Journalism 30
Second Examination
Spring 2003
Prof. Woodward

Short answer: The following questions can all be answered with good short answers from our readings and discussions. Be specific.

1. What is the "classic definition" of public relations--specifically as defined in the textbook Media/Impact?

2. According to your textbook, how does the American Marketing Association specifically define advertising?

3. According to a class handout from the Public Relations Society of America, what are three key areas in which a public relations person might work? Be specific.

4. According to a class video, who were the two chief competitors with Philo T. Farnsworth in his race to invent television?

5. After Farnsworth ultimately won a major patent fight in 1939, why was he unsuccessful in making large amounts of money from his invention?

6. At least four major activist movements provided stories for television in the 1960s. What were those movements as the news revolution developed?

7. What were two key examples of the way in which Edward R. Murrow contributed to the history of broadcasting?

8. In media history, what was the importance of the Cuban missile crisis in 1962?

9. Prior to his debacle on the World Wide Web concerning TWA flight 800, in what two major ways was Pierre Salinger known for his crediblity?

10. As you were growing up, what television event or program greatly showed you the power and influence of television. How so?

11. What is the definition for hypertext?

12. How does Paul Gilster define digital literacy?

13. What four core competencies does Gilster say you must master to achieve digital literacy?

14. What is the Domain Name System, and how can you use it to assess credibility on the World Wide Web?

15. What phrase was used to describe the role of television in the civil rights movement ot the 1960s?

16. What is a "portal" on the World Wide Web? Explain and then provide two examples.

17. Under what U.S. military system will American reporters have access to possible battlefield conditions during an impending war with Iraq?

18. What factors led to the development of public relations early in the 20th Century?

19. What American television news person recently had a three-hour interview with Iraqi leader Saddam Hussein? Which network?

20. In what significant ways did the media coverage in Vietnam differ from that of the Persian Gulf War?

Multiple choice. Circle the correct answer.

21. According to Shirley Biagi, what is the most significant trend in radio today? A. More and more radio networks are being formed. B. More and more segmentation of the audience is occurring. C. More and more sports stations are starting up. D. Fewer radio stations are locally owned.

22. After prime-time programming, TV's biggest moneymaker is: A. Soap operas B. Games shows C. News D. Televised sports

23. The first TV debate between John F. Kennedy and Richard Nixon was broadcast from:? A. New York B. Washington, D.C. C. Chicago D. Los Angeles

24. How old was Philo T. Farnsworth when he initially got his idea for television? A. 18 B. 14 C. 21 D. 16

25. Consumer protection from misleading advertising comes from: A. Federal Trade Commission B. National Advertising Review Board C. Media industry codes D. All of the above

26. Who invented FM radio? A. Reginald Fessenden B. Edwin H. Armstrong C. Gordon McLendon D. Samuel Morse

27. The public relations profession established its first code of ethics in what year? A. 1921 B. 1936 C. 1954 D. 1969

28. Who was a pioneering woman in the public relations business? A. Leone Baxter B. Anne Williams Wheaton C. Doris Fleischman D. All of the above

29. Crisis public relations was employed in dealing with: A. The Tickle Me Elmo craze B. The promotion of Cabbage Patch dolls C. The Odwalla bottled juice story D. The introduction of Prof. Woodward's monarch butterfly page

30. Which media industry exists primarily as an advertising medium? A. Radio B. Television C. Magazines D. Newspapers

31. In the early days of radio, how many networks provided most of the programming? A. 5 B. 4 C. 3 D. 2

32. Advertiser-produced television programming was eliminated in the 1950s in the wake of scandal surrounding: A. Variety shows B. Broadcasts of Elvis Presley C. Quiz shows D. Sitcoms that offended viewers

33. What was the only type of TV program that didn't originate with radio? A. Situation comedies B. Soap operas C. Talk shows D. Detective stories

34. Who was a major figure in the early development of both radio and television? A. Barbara Walters B. Thomas Edison C. David Sarnoff D. Ted Turner

35. The foundation for all broadcast regulations was which of the following? A. The birth of the FCC B. The Radio Act of 1927 C. The act to keep KDKA in Pittsburgh confined to Pennsylvania D. The Sarnoff proposition to own all radio patents

36. The first medium to use advertising was: A. Magazines B. Radio C. Newspapers D. Television

37. What was America's first commercial radio station? A. WHO B. WGN C. KDKA D. KMOX

38. Which of the following does not describe publicity? A. Free message B. Presents information C. Controlled use of the media D. Possible through different media

39. At the time of the death of President John F. Kennedy, the CBS affiliated-reporter who brought the news to the American public from Dallas was: A. Walter Cronkite B. Dan Rather C. David Brinkley D. Peter Jennings

40. A good place to find out about computer virus myths and hoaxes on the World Wide Web is: A. Vmyths. com B. Save the Net. com C. Hoaxprotector.com D. None of the above