Ag Communications EOC
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| Communications | the process of transferring information from a sender to a receiver with the use of a medium
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| Agriculture | the process of producing food, feed, and fiber through raising of plants and animals
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| Agricultural Communications | the exchange of information about agricultural and natural resources industries through effective and efficient media
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| Message | the "what" and "how" in communication
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| Encode | the use of language, symbols, and metaphors by the sender to put a message in a specific form
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| Sender | the person sending the message in communication
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| Channel | the means through which a message is sent
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| Decode | interpretation by the receiver of the message sent by the sender
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| Receiver | the person receiving the message, which must be decoded
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| Noise | anything that interferes with the receiver's reception of the sender's message, reducing its clarity
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| Feedback | the receiver's response to the sender's message
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| Shannon-Weaver model | model of the communication process in which a source of information transmits a message through a channel to a receiver who decodes the message
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| Source | a source of information in the communication process, such as a speaker
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| Interpersonal communication | the process of sending and receiving information between two or more people
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| Small-group communication | takes place among members of a group or team
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| Public communication | takes place when someone communicates directly to a large audience
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| Mass Communication | involves communicating to an audience through a media channel that reaches large numbers of people at the same time
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| Frame of reference | shared understanding in a communication situation
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| Audience analysis | describing an audience on the basis of shared characteristics
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| Demographics | characteristics about audience members that are hard to change
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| Psychographics | combine the attitudes and values people have with their lifestyle choices
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| Message strategy | a strategically framed message based on the audience of the message and the desired outcome of the message
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| Thesis statement | states your main points and purpose for writing
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| Readability | the ease or difficulty with which the reader can understand your writing
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| Catchphrase | a short, easy-to-understand message
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| Tagline | similar to a slogan
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| Presentation software | tools for developing slide presentations
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| Presentation template | an already-thought-out color scheme and formatting pattern
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| Target audience | the intended recipient of a specific message
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| Population | the overall group you want information about in a research study
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| Sampling | used to represent an entire population in a way that allows you to collect data from a smaller subset that shares the same characteristics as the larger population
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| Random sample | allows the researcher to infer results back to the larger population
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| Non-random sample | technique that does not allow you to infer results back to the population because the sample was not generated randomly
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| Margin of error | an estimate of how much the results of a given sample might differ from the results of the "true" population
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| Survey | the act of conducting a study to collect data using a questionnaire
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| Questionnaire | a series of questions that includes close-ended questions, open-ended questions, or a mixture of both, used to collect data
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| Content analysis | using this tool the researcher examines the content itself
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| Coding sheet | provides explicit definitions
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| Focus group | allow small groups of people to interact and trigger responses from each other
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| Moderator | objective leader of a focus group
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| Business letter | a formal document typically sent to people outside of an organization
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| Full block letter | has all of the components of a letter flush left and paragraphs are not indented
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| Modified block letter | similar to a full block letter however, the dateline, return address, and signature block are moved to the right
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| Semi-block letter | the return address and signature block are on the right side of the page, and the paragraphs are indented
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| Memorandum | a written reminder of something important that has occurred or will occur
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| Netiquette | the set of common rules that govern how to send and receive e-mail properly
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| Application letter | a special kind of business letter that accompanies a resume for a job
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| Resume | a summary of your education, job experience, and job-related skills that you send to potential employers
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| Chronological resume | a resume that is written in reverse chronological order, with headings grouped by what a person has done
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| Functional resume | classifies the experiences that demonstrate your skills and capabilities into categories
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| Personal statement | a statement about how your personal, familial, academic, and professional experiences and background qualify you for a particular job, scholarship, or college program
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| News media | radio and television stations, newspapers, magazines, and Internet news outlets from which people receive information
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| News writing | writing that is a more concise form of communication or journalistic writing
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| Newsworthiness | news value
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| Jargon | technical language
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| Inverted pyramid structure | presents the most important information in a news story first, followed in descending order by less-important information
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| Five Ws and H | the key components of any news story
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| Lead paragraph | the first paragraph in the news story
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| Editorializing | allowing the writer's opinions, prejudices, and biases to enter a story
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| Cliche | overused words and phrases
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| Attribution | telling readers where the information in a news story comes from
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| Associated press style | a writing style for news stories developed by the Associated Press
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| Feature story | more relaxed in style than a traditional news story
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| Soundbite | the exact words spoken by someone in his or her own recorded voice
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| Actuality | a term commonly used in radio for the exact words spoken by someone in his or her own voice
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| B-roll | any non-narrated video footage shot expressly to "cover" narration or an interview
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| Outcue | the last thing a reporter says
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| Package | a complete television news story
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| Slug | provides the title of the script, the running time and the date that the story is being aired or when it was written
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| Stand-up | when a reporter narrates a portion of a story on camera
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| Sound on tape | any audio accompanying a video
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| Voice over | video that will be shown, with a newscaster narrating the script
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| Articulation | making vocal sounds distinctly
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| Rate | the speed at which someone talks
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| Pitch | the high and low sounds of your voice
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| Document design | the process of choosing how to present all of the basic document elements so your document's message is clear and effective
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| Thumbnail | a hand-drawn sketch of what the finished document will look like, including all text, images, headlines, and borders
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| Balance | involves imagining a line divided a page either vertically or horizontally and then placing visual elements so they are either symmetrically balanced or asymmetrically balanced
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| Symmetrical balance | occurs when all the visual elements on one side of the page are mirrored on the other side
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| Asymmetrical balance | occurs when several smaller items on one side of an imaginary line dividing a page either vertically or horizontally are balanced by a large item on the other side, or smaller items are placed further away from the center of the screen than larger items
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| Visual weight | the amount of "weight" or prominence an image has in a given document
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| Proportion | the spatial relationship between each design element in a document
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| Order | how you show sequence and importance in document design
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| Contrast | the dominant focus r element on a page in document design
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| Similarity | shows that design elements are alike in a document design
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| Unity | how all of a message's elements tie together visually
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| Text | any size, shape, and placement of the printed word in your document
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| Typeface | the actual look of the letters in document design
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| White space | the area not taken up with text or images in document design
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| Positive space | areas occupied by text or images in document design
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| Raster graphics | images made up of pixels
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| Pixels | picture elements
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| Resolution | a measurement of how closely packed together the pixels are in an image
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| Scaling | resizing an image
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| Vector graphics | images composed of mathematically defined shapes created by illustration programs
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| CMYK colors | the inks used for printed documents
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