BACC COSC 6212 Learning Unit 3 Persuasion via

BACC COSC 6212 Learning Unit 3: Persuasion via the Mass Media & Public opinion 8 sessions; NB! For your Test, Assignment & Exam; 20 Learning Unit Objectives (LUO’s)

#1 Primary means of persuasion in contemporary democratic society/ mass society (De Wet 2013: 69) People still seek to influence others through speech, however oratory is not the primary means of persuasion anymore. Mass media (e. g. television, radio, magazines, newspapers, etc. ) utilise techniques to persuade millions. Technology, which did not exist in ancient Greece, have changed the means of persuasion.

Three (3) types of theories describing mass media effects (De Wet 2013: 70 -72) q q q Theories on PERSUASIVE EFFECTS OF MEDIA ON PASSIVE AUDIENCES (e. g. Spiral of Silence Theory) Theories on INTERVENING FACTORS OF MASS MEDIA (e. g. Technological Determinism Theory) Theories on HOW ACTIVE AUDIENCES USE MASS MEDIA TO SATISFY THEIR NEEDS (e. g. Uses and Gratification Theory)

#2 Noelle-Neumann’s Spiral of Silence (De Wet 2013: 70 -71) A theory that describes mass media to have considerable power. On controversial issues (such as homosexuality) people try to determine whether they are in the majority (pro-gay legislation/ pro-homophobic legislation). If people feel they are in the minority of public opinion, they tend to remain silent on the issue, because people fear isolation. The more people stay silent , the more others also stay silent (silence then spirals (i. e. becomes majority))…

…Spiral of Silence Theory continue The mass media can affect the spiral of silence in three (3) ways: i. give people impressions of what is majority public opinion ii. Give people impression of what opinions are changing iii. Give people an idea of what opinions can be uttered in public Source: www. google. com/images

#3 Technological Determinism (De Wet 2013: 71) The mediums (technology) we are exposed to provide us with the kind of information and the context for the interpretation thereof. E. g. If we read of Zombies attacking in the Daily Sun we laugh (connoting hyperboles/ lies), but if we read of Zombies attacking in the Mail & Gaurdian (connoting factual axioms) we will become very nervous. Thus, as Marshall Mc. Luhan states: “the medium is the message”

#4 Uses and Gratification Theory (De Wet 2013: 71) The application of New Media to uses and gratifications theory has been positive. The introduction of the Internet, social media and technological advances has provided another outlet for people to use and seek gratification through those sources. Based on the models developed by Katz, Blumler, Gurevitch and Lasswell, individuals can choose to seek out media in one outlet, all falling within the proscribed categories of need. The only difference now, is that the audience does not have to go to multiple media outlets to fulfil each of their needs. The Internet has created a digital library, allowing individuals to have access to all content from various mass medium outlets.

#5 Agenda-setting theory (De Wet, 2013, p 72) The media helps audiences to become aware of certain issues (such as rape and domestic violence) by reporting on it and giving it exposure. It can also silence certain issues by not reporting on it (e. g. ‘corrective rape’ or domestic violence against men) – this is referred to as ‘agenda-cutting’. One needs to ask: “Whose agenda is being promoted? ” Agenda -setting theory also includes Framing and Representation and Priming theory. Watch video: https: //www. youtube. com/watch? v=f. OGQQx. Cu. Ok. E

#6 “NEWS” defined by Tuchman (De Wet 2013: 73 -74) Tuchman suggest that “news is a window to the world”. Like a window, which has a frame (socio-political, cultural, economic, etc. ), the window reveals as well as conceals information – thus, the news frame. Because the media plays a gatekeeping role, news is only a partial representation of reality. Tuchman defines news as: Public accounts Of selected events Written or broadcast by professionals According to institutional methods, conditions and limitations With a profit-making or influencing motive Aimed at everyone but no one in particular within a target group Providing audiences with an ideological framework (which they spread to others in their community

#7 Media DETERMANISM (De Wet, 2013, pp 74 -75) Media may determine the presentation and style of news. Thus, from a determanist view (opposed to a libertarian view where free will reigns supreme), news is selected by technological-, economic-, cultural-, and ideological significance. Watch video: https: //www. youtube. com/watch? v=x. S 8 r. SJr 9 bh. I

Four (4) approaches concerning news selection (De Wet 2013: 75 -76) News selection could be viewed as the reproduction of a newsworker’s understandings of (i) news processes and (ii) Cultural factors in society Four (4) broad sets of approaches concerning news selection in democratic societies: 1. Journalist-centred: the news is shaped by the journalist 2. Requirements of news organisations: news selection is influenced by the structure & division of labour of the news organisation 3. Events: I. e. that events determine news selection (mirrorapproach) 4. External forces/ Macro environment: Technological-, Economic-, Cultural- & Ideological determinism

#8 Public Opinion (De Wet 2013: 76 -77) “The active opinion (1) held in the public by a large percentage of citizens (1) on a general issue (1) of importance (1). Public opinion, according to Tönnies, can be solid (1), fluid (1) and gaseous (1). ” • • • Solid: Opinions that are concrete and steadfast – e. g. murder is wrong; Fluid: Opinions are short-lived – e. g. today we support Lira (singer), tomorrow Toya Delazy (singer) is trending Gaseous: Opinions are unstable and influenced by news events – e. g. we were horrified and coaxed into action by the rape of Anene Booysens in late 2012.

#9 Public opinion, democracy & mass persuasion (De Wet 2013: 77 -78) Ø Ø Public opinion is the prime mover in democracies: people (or the voter electorate) have opinions about the governing of a country; those arguments need to be supported and/ or represented by political parties if they want to be voted into power by the people/ citizens of a country. Public opinion is like mass persuasion as the mass opinions are influenced/ directed by mass media.

#10 Cantril’s generalisations about public opinion (x 15) (De Wet 2013: 78 -79) 1. 2. 3. 4. 5. Opinion is sensitive to events Big events swing public opinion Events are more persuasive than words Verbal persuasion is effective when public opinion is unstructured Public opinion only reacts to emergencies 7. 8. 9. 10. on self-interest Public opinion is not aroused for long Self-interest solidify public opinion Public opinion is usually ahead of official policy Facts sway public opinion

11. 12. 13. 14. 15. Confidence in leaders are highlighted during a crisis Co-operative decision making helps accepting decisions Goals are accepted more than methods Public opinion is motivated by desire more than information People who are informed, agree more with the opinions of experts

#11 Rank’s Model of persuasion: “Intensify/ Downplay Scheme” (De Wet 2013: 79 -81) The model explains that a persuader intensify his / her own good points, while downplaying his / her bad points. He / she also intensify the bad points of his / her competition, while downplaying the good points of that competitor. Persuaders intensify through: i. repetition, ii. Association and iii. Composition Persuaders downplay through: i. omission, ii. diversion and iii. confusion

…Criticisms (Rank’s Model of Persuasion) (De Wet 2013: 81) Persuasion in this model is not contextualised – i. e. the timing is not considered; Communication is described as very one-sided in this theory, however theory does not explain the effect on source-credibility as a result; and The theory only focuses on the message

#12 Monroe’s Motivated Sequence (De Wet 2013: 81 -82) Monroe’s Motivation Sequence explain persuasion as the persuadees going through five (5) sequential steps when responding to a persuader’s message: Step 1: Get the recipient’s attention that something is happening Step 2: Need; Need explaining to recipients that they are losing/ or is about to lose something Step 3: Satisfaction; Satisfaction proposing a resolution to their need Step 4: Visualisation; Visualisation explain how the new course of action would work Step 5: Action; Action Be explicit about the action you require This persuasive theory is useful when advocate change in policy, sales or an attempt to recruit people.

Monroe’s Motivated Sequence example: o o o Attention: Global warming is a serious threat to our climate stability Need: If global warming continues unabated you will lose your quality of life Satisfaction: We have to reduce the level of greenhouse gas emissions Visualisation: Imagine a world where you drive a solar powered car to work, which does not pollute the atmosphere Action: I want you to donate R 1000 to a fund which research the viability of solar cars

Test your knowledge: Define ‘public opinion’ in your own words. [5 marks] Distinguish between: - Solid public opinions [4 marks] - Fluid public opinion [4 marks] - Gaseous public opinion [4 marks] Briefly explain the role of mass media regarding opinions as proposed by the Spiral of Silence Theory [5 marks]

#13 Machiavellian character & Propaganda techniques (De Wet 2013: 86; 89) “A person who is indifferent to being moral in their pursuit of power. ” Niccoló Machiavelli describe how rulers as well as ordinary men use propaganda tactics to obtain power. Seven (7) basic propaganda techniques: i. iii. Name-calling: Name-calling giving an idea, product or person a bad name – e. g. Robert Mugabe is a dictator Glittering generalities: generalities sweeping statements – e. g. “Our product is the best!” (according to whom? ) Transfer: Transfer associating a trusted person/ product or idea with a proposed person/ product or idea iv. Testimonials: Testimonials e. g. Yvonne Chaka endorsing Lifebuoy soap v. Plain folk: folk an idea is promoted as ‘of the people’ vi. Card-stacking: Card-stacking one-sided arguments vii. Bandwagon: Bandwagon an idea should be accepted because it is the ‘norm’

Answer the following (in groups; 5 minutes): What propaganda techniques are these advertisements an example of? Explain your answer Source: www. google. com/images

#14 How the term ‘propaganda’ became overused in the Western World during the 20 th century (De Wet, 2013, pp. 85 -87) In the 20 th century, propaganda adopted a sinister connotation in the western world; It acquired overtones implying a process which is frequently lying, and based on deliberate attempts to manipulate a group by concealing ulterior motives. *Research propaganda of communist ideologies; apartheid and Coca Cola online (as an example) #15 -17 notes (De Wet, 2013, pp. 88 -93)

#18 Bureaucratic propaganda (De Wet 2013: 91 -93) Bureaucracy: “A system of government in which most of the important decisions are made by state officials rather than by elected representatives. ” * Bureaucractic propaganda refer to businesses and organisations propagating ideas – it becomes institutionalised through organisational reports (not mass media); strives to maintain legitimacy of an organisation and its activities; is pervasive and addressed to an individual or niche market. It adds to the construction of “reality”. Example: In South Africa, when businesses collude to raise consumer prices, it is often rationalised siting increase inflation, transport costs, etc.

Traditional view of propaganda vs. Bureaucratic propaganda (De Wet 2013: 92 -93) Traditional view Bureaucratic Target Mass (large) audience Individuals, a group or a specific segment Medium Public appearances or Mass media Official reports and committee meetings Purpose To alter opinions and attitudes to match that of the propagandist’s end goal To maintain the legitimacy of an organisation and its activities

#19 Ellul’s view on propaganda (De Wet 2013: 93 -100); also see notes Propaganda is viewed as a sociological phenomenon (not made by people for a purpose) – i. e. propaganda is a part of our mass- and technological society. Ellul refers to four (4) categories of propaganda: 1) 2) 3) 4) Political & Social Propaganda of agitation & propaganda of integration Vertical & horizontal Rational & irrational