Introduction to Communication Science week 6: 6.3 The Role of Media in Society
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0:10 - 0:16I received many variations of the question: What
role do our media have in society? -
0:16 - 0:20Let’s start by saying that scientists see many
roles for the media. -
0:20 - 0:24Since we were discussing metaphors earlier I
want to show the wide variety of possible -
0:24 - 0:27answers by discussing some popular metaphors
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0:27 - 0:32that are used to discuss the media’s role in
society. -
0:32 - 0:35One popular metaphor in discussions is always
the window, -
0:35 - 0:39by which we mean of course that the media give
us a wider view of the world, -
0:39 - 0:45enabling us to see more of the world than our
own experiences allow. -
0:45 - 0:51Metaphors contain a wealth of information,
hidden in one seemingly simple concept. -
0:51 - 0:57A similar metaphor for example, but different on
one important detail, is the mirror metaphor. -
0:57 - 1:03A mirror, like a window, refers to the fact that the
media widen our horizons. -
1:04 - 1:06I have never travelled to the North Pole,
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1:06 - 1:11but still documentaries and movies give me an
idea of what it’s like out there. -
1:11 - 1:15But, the mirror metaphor allows for a distortion
of this reflection. -
1:15 - 1:20Obviously, the picture the media paint is not
exactly the North Pole, -
1:20 - 1:26but in fact an incomplete, and therefore
distorted, image. -
1:26 - 1:30Selections have been made and we see only
parts of the North Pole, -
1:30 - 1:33no matter how well-made the documentary is.
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1:33 - 1:41Even a 24/7 webcam that shows us the North
Pole only shows us a part of reality. -
1:41 - 1:46Therefore, instead of a mirror, scholars
sometimes use the metaphor of tainted mirror -
1:46 - 1:51or broken mirror, to indicate that the reflection is
not pure. -
1:51 - 1:54Much research is focused on these selection
processes, -
1:54 - 1:57what gets attention and what doesn’t.
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1:57 - 2:01You might remember that we call these types of
studies gatekeeping studies. -
2:01 - 2:04This approach views each medium as a
gatekeeper, -
2:04 - 2:09stopping some content and letting other items
through the gate. -
2:09 - 2:12So this is another metaphor that we use
frequently. -
2:12 - 2:17A similar comparison is the filter metaphor,
basically indicating the same thing; -
2:17 - 2:21the media only show us part of reality.
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2:21 - 2:24Some theoretical approaches go even further,
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2:24 - 2:31they claim that media show us a fake reality,
hiding the truth from us. -
2:31 - 2:35Remember the Frankfurter School? Scholars
from this school of thought argue that -
2:35 - 2:37pop culture is created by the powers that be
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2:37 - 2:42to keep the masses ignorant and keep their
minds from revolting. -
2:42 - 2:46The media, in this theory, work as opium for the
people. -
2:46 - 2:49They keep us quiet, distract us and
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2:49 - 2:54keep us happy with non-thought provoking
entertainment and tabloid journalism. -
2:54 - 3:00Think back to ancient Rome when the Caesars
kept the powerless population from rising up -
3:00 - 3:06against the elite with free gladiatorial games,
chariot races and theater shows. -
3:06 - 3:10The media in these types of theories also
function as a screen. -
3:10 - 3:17They block us from reality, showing a fake,
soothing, non-thought provoking reality in return. -
3:17 - 3:21Think back to the propaganda of the First World
War for instance. -
3:21 - 3:27Even when Germany was clearly losing, their
propaganda pretended they were still winning, -
3:27 - 3:35ignoring defeats in the news and basically
showing a completely false picture of the war. -
3:35 - 3:41Now that we are talking about propaganda,
another metaphor that’s often used are the well-
know -
3:41 - 3:47hypodermic needle or magic bullet comparisons,
referring to the media as a means of persuasion, -
3:47 - 3:52‘injecting’ or ‘shooting’ the audience with
messages to which they have no defense, -
3:52 - 3:55creating instant effects.
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3:55 - 3:59Would-be persuaders are of course always
looking for the magic keys of persuasion -
3:59 - 4:03in order to manipulate and control.
-
4:03 - 4:07In these theories, journalists are not critical of
governments and big corporations. -
4:07 - 4:11Basically the media are a lapdog of the elite.
- Title:
- Introduction to Communication Science week 6: 6.3 The Role of Media in Society
- Description:
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Download links
1. not in the Coursera site:
Transcript of all Week 6 videos: https://d396qusza40orc.cloudfront.net/commscience/transcripts%2FTranscript_Week_6%20Coursera.pdf
This lecture in .webm: http://d396qusza40orc.cloudfront.net/commscience/recoded_videos%2F6.3.41c93b8a0af442d0373c6acf018dd6e0.webm
2. In the Coursera site, but apparently unaffected by the login block, for this lecture:
Subtitle text: https://class.coursera.org/commscience-001/lecture/subtitles?q=95_en&format=txt
Video mp4: https://class.coursera.org/commscience-001/lecture/download.mp4?lecture_id=95*****
Week 6 description:
Student questions and debate
This week I will be discussing student questions from the forum and subjects that we did not have time for during the lectures, such as metaphors. I will also tell you a bit about the upcoming exam. - Video Language:
- English
- Team:
- Captions Requested
Claude Almansi edited English subtitles for Introduction to Communication Science week 6: 6.3 The Role of Media in Society | ||
Claude Almansi edited English subtitles for Introduction to Communication Science week 6: 6.3 The Role of Media in Society |