Info Com Chapter 5 PDF

FUNCTIONALISME 1960 : Not the media itselves that are powerful but the actors that use it. They are more e ectuate than before. The dominant paradigm : (look the slides ) What the role of com in society ? Before the 1960 people like...

FUNCTIONALISME 1960 : Not the media itselves that are powerful but the actors that use it. They are more e ectuate than before. The dominant paradigm : (look the slides ) What the role of com in society ? Before the 1960 people like LeBon, these people were interesting in massive power. Persuading someone is really a di cult complexe e ort. People actively evolved in the way they receive informations. -Functionalism & Behaviourisme- Functional of persuasion : they gonna look who com persuaded who it doesn’t. They are a whole range of variable in this context. Ex : in what situation this is persuaded ? -Columbia & Yale- Columbia university : Most famous com scientist : Paul Lazarsfeld They were thinking that these rst media theory they were in uencing people and people believe this news, that were not real at all : alien invasion But people did not believe, this they were aware and they realize that it was not real Conclusion : ok apparently it’s not that easy to convince people, so what does persuade people ? Starting a whole tradition to look at persuasion at a new process. In the same way for media its hard to persuade leader, the way they do things or etc… Yale university : Carl Hovland is in parrallel, starting a very similar research How American army communicate to people ? How they easily persuading people. But bc people care a lot of the source of the message. But it depends on who is talking/persuading. Source become very important when there is an e ort of persuasion. Why people believe the American gov ? Because it is very powerful, what does the persuasion its not the media, E ect media has is very limited by a whole range of factors, we call this : the limited e ect thesis Their research is really biased, people were starting telling the functionalist, this is not neutral at all, you just try to be transparent, hide your values/opinions doesn’t make your research neutral. The very positivist will see for critical paradigm the opposite of true. So over time these functionalist bc they do speci c research they will see a challenger emerge. Limited e ect thesis : mass com doesn’t not su se to explain why people are persuading, mass media are one along million of factors : why people ff ff ff ff fi fi ffi ffi ff ff fl  are persuading. The impact of com depends on factors that relate to the com itself, what is the info contain ? Factors that are external to com, how we receive message, cercle people are part of. They made that com is not automatically persuade, people might nd themselves in a context, surounded by people who persuade them. Info, com only persuade when a whole range ( écouter enregistrement ) Functionalist : we don’t have to be pessimist/optimistic, media don’t have a large impact they are limited by a whole range of di erent factors and the reason why com rarely change is tied to the way of how we communicate. Media, sources can persuade people on things that they already believe. Flipping them over is very hard to do and very rarely happen. If external and internal factors clash is often the external factors that are gonna win, internal factors have a really small in uence. Basically the process of persuasion is co-dependent, the communicators and the audience. We tend to ignore message we don’t believe in. We give credibility to people we believe in. Its very hard to prove the limited e ect. -Selectivity theory- People secouant message they agree with and avoid things they don’t agree with. It says that people gonna remember and pay attention to stu they agree with. Its explain why people can believe things that are contradictory = cognitive dissonance We forgot, doesn’t pay attention, avoid to the contradiction bt these two thing this is why we believe in it. And we are forced to notice them were gonna forgot them rapidly. Its says no worry if the mass is gonna rise up they already done so, the media try to persuade people who they want but it won’t work bc people will notice it. You don’t need to worry on propaganda because it will only con rm what they believe in. Ex : tik tok shows you what your interest in, pay attention to, believe in In this way it ends up in lters bubbles and personalized algorithms. -Two-step ow theory- Mass media reach every individual directly. But today we know that some facts are not true. In 1955 : Katz and Lazarsfeld were interest in the cloth of this house, they notice that in fact its not the media that in uencing this housewives, in fact its other people ( I bought these bc Sarah said it was nice ). They start asking about politic and they notice the same thing, I voted for this one bc Kate said it. People in the community in uence other. People are in uence in certains part of media, informations. —> What is interest is the personne who made the theory, tv —> opinion leader ( often sbdy who has soft scale ex : you parents, friends ) —> other people The opinion leader depend on the situation, context, subject. Today opinion leader are very often in uencer, a person massively followed on media. fl fl fi fl fl fi fl ff ff fi ff fl  -Paradigm change- Nit really critical on the values, opinion of the society you live in (Écouter enregistrement) -Complex e ect- Mass media can have a massive e ect but its an e ect over time, slow e ect. -Agenda sitting theory- Our earlier colleagues arrive say that it’s hard to convince people but what media have a huge in uence on is what people are interest in, what they like ? It’s easy for mass media to make people care on a subject or ignore another. Really hard to change people mind on big topic of society. They have a huge e ect on what is salient. Ex : us election, The issues that voters nds important is what the media talk about. -The spiral of silence- Even if it’s very hard for media to persuade people, media can make it look like people are convinced. Mostly people are worried about disapproval, socialization. And they don’t like to say something that people disagree with. People are constantly paying attention on what other are saying, wha is the main opinion in the room. And media play an absolute crucial role in. If you hear on tv smt you disagree with you might not speak out if you’re a minority. And contrary if people who are agree with you, you will feel safe to speak out. People who thing they’re a minority will be quiet on their opinions. SOS is one of the most powerful e ect, theory. Ash e ect : voir slide Miligram experiment : voir slide Even if no one explain their mind, public opinion shift : if a minority is put forward then the « majority » will feel « the minority » and shut up. Social media vastly reinforce this e ect. Might make look as if everybody agree with so they feel safe to speak out but in fact its not true. SOS explain the polarization of society. Ex : both sides thinks their the majority opinion. Potter’s four dimensions : look the slides ff ff fl ff ff fi ff ff ff ff