Introduction to Communication Science week 5: 5.8 Conclusion: Cultural Conformity and Relativism

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Transcript of all Week 5 videos: https://d396qusza40orc.cloudfront.net/commscience/transcripts%2FTranscript_Week_5%20Coursera.pdf

This lecture in .webm: http://d396qusza40orc.cloudfront.net/commscience/recoded_videos%2F5.8.d99c32dedda126c01b2f5d0d983e8f27.webm

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Subtitle text: https://class.coursera.org/commscience-001/lecture/subtitles?q=89_en&format=txt
Video mp4: https://class.coursera.org/commscience-001/lecture/download.mp4?lecture_id=89
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Week 5 description:
Communication as a social and cultural force
In the fifth week we cover theoretical approaches that understand communication processes as social and cultural forces, as building blocks of reality, and a binding element of power in society.

We have just discussed the fascinating
phenomenon of conformity.

People adjusting their behavior as a result of
group pressure.

After the Second World War, scientists looked
to these type of theories

to explain why so many people had kept quiet
during the reign of Hitler.

Quite obviously during the War there was a very
real fear of punishment,

but also according to Elisabeth Noelle-
Neumann, a fear of being socially isolated.

Her theories explain exactly how conformity
works on a large scale.

Noelle-Neumann supposes that people are in
essence social animals.

Therefore we need to be part of our social
environment.

Consequently, we are afraid that if we disagree
with dominant views in society,

we will in fact isolate ourselves.

And we know, according to Noelle-Neumann,
exactly how to behave to prevent this.

Because we have become very good in
monitoring public opinion,

in seeing which views and actions are popular
and which are taboo.

Because of our fears, there is a tendency to
keep silent

whenever we disagree with popular views,

and not voice opinions that are unpopular. She
called this the Spiral of Silence

because if everyone is silent about their
disapproval,

of let's say Hitler, then others will observe this

and are more likely to keep silent themselves as
well. Thus, conformity breeds more conformity

and it becomes possible that a silent majority is
following the lead of a very loud minority.

Although the theory was developed with Second
World War Germany in mind,

it applies to many current situations, both on a
societal level and a group level.

It explains how we use uncertainty reduction
strategies

to tweak our behavior and even our own views, to
fit in better socially and culturally.

Okay, these are some theories out of many

that cover how we use communication to give
meaning to the world around us,

to construct as you will a cultural reality.

We have also talked this week about how we
don't do this by ourselves, but in fact

constantly create and maintain this reality within
cultural groups and society as a whole.

Leading in fact to many cultural realities existing
at the same time.

The principle of cultural relativism.

On the other hand some theories suggest one
dominant cultural reality,

communicated on a large scale through pop
culture

and strengthened by people's tendency to
conform to public opinion.

Well, this ends this week's lectures on the
cultural approach.

But the discussion will continue.

What do you see around you? Cultural relativism
or indeed one dominant culture?

Scholars are still divided on the issue.

So I'm very curious where you stand in this
debate, let us know on the forum!

Next week: In only five weeks we went with the
speed of lightning

through a complicated forest of scientific
thought.

It was of course necessary to take some
shortcuts on the way

to reach our destination in time.

And I’m thoroughly impressed with how fast you
have all processed

such a huge amount of information

in such a short time and without any actual
class interaction outside of the virtual world.

Next week however, we have time to slow things
down a bit

and focus on issues that could use some more
attention.

It’s all about your input. Many of you have
already added

some suggestions on our forum that I will use
next week.

So next time a lecture completely inspired by
your feedback. I hope to see you then!