Totalitarianism (or totalitarian rule) is a political system that strives to regulate nearly every aspect of public and private life. Totalitarian regimes or movements maintain themselves in political power by means of an official all-embracing ideology and propaganda disseminated through the state-controlled mass media,a single party that controls the state, personality cults, control over the economy, regulation and restriction of free discussion and criticism, the use of mass surveillance, and widespread use of state terrorism.¢ Italian Dictator Benito Mussolini coined the term totalitario in the early 1920's. e “All within the state, none outside the state, none against the state.” © The notion of Totalitarianism was given by Giovanni Amendola who described Italian Fascism as a system fundamentally different from conventional dictatorships.& Media is controlled by the central authority. & No one other than the central authority has any stake in media. & The State was the master and the individual was the servant. & Whatever the media said was in praise of the authority and opposition of the rivals.& Through press and books, school children were indoctrinated with Fascist ideas. They were told that "Mussolini is always right. & The mass media. — the cinema, the radio, the press, the books and the magazines—were all strictly censored by the government.suer - NAZ) GERIVAN) * Allthe means of communication were monopolized by the government to glorify Hitler. © The press and the cinema displayed pictures glorifying the Nazi movements. * The Jews were dismissed from the public service, the universities and other professions and mainly media.& Stalin used press to campaign against political rivalries. & The citizens were not guaranteed the freedom of speech, of the press, of assembly until 1936. & Stalin through media proved that the socialist system was better than capitalist.& In the absence of any freedoms of speech and press, domestic media must operate under party guidelines and reflect CUBAN government views. & The Cuban Government continues to refuse to allow the church to have independent printing press capabilities; access to media & Media that disseminates antigovernment propaganda, graffiti, and disrespect of officials carry prison penalties.& The constitution provides for freedom of speech; however, the government prohibits the exercise of these rights in practice. & The media upholds the personality cult of Kim Jong-Il, the media refers to Kim Jong-Il as the "Dear Leader“. Q The press is tightly controlled by the state, one of the most highly controlled in the worldHYPODERMIC NEEDLE THEORY The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change. Several factors contributed to this "strong effects theory of communication, including: The fast rise and popularization of radio and television The emergence of the persuasion industries, such as advertising and propaganda.The theory suggests that the mass media could influence a very large group of people directly and uniformly by ‘shooting’ or ‘injecting’ them with appropriate messages designed to trigger a desired response. This theory (a needle) suggests a powerful and direct flow of information from the sender to the receiver. The hypodermic needle model suggests that media messages are injected straight into a passive audience which is immediately influenced by the message.* It expresses the view that the media is a dangerous means of communicating an idea because the receiver or audience is powerless to resist the impact of the message. * People are seen as passive and are seen as having alot media material "shot" at them. People end up thinking what they are told because there is no other source of information. * The theory assumes what we see or hear we believe and consume. The theory assumes we are brainwashed in to believing the media messages.A famous case * In the 1930s a radio broadcast of ‘War of the worlds’ was performed like a real news broadcast to heighten the effect of the story, people listening thought is was real and assumed mars had come to invade the world. (as played in the short video) * This demonstrates a passive audience and how an audience believes what they hear in the news and how this can quickly lead to misinterpretation.Cons of the theory Very out of date and invalid. Not all people consume media in the same way. Not every one watches the news/ consumes media in the same way. Audiences are not simply passive more up to date theories have proved this.Media Two-Step-Flow TheoryIts about how key people effect other people.Two Step Flow Model (Katz & Lazarsfeld, 1955) Mass Media @ = Opinion leader © = Individual in social contact with an opinion leade+ Its our response to the media, mediated through social relationship. its about how key people effect other peoples opinion. It's the ‘peoples choice’ They expected result was mass medias messages would have a direct influence on votes, It's the use of informal and personal contact.* The Two-Step Flow Theory claims that the information we receive from the mass media moves in two stages. Firstly, individuals:- the opinion leaders, who take into account the media and the messages and receives the information it is outputting. There are opinion leaders in all groups, whether that be occupational, social, community or otherwise. The leadership may change from time to time and are dependant on the issue but they are the most influential when interest is shared by the group.There are two types of opinion leaders. The first being monomorphic, meaning they are only influential on one topic and the other, polymorphic which means the leader is influential on a variety of topics.2. These opinion leader will then pass their own interpretations of the information as well as the actual content the media put out, to opinion receivers/seekers.The theory has helped with our understanding of how the media influences our decisions as well as refining our ability to predict the effects of the media’s messages on audience behaviour.How Does it Work? © We fear social rejection and that when a person appears to be rejected, others will back away from them, fearing being rejected because they associate with the rejected personees Leer RieneesExamples of Spiral of Silence © September 11th & Muslims © Abortion © Gay Marriage and Rights ‘ r i> sc ¥ © Racisn Ty art an © Interracial RelationshipsDetermining the Spiral of Silence 3 ways: © Mea of opinion ring how individual perceives climate © Measurement of public opinion © Measuring whether opposite sides of viewpoints ignore other partyCrucial Points to Remember © People constantly observe behaviors around them to see which gain approval and disapproval from societ © People are more willing to publicly state opinions they believe will be accepted positively © Spiral effect begins when opposition to majority feels greater sense of isolation © Strong m spiral ral component is necessary toaUSES AND GRATIFICATION THEORYTHE MINDS BEHIND THE THEORYTHE THEORY ITSELF ‘The uses and gratifications theory focus’ more on the consumer and the audience. They started this theory by thinking instead of the actual message itself by asking ‘what people do with the media’ instead of ‘what media does to people’ this was suggested by Kats in 1959. The whole basis of this theory is that viewers have more of an active role in interpreting and implementing the media itself into theit yeyWHAT IT SUGGESTS “The theory suggests that viewers ae responsible for choosing media that would suit their needs but also they may have ulterior motives for choosing media other than their own needs. This means that viewers use media to fulfl specific gratifications. The theory itself suggests thar media could compete with other information sources for user gcatification,THE MODEL ‘The uses and gratification theory follows a specific model which is an audience-centred approach. This model shows that certain psychological reasons can affect the viewers understanding of media, and gets the audience to seek out different types of media,WHAT USERS GET 4 Diversion - escape from everyday problems and routine 4 Personal Relationships - using the media For emotional and other ineraction, eg) substituting soap operas for Eni life 4 Personal Idensity- finding yourself reflected in text, learning behaviour and values from texts 4 Surveillance - Information which could be useful for living ep) weather reports, financial news, holiday bargainsCultivation Theory + Developed by George Gerbner in the late 1960s, it represented a shift from the limited effects paradigm of Paul Lazarsfeld that had dominated since the 1940s. * Cultivation theory (also called cultivation analysis) is called a stalagmite theoryCultivation Theory + Because it suggests that media effects occur like the slow buildup of formations on cave floors, which take their interesting forms after eons of the steady dripping of limewater from the cave ceilings above.Origins of Cultivation Theory + As a perspective, cultivation developed in the context of the increasing growth of television. Gerbner established the “Cultural Indicators” research project, to study whether and how watching television may influence viewers' ideas of what the everyday world is like.Cultivation Theory Principles + Suggests that television is responsible for shaping, or ‘cultivating’ viewers’ conceptions of social reality. + The combined effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and, ultimately, for our culture as a whole + Cultivation theorists argue that television has long-term effects which are small, gradual, indirect but cumulative and significant.Cultivation Theory Conceptual ModelCultivation Theory + According to Gerbner, the main thing that people saw on television was violence and he was especially concerned that it “cultivated” the view among people that the world was a violent place + What was dramatic violence according to Gerbner ?Cultivation Theory * He defined it as “ the overt expression of physical force (with or without weapon), compelling action against one’s will on pain of being hurt and/or killed or threatened to be so victimized, as part of the plot.” + Included: Dramas, cartoons, news and news magazinesCultivation Theory Gerbner and his colleagues studied television programming for 22 years. Each year, they randomly selected a week and recorded prime time programming as well as children’s weekend programming. Identified quantity of violence in programs and found these to be stable over time. For instance, dramas that include violence, averaged 5 violent incidents per viewing hour.Cultivation Theory + However, they found significant inequalities in victimhood with older people, women and minorities particularly at risk. + So even though minorities were under- represented on television, when they appeared, they were much more likely to be victims of violenceCultivation Theory * To analyze the effects of the violence, Gerbner correlated the data from his content analysis of television with survey data from people who were classified based on the amount of time they spent watching television and questioned about their views on violence in the world.Cultivation Theory * Gerbner classified people into two groups: + Heavy watchers (over 4 hours per day) + Light Watchers (less than 2 hours per day) He predicted that heavy viewers saw the world as more dangerous than light viewers.Cultivation Theory + Using a survey, he targeted four attitudes 1. Chances of Involvement with violence Light viewers predicted their weekly odds of being involved in violence were 1 in 100 while heavy viewers said it they were 1 in 10.Cultivation Theory 2. Fear of walking alone at night Women were more afraid than men, but both sexes who were heavy viewers, overestimated criminal activity, believing it to be ten times more than figures indicate.Cultivation Theory 3. Perceived activity of police Heavy viewers believed that about 5% of society is involved with law enforcement. In comparison, light viewers estimated 1 %.Cultivation Theory 4. General mistrust of people People who were heavy viewers tended to see other people’s actions and motives more negatively. Gerbner called this “the mean world syndrome”Cultivation Theory Based on this research, Gerbner sought to quantify in percentage terms the differences in the answers of light and heavy television viewers about violence in the world. He called this “the cultivation differential.”Cultivation Theory The Cultural Indicators research thus indicated that heavy viewers were susceptible to a perception that the world was a dangerous place.Cultivation Theory * The Cultural Indicators project of Gerbner also found that heavy watching of television affected viewers through “mainstreaming” and “resonance.” Mainstreaming is the process by which heavy viewing of television resulted in a similarity of perspective among viewers who varied in education and economic class.Cultivation Theory With regard to mainstreaming, Gerbner argued that unlike radio which focused on very narrow slices of the audience, television sought a broader audience which it homogenized so that heavy viewers had similar views which they self-identified as “mainstream.”Cultivation Theory Resonance is the process by which heavy viewing of television affects viewers who have first-hand experience of violence. Gerbner argued that the portrayal of violence causes viewers to relive the experience over and over again. “The congruence of the television world and real-life circumstances may resonate and lead to markedly amplified cultivation patterns.”Cultivation Theory in Other Contexts Hargreaves and Tiggemann undertook a study in 2003, to apply this approach to the impact of images of undernourished women that appeared in television ads on girls. They showed different sets of ads to two groups of girls, one set with the undernourished women and one set without.Cultivation Theory * They found that the girls who saw the ads with the very thin models, not only had immediate episodes of insecurity and distress about their weight, but that two years later they had greater dissatisfaction with their bodies, as compared to the other group of girls.Cultivation Theory * The researchers concluded that a feasible “link between individual reactive 'episodes' of dissatisfaction in response to specific media images and the development of body image is that enduring attitudes, beliefs, and feelings about bodies and appearance accumulate over time through repeated exposure to ideals of attractiveness in the media"Abraham Maslow: The Hierarchy of NeedsABRAHAM MASLOW + was a leading humanistic psychologist * developed the Hierarchy of Needs * promoted the concept of self-actualization * was born in 1908, Brooklyn, New YorkHierarchy of Needs growth emotional physicalHierarchy of Needs Physiological Needs >Physiological Needs * food * water * air * sleepHierarchy of Needs Physiological Needs >Safety Needs from physical attack from emotional attack from fatal disease from invasion from extreme losses (job, family members, home, friends)Hierarchy of Needs Safety Needs a. NeedsLove and Belonging (social/emotional) * Inclusion - part of a group: colleagues, peers, family, clubs « Affection - love = and be loved * Control - influence Raa, over others and selfHierarchy of Needs a, Needs Safety NeedsEsteem Needs emotional (ego) * respect from others through: awards honors status * respect for self through: mastery achievement competenceEsteem from Self and Others: A Most Powerful Need Congratulations! 3Hierarchy of Needs Safety Needs a, NeedsSelf-actualisation Reece cues Coe cote) respect by others. Love/Belonging breathing, food, water, sex, sleep, ee ace)Self-Actualization Needs stop cruelty and exploitation encourage talent in others try to be a good human being do work one considers worthwhile enjoy taking on responsibilities prefer intrinsic satisfaction seek truth give unselfish love be justSome Self-Actualizing People from Abraham Lincoln Thomas Jefferson Mahatma Gandhi Albert Einstein Eleanor Roosevelt Bill Gates Nelson Mandela History y - = x