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We learn the meaning of words from their use. Many words and phrases have gained especially rich meanings for some segments of an audience because they have been identified with an important social movement. Because advertisements face severe time and space constraints, they tend to use symbols rich with cultural meaning. Using symbols drawn from […]

In Chapter 3 we discussed the ways that competition and deadlines contribute to in-complete and inaccurate reporting. But competition also influences coverage, particularly competition to keep up with the elite media. Consequently, in many cases news managers focus their attention on manipulating the elite media. If a news manager gains access to an elite medium, […]

The cause he advocated had a following–a body of committed supporters. Groups on campus had endorsed the boycott. The campus senate, a representative body, had endorsed the boycott. The proposed boycott had met opposition. The board of regents had voted it down; the president opposed it. This opposition gave the story conflict, and with the […]

Hard news reports what happened today, not what happens every day. Although novel events are more likely to be covered Breitling Replica Watches if they are part of a current theme in the news, hard news is the opposite of the routine and accepted. The syndicated column “News of the Weird” is a flagrant example […]

Hard news relates the details of a specific occurrence that is the occasion for a news report, the “peg” on which the news story is hung. An event is concrete and discrete; ordinarily it can be explained clearly in a limited time or space. A single event is more likely to be intelligible and to […]