The advertising is analysed in two ways here as an helpful aspect as well as a form of entertainment.
Freedom of appearance is usually questioned in the marketing, how 'free' is the media permitted to be? Isn't the press always managed?
What is the role of multimedia in population?
Is everyone in society treated evenly in the mass media, when being reported on?
Introduction:
It is usually a perception that the marketing is a fairly powerful tool, one that gets blamed for all your wrong occurring in world.
What we read within the papers and take on tv set is usually that which you believe.
This study unit targets the functions of the media and what its role in culture should be.
In other words the function and the role of the multimedia in society within the context of functionalism as a theoretical paradigm.
1. What is functionalism?:
Definition:
Functionalism refers to a system, a opinion in function over form.
Functionalism with regard to the multimedia - refers to how the media operates all together 'system' in modern culture to help make a balance in contemporary society.
Society as a, harmonious and cohesive whole.
Different interpersonal systems function to maintain equilibrium, consensus and interpersonal order.
Media as a robust socialisation instrument should add towards integration, tranquility and cohesion through information, entertainment and education.
Functions of the mass media:
Wright's model of functions: Main functions of the press are - to see and amuse this allows the advertising to add manifestly or latently to ethnic growth for individuals and culture.
Though its rather a simplistic model specially when it involves the political functions of the media
An example, think of an documentary "Special Task" this genre is designed to educate and inform world on issues of certainty.
Latent: existing however, not yet effective or developed.
Express: clear and clear to see or understand.
MODEL OF FUNCTIONS: Inventory of questions
What are
1.
The manifest
2.
Latent
3.
Functions and
4.
Dysfunctions of mass communicated
5.
Surveillance (media)
6.
Correlation (selection)
7.
Cultural transmission
8.
Entertainment for the
9.
Society
10.
Individual
11.
Subgroups
12.
Cultural systems?
Objections (Short comings) to Functionalism:
Functionalism will take for awarded that agreement prevails over, and disregards discord in culture.
The media will not have the same functions for all the people in world. Interpreted in a different way by individuals. Cultural barriers could arise when interpreting different media
Functionalism will not account for communal change well established democratic societies Vs societies in the process of change.
Neglects to provide for feedback (since feedback modifies both message and the framework)
MCQUAIL'S TYPOLOGY OF FUNCTIONS:
(Functions / duties of the mass media)
Information: the marketing (can) : with examples
Provide information about happenings and conditions in society and the world
Indicate relationships of power
Facilitate innovation, version and progress
Correlation: the media (can)
Explain, interpret and comment on the meaning of incidents and information
Provide support for established expert and norms
Socialise
Co-ordinate independent activities
Contribute to consensus building
Set purchases of goal and by so doing transmission the status of your topic
Continuity: the multimedia (can)
Express the dominant culture and recognise subcultures and new social developments
Forge and maintain commonness of values
Entertainment: the marketing (can)
Provide enjoyment, diversion and the means of relaxation
Reduce sociable tension
Mobilisation: the press (can)
Provide sociable objectivity in issues such as warfare and politics and economic development
Nevertheless Denis McQuail argues Functionalist models provide us with basic ideas about the role of the marketing in world.
As such, they offer a structured framework for looking at the significant tasks of marketing as key socialization and ideological instruments
Plurality in the multimedia:
Media plurality identifies the variety in multimedia content open to society.
Media should are present in various forms such as radio, tv, and printing among other styles catering for most of society.
Think of DSTV for example does an array of channels suggest a wider selection of program content? Tend to be groups of folks catered for with the variety of programs?
Plurality aims to create democracy and liberty in the multimedia.
The Politics functions of marketing - the truth of Pluralism:
To inform about political developments.
To guide open public opinion about political decisions.
To exhibit different views about political development and decisions.
To criticise political innovations and decisions.
The media can only just be empowered to execute these functions if
Media coverage ensures press pluralism (the lifetime of different mass media: various newspaper publishers, radio stations, television stations, magazines, motion pictures and so on.
Media content reveal cultural plurality.
Types:
Internal plurality: variations within the info and entertainment content of papers, radio and television set stations should be well balanced, offer different opinions etc.
External plurality: distinctions between different newspaper publishers, radio and tv stations.
Levels:
Micro-plurality:
Concerns each medium alone; internal; all of the perspectives and voices within a single outlet.
Like a particular radio station
Meso-plurality:
Concerns marketing categories; all of the options avaiable within the same category.
Macro-plurality:
Concerns all the mass media, no matter category, available in a population; the variety of choices.
All press in society
You must understand and also make clear each theory and integrate it nearly in a case study. In the assignment, you had to integrate a particular theory into the article provided. Within the examination you'll be given an identical research study and asked to explain the precise theory described. Please ensure, therefore, that you familiarise yourself with the various theories.
Media Theories
Normative theory: (theories are worried with):
Views about the ideal role of the media in world, both to the power structure & the receiver.
Theories are worried with issues like
Control
Regulation
And targets of the media
Concerned with constraints on the marketing in various situations.
Authoritarian theory:
MAIN press theory
the media corresponding to this theory is controlled and presented matching to societies best interests. (Press is a mouthpiece of federal)
Dictatorial societies.
Justifies federal suppression of the advertising in outstanding circumstances
Assumptions:
Media shouldn't undermine federal, vested power and interests
Media should be subordinate.
Should not contravene prevailing moral and political values.
Censorship is justified.
Editorial attacks on federal = criminal offences.
The press under these government authorities should propagandise the government's ideology.
E. g like Hitler and in Zimbabwe
Analyse article and then assimilate the normative marketing theory, particularly the Libertarian theory into article below. Explain the Libertarian theory; nearly integrate the idea in the idea into article (describe how journalists reporting on this circumstance tie into the notion of the Libertarian theory.
Libertarian theory:
Provides a philosophical basis for the on-going, three-way relationship between the press, government and modern culture.
This responsibility and right looks for to maximize the flexibility of the press, and in place be a watchdog towards the state.
MAIN press theory
Media can submit what they see fit, the mass media is also permitted to publish information up against the ruling vitality and society should interpret the text messages accordingly. (Exemplory case of article)
People are rational beings with the capacity of distinguishing between real truth and falsehood, and between good and wicked. Provide them with all factual information and let them determine. (Example of article)
Its the responsibility of the media to keep carefully the citizens of your country duly prepared of the activities of its federal. With written this short article, Boyle is performing this duty set out by the libertarian theory.
Assumptions:
The advertising is a source of information.
The press is a system for expression of divergent ideas.
Free from authorities control.
Media should get rid external censorship.
Should be accessible to any individual or group.
Editorial attacks shouldn't be punishable.
No coercion to create anything.
No restrictions on the acquisition of information.
No constraints on transfer and export of information across borders
The multimedia should get rid censorship that is exterior from it, so that one representatives from a political party can't limit or delete certain remarks that were made to the general public because they would want to dictate what the public reads and what not.
- Publication should be free without a licence for the folks reading the material. You can find no restrictions such as this in South Africa presently.
- If there are any "editorial problems" on authorities it should not be punishable; this paves just how for free conversation like the article of Boyle, supplying his thoughts and opinions and informing the general public.
- There should be no compulsion to create anything as this will give an unjust and skew view of what is going on in South Africa. With celebrations exerting their power to help their own cause.
- The "acquisition of information" should not be restricted if they're obtained through legal channels. For instance the amount of South African Law enforcement Service members that were suspended because of problem - those are available thus it could be printed if the journalist desires and to inform the general public.
- There should be no restriction so that information about the united states may or might not exactly be imported or exported.
Social responsibility theory:
Variation of first 2 theories
media should be equivalent and good in its reporting of situations and issues. It must be diverse and sensible towards culture.
Based on the next premises:
Reconcile the ideas of independence and self-reliance with responsibility towards contemporary society.
Media should support democratic politics principles.
Create an application for different viewpoints.
Should meet certain requirements.
How?
Through regulatory bodies, independent of administration. (E. g. ICASA for broadcast and telecommunication and the Press Ombudsman for magazines. )
Professional bodies including the South African Country wide Editors Community forum (SANEF)
Basic key points:
Media should accept responsibility towards world.
Set professional requirements (truth, precision, objectivity, balance)
Self-regulate
Avoid information that may lead to crime, violence or communal disruption. Not offend ethnic or religious minorities.
Be representative of all social categories. Reflect the diversity of contemporary society.
Intervention if the advertising neglect to meet these benchmarks.
Soviet communist theory:
Variation of first two theories
Media must work and become held by the working course.
Main assumptions:
Act in the interest of, and be manipulated by the working course.
Media shouldn't be privately owned or operated.
Socialisation, education, information, drive, mobilisation.
Media should react to needs of recipients.
Society can use censorship.
Marxist-Leninist view of society must be reflected in coding.
Supporting progressive (communist) movements
Development theory:
Independent of these theories as a result of unique conditions in under-developed countries
Individuals as well as minority groupings must be catered for by the media.
Basic assumptions:
Media should make a confident contribution to the countrywide development process.
Economic development and population should be more important than press liberty.
National, social and words issues should be high on the media's agenda.
Media should give inclination to information about other growing countries that are geographically, culturally and politically akin to each other
Journalists have both duties and liberties in obtaining and distributing information
State has the to intervene by restricting and censoring the media. Status subsidiaries and direct control is justifiable
The Media Development and Diversity Agency in South Africa
Democratic participant theory:
This is the outcome of the shortcomings in these theories
Reaction against commercialisation and monopolies
Against centralisation and bureaucracies in public areas broadcasting
Developed societies
EMPHASIS
Media multiplicity
Small-scale use of press; media's local nature
De-institutionalising the media
The reciprocal role of communicator and recipients
Horizontal communication
Interaction and involvement
PRINCIPLES:
Right of access and right to have needs served by the media
Content should not be politically influenced
Justified in conditions of needs and passions of recipients
Groups, orgs and neighborhoods should have their own media
Small-scale, interactive and participatory forms of media are definitely more beneficial. Local content
Social needs are neglected by set up media
Communication is too important to be kept to the professionals
Rethinking normative theory:
Theories of the functions and roles of the media get caught in 2 types of theory:
those prescribing normative jobs for the media in society (the theories mentioned previously)
those describing the true role of the mass media in society
(there are 5 possible paradigms)
Liberal-individualist paradigm: emphasis is on specific liberty and upholding democracy.
Social responsibility paradigm: the press should contribute to the upliftment of society and its citizens.
Critical paradigm: the mass media should question prevailing and oppressive ideologies.
Administrative paradigm: emphasis on professionalism.
Cultural negotiation paradigm: emphasis on the rights of subcultures.
The multimedia can play a number of of the next roles:
Collaborative
young and insecure region, collaborate towards development ideals, nation building and national interest, usually the role the governments want the advertising to play
Surveillance
adversarial role, watch-dog and agenda-setter, the advertising exposes violations of moral and cultural violations
Facilitate
create and support public debate
Critical / dialectical
Journalists take a look at assumptions and premises of any community. Constitute open public issue about prevailing politics order
New thinking about normative theory:
Normative theories are changing. It really is being questioned by post-modern and post-colonial perspectives:
The post-modern point of view: A fresh media environment
In post modern societies the distinction between general population and private is blurred, in other words it is difficult to discover a coherent populace with shared ideals and a single ideal.
New channels of general population communication have introduced a
Multi-media strategy, (new technology) interactivity
Commercialisation - market powered - what's interesting, not what is important.
Popular culture. New genres - infotainment, have a discussion shows, certainty tv. Like Idols and Survivor
A shift in interpersonal responsibility - from general population organisations (broadcasters) to commercial enterprises.
Pluralised contemporary society.
Acknowledgment of difference and diversity
EXAMPLE: Even democracy sometimes appears to maintain problems. Ideal democracy has been questioned Ideal democracy has been questioned as it has become much more liquid and evolving.
Democracy in South Africa is also viewed as complex and diverse - why?
"For the post modernists, both modern culture and the mass media have grown to be so intricate, diverse and abundant with alternatives, so overloaded with mass media genres, retailers, products, meanings and announcements, that normative marketing theory had lost its grasp. " (Fourie 2007:206)
The post-colonial point of view: de-westernising
Colonial: Associated with the colonies of the past British Empire
Post colonial: Existing or developing after the end of colonial guideline and the gaining of political independence.
This is seen as a product of the Traditional western way of thinking about the role of the mass media in society
the idea of ``de-Westernising'' marketing theory and specifically normative mass media theory is not new
Post-colonialism and comparative theory provide the groundwork for investigating
ubuntuism in South Africa (Africa) as a platform for changing normative theory from an Afro-centric viewpoint.
Some norms establish for the marketing can be regarded as very Eurocentric and bias.
"It emphasises the need to develop comparative theories that consciously avoid ethnocentric bias, to concentrate on elements that seem to be universal generally in most societies. "
Revisiting normative mass media theory in South Africa:
Although the post-modern debate is eagerly followed by the Southern African market, post-colonial theory offers a foundation for looking into the idea of Ubuntu in SA as a framework for the revision of normative theory, using an Afro-centric point of view.
Ubuntuism as an African moral idea. (why or you will want to can it work as a normative theory)
What is Ubuntu as a normative theory:
Ubuntuism places the focus on sharing and contribution in collective life, which is as opposed to Western individualistic flexibility of the self applied.
"A person is defined with reference to the community" or "One is born for the other".
Emphasis on community and collectively.
We need to be careful never to ``see'' collectivism in the sense of communism or socialism, but instead to see the individual as a distinctive centre of distributed life.
Community is the framework where personhood is defined.
Negotiation, inclusiveness, transparency and tolerance.
Ubuntu as a normative theory:
when it comes to mass communication the emphasis is on community and collectivity
when it comes to general public interest the emphasis is on the community
A media that delivers freedom of appearance, space for the concerns, ideas and viewpoints of the community.
Freedom of appearance is assessed in terms of the wellbeing of the city.
When it comes to public interest, the same emphasis would be put on the community.
Thus Stimulating resident and community contribution.
It is therefore important that the journalist should action (ethically) in tranquility with the morality or rules of the city.
This is therefore a journalism that does not place a high value on objectivity. The journalist needs to try dialogue with the community. Whatever goes to printing should be assessed in conditions of the impact of the storyplot on the city.
Fourie (2007) argues that South Africa should take up the post-modern acknowledgement of difference and diversity.
In this way Southern African advertising would represent the realities of Southern African population.
In practice this requires reporting that:
Stimulates conversation among individuals and reporters - and between citizens and politicians
Enables people to come to conditions with their day-to-day experiences
Acknowledges the difficulty of a subject or an issue
Is not the hurried bottom line of your observer
Penetrates the moral dynamics underlying the issue
Is interpreted against the background of the community's contexts, beliefs, values and needs.
Ubuntu's role:
Bonding a community
Dialogue towards achieving consensus based on the social beliefs and morals in and of a community
SA suited for postmodern thought, thus including UBUNTU
How will ubuntuism differ from the functions and cultural responsibility of the multimedia in western normative theory?
Western advertising thought and focus:
Information, security, entertainment and educational roles
Media flexibility and to protection in order to be able to fulfil its interpersonal responsibility
The individual right to information, security, entertainment and education
The emphasis thus goes:
From the advertising as informant, gatekeeper, entertainer and educator TO advertising as mediator
From the multimedia as observer TO the media as participant and negotiator.
May have negative results for liberty of appearance:
Fourie mentions
May have severe multimedia restrictions, (as in the annals of apartheid where the country excluded almost all from protection under the law) with regard to patriotic media
Distinctiveness of ubuntu as an African moral beliefs compared to European communitarianism and its associated civic journalism
Changed aspect of modern-day African culture and prices, values often much removed from traditional African culture and values
Political misuse of moral philosophy
Nature of media in a globalised world and the altered mother nature of the marketing landscape needs to be considered.
Entertainment:
Much of the advertising produced today serves for the purpose of entertainment
Inform and educates on a latent and manifest level
the five motifs prerequisite for experiencing pleasure and gratification
identity, = entertainment focuses on human relations
ability, = gives problem-solving possibilities
survival, =awareness of eternal ideals (freeing from panic about damage and death)
understanding = of fact and knowledge. shedding new light on actuality (you are not alone)
From a rhetorical perspective the individual determines their interpretation of entertainment according to identity, public relation
You can consider family series, police force and action dramas or situation comedies, soap operas, game shows,
From a behavioural perspective
entertainment is from the human ability to identify with others
project and introject feelings
but also with distancing from others
Entertainment also makes a visual effect on the viewer
Viewers become outsiders (not participants)
Entertainment content (like any form of play) is often voluntary.
Introjection = viewer adopts feelings of other party
Projection = viewer projects feelings on other get together (actors, characters)
People are entertained when they produce their own ideas on these circumstances.
Study Product 5 (Chap 5) - THE CONSEQUENCES of mass communication (Result Studies)
Importance of understanding marketing effects:
Strategic importance: to comprehend that emails - specific response - certain circumstance = strategically important in political, social awareness, marketing and advertising campaigns.
Scientific importance: contributes to the beneficial use of the advertising for the improvement of people's circumstances and contemporary society in general
Ethical importance: Responsibility of communication workers to learn about the possible effects of their focus on the lives of people and society
Effects studies seek to discover describe and make clear the media's specific results on our behaviour and pondering in a specific way.
E. G. The impact of pornography, violence and criminal offense portrayed in and by the multimedia on people's behaviour.
Makes use of mainly quantitative research techniques such as content research, review research.
CATEGORISING MEDIA AFFECTS:
Write a paragraph in which you discuss the media effects that may be identified in these articles.
Behavioral results:
Cognitive effects
Media messages can affect our knowledge and thinking about something (e. g. considering racism)
Affective effects
Media messages make a difference our feelings about something (e. g. child maltreatment, terrorism, assault. )
Cognitive effects
Media messages make a difference our behavior towards something or someone (e. g. donate to political growing against a federal, org or group
Manifest and latent effects
Manifest - whenever we know that we have been influenced by marketing messages
Latent - when we are not aware of its influence
Intended and unintended effects
May have been planned to achieve a particular result (e. g. HIV recognition campaign may be intended to alert people against disease
Or not planned or supposed (e. g. May coach certain people how to distributed the disease
Time-scale effects
Short term meaning exposure
Exposure to solo message like one programme - after that person forgets about it
Intermediate message exposure
Exposure to a series of related messages just like a series on Television set - (e. g product advertising campaign, stopping smoking)
Long term exposure
Many exposures to related messages as time passes (e. g. marketing violence, pornography or awareness of environmental issues) may change our response or behavior over an extended time
McQuail main varieties of media-induced results:
Intended change
Unintended change
Minor change (designed or not)
Reinforcing what already is accessible (no change)
The mass media can prevent change
Planned and unplanned effects:
Planned results:
Propaganda
An ongoing advertising campaign to influence people's minds by focusing on negative aspects of an opposition / subject matter. Withholding positive or objective information
E. g. in the political arena'
Agenda-setting
Framing
Media campaigns
An advertising campaign to promote a specific product or educational development.
E. g. Topic people understood initially little or nothing about like global warming and its effects
Knowledge distribution
Unplanned effects:
The media's contribution to cultural change
The media's contribution to Socialisation
Reality defining - the media's interpretations of the realities of lifestyle and how we should understand them
Media assault - if the film or tv set programme triggers violent behaviour in an individual or amongst group
The media's contribution to Institutional change
The media's contribution to Collective reaction
Effect ideas:
Short-term ideas: The hypodermic needle theory
Two-step-flow theory
The uses and gratification theory
Long-term theories: Build up theory
Diffusion of advancement theory
Modelling theory
Social expectation theory
Meaning theory
Stereotype theory
Agenda-setting theory
Framing
Spiral of silence theory
List the ideas and briefly discuss
Also list some of own cases to illustrate the theories discussed
1. Short-term theories:
The hypodermic needles theory:
What do the media do to people?
Certain prices, ideas and behaviour are injected into the individual media end user, resulting in particular behavior. The recipient sometimes appears as a passive and helpless victim of multimedia impact.
Anomie - status to which an organization or specific is vulnerable when they feel that their accepted principles, norms and culture is threatened
Usually in countries in the throes of change. New legislations and marketing reports to them extensively, reflecting on thinking of society, infusing moral debates often to the point of mass hysteria. (e. g. Malema AWB. )
Two-step-flow theory:
What do people do to the press?
Mediating factors.
Media users aren't at the mercy of the mass media, but selectively expose themselves based on culture, education, expectations etc. Thus revealing themselves selectively from what they consent to or understand
Family, co-workers and friend filtration marketing users' interpretation and experience, operating as buffer for one-sided interpretations
Opinion leaders symbolize an additional buffer
In a commercial mass media system, multimedia represents a divergent of interpretations on the certain topic
The uses and gratifications theory:
What do people to with the media?
Diversion
As a distraction to escape from their routines and problems
The gratification can be an emotional release of your temporary nature
Personal relations
Interaction with others, discussing what they have read, seen or listened to
The gratification is the one that provide content of companionship and sociability
Personal identity
Media content is utilized to explore, test, adjust or verify personal identity
Use content to compare themselves and their worth and situations with those of others
Surveillance
Media users need and get information about issues that make a difference them straight or indirectly
The gratification is the one that satisfies the necessity for information about immediate and distant world circumstances
2. Long-term theories:
Accumulation theory:
Media emphasis (a papers or different newspapers by example)
- regularly + constant + over a long period, give attention to a specific subject= changes in beliefs, attitudes and behavior.
Focus attention and produce emails on specific problems or issues (E. g. competition, discrimination, the environment, social habits, criminal offenses, divorce, style, making love, politics)
Over extended time period focus keeps and display corroborate each other
Individuals notice these information, and a growing comprehension develops of the interpretations by the media
New values and attitudes gradually emerge to provide significant changes in norms of appropriate behavior related to the topic.
Diffusion of technology theory:
Applies to mass comm. in two ways:
1) The advertising itself can be an innovation
New forms must be used by people. (E. g. the mobile phone and the Internet, digital tv set)
The role of the multimedia in growing new innovations.
E. g. ideas, fashions, beliefs and fads
Adoption stage process:
Awareness stage:
Learn of innovation's life from mass media, but lacks complete information
Interest stage:
People interested get started to seek additional information. Marketing often providing info.
Assessment stage
People interested use the excess info to evaluate the innovation in terms of their expected future situations.
Trial stage
People interested apply the invention on a tiny scale to ascertain utility (also political theory)
Adoption stage
Innovation is acquired and applied to a full level by a few people. From then on increasing numbers choose it and build up of users practices an S-shaped curve that slowly and gradually started but rises quickly and then levels down.
Modelling theory: (public learning)
In some situations some people can take up media-portrayed behaviour as a model for his or her own.
Media users encounters a person (model) is portrayed in advertising presentation (e. g. movie star, politician, ordinary people, sport)
User recognizes with the model, attempting to be like the model.
User remembers and reproduces the activities of the model
When reproducing activity, it results in some reward - which is a positive reinforcement for individual.
Positive reinforcement escalates the possibility that the user will reproduce behaviour
Social expectation theory:
Compared to modelling theory, which is more concerned with personal behavior, the emphasis in public expectation theory is on the adoption of cultural norms and assignments as portrayed by the press.
Through mass media we can as time passes learn that sociable norms adhere to certain organizations, people and organisation in contemporary society. (e. g finding how a newly wed couple or doctor behaves. )
Media often portray communal activities and group life
Representations of certainty reflect, accurately or poorly the type of many varieties of communities in contemporary society (cleaning soap operas)
Through period of time, the user obtain unintended lessons about the norms and functions within groups
Learned expectations concerning appropriate behaviour help as manuals to action when they come across such a group in real life.
Meaning structure theory:
How the marketing conditions us to add certain meanings to objects, words and ideas. Links brands (e. g. words) to meanings. (e. g global warming, ozone covering, legend wars, software, hardware - learning new cultural ethnicities from the advertising) - can be over simplified and one-sided.
Media describes items in ways that link brands (language icons such as words) to meanings
User is exposed to label and undergoes some change in personal interpretation
User communicates with others using the label and advertising influenced interpretation. Thus further shaping among other customers of society
Strengthened through interpersonal communication, such so this means become communal convention, implementing its meaning.
By individual behaviour the multimedia have played out an indirect, significant long-term role in shaping people's thoughts and actions
Stereotype theory:
The role of the multimedia in creating and sustaining stereotypes of certain people, organisations and categories - how it affects out perceptions.
Through entertainment, political journalism related to a particular group etc - the press can present us with negative portrayals of the group. (E. g. homosexual marches and cultural rituals like the total annual reed dances. )
Portrayals tend to be consistently negative, showing fewer positive characteristics than associates of dominating group
Portrayals are similar among the various mass media, providing corroboration
Portrayals provide constructions of meaning for media users - especially those people who have limited contact with actual stereotyped group
Users then combine these meanings to their memories, that they then use when thinking about or giving an answer to anybody in portrayed category - irrespective of their actual personal characteristics
Agenda-setting theory:
this theory it is said that the mass media provide mass media users with a daily agenda on what's on, what's important, what things to think about and exactly how to think about it.
In this technique certain subject areas and issues are raised to an even of greater value than others. . (E. g. writing testimonies about crime, Supports and corruption provides image that society is falling aside) For example, by focusing on corruption in developing countries the marketing set an agenda for people to think about expanding countries only in conditions of corruption.
Focuses on what issues the media show an audience
And how the information on the selected subject areas are presented
Concerned with the way the media's legitimisation of issues and happenings impacts our perceptions of certainty.
Political reporting
Framing:
How the media's deliberate framing on a concern, influences our perceptions.
This theory is strongly related to agenda setting and refers to how the media report in a particular and deliberate way about a topic, a person or an organization in order to make a very specific image and notion of that person, group or subject matter.
How the marketing advocates an issue, say focus negatively (or favorably) on traits of a politician.
With new interactive Medias, like weblogs and newspapers and boards, question may be asked to what extent participants contribute to framing.
Spiral of silence:
How the advertising create a particular image of what the public opinion is and how media users recognize that to be the public opinion.
Society threatens deviant individuals with isolation
Individuals experience concern with isolation continuously
However, for their concern with isolation they remain silent. Thus giving the impression that each goes along with opinions portrayed by the advertising. Their silence has a spiralling impact in that the opinions portrayed by the marketing are seen to be the prevailing open public opinion.
Thus recommending that the thoughts and opinions expressed by the marketing is the dominating public point of view.
E. g. the advertising may declare that the public thoughts and opinions is against the view that Supports is brought on by poverty (rather than a pathogen)
3. Exactly what is a stereotype?
"the interpersonal classification of particular categories and people normally highly simplified and generalised indications, which implicitly or explicitly symbolize a set of beliefs, judgements and assumptions related to their behaviour, characteristics or history"
Ask yourself the following:
Why do we have a tendency to think in stereotyped ways about other people and groups?
Why do we simplify and generalise to this extent that stereotypes become an unquestioned part of our own thought process about people and groupings?Use Claude Levi Strauss's theory of binary oppositions and Roland Barthes theory of social myth
From these theories we can deduct that stereotypes are:
The result of emphasising oppositions and differences between people and groupings.
Have the purpose of strengthening common myths about people and categories.
Generalisation and simplification - denial of individuality
May be negative or positive
Social consequences
Those who employ them consider them to be true.
Two theories that can donate to our understanding of stereotypes
Claude Levi-Strauss and the theory of binary oppositions (p 249-252).
View is that the nature of humankind is to think, interpret and make sense of the world and more in terms of binary oppositions.
Binary oppositions - the meaning of something depends on its contrary. (E. g. good / bad; abundant / poor; belief / disbelief; order / chaos; hate / love etc. )
Society's collective practice of laws, rules and values directs individual behaviour.
Society's collective lifetime determines someone's individuality.
The individual abides by the norms and ideals of your collective existence. Anything that threatens this collectiveness has experience as negative.
Our effect - retreat, battle, humiliate.
Each world can understand oppositions and can express them. These principles are mirrored in society's symbolic works, like the media.
Binary oppositions can be obviously seen in the advertising. (E. g. Good Vs Bad in soaps or law enforcement officials dramas. )
The 'we and they' factor when it comes to editorials in papers.
Summary: Corresponding to Levi-Strauss, we specify the earth in terms of oppositions. This is done from the point of view of your respective own values that happen to be usually rooted in the prices of the group one belongs to.
If the emphasis is only one opposition then the end result is a stereotyped view of others.
Myths: Stereotypes are mythical in mother nature.
A myth is a narrative, fable or a story without base that often demonstrates to us something. (E. g. Robin Hood)
What about programmes on Television set? We can say they are simply the same.
Binary oppositions and misconception is intended showing that a widespread logic is at the main of your thinking.
Roland Barthes and the theory of social misconception (p 252-265).
View is that we think about and interpret the world and others relating to socially designed meanings and ideals.
Socially constructed worth - myth here is not so much a non-truth.
A myth is a socially created truth - with an fundamental ideological meaning, targeted at maintaining a status quo.
Societies create and maintain myths for the sake of their own success (and frequently at the expense of others).
In generating myth (say wines is drunk by the France, like tea is drunk by the English) cultures seek to make their own norms seem to be facts of nature.
For example, braaivleis - the sociable scientist should not be worried about the characteristics and aftereffect of say the braaivleis, but with the image or second order interpretation (mythical meaning) given to braaivleis - by the public conventions of a specific culture.
Myth here signifies many tiers of meaning associated with a culture. (Seeing an image of white people participating a braaivleis can embody meanings associated with Afrikaner culture, Afrikaner history, and Afrikaner principles including political prices.
As a communication scientist shouldn't be interested with the merchandise being promoted by the marketing, however in the meanings associated through communal convention with the merchandise and with the meanings associated using its possession and utilization. (e. g. driving a car a certain car)
Media played a role in strengthening these common myths - in apartheid stereotyping dark-colored people in a negative way.
Can conclude that on the basis of the above ideas:
the consequence of emphasising oppositions
based on common myths, and are mythical in nature
Five Characteristics and working of stereotypes:
Stereotypes rely upon generalisation and simplification - a denial of individuality. (E. g. All gays are promiscuous, all Jews scheming)
Stereotypes may be negative or positive (both can blur one's notion about a person) (E. g. , subordination, isolation, living up to the stereotype (that may strengthen the stereotype)
Stereotypes have very real and mainly negative social repercussions for the group or specific in a stereotyped group (E. g. Jews may isolate themselves, gays may play the role of promiscuous out)
Stereotypes lead to unqualified verdicts about people and categories.
Stereotypes are considered to be the truth. . Say it isn't stereotypes however the archetypical truth.
What is the difference between archetype and stereotype?
Archetype is an traditional primordial (old) image.
Ideas / encounters / opinions which are inherited and may have a genetic basis in the unconscious brain.
Inborn orientations (E. g. good vs bad) Jungian views.
Stereotype is socially and ideologically designed and can be changed.
What is the foundation of stereotypes?
For example, what's the foundation of stereotypes about dark people from a Western perspective?
THE ANTHROPOLOGICAL PERSPECTIVE
THE THEOLOGICAL PERSPECTIVE
Thomas Hobbes - S American Indians were envisioned as "Warewolves"
"barbaric, savage, wild, primitive"
The 'other' is emphasised
Christian religious beliefs - children of Ham justified dark slavery in 16th and 17th century
Interpretations form the E book of Genesis (17th & 18th century) implies that Adam and Eve's offspring are continents (Africa - Ham, Asia - Shem, and Europe - Japheth) personified
Stereotypes are deeply rooted in:
People's thinking at a spot in time
Social, politics and monetary ideologies
Theological interpretations and dogma
Animal like South American Indians, strengthened because these were nude, clothes and electricity articles being American indications and barometers of civilisation.
Stereotypes are deeply rooted in:
- people's thinking at a particular point in time (anthropological (above) and theological interpretations)
- social, political and financial ideologies
- theological interpretations and dogma
Whereas our example to illustrate how stereotypes originate is of racial stereotypes, the same can be said of other stereotypes such as stereotypes of gender and intimate orientation. They are all founded on time-based thinking, and on cultural, ideological and often theological dogma and interpretations.
Because stereotypes are time-bound and based on ideology and dogma, it is emphasised that it is important for marketing practitioners, critics and users to reveal critically on their own prejudices. In the case of media examination and criticism,
consideration should given to:. .
The need to contextualise media representation:
Before you evaluate media representations to be stereotypes first consider:
The unique individuals and characteristics of the medium.
The specific genre of the text when a so-called stereotyped representation might occur.
The complex romantic relationship between truth and representation.
The purpose of the communicator.
The aspect of understanding and the attention of the beholder.
How can stereotypes be changed?
Be critical of our own views.
Sensitive toward the emotions of others.
Be aware of the possible harm our views and perceptions can cause for others.
On a far more concrete level:
Establish rules of conduct, to guide their representations.
Look at career policy (mix of personnel can counterbalance stereotyped interpretations)
Programme regulations and quotas. (different races in tv programmes)
The right of reply or subject and the obligation to create or make known the objection and the results of the inspection. Objections should be printed and broadcast.
A cautionary take note of about effect ideas and research:
Methodological questions.
Humans aren't quantifiable.
Effects research should be done over a long period of time.
Research mainly by research and questionnaires, interviews and experimental methods
So far these procedures have had issues to conclusively creating a direct causal connection between multimedia and behavior. (e. g. such as voting habits)
Contextualisation.
Findings and conclusions must be contextualised.
Effects the marketing may have in the USA are not actually the same in South Africa, with our different contexts situation.
South Africa is a expanding country and has much less exposure to media. We've low degrees of literacy.
Limited assumptions.
Effect studies are based on certain limited assumptions such as "the press consumer is helplessly exposed to and susceptible to the mass media.
Also known as swept up in a stimulus-response romance with the advertising.
Such an assumption is based on two behaviourist ideas: (taking violence in the advertising for example, may also be behavioural patterns, feelings or principles and morals portrayed)
Catharsis theory:
Portrayal of violence by the advertising can lead to a release of hostility by the viewer
Thus performing as a safety valve for such negative emotions
Mimesis theory:
Media users imitate violent behavior in real life
Regard it as sanctioning their own ambitious conduct
Effect research is time-consuming and expensive.
Effect research usually uses empirical review and experimental research techniques that not necessarily provide for the research and explanation of intricate cognitive techniques.
Findings and conclusions have to be contextualised in depth.
Effect research is often based on limited assumptions.
In light of the view that press users aren't the helpless victims of the marketing, numerous variables adding to possible behaviour must be studied into consideration.
Discuss and explain Gauntlett's ten points of criticism against the effect paradigm
Gauntlett's criticism against mass media effects research The consequences model :
Tackles cultural problems backward;
One should start with an research of the cultural problem not with the media's portrayal than it.
Treats children as limited;
though they can make thoughtful, critical and 'press literate' video recording productions themselves
Is characterised by barely concealed conservative ideology;
Critics that condemn display violence, may say that because of concerns for a political cause, such as 'disrespect for expert' and 'anti-patriotic sentiments
Inadequately defines its own objects of analysis;
Definitions commonly used in effect studies such as 'anti-social' are often value judgements predicated on traditional ideology.
Who defines concepts and categories of examination such as 'verbal aggression' and 'act of violence'?
Based on unnatural studies;
Research in a laboratory test means visitors may be decontextualised of their natural mass media use and environment
Based on studies with misapplied mythology;
Wrong or improper research techniques are used
Is selective in its criticisms of press depictions of violence;
Why just focus on assault in fictitious programmes and not on assault portrayed in media broadcasts?
Assumes superiority to the masses;
Researchers almost never say they have been afflicted in the ways that they propose the advertising affects people.
Are researchers superior to ordinary media users?
Makes no attempt to understand meanings of the marketing;
Researchers assume medium holds one message taken to people. It ignores polysemic dynamics of media and reception theory of how people interpret media messages in several ways.
Not grounded in theory;
Basic question of why the marketing should induce people to imitate its content hasn't been tackled effectively.
Study Device 7 (Chap 9)
- Globalisation, Information and Communication Technology and the Media
- Discuss giddens theory of globalisation by concentrating on the following; explanation of globalisation; disembedded organisations, modernisation, time space distanciation, two types of disembedment Task Q.
- various economics trends that contain because of the procedure for globalisation and the development of information communication technology. Concentrate on the trends of attention, convergence, liberalisation, privatisation, internationalisation, and commercialisation. must be able to integrate relevant illustrations with your talk of the many economic movements.
To fully understand Gidden's theory of globalisation you need to read the entire chapter 09 as a synopsis. See Fourie (2007:352) on the four major institutional complexes as it pertains to globalisation and modernisation. Both types of disembedment are reviewed in Fourie (2007:353-354). Could you give relevant good examples? Do you (for example) understand how communication technology plays a central role in globalisation and exactly how it leads to local cultural identity? Also, does one concur that it is something of human motivation? What is your view about globalisation widening inequalities? You were necessary to make clear the theoretical concepts, but substantiate them and describe further with relevant and recent samples from the multimedia.
What is Globalization? Relating to Giddens
Definition:
"A communal process (still continuing) concerning people across the world whose lives are afflicted on a regular basis by disembedded (not local or national) organisations"
Globalisation is an all-encompassing phenomenon affecting economic, political, technological and cultural transformation.
Disembedded company (Key attribute)
Means organisation has one defining characteristic that it's international by nature
Thus not local or national.
At the root of globalisation lies the multinational company or disembedded company as Giddens phone calls them. These organisations comprise of a number of nationalities, ethnicities and counties. With office buildings located all over the world, these companies provide culture not only with services, but also with information and entertainment.
E. g. MTV or CNN as it broadcasts around the globe or McDonalds and Coca Cola that is international
Globalisation started out with modernism brought on by major changes in 4 major institutional complexes:
Modernism (Modernisation):
Giddens argues that four major institutional complexes were what led to modernisation, which in turn resulted in globalisation
Administrative power
Feudal systems were substituted by secular country declares its physical limitations described geographically. (E. g. Japan because the sense of national identity and shared dialect, confided within physical boarders. )
Industrialization
Moved from agriculture to industrial production (Understanding of new innovations were multiply)
Capitalism
Because of industrialization principles were released like - "private possession", "competition", "revenue, "profit-making" (eternal competition of profit-making)
Militarism
warfare mechanized, professional armies were presented and, mass creation of weaponry.
Three areas of modernisation and reason for disembedment: (delocalisation, deculturalisation, detradionalisation)
1. Changes in time-space distanciation:
Pre-modern in comparison to modern society: pre-modern (periods / community) Vs modern (clock/global) world.
- PRE-MODERN SOCIETY
MODERN SOCIETY
TIME
- Associated with periods and seasonal change.
- No clock no conceptualization of national and international time.
The technology of the clock transformed people's conceptualization of time.
Time no more seasonally linked or connected between day and night.
The clock not predicated on seasonal time but on man-made public time.
Time is linear and not cyclical.
Time measured internationally rather than locally.
This is also presented a feeling of ethnical distance. (E. g. at 8. 30pm in South Africa, in parts of Europe is it 9. 30pm.
SPACE
- Space restricted to the neighborhood: the plantation, the village thus a small sense of space, both geographically and socially.
- People rarely shifted beyond the edges of their unique communities.
- Ideas of space were set: people rarely realized about "other areas of the world" almost all of people (mainly peasants) were inlayed in their local communities.
The inventions of the clock also began to change our sense of space as areas began to attune their sense of energy with other neighborhoods. People increasingly started to go beyond the edges with their local areas.
STATUS
- Social position was ascribed at birth, be is peasantry, landlord, royalty.
- There is little sense of that which you today know as a career.
The idea of "social flexibility" is introduced.
2. Symbolic tokens:
Money for example:
Pre-modern exchange of goods and products to acquire goods.
Modern repayment in symbolic token (money) - movable, think of Euro and credit cards as a worldwide from of repayment.
3. Reliance on expert systems:
We are becoming reliant on expert systems:
Relying more on technology
A general upsurge in specialisation
Looking for a universal system or model to help us plan our existence
In the apartment one lives, one trusts professionals that it's structurally
In Education
Health (medical science to solve problems and make our lives easier. Like Supports how to fight it
In your own words
To summarise:
The procedure for globalisation started with the move from pre-modern to modern societies.
Modernisation brought along changes in the ways that individuals were governed (administrative vitality); just how they produced and produced goods (industrialisation); just how they sold goods - with profit-making as a primary goal (capitalism); and how warfare was produced and armies constituted.
Among many contributing factors, it was the technology of the clock which started out to improve people's conceptualisation of energy and space from the seasonal and local to a knowledge of global time and other areas, locations and geographies.
These changes also added to new symbolic tokens (of which we have only referred to as money) and the release of expert systems.
Eight Characteristics (or movements) of globalisation:
New world economical order - local economies included globally. (Olive oil price, R / $ rate. )
Technology - internet, satellite tv.
Personal lives - global views question traditional views.
Local cultural personal information - revival not disappearance. (SA Afrikaans music industry. )
Product of humanity - not compelled on us naturally. (International communication helped ruin apartheid, Washington Post / Zim. )
Inequality - widens, Americanisation.
Reversed colonialism - much easier to access other countries this changes the make-up of populations.
Nation express - becoming weaker? Other factors influencing economies, policies of government authorities, beyond control?
Cosmopolitan modern culture - nations, ethnicities and individuals change. Individuals and cultures can now be pass on and live across the world. Cultures combine other civilizations from across the globe. (HIPHOP, rock, slang, expressions, views, expectations. )
New world economical order:
Globalisation involves economical, political, technological and cultural change.
Local economies are built-into a global current economic climate.
Politics become internationally transparent with more interstate and regional agreement.
Increased technological advancements which form the foundation of globalisation.
Cultural diffusion creating a worldwide culture.
Technology:
Communication technology performs a central role in globalisation
It has altered society.
Information images can be disseminated around the world in an instant using technology
For example, Nelson Mandela is more familiar to many people than their own neighbours.
The reach of press technology is growing.
For example it had taken radio 40 years to attain 50 million listeners, PC's 15 years and the internet 4 years.
Personal lives:
Family structures are changedimpact on very aspect of society
Smaller people (family planning)
Gender tasks have changed
Homosexual marriages
Racial discrimination issues
Interests of minority teams are protected
Rise of fundamentalism
Xenophobia, racism, and sexism are subject areas that are dealt with frequently by the media, and by non-governmental pressure categories.
Local cultural identity:
Revival and rediscovery of ethnical / national identities.
Because people may interpret globalisation as a danger with their own cultures.
revival not disappearance - in SA Afrikaans music industry the Afrikaans community is trying to stimulate development and curiosity about their culture.
Globalisation is something of the real human mind:
Globalisation is a product of human inspiration. It's the making of human thinking.
An example is the collapse of Soviet Communism, role of Television was that "television revolutions" started out. People in other countries observed the Polish protesting on the street and needed to the street themselves.
international communication helped destroy apartheid - Washington Post/Zim
Globalisation can lead to Inequality:
Inequality widens
Globalisation creates a world of winners and losers - a few on the fast track to prosperity, the majority condemned to life of misery and despair
To some globalisation is westernisation.
People living outside the USA and European countries seem to feel that globalisation is a process of Americanisation.
This fact is strengthened by the actual fact that popular products originate from the Western, such as Coca Cola Mtv, Nike and McDonalds.
With transnational organizations even offering dangerous goods in producing countries as these products are forbidden in the developed countries.
Reversed colonialism:
London, Paris, New York has a mix of citizens. Difficult to discover "true citizens" - because relaxation of immigration laws and work permits
this changes make-up of populations
The influx of other ethnicities and races into areas seems to adjust the demographic structure of those areas or metropolitan areas.
There are many reports in the marketing on the impact of immigrants on British cuisine and literature have even been specialized in the topic
Africanisation of JHB.
Nation point out:
Is a nation state still in full control of its own policies? Are countrywide political market leaders still powerful or relevant? Yes they are simply, but.
A move from facing real enemies to facing and taking care of dangers: communication systems, arms agreements, import and export.
The move from facing real opponents to facing taking care of risks, is a massive shift in the characteristics of the nation-state and the role of national political leaders.
International standards are becoming the focus of nation-state.
Examples like the combating of child pornography on the Internet and stopping global terrorism.
Cosmopolitan population:
Lastly Globalisation may lead to the forming of a global cosmopolitan society
Nation, family, work, tradition, culture have evolved.
They have grown to be shell corporations and have to be reconstructed in ways appropriate to the global get older.
Families and civilizations is now able to be disperse and live across the world. Cultures incorporate other ethnicities from throughout the world. Hip Hop, rock. Slang, expressions, views, targets.
In quick globalisation comes with an effect on the advertising in conditions of its content (it offers more recently kept up to date international reports) and the fact that technology allows people to gain access to news anytime from any location.
Cell telephone and the internet are mobile and can hold media messages across the globe immediately.
What impact has globalisation experienced on the media in conditions of economic fads?
Rapid development of information and communication technology (ICT) is the most crucial catalyst of globalisation.
Globalisation and ICT are responsible for the development of international marketing conglomerates.
Globalisation affects media ownership production, circulation and the modified relationships between your
