or that the company will farm out jobs to overseas firms.You work for the public relations arm of Acme Widgets and have specifically been given the task of sharing the message of expansion. Identify and list 10 unique publics you may need to work with and suggest ways to reach them. Identify the publics as internal or external.(To complete this assignment you need to know the definition of "publics" in Public Relations. Remember, you are identifying publics first, not activities. Once you've identified publics, then think of possible activities.)

1. Search the Web for criticisms of social science media research, or go directly to David Gauntlett's article "Ten Things Wrong with the 'Effects Model' " at www.leeds.ac.uk/ics/arts-dg2.htm. Would you agree or disagree with these criticisms? Why? Do not just say yes or no or I agree and disagree and parot the author's arguments, construct your own opinion and argument.

2. If you were going to study an effect of the media, what would it be? Search the Web for studies related to your area of interest or go directly to one of the research sites listed in the web excursions to use current research for inspiration. For example, if you access the Communication Institute of Online Scholarship at www.cios.org, you could go to the Communication Concept Explorer and find concepts related to your areas of interest. You can also go to the "Idea Monkey" and click on the "Query the Idea Monkey again" button; each time you click, a new collection of related ideas will come up. When one interests you, click on it for more related concepts. From what perspective (social science or cultural) would you study this effect? Why?The Communication Institute of Online Scholarship is a comprehensive collection of communication research studies. If your college has an institutional affiliation, you have full access to their database, including ComAbstracts and full text searches. If your college is not a member, you can still access basic information about media studies. What are the hot topics in media, according to this site? Which of these hot topics demonstrate the impact of mass media on society? In what way? Which of the current issues do you think will have a greater effect on society? Why?

3. What is the state of media studies at your own college? Access your school's Web site and search for "media studies." Look under appropriate departments (Communication; Radio, Television and Film) and under faculty interests. Now choose a second college you are familiar with and access their Web site in the same way. You might want to go directly to a college department or Ithaca's Center for Research on the Effects of Television at www.ithaca.edu/cretv/. How do the colleges compare in terms of the types of media research being conducted?

4. Search the Web for media critics and media watchdog groups, or go directly to Cursor at www.cursor.org, Accuracy in Media at www.aim.org, Fairness & Accuracy in Reporting at www.fair.org or The Media Bias Web Site at www.univox.com/writer/mediabias.html. Which accusations of the media critics could be backed up with research? Which ones could not? Explain your answer.

5. One criticism is that media studies are not written for public comprehension. Go to the Journal of Computer-mediated Communication. Find a study that interests you and analyze it. How would you present this report to the public? Acting as a journalist, write a brief article about the study.

6. Morality in Media established in 1962 to combat obscenity and uphold decency standards in the media. Browse this site. What strategies does this site suggest readers take to combat obscenity?Do you agree or disagree with the positions espoused by the Morality in Media? Explain. Click on "Media Issues." Read about one of the issues in depth. What are the main points supporting the position of Morality in Media? What support can you think of that would support alternative perspectives?

7. The Popular Culture Center links to hundreds of online articles dealing with mass media and communications theory. It's part of Sara Zupko's Cultural Studies Center. Zupko is a senior producer at Tribune Media Services. nvestigate one of the many topics listed on the "Mass Media/Communication" page. What connections can you make concerning this article and mass media and communications theory that you read about in this chapter?Search for Marshall McLuhan. What contributions did he make toward media theory?
What is the mission of one of the linked sites - AlterNet? Do you think it meets its goals? Should someone regulate what gets put on the internet? Explain your answer.

8. Search cultural indicators project, cultural environmeht moments, and George Gerbner What is the cultural indicators project. What are some of the main conclusion from the research eminating from the project. What is the cultural environmeht movement. What assumptions underlie the Cultural Environment Movement? What can be done to become more actively involved in enhancing and promoting media literacy and protecting the cultural environment from the negative impact of media?

9. Media Watch is a feminist organization dedicated to challenging the biases found in commercial media through media literacy education. Click on "Top Stories" and "New Television Studies." Look at the summary of research concerning "Boys to Men." What findings surprise you? Do you think that girls would have responded differently than boys to the poll?Click on "Top Stories" and "New Television Studies," and study the research summaries concerning "What Girls vs. Boys Consume" and "Sports Media." Speculate on what long-term effects these habits will have on society. On the "Top Stories" and "New Television Studies" page, read about television and gender. Do you think that hiring more women to work behind the scenes and showing more women on screen will achieve gender equity? Explain.Summarize what Robert McChesney says about Media Mergers on the "Top Stories" and "Media Mergers" page.

10 The Media Theory Site deals with the relationship between the mass media and people's identities, genders, and everyday lives. It's a good source for gender theory. Click on "Media Effects" and "Full Text of the Article, "Ten Things Wrong with the Effects Model." What does Gauntlett claim is wrong with media effects research? Do you agree?
Go to "Media Effects" and then click on "About the book" and "What the papers have said about Moving Experiences." Do the reviews change your mind or reinforce your opinion concerning Gauntlett's claims?Click on "Role Models" and "Men's Magazines." Does author Sharples conclude that men's magazines are a progressive force in society? Explain.

11. The Pew Research Center for the People and the Press is an independent opinion research group that studies attitudes toward the press, politics, and public policy issues. The center, funded by the Pew Charitable Trust, conducts regular national surveys that measure public attentiveness to major news stories, and polling that charts trends in values and fundamental political and social attitudes. This site also includes links to other research sites. Look at the "News Interest Index." What do the most followed stories have in common? What do the least followed stories have in common?Click on "Interesting Links." Then click on "Project for Excellence in Journalism" and again on "News Lab." What do you think aspiring journalists could learn from News Lab?
Click again on "Interesting Links." Then click on "The Pew Internet and American Life Project." What are the most recent stories included on this part of the site? How do they affect you?

12. The Media Studies Center is run by the Freedom Forum Media Studies Center, which is dedicated to bringing journalists, scholars, media executives and the public together to examine the media’s effects on society. This site includes the Media Studies Journal, with both critical and social scientific studies. Click on the "First Amendment" and summarize current issues concerning the First Amendment.Choose one of the articles from the "Media Studies Journal," and discuss its relevance to this chapter.According to this web site, what are some of the most current diversity issues facing the media?

13. The Poynter Institute is a school dedicated to teaching and inspiring journalists and media leaders. This site includes a "Research Topic of the Week" feature and links to other journalism sites. Click on "Ethics." What topics are currently in the news? Do you think these issues would have been in the news 10 years ago? Click on the "Poynter-Stanford Research Project." Summarize the findings of this project concerning Internet users of news. Look at the "Centerpiece" and "Diversity Digest." What lessons could students learn from these stories that could be applied to the practice of journalism?

14. The Project for Excellence in Journalism is run by journalists concerned about the purpose and standards of the American press and studies press performance. It includes "Daily Briefing," a digest of current stories about the news media. See project reports for current research. Click on "Daily Briefing." Read several of the columns and critics. Then write a 1000-word column about some media issue of social significance. Read the "Daily Briefing." If you were designing a newspaper, which of these stories would you put on the front page? Click on "Local TV." After reading about the Local TV News Project, write a set of guidelines for creating a quality local news

14. The International Communication Association includes a description of each of the organization's publications in which media research is published. What is the purpose of the ICA? Click on "Publications," and write a paragraph identifying the distinct focus of each of ICA’s journals. Write a title for an article that might be created to appear in each of the ICA journalsThe Association for Education in Journalism and Mass Communication (AEJMC). What is the purpose of AEJMC? Click on "Publications." Identify the focus of each of the journals published by AEJMC.Write a title for an article that might appear in each of the AEJMC journals. The National Communication Association also contains links and archives for research reports presented at their conferences. What is the purpose of NCA? How does it differ from ICA and AEJMC?Click on "Publications." Identify the focus of each of the journals published by NCA.
Write a title for an article that might appear in each of the NCA journals.

15. Sites for trade associations and trade journals are good places to look for industry reactions to the findings of research on media effects. For example, critics have charged that the media are responsible for creating violence in society. The sites listed below respond to these criticisms and other controversies concerning media effects:

Explore these sites. Identify what you think is the most important issue concerning media effects on each site. You may have to search harder on some sites than others. Sometimes the issues will be covered directly by the industry; sometimes you will have to infer what the issue is based on a program that has been developed to respond to implicit criticism. Summarize the issue/controversy you've identified on each site, including the perspectives of the industry and its opponents. Which of these sites does the best job convincing you of its position? How does it present its arguments? What support for its position does it offer?

16. Mediascope is a nonprofit public policy organization that promotes constructive depictions of health and social issues in the media, particularly as they relate to children and adolescents. Mediascope publishes the findings of recent research in areas such as substance use in the media and media violence. Use Mediascope's "Library" to learn about one of these areas: Tobacco advertising, First Amendment/censorship issues, Internet/privacy issues.
Using the Mediascope "Library," what can you identify as issues concerning pornography?
Click on "Library" and read about violence and the media. Do you think the media cause violence? Justify your answer.

17. Cursor is a group of critics who are "fed up with the bottomfeeders, bandwagon jumpers, pig pilers, glad handers and opium peddlers of the media." Cursor's aim is to provide links to sites that offer news analysis and criticism, to offer colorful and alternative takes on the stories of the day and on media ethics and standards. This site provides links to news services (including the AP Media site), media research, newspapers, magazines, online news, alternative weeklies, book reviews, TV and radio news. Compare and contrast this site with the Newsweek site.
How can you benefit from being familiar with this site?Who do you think is the audience for this site?

18. The Center for Research on the Effects of Television was begun at Cornell University in 1983 but is now housed at Ithaca College. This site contains an archive of television content findings, a research lab conducting studies of the content of television and its effects on viewers, and a list of resources. Click on "Research." What did you learn about the Effects of Television in Children's Lives? What suggestions does the author have to parents on this subject?
Click on "Super Bowl." How much did the average ad cost per second on last year's Super Bowl? How many people tuned in just to watch the ads, according to CNN? What other "Random Facts" about the Super Bowl advertising did you find interesting?
What is project Look Sharp? What new ideas could you contribute toward this project?

19. The Media and Communication Studies Site is a searchable "McSite" from the University of Wales, Aberystwyth. It includes links to media research sites. Click on "Media Education." What are the main themes that emerge concerning children and the media?Click on "Media Influence." What contributions to media theory did the following people make: Walter Ong, Marshall McLuhan, Neil Postman, Harold Innis?Click on "Advertising." What issues emerge in these articles about advertising and children, and advertising and gender?

1. The University of Southern California's Ethnic Studies page provides links to research sources in a wide range of ethnic issues. Do you agree or disagree that "The Web, being by far the most diversified medium, has something for every cultural group"? Discuss your answer, using this site as support for your argument.Are universities appropriate places to host diversity Web sites? If not, who would host a site such as this one?Click on "Minorities and the Media." Think of a specific topic you would like to research. Identify five sources that might have information on that subject.

2. The Diversity Tool Kit presents a bibliography of general reference, adult nonfiction, juvenile literature, audiovisual materials, and Web site resources about African-Americans, Asian-Americans, Hispanics and Native Americans. Click on the category "Internet" and on "population group." What type of information emerges after you enter "bibliography"? Click on another category and the same population group. How is the information different? Do you think you'd learn more, less or about the same if you use only one category when you conduct research? Explain. If you were creating a bibliography for your state, would you include the same or different population groups? Why do you suppose that the "Calendar of Events" is on the same page as the bibliography? How could it help create a diverse society? Construct a similar calendar for your state.

3. The University of California's Affirmative Action and Diversity Project presents a diversity of opinion on topics such as "Changing Definitions of Discrimination," "Individual versus Group Rights," "Gender Blindness" and "Race Blindness." Click on "Changing Definitions of Discrimination." Read several of these essays. How is the definition of discrimination changing? Click on "Individual versus Group Rights." Explain how this topic relates to the media.Click on "Gender Consciousness and Gender Blindness" and "Race Blindness and Color Blindness." What essays and articles might journalists find useful on these sites? Why?

4. Resources dealing with diversity for educators, students, and activists can be found at the Multicultural Pavilion. Browse through this site. How is the Internet being used as a tool to promote multicultural understanding?Click on "International Project" and read one of the essays. What does the essay contribute to embracing the notion of diversity?Click on "Participate!" Write a set of Netiquette rules for participating in these activities.

5. The Poynter Institute provides information about diversity issues. Identify current issues of diversity that are included on this site. Read several of the articles posted at this site. Write your own set of guidelines to give to other students who want to be inclusive of diverse perspectives in their writing. After reading several of the articles posted on this web site, discuss how newsrooms can be more diverse.

6. Cursor is information from a group of critics who are "fed up with the bottom feeders, bandwagon jumpers, pig pilers, glad handers and opium peddlers of the media." Cursor's aim is to provide links to sites that offer news analysis and criticism, to offer colorful and alternative takes on the stories of the day and on media ethics and standards. Provides links to news services (including the AP/Media site), media research, newspapers, magazines, online news, alternative weeklies, book reviews, and broadcast news outlets. Read the summaries of news stories under "Media Features." Do any of these demonstrate news bias? Explain. Look at your newspaper today and write a summary of a story that you think could be posted on the "Media Features" page.
Click on the "100 Biggest Advertisers" link. Why do you think the creators of this site included that link? Choose one of the advertisers and describe how potentially a big advertiser might influence the media.

7. The Committee for Accuracy in Middle East Reporting in America (CAMERA) is one of many groups fighting stereotyping that use the Net to disseminate their message. Click on "About CAMERA." What is the purpose of this web site? What types of stereotypes is CAMERA trying to dispel? What is the scope of the problem of distorted images, according to CAMERA?Read some of the CAMERA Media Reports. How could reporters avoid the anti-Israel bias? Click on "CAMERA on Campus." Describe one situation in an article posted on this page that illustrates anti-Israel bias. Is there bias against any groups from the Middle East in your campus media? Explain.

8. The National Association of Hispanic Journalists (NAHJ) advances employment opportunities and career development for Hispanics in the news media.Read some of the stories listed under "Current News." What did you learn about the Hispanic journalists?Click on "Hispanic Media Report." What stories are covered in this report? What are the issues that underlie the stories?Click on "News from the Region." Choose one of the regions. What information is posted there that will benefit Hispanic journalists?The Asian-American Journalists Association (AAJA) with 1700 members in 17 chapters, is devoted to ensuring fair and accurate news coverage of the Asian Pacific American communities.How does this site help Asian-Americans make an impact on journalism?Read the news items. What information did they convey about Asian-Americans that would be useful for journalists to know? Where are the chapters of the AAJA located? How is a Web site helpful to people not located in those areas?

9. Black Americans in Publishing .What is the "Profile" of this organization?What features of this site and articles do you think are the most interesting? Why?Read the FAQs. What advice does this site give to people interested in careers in publishing? How does this site respond to the question that concerned a young writer who wished to know more about how to get something published? The Association for Women in Communication offers programs that encourage professional growth in marketing, advertising, public relations, multimedia, and journalism. The Austin, TX, chapter serves 250 members.Read the testimonials on the http://www.womcom.org site. How specifically does the AWC help encourage diversity?Click on the "Program" of most recent conference posted on http://www.womcom.org. What topics are covered? How do these promote women in the media?Click on the "About AWC" page of the http://www.awicaustin.org. How does this chapter of the national organization benefit women in the Austin area? Is there a chapter in your area?

10. Softline Information includes Ethnic News Watch (news, culture and history from 200 publications of the ethnic, minority, and native press) and Gender Watch (140 international publications, plus pamphlets, papers, and conference proceedings devoted to women’s and gender issues).How might journalists use Ethnic News Watch?
How might journalists use Gender Watch?Click on http://www.softlineweb.com/ethnic.htm to read a review of this Web site. How is it supported? What was the reviewer's critical evaluation of this site?

11. The National Association of Black Journalists (NABJ) is the largest media organization for people of color in the world, with 3000 members, 74 professional chapters, and 51 student chapters.Read the "About the NABJ" and its mission. Why is its mission important to journalists and to society?Use this site as a model to create a hypothetical site whose mission is to encourage diversity for some other underrepresented group in the media. What types of information would you include? Why?How could you encourage aspiring Black journalists in your community to use this site? The Philadelphia Tribune is the nations’ oldest and Greater Philadelphia’s largest newspaper speaking to the African-American community.Browse this Web site. In what ways does this newspaper serve the African-American community?s all the news about African-Americans positive? Is the news balanced and fair? Is this different from news in your local newspaper? Explain.After reading several of the stories posted on this site, how do you think this newspaper defines "news"?

12. The World Association of Newspapers helps you keep informed on how the newspaper industry is faring in other countries. This site includes current articles on newspaper issues of all types, and provides information on the number of journalists killed on duty.Read "About the World Association of Newspapers." What are the three objectives of the organization?Look at the articles featured under the heading, "Latest News." How do these stories relate to WAN's objectives?How many journalists have been killed this year? What countries do they come from? Why do you think this site posts the number of journalists killed on duty?

13. American Demographics Magazine contains articles and current news about market segments. It includes "Media Channels" and "Databasics" departments. Why would advertising professionals need to know this information?Read one of the features. How could the information you learned be applied to an advertising situation?Which topics featured are concerned with diversity in advertising? Why is it important to understand these issues? See Demographics Journal, also. Browse the site. How could information on this site be useful to ad agencies who are interested in reaching diverse audiences?How could advertisers who handle tourism accounts use this site?
What is in the "Small Biz Toolbox"? The Native American Marketing & Development Corporation What is NAMCOR's mission?
What is NAMCOR's corporate history? How does it serve a diverse market?
What services does NAMCOR provide to its clients?

14. In England, the Advertising Standards Authority (ASA) ensures the standards of non-broadcast advertisements in the UK. This site contains the British Codes of advertising, research, and database of adjudications on complaints. What are key topics featured in the Advertising Code? Read one of the topics. Is this similar to or different from U.S. regulations? What are the most recent Top 10 Advertisers by Complaints? What were the reasons for complaining?How many complaints were received by the ASA for the most recent year posted on this site? How many of the complaints were resolved?

Chapter 1 Definitions, Models, and Perspective	Chapter 2 Organizational Communication
Chapter 3. Mass Communication and its Digital Transformation.	Chapter 4 Media Literacy and Media Ethics.
Chapter 4 Media Literacy and MediaEthics.	Chapter 5 Books Newspapers and Magazines
Chapter 5 Books, Newspapers, and Magazines	Chapter 5 Books, Newspapers and Magazines.
Chapter 6 Photography and Movies.	Chapter 7 Music Recordings, Radio, and Television
Chapter 7 Music Recordings, Radio, and Television	Chapter 7 Recordings, Radio, and Television.
Chapter 8 Digital Media: Online and Ubiquitous.	Chapter 9 Journalism.
Chapter 10 Entertainment	Chapter 10 Advertising and Public Relations
Chapter 10 Advertising and Public Relations.	Chapter 11 Media Effects: From Film to the Internet
Chapter 12 Media and Convergence: International Perspectives.	Construct Your Resume

Communication in Employment Interviews	Information-Seeking in Socialization
The Effects of Communication Technologies	Communication in Service Organizations
Globalization and Organizational Communication	Giving and Receiving Feedback
Organizational Image Management	Communication and Customer Service in Organizations
Communicative Coping with Burnout	Differential Treatment in Culturally Diverse Organizations
Emotional Labor in Organizations	Communication as a Cause of Burnout
3rd Party Conflict Resolution	Communication in Organizational Change
Conflict Resolution Styles	Bargaining and Negotiation
Small Group Decision Making	Participation in Decision Making
The Role Development Process

1984.mov	crowdcontrol.mov
hal2000.mov	iBook.mov
lemmings.mov	openminded.mov
supercomputer.mov	thinkdifferent.mov
watchtheskies.mov

Hip-Hop Commentary: http://www.daveyd.com/commentarytheend.html	Davey D’s Hip-Hop Site: http://www.daveyd.com/

Hip-Hop Commentary: “The Hip-Hop Generation” http://www.daveyd.com/commentarysharpton.html	Entertainment Weekly’s “Bad Rap” Article: http://www.ew.com/ew/article/commentary/0,6115,394772~4~0~hownaslosthis,00.htmlMediachannel.org (click on these & all other hip-hop-related links on the site):
“New-Style Communication” http://www.mediachannel.org/atissue/hiphop/index.shtml	“Soul for Sale” http://www.mediachannel.org/views/interviews/urbanmedia.shtml
Intro to the issue:http://www.mediachannel.org/atissue/hiphop/index.shtml	Soul for Sale?http://www.mediachannel.org/views/interviews/urbanmedia.shtml
Corporate Connection:http://www.mediachannel.org/views/interviews/urban-one.shtml	Do Corporations call the shots for urban media?http://www.mediachannel.org/views/interviews/urban-two.shtml
Anything positive about reaching urban youth?http://www.mediachannel.org/views/interviews/urban-three.shtml	Rhyme and Resist:http://past.thenation.com/cgibin/framizer.cgi?url=http://past.thenation.com/issue/990726/0726ards.shtml
Grandmaster Flash:http://www.npr.org/ramfiles/fa/20020708.fa.03.ram

*Apr-02*
	Date	Total Streams	Unique	Broadcast/Bandwidth Partner (s)
		(Video/audio)	Visitors
Sites and Channels

America Online (AOL+ users-audio/video file accesses)	April-02	35,200,000	4,400,000	America Online
Real Broadcast Network (includes streaming video on RealOne service)	April-02	34,000,000	n/a	Real Broadcast Network
Launch.com	April-02	16,340,000	n/a	Launch.com/Yahoo Broadcast
C/NET (unique users by Nielsen/NetRatings)	April-02	12,149,366	9,347,000	C/Net/Akamai
Feedroom.com	April-02	11,280,995	1,621,723	The FeedRoom/Globix/RBN
MSNBC.com (unique users by Nielsen/Net Ratings)	April-02	11,072,250	14,763,000	MSNBC.com/MSN
FMiTV (includes Vidnet Broadband and syndication agreements)	April-02	9,000,129	n/a	FMiTV/Streaming Media Corp.
WWF.com (unique users by Nielsen/NetRatings)	April-02	8,808,000	1,468,000	WWF.com
IFilm.com (unique users by Nielsen/NetRatings)	April-02	8,400,000	1,753,000	IFILM.com/Speedera
Nakednews.com (free and pay streams)	April-02	7,350,000	n/a	NakedNews.com/DVLABS

Total Streams:		153,600,740

*Source: AccuStream iMedia Research.*