Behavioral conditioning
the fiction of free will the idea that social conditioning is determining free will not behavior or the individual.
Propaganda v Persuasion
Propaganda information, especially of a biased or misleading nature, used to promote a political cause or point of view.
Persuasion is the action or process of persuading someone or of being persuaded to do or believe something.
Hypodermic model
The hypodermic needle model is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver.
Zuboff wrote an Age of surveillance capitalism
‘A major segment of the emerging behavioral control technology is concerned with conditioning’ ‘technology has begun to develop new methods of behavior control capable of altering not just an individuals action but his very personality and manner of thinking’
Audience theories timeline
Lasswell Hyperdormic model (1920-30)
‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’ a passive consumption of media can cause people to act in a way that the encoder wants
The Daily Mail says Tories in turmoil over Rashfords free school meals through the mail on Sunday to readers which are usually females aged 15-34 years old to persuade them that conservatives are in panic over Marcus Rashford giving free school meals
However shanon and weaver later adapt this model as some receivers may not decode the message properly or there is error and the message may be decoded in different ways or not decoded at all.
Paul Lazarfeld Two step flow theory
Lazarfeld said that people don’t actually take info from the media but instead interact with each other and discuss information instead of just being spoon fed information
Uses and Gratification theory/ Maslows pyramid 1960s
How people think based off the media
Cultivation theory George Gerbner 1970s
If you keep giving people information they want you put bits of information into what people want and it will change how they think based off the things you want to see. ‘watching television doesn’t cause a particular behavior, but instead watching television over time adds up to our perception of the world around us‘ structure has more power over individual agencies.
Stuart Hall theory of preferred reading 1980s
There are three ways of interpreting a message:
- A dominant position accepts the dominant message
- A negotiated position both accepts and rejects the dominant reading
- An oppositional position rejects the dominant reading
Clay Shirky The End of Audience 2000s
Roughly the same as Stuart Hall but there is no such thing as one audience but lots of group of audiences which interpret whats being encoded in different ways and act on it based of how they interpret it.