B.F Skinner operant conditioning
behavioral conditioning/management
“the fiction of free will” meaning that we are coursed and shaped into what we do. when organisations condition peoples behavior into doing or being drawn into things.
propaganda vs persuasion
propaganda is overtly political and manipulative
persuasion though is seen to gain/ sway public opinion
harold laswell was the first one to talk about the first world war . that the militry was able to use a range of properganada to get knocked into submission
hypodermic model=direct injection =meaning the idea of a passive audience
“the age of surveillance capitalism”
zuboff has a book talking about the various forms of persuasion are used to stimulate certain types of behavior while suppressing others
“technology has developed or evolved the way companies manipulate there audiences. so new methods of behavior control.”
Harold Laswell
laswell explored how we only had mass communications at the turn of the 18th centre eg first world war
also the idea of propaganda and persuasion
each government had ‘manipulated the mass media in order to justify its actions’ in World War 1
components of Lasswell’s model 1930’s
my example;
Who (sender) the daily mail
Says what (msg) asks has the stress of covid given Boris dandruff?
Channel (medium) the daily mail newspaper October 20th 2020
To whom (receiver) lower-middle-class British women
With what affect (impact/feedback) to mock the Toris priminister
Paul Lazarfeld 1940’s
we are more likely to be persuaded by people than the media.the key thing to remember is that the audiences are now active.
uses and grats 1960’s
this theory is linked with Maslows hierarchy of needs theory
George Gerbner 1970’s
George Gerbner, Larry Gross and others worked on a large-scale, positivist, in-depth, longitudinal study into the effects of television, which started in 1975. Looking primarily at the relationship between violence on television and violence in society. They developed what is known as CULTIVATION THEORY,
Gerbner and Gross assert that ‘television’s major cultural function is to stabilize social patterns and to cultivate resistance to change‘ (1978: 115). In other words, they assert the power of television to modify behaviour in support of the dominant structures of society.
(structures or organisations have more power over agencies)
Stuart Hall 1980’s
the theory of preferred reading
Hall proposed three distinct positions that could be occupied by individual viewers, determined, more or less on their subject identities.
- A dominant position accepts the dominant message
- A negotiated position both accepts and rejects the dominant reading
- An oppositional position rejects the dominant reading
Towards this aim he proposed the encoding/decoding model of communication, or the theory of preferred reading, where individuals are not only active in the process of interpretation and the construction of meaning, but they are also able to dismiss and reject dominant messages.
Clay Shirky 2000’s
the theory of : The End of Audiences
intersectionality
To bring this summary of different audience approaches towards a conclusion, would be to look at Clay Shirky‘s notion of the end of audience. Because what could happen if, instead of the choice of three subject positions as offered by the theory of preferred reading, there were limitless, individual subject positions available to all of us, at any time, in any place, from any perspective? A position which allowed us to produce our commentary and communication on the outside world, while still maintaining the ability to comment, feedback, accept or deny those who choose to interpret the outside world for us?
In many ways, Shirky is not too removed from the work of Hall, prioritising the power of individual agency in the relationship between audiences and institutions, for example, recognising how the audience can be both producers and consumers of media text. This can be realised in the realm of new (interactive) communication media, where individual communications can be made in what appears to be beyond State or commercial control and interest.