Communication Theories Presentation

7/29/2019 Communication Theories Presentation

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CULTURAL

OUTCOMES

AGUILAR. CALUTAN .DASAL. ECHAGUE. ENDRIGA. ESTARE


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SPIRAL OF SILENCE

Elizabeth Noelle-Neumann

-German political scientist;

-pollster

-The model is an explanation

of how perceived public

opinion can influence

individual opinions or actions.
http://en.wikipedia.org/wiki/Germanshttp://en.wikipedia.org/wiki/Political_scientisthttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Public_opinionhttp://en.wikipedia.org/wiki/Political_scientisthttp://en.wikipedia.org/wiki/Political_scientisthttp://en.wikipedia.org/wiki/Germans


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-Opinions are not static

-Media influences public opinion

- Noelle-Neumann studies media's influence on public

opinion in the 1930s and 1940s and proposed the Spiral

of Silence Theory in the 70s.

-minority viewpoint on a public issue will remain in the

background

-majority viewpoint will be encouraged to speak


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-The Spiral of Silence Theory intersects public opinion

and media

-Media will focus on majority views, underestimatingminority views

-The minority will be less assertive in communicating their

opinions-The majority will be emboldened

-Subsequently, the media will report on the majority's

opinions and activities


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PUBLIC OPINION

PUBLIC/ OPINION

Legal- open to everyone (public lands,publicspace)

concerns or issues of the people (publicresponsibility of journalists)

social-psychological side of people.-individuals know whether they are exposed or

sheltered to public view and they adjust

themselves accordingly


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-the social psychological side of the public has

been neglected yet "this is the meaning felt by

people in their sensitive social skin"

OPINION

-an expression or attitude-may vary both in stability and intensity

-a level of agreement of a particular population

-in the SOS, opinion is synonymous withsomething regarded as acceptable


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PUBLIC OPINION

"attitudes or opinions one must express in

public if one is not to isolate oneself; in areas

of controversy or change, public opinions are

those attitudes that one can express withoutrunning the danger of isolating himself"

-dynamic process limited by time and space-holds sway over a society for a short period of

time


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-Public opinion as tangible force that

keeps people in line

-the effort spent in observing the

environment is a smaller price to paythan be despised, alone

Mother Teresa- The worst sickness is not leprosy, or tuberculosis, but the feeling

of being respected by no one, of being unloved, deserted by everyone


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MEDIA

Media determines what subjects will be of

interest to people, and the media often make

a subject controversial

Constant repetition of a single point of view

biases perception of public opinion and

accelerates the spiral of silence. (downwardspiral of communication)


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ASSUMPTIONS

society holds power over do not conform throughthreat of isolation

people as constant assessors of the climate ofpublic opinion

-public opinion and the media

-quasi-statistical sense

personal estimation of the strength of

opposing sides on a public issue a sixth sense that tallies up information

-pluralistic ignorance

people mix direct perceptions and

perceptions filtered by the media into an


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Pluralistic ignorance- anytime

people have a mistaken idea of

what the publics opinion really is.

The media in general do not onlytell us what to think but also

provide a sanctioned view of what

everyone else is thinking


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ASSUMPTIONS

Public's behavior is influenced byevaluations of public opinion.

o the strength of one camp's signals, or the weakness

of the other's, is the driving force setting the spiral in

motion


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Train Test (Plane, Bus)

-assessment of the extent to which people

will speak out

Suppose that you have a five-hour train ride

ahead of you, and a person sits next to

you and starts to discuss the problems offood safety. Would you talk or not talk

about the topic to the person?


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Supporters of a dominant opinion are more willing to

voice an opinion

people tend to refrain from publicly stating their

position if they perceive that this perception will attract

laughter,mockery, or similar threats of isolation.

People are more likely to voice an opinion if it agrees

with their own convictions as well as fits within current

trends

People will voice an opinion if it aligns with societal

views.


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People tend to share their opinions with

those who agree with them more

People draw the strength of their

convictions from a variety of sources,

People may engage in last-minute swing,

or jumping on the bandwagon of the popular

opinion during the final moments of

conversation.


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DEFIANCE

HARD CORE nonconformists- nothing to

lose by speaking out

AVANT GARDE- intellectuals, artists,

reformists who speak out because they

are convinced they are ahead of the times-Seek public response


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FLAWS

Assuming that the fear of isolation is the

cause of peoples silence

Relying on the hypothetical plane test to

measure willingness to speak out

Focusing on national climate rather than

reference to group opinion


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Muted Group Theory

Cheris Kramarae

-Former professor, and director of Womens Studies, at the

University of Illinois at Urbana-Champaign

-The main theorist behind Muted Group Theory-Her primary research interests are gender, language and

communication, technology, and education.


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Language is a man-made construction,

which aids in defining, depreciating,

and excludingwomen

Muted Group Theory

she = s+he

her= he+r

HIStory. not

HERstory.


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Muted Groups

-People who belong to a lower power group who mustchange their language in communicating publicly

Masculine Power to Name Experience

-Men's system is dominant, impeding the freeexpressions of how women see the world.

-Women's talk is subject to male control and

censorship

Womens truth into mens talk-Women must transform their own models of

communication in terms of the male system of

expression


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Men as Gatekeepers of

Communication

For a long time, men have exerted control and domination

over the mass media.

content

production


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Silencing

The disregard and insignificance attributed to

women's voices show an unequal distribution

of power.

Methods of Silencing:

1. Ridicule

2. Ritual

3. Control

4. Harassment


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The Dichotomy Between Public and

Private

Because of the patriarchal and male-dominated society,

women are looked down upon in public spheres of

communication, such as public forum and debates.

Women employ strategies of resistance to subvert this line

of thinking.

1. naming the processes by which women are silenced2. use of alternative means of expression

i.e. diaries, journals, oral histories


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Sexual Harassment

-An unwanted imposition of sexual requirements in a

context of a relationship of unequal power

-The popularization of the term is considered a greatvictory for feminist communication scholars - encoding

womens experience into the received language of

society


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Goal: To change the man-made

linguistic system

"Woman continually creates a new and more

representative language to capture their experiences."

i.e. Laadan - a language constructed by Suzette Elginaimed at expressing women's views and experiences

A Feminist Dictionary by Kramarae and Treichler

- "gives women-centered definition to words of importancein women's" experiences"


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Giving Voice through the Internet

The Internet provides three avenues that may

give voice to muted groups.

1. Online Education

2. Blogs

3. Wikis


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Muted Voices: A Critical Look at "E-

Male" in Organization

- by Jamie L. Callahan and Heather Kissack of

Texas A&M University

"Gender cues can be found in the text of

emails, creating an environment in which

gendered voices can be marginalized and

muted."


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Muteness Within Organizations

Women within organizations are subjected to three barriers

that mute their voices.

1. Structural2. Behavioral

3. Accommodation and Rationalization

In order to get past these barriers, women assimilate malebehaviors and masculine modes of expression.


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References

http://www.afirstlook.com/edition_7/theory_resources/Mute

d_Group_Theory

http://www.udel.edu/comm245/readings/GenderedMedia.pdf

http://www.ufhrd.co.uk/wordpress/wp-

content/uploads/2008/06/315-muted-voices-a-critical-look-at-e-male-in-organizations.pdf


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Communication Theories Presentation