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| The presentation of ideas or images in such a way as to reveal certain ideas or qualities and to conceal others. |
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| A method used to attract viewers by presenting more exciting stories over less-exciting but perhaps more newsworthy ones. The most bizarre, visually interesting, or sensational elements of these stories are featured. |
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| An excerpt from a speech or report that is presented as summarizing but may actually distort the sentiments of the speaker or writer. |
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| The deliberate or unconscious use of camera shots to influence audiences; also, the use of a number of techniques by journalists and broadcasters to create a particular impression of reality. |
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| A former U.S. policy by which broadcasters must allow equal airtime for all sides of an issue. |
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| The use of language, particularly in politics and public relations, to create a biased, positive connotation for ideas, events, or policies that one favors, and a biased negative impression about ideas, events, or policies that one dislikes. |
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| The introductory sentence of a news story that is meant to give a reader the essence or general meaning of the story. |
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| A term used synonymously with the word reporter to indicate that reporters make strategic choices that frame news stories. |
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| Weasel words that create an appealing claim or impression without specifically defining a concrete meaning for the words or phrases used. |
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| The practice of integrating or embedding products in films, television programs, and other media in order to reach consumers. |
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| A principle that states that our minds strive toward congruence and completion of information. If a message strikes us as incomplete, we will fill in the missing details ourselves. |
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| Using photographic technology to record exactly where a person is looking as he or she is interacting with some kind of visual display in order to create ads and websites that attract a target audience. |
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| Information meant to affect people on an unconscious level, some of which can be detected with training and some of which can be detected with the conscious mind, regardless of training. |
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| Using technology to determine consumers' internal, subconscious reactions to products and brand names in order to plan effective marketing strategies. |
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