Lecture 9: Political Behavior PDF

PUBLIC OPINION Dr. Nirvana Ahmed Fouad Public Speaker & Academic Lecturer  Lecture 9 : Political Behavior  Theories of the media role in shaping The public opinion 1)Agenda Setting Theory 2) Gate Keeping Theory 3) Spiral of Silence 4) Framing Theory  Spiral of Sil...

PUBLIC OPINION Dr. Nirvana Ahmed Fouad Public Speaker & Academic Lecturer  Lecture 9 : Political Behavior  Theories of the media role in shaping The public opinion 1)Agenda Setting Theory 2) Gate Keeping Theory 3) Spiral of Silence 4) Framing Theory  Spiral of Silence Theory Originally proposed by German politician Elisabeth Noelle-Neumann  Spiral of silence is the term meant to refer to the tendency of people to remain silent when they feel that their views are in opposition to the majority view  The theory justify remaining silent for Two reasons: - Fear of isolation - Fear of reprisal or more extreme isolation : (loss of a job, status, etc.)  Spiral of Silence Theory The Core Concepts of the Spiral of Silence Theory: 1) The Silent Majority & Fear of Isolation  According to Noelle-Neumann, this fear of isolation is a key driver of public opinion dynamics.  People constantly measure the prevailing opinions around them.  Thus, they adjust their own views to align with what they perceive to be the majority view.  This tendency is an attempt to avoid potential backlash, criticism, or even exclusion.  Spiral of Silence Theory The Core Concepts of the Spiral of Silence Theory: 2) The Spiral of Silence & Media  The media’s role in the Spiral of Silence Theory is crucial.  Mass media, including traditional ones like newspapers ,television, as well as the digital platforms, has substantial influence over public discourse.  When the media consistently presents certain opinions as dominant, it reinforces the perception of a prevailing majority opinion.  As a result, individuals tend to remain silent  Spiral of Silence Theory Mechanisms of the Spiral of Silence Theory 1) Public Opinion Climates  Noelle-Neumann introduced the concept of “public opinion climates”.  These are the perceived prevailing opinions on a particular issue within a society.  These climates are shaped by media ,interpersonal conversations, and social cues.  When individuals perceive a dominant opinion climate, they assess whether their views align with it  If they believe their opinions are different , they remain silent.  Spiral of Silence Theory Mechanisms of the Spiral of Silence Theory 2) The Two-Fold Process The Spiral of Silence Theory operates through a two- fold process: A. The Amplification of majority views B. The Suppression of minority opinions.  As the majority opinion is repeatedly emphasized in public discourse, it gains momentum and becomes even more pronounced.  This process further perpetuates the silence of those who hold differing views.  Spiral of Silence Theory Implications & Criticisms of the Spiral of Silence Theory 1) Media Hegemony  Critics argue that the Spiral of Silence Theory highlights the potential for Media Hegemony.  This is where a single perspective dominates and cancels diverse opinions.  This challenges the principles of media pluralism and democracy, where a range of voices should be heard.  Therefore, media organizations have a responsibility to provide balanced coverage and diverse perspectives to minimize the negative effects of the spiral.  Spiral of Silence Theory Implications & Criticisms of the Spiral of Silence Theory 2) Digital Age Challenges  In today’s digital age, where social media platforms facilitate rapid and widespread communication, the dynamics of the Spiral of Silence Theory have evolved.  Online echo chambers and filter bubbles can intensify the perception of majority opinions.  Therefore, this makes it even harder for minority voices to be heard.  Spiral of Silence Theory Real-World Examples 1) Political Elections & referendums  The Spiral of Silence Theory is particularly evident in political contexts, such as elections & referendums.  When polls predict a clear winner, supporters of the perceived minority candidate might hesitate to express their views.  This, in turn, can distort the accuracy of polls and skew the perception of the majority opinion.  Spiral of Silence Theory Real-World Examples 2) Social Movements & Change  The Spiral of Silence Theory can also explain the rapid growth of social movements.  As the public opinion climate shifts in favour of a particular issues, more individuals then feel encouraged to voice their support, knowing they won’t face isolation.  This positive reinforcement encourages others to join in, creating a snowball effect that further amplifies the movement’s momentum.  Framing Theory Defining Framing Theory: A Lens for Perception  Framing, at its core, is the deliberate process of selecting and highlighting certain aspects of an issue while excluding others in order to shape the audience’s perception.  It acts as a cognitive lens through which individuals make sense of information.  Framing Theory The Power of Media Framing : Shaping Public Perception  Media frames are not just neutral presentations of facts.  They are effective tools that influence how we interpret events and issues  The concept of “Frame Analysis,” emphasizing how media representations affect our understanding of social reality.  Consider news coverage of a protest. They have a choice of focusing on either the peaceful demonstrators or acts of violence that may occur.  Therefore, the media can shape public opinions about the event’s overall nature and purpose.  Framing Theory The Power of Media Framing :  Framing Theory is closely tied to media’s Agenda Setting Theory  The media decide which topics to cover and how to present them.  Thus, influencing what issues gain prominence in public discussions.  Also, the theory links with Gatekeeping Theory (which reinforces this idea. Gatekeeping suggests that media professionals act as gatekeepers who then decide which information reaches the public. Thus, influencing public opinion formation.  Framing Theory Types of Frames  Episodic vs. Thematic Framing  One fundamental distinction in Framing is between Episodic and Thematic Framing  Episodic, focuses on individual events or cases, often neglecting broader contexts.  While Thematic, highlights underlying issues, trends, or causes.  Consider coverage of a poverty-related story. Episodic Framing would focus on a single family’s struggles. While, Thematic Framing would delve into systemic factors contributing to the larger issue of poverty.  Framing Theory Types of Frames Conflict, Human Interest & Economic Frames  Different types of frames serve various purposes.  Conflict frames emphasize disagreements and opposition, often dramatizing events.  Human interest frames personalize stories to evoke emotions, drawing audiences in.  Economic frames emphasize financial aspects, appealing to rational analysis.  Framing Theory Media Effects & Framing Theory  Framing Theory effects influence how audiences interpret and remember information.  Researches reveal that people’s choices are sensitive to how options are presented.  Thus, highlighting the significance of this theory in decision-making processes.  This translates into media framing’s ability to shape public attitudes and behaviors.  This can include attitudes towards social issues & political candidates.  Framing Theory Cultural & Psychological Factors  Cultural background and psychological predispositions affect how individuals interpret frames.  Individualism vs. Collectivism, for instance, can shape whether a frame emphasizing personal responsibility or societal factors persuades more audience  Framing Theory The Social & Political Implications of Framing Theory  Framing is particularly significant in political communication.  Media frames can reinforce or challenge dominant ideologies, influencing public support for policies or candidates.  Societal Level” of Framing emphasizes how media contribute to constructing a shared understanding of societal issues.  Politicians and interest groups strategically frame messages to then align with their goals.  Framing Theory Media Bias  Framing can lead to Media Bias  Selective emphasis on certain aspects of a story can favor specific perspectives, leading to polarized interpretations.  Framing Theory  Media Literacy & Beyond : Developing Media Literacy  Understanding Framing Theory is essential for media literacy.  By recognizing different frames, audiences can critically assess information and discern underlying motives.  Navigating the complexities of the theory empowers individuals to be more informed consumers of media content.