Western theorists have developed a whole system of methods for spiritually influencing the masses, again through the media. They consider suggestion to be the main method of such manipulation. In their opinion, spiritual manipulation should strive to bring a person’s emotional stress to such an extent that emotions interfere with the analytical thinking process, and the desired reaction would occur immediately, without any argumentation. The goal here is not to modify ideas, but to provoke action. The point is not about intellectually changing an individual’s belief, but about irrationally including him in an active process, not about introducing him to some doctrine and leading him to a conscious choice, but about arousing him reflexes, subconscious.
The practice of spiritual manipulation of the masses also uses propaganda campaigns in its arsenal. Let us note that their share among other means of influence is constantly increasing, since they are at the same time massive, unified and strictly targeted.
The industrialization and professionalization of campaigns, the widespread use of the latest media makes them very effective.
One of the means of social manipulation of the masses is psychoprogramming, and the method here is suggestion. The interaction is carried out, as a rule, in doses, in portions, which makes it invisible.
Propaganda campaigns use already proven and very effective techniques and principles for processing mass consciousness. Back in 1939, American researchers A. and E. Lee identified seven basic principles of propaganda:
1) the principle of “labeling” - giving a person or idea an offensive nickname or epithet to undermine their authority;
3) the principle of “transfer” - identification of the qualities of a known object with the qualities of another unknown or little-known object, that is, assessment by association;
4) the principle of “ordinary people” - identification of the interests of the informant himself or the information transmitted by him with the interests of “ordinary people”, the majority of the population, voters;
5) the principle of “rigging the cards” - outright falsification of actual facts using techniques invisible to the masses;
6) the principle of “brilliant mediocrity” - operating with habits, well-known, but at the same time concepts that are quite abstract for the average person, the content of which he usually does not think about;
7) the principle of the “common carriage” - stimulating a certain reaction by instilling the idea that it is generally accepted (“everyone thinks so; everyone does it”).
It is indisputable that the practice of manipulation with the help of the media is resorted to in the process of creating the image of a political leader and “promoting” his program.
Modern election campaigns are characterized by poverty of content, lack of fresh ideas, similarity of opponents' programs, abstract slogans and formulations. A striking example of this situation is the election race associated with the recently held Parliamentary elections of deputies to the State Duma of the Russian Federation of the 6th convocation on December 4, 2011. The election programs of all parties vying for seats in the new State Duma turned out to be largely the same. Competitors agree on many things, except for the manifestation of extremely extreme, radical ideas. This is evidenced by the results of an investigation by Rbk daily.
This situation forces political strategists to appeal not to common sense, but to the emotions of voters.
In addition, modern Russia is characterized by a weakly structured electorate. Many people do not identify themselves with a specific social group, are not aware of their group interests and have no idea who exactly can express them. Therefore, political strategists create illusions about the candidate’s image, which can significantly influence people’s ideas about reality and deform them.
Inefficiency, aging of traditional election technologies, oversaturation of campaign materials that are not perceived by voters also provide another reason for creating more and more dirty sensations and dishonest campaigns. Door-to-door technologies and “telephone campaigning” only cause irritation among Russian voters. TV debates, if scandalous characters do not participate in them, are simply not interesting.
During the 2011 election campaign, methods were used such as manipulation with true information, methods of direct and indirect advertising during political campaigning, the use of the media as a channel for communicating targeted disinformation to the population, the country's leadership, the exploitation of all kinds of rumors in the media that can purposefully influence on the information and psychological climate in society.
The indirect form is also agitation, but it is not recognized as such. Such political advertising is a constant informing of the public about the activities of certain political persons. As a rule, this is done by the media. Thanks to them, virtually any information or cultural program, printed publication on historical, legal, or political topics can be political advertising. Such advertising, as a rule, remains unnoticed by the viewer, which gives it a number of advantages. First of all, as a more ordinary phenomenon, it is perceived uncritically, in contrast to direct, often irritating propaganda. But at the same time, it has a more effective effect on people’s subconscious, since it has a larger volume in the media. Its long duration helps to firmly imprint slogans and ideas in the minds of the electorate. In addition, it is able to create the desired attitude towards the policies pursued by the government of a given country.
Various articles were published in the print press, there were mentions in the news on major television channels, banners were issued and placed with the image of V.V. in the background. Putin, providing a “direct” hint that this party belongs to the highest officials of the state, inclined towards reliability and solidity, were parting speeches of the heads of large manufacturing enterprises to their subordinates.
The LDPR party amazed voters with its program, which contains nationalist points, as evidenced by their slogan “Russia for the Russians!”
One of the most common media techniques during this election campaign was distortion of information. Let's consider it using the example of not only direct, but also indirect political advertising, expressed in news reports and television debates.
This technique includes fabrication of facts, manipulative semantics, simplification and stereotyping, affirmation, repetition, fragmentation, urgency and sensationalism.
Fabrication of facts presupposes the rejection of outright lies. Politicians and the press do not use outright lies because it is both expensive and dangerous. This is true, since by hushing up “extra” information, you can achieve the same results without risking the image of an honest politician who can be trusted (this is often the guideline for all participants in the election race). Moreover, it cannot be said that everyone does this, but voters have been familiar with this technique for quite a long time, and often do not pay attention to it. A lot of “anonymous” messages of a provocative and compromising nature were noticed in favor of the parties “United Russia”, “A Just Russia” and “LDPR”.
Manipulative semantics is the construction of messages from fragments of statements or video sequences. Individual messages do not seem to be lies, but the whole has nothing in common with reality. Many similar videos were created on the Internet, where opponents allowed humiliation and insults against them, responding in kind.
Thus, it is not always the case that flattering reviews of people about a particular politician, obtained as a result of surveys conducted on the streets of the city, can be constructed and broadcast in the most favorable light for him.
Simplification and stereotyping - the media are intended specifically for the general public. Therefore, they set strict limits on the complexity and originality of the message. The person must accept the message effortlessly and unconditionally. For example, terms that have a surprising impact on human consciousness, bearing the imprint of science.
The slogan “The future is ours!” - United Russia took it into service, filling the cities and towns of Russia with billboards with these words. Or the deliberate statement “LDPR or it will be worse.”
Statement - allows you to express the main idea that you want to inspire in the audience. It is non-negotiable. That is, the public is required to accept the thought as it is.
This is where the indoctrination of the attitudes necessary for politicians mainly takes place. For example, unconditional support of a given political course.
The emphasis of the LDPR election campaign was the national idea; Patriots of Russia also promise “national revival.” The postulates of socialism in the new Duma are ready to be defended by the Socialist Revolutionaries, led by Sergei Mironov, and the communists, led by Gennady Zyuganov. Judging by the election program, they are largely supported by Grigory Yavlinsky and Yabloko. United Russia and Right Cause stand somewhat apart. The first tried to cover everything at once - the social sphere, industry, and liberal reforms. The latter either completely distanced themselves from certain social issues, or put forward solutions that are radically different from the proposals of other parties.
Repetition - turns statements into obsessions, minimizes reasoning, thereby turning thought into reflexive action.
This technique is illustrated by the repeatedly repeated statement “Russia for Russians” by the LDPR party.
Fragmentation is the division of an integral problem into fragments so that the viewer cannot put them together.
An example of this is when political articles in newspapers or television programs of all participants in the election race are broken up by entertainment advertising. Thus, a person’s attention is distracted from the main problem, and it is not possible to comprehend the full importance of the information.
The same effect can be achieved by urgency and sensationalism - this gives the problem a seemingly justified fragmentation. When an important political broadcast is interrupted by urgent, sensational information. A sense of urgency sharply shifts the viewer's attention from the main problem to what seems to be even more urgent information. Although in reality the right amount of time is concentrated on sensations. Under the guise of sensationalism, one can keep silent about important political events that the public should not know about. Preparing sensations is an expensive job, which is carried out by specialists.
It is noteworthy that the activity of such parties as Yabloko, Patriots of Russia, and Right Cause was very low. And it is not surprising that they received a very small number of votes in the election results.
I would like to note the following violations occurring during the election race.
Firstly, there was an extreme increase in political competition. The importance of the State Duma and the high “price of a mandate” in federal elections forced parties to resort to various forms of attracting additional votes, sometimes not entirely legal (various cases of stuffing incriminating evidence and reproducing false materials) or flagrantly violating Russian laws (attempts of bribery or administrative pressure).
An example of this is the debate, in which representatives of all parties participated (for the first time United Russia participated in the debate), which increased the participation of the parliamentary opposition in the campaign.
United Russia, of course, used administrative resources, but only to the extent that any ruling party dominant in the political system uses it. Having lost the monopoly on its use during the autumn campaign of 2010, the ruling party did not make attempts to restore its monopoly status. The use of the administrative resources available to them by the opposition seriously influenced the increase in political competition and added opportunities for parties to influence representatives of local administrations.
The following facts of use of administrative resources and parliamentary immunity by the opposition received great resonance in the media:
* the leader of A Just Russia, Sergei Mironov, used state transport for campaign trips;
* LDPR leader Vladimir Zhirinovsky used government telegrams to appeal to regional authorities about violations identified by his party;
* on behalf of the leader of “A Just Russia” in St. Petersburg, Oksana Dmitrieva, a special appeal was distributed to members of the election commission at polling stations on voting day;
* in the Nizhny Novgorod region, on behalf of the first secretary of the regional committee of the Communist Party of the Russian Federation and deputy of the State Duma of the fifth convocation, Nikolai Ryabov, letters with threats and accusations were sent to the heads of local administrations;
* aggression on the part of representatives of the Communist Party of the Russian Federation against Russian Post, blocking and illegal detention, search of a sealed van carrying letters and parcels.
The increased activity of the non-systemic opposition is the second trend identified during the election campaign. The non-systemic opposition, sensing the public's demand for updating the political system, launched an aggressive information campaign, mainly on the Internet. In part, it is the activity of the non-systemic opposition that explains the rallies that swept across Russia after the elections. The rally in Moscow, which took place on December 10, brought together several tens of thousands of people dissatisfied with election irregularities and incorrect vote counting.
A significant role in increasing the aggressiveness of the elections was played by the campaign of the non-systemic opposition “Vote against the party of swindlers and thieves”, initiated by blogger Alexei Navalny and supported by the parties “A Just Russia” and partly the Communist Party of the Russian Federation; this campaign was not paid for from any electoral fund. The slogan “Vote against PZhiV” became the leitmotif of the A Just Russia campaign, seriously influencing the final result of the party - the party acted as a collector of the protest electorate along with the Communist Party.
The association “Voice” took an active part in the campaign of the non-systemic opposition to delegitimize the election results, which launched the “Map of Violations” project.
Despite the initially announced format of independent monitoring and collection of data on violations, the project was dedicated to collecting violations of the authorities and United Russia (real and imaginary). Such messages were not pre-moderated, and reports of violations by opposition parties were practically not posted on the portal.
The authorities, represented by the President of the Russian Federation, the Central Election Commission of the Russian Federation, the Investigative Committee of the Russian Federation, and the Ministry of Internal Affairs of the Russian Federation, have shown their readiness to investigate and suppress violations committed during the counting of votes. “Immediately after voting day, the need to investigate all complaints from citizens regarding violations during the election campaign, registered in the prescribed manner,” said President Dmitry Medvedev.
The Central Election Commission organized work to collect and systematize violations. On December 20, information appeared that the Central Election Commission had canceled the election results at the 21st precinct. On December 21, data from the report of the Investigative Committee of Russia and the Ministry of Internal Affairs on inspections carried out in connection with violations and criminal cases initiated were published [RBC daily.
The government’s readiness for dialogue with all groups of the population and the efficiency of mechanisms to counteract violations inherent in the electoral system are obvious.
The third trend was the continued aggressive pressure of parties on election commissions and local administrations. The case in the city of Rubtsovsk, Altai Territory, became resonant, where A Just Russia demanded that the administration provide additional premises for meetings with voters and campaigning, despite the fact that the administration had already allocated 5 premises that were in municipal ownership for full use by all parties. in accordance with the election law.
Thanks to these simple psychological techniques, television can easily manipulate public consciousness.
Thus, political advertising, which, in essence, is a set of tactics and techniques that represent a rich arsenal of linguistic lies, can easily “slip” into a person’s consciousness, along with the rest of the flow of information. Chaotic information is deposited in latent, dormant layers of memory and acts more on the subconscious, but has a more effective effect than conscious memorization, because at any moment “revitalized” by associations and images.
A person can control how to “filter” the messages they receive.
But when these messages turn into a stream of information, the effectiveness of penetration into consciousness increases sharply - the “filters” are torn. And any advertisement may well be taken as the pure truth.
A television program in this case is a more profitable, but also higher-paying advertising move. It is compiled in such a sequence that one information complements the other.
For example, if a person first watches a report on economics, then this information will be present at a level closer to consciousness than any other. Here this report will serve as priming and set the tone for subsequent advertising. Therefore, a candidate weak in economic policy will probably be alarmed if his ad appears immediately after a report that presents disappointing economic statistics; such a “neighborhood” will be extremely unprofitable for him.
Thus, correct and timely presentation of information can manipulate human consciousness, based on simple psychological techniques, without being noticeable to him.
Scientists who have studied the role of the media in political life have come to the conclusion that not a single candidate for representative bodies of power will have a serious chance of election if they cannot use television and other media. The role of the media in election campaigns, especially with the spread of television, has increased significantly. This is reflected in the structure of expenses of parties and candidates participating in elections: payment for newspaper space and air time on radio and television for the publication of campaign materials constitutes a significant part of the costs.
Media attention to possible election participants is growing even before the start of the election campaign. And political and public figures who intend to be candidates strive to attract media attention. At the stage of election campaigning, the media, compared to other methods of influencing voters (meetings, meetings of candidates with citizens, rallies, etc.), have special capabilities: they are able to deliver campaign materials to every home. These materials can be presented in the form of public debates, discussions, round tables, press conferences, interviews, television essays, videos about a candidate or political party.
Commercial advertising methods are widely used in election campaigns through the media. Parties and figures seeking election are presented as a kind of commodity on the political market. For this purpose, advertising companies are joining the campaign. Consultants are hired to study the “market” (composition, social status, voters’ expectations), outline measures necessary to promote the “product,” and give advice to the election participants who hired them. Advertising materials are created using images of political figures, political symbols, newsreels, animation, music, etc. All this activity during elections is called “political marketing.”
Political advertising, like product advertising, can influence voters who are susceptible to indoctrination. Suggestion is a process of emotionally charged influence on people using words, gestures, music and other means. It is associated with a decrease in the criticality of perception of the suggested content, a lack of understanding of it, and a lack of correlation with past experience.
Any television advertising should be short, varied, and emotionally rich. Therefore, modern political advertising mainly takes the form
clips. In general, a clip is a short film or video film, shot mainly based on the plot of an advertising video (a small form of film art). In political psychology, there are four types of clips. The first is aimed at ensuring that as many voters as possible remember the candidate’s last name. It often appears on the screen, sounds in a song, poem, accompanies newsreels, photographs, etc. Another type of clip should present the candidate’s program in the form of one idea attractive to the voter. The next type is negative material about the opponent, for example, negative statements from people about him. Finally, the fourth type is a “shock” clip calling for voting for a candidate (“We are for him!”).
Political marketing has received its greatest development in the United States. It has spread to other countries.
During the election campaign, public opinion polls are conducted. They reveal the mood of voters, the problems that concern them, their attitude towards election participants, and their preferences. Regular media coverage of the results of such polls increases interest in elections, creates a feeling of competition, and encourages people to follow the progress of the “election marathon.” However, these results may influence the positions of voters, since many of them, not ready for independent choice, tend to vote based on the opinion of the majority.
The experience of modern times shows that in some cases the media, having different ideological and political orientations, actually take on the role of political parties in elections. They fight for the audience, helping to increase the number of supporters of a particular political position, a particular candidate. However, the influence of the media cannot be exaggerated. A person is simultaneously influenced by many institutions: family, school, church, community and others, as well as interpersonal communication. Flows of information interact and intersect, as it were, they are refracted in previously formed views, established traditions, and life experiences.
Of particular importance is the citizen’s competence, his political culture, the ability to distinguish between objective information and political manipulation, select useful information for himself and resist the tricks of political marketing. Nowadays, it is impossible to navigate the life of society by ignoring the media. Knowledge about the capabilities of modern media, their “pros” and “cons” helps everyone determine their own political position. 7Basic concepts: mass media. f^is Terms: political manipulation, political marketing, public opinion.
1. Test yourself
1) What is included in the concept of “mass media”? 2) How does mass information differ from the exchange of information in interpersonal communication? 3) What are the political functions of the media? 4) What are the features of different types of mass political information? 5) What opportunities do the media provide to influence voters? 6) How does the mechanism of political manipulation work, what are its consequences? 7) Under what conditions can a voter resist political manipulation using the media?
Think, discuss, do
Think about the following facts that took place in
beginning of the 20th century On an island lost in the ocean lived two communities.
communities of colonists - Germans and Englishmen, whose ancestors
have settled here for a long time. They communicated peacefully with each other,
cooperated, there was no reason for a quarrel. Relations with
the outside world was carried out by ships, occasionally visiting
come here. In August 1914, the world war began, but
the island knew nothing about this, since radio communications
no it wasn't. Life proceeded as usual. Only
in 1915 a ship arrived, the crew of which brought news of
that Great Britain and Germany clashed in blood
howl battle. The situation on the island immediately deteriorated, regarding
Relations between communities became hostile. What are the conclusions?
ideas about the meaning of political information can be inferred from
this story?
Evaluate the following facts. In the middle of the 20th century. for that
go to send 30 pages of text over a distance
5 thousand km, it would take about 10 days or so
30 dollars. In 1980 the same task could be accomplished
by fax in one hour. It would cost about $50.
At the beginning of the 21st century, using the best data networks,
the same amount of information can be transferred in 3 seconds,
spending 3 cents. The cost of the operation has dropped a thousand times,
and the speed increased 300 thousand times. Draw conclusions from
these facts.
American journalist Charles Dana once said:
“If a dog bites a person, it’s not news; news - eu
does a person bite a dog? Does this statement reflect
essence of media? Which position of the educational text was switched
repents with these words?
Observe how something significant is illuminated
an event that occurs simultaneously with the study of a given
topics in one of the central newspapers, in one of the information
tion radio programs and in one of the information
television programs. Compare this with the characteristics of each type of media. Draw conclusions.
5. Do a little sociological research
nie - a questionnaire survey of your classmates on the topic
"My main source of political information." Re
Discuss the results of the study in class.
6. Compose for a young person who shows interest.
to the media, a memo entitled “How to Orien
be featured in media materials" (title option: "Pilot in
a sea of political information"). Discuss it in class.
Work with the source
Read an excerpt from the work of a modern political scientist.
The process of forming democratic public opinion includes two elements: firstly, access to information, and secondly, the ability to analyze it and make decisions. It is clear that the Internet provides previously unheard of access to information and expands communication capabilities. The idea of a virtual society arises, which, thanks to the Internet, is able to overcome the hierarchy of real power. Electronic communication ensures complete equality of its participants and participants.
The greatest prospects are in the process of using Internet technologies to further expand the capabilities of the existing system of representative democracy and develop the processes of so-called “electronic democratization.” Its main meaning is the use of Internet technologies for the following purposes:
expanding voters' and media's access to legislation
technical activities;
reducing the costs of forming associations and
voter associations;
increasing the effectiveness of feedback between
voters and their representatives in legislative bodies
nah power. The development of the computer network has changed a lot
homogeneous nature of political communications, allowing
establish simultaneous contact between millions
of people.
Vershinin S. Political communication in information
society. - St. Petersburg, 2001. - P. 87.
Questions and assignments to the source. 1) What is the meaning of “electronic democratization”? 2) How can voters' access to legislative activity be expanded? 3) How can the Internet help reduce the costs of forming associations and voter groups? 4) What is the prospect of implementing feedback via the Internet between voters and their representatives in legislative bodies?
ganah power? 5) What is the advantage of Internet technologies over the capabilities of traditional media? 6) Based on the document and the text of the paragraph, draw a conclusion about the new opportunities that the Internet opens for the development of democracy.
There is some debate about this
Controversy, as the author of the above fragment notes, raises the question of the nature of the influence of the Internet on democratic institutions and processes. This general question includes a number of more specific ones: what happens to previous political institutions, when and how are new institutional structures born? How to change the social structure in order to take maximum advantage of new opportunities in information interactions, but at the same time maintain the stability of public institutions? What are the mechanisms for transforming the relationship between civil society and the state, democracy and the public sphere, direct and representative democracy in the information society? What is the influence of the Internet as a means of mass political communication on the electoral behavior of citizens? What type of democracy is being formed in the information society?
Select the issues that are of greatest interest to you and invite them to be discussed in class.
Scientists who have studied the role of the media in political life have come to the conclusion that not a single candidate for representative bodies will have a serious chance of election if they cannot use television and other media. The role of the media in election campaigns, especially with the spread of television, has increased significantly. This is reflected in the structure of expenses of parties and candidates participating in elections: payment for newspaper space and airtime on radio and television for the publication of campaign materials constitutes a significant part of the costs.
Media attention to possible election participants is growing even before the start of the election campaign. And political and public figures who intend to be candidates strive to attract media attention. At the stage of election campaigning, the media, compared to other methods of influencing voters (meetings, meetings of candidates with citizens, rallies, etc.), have special capabilities: they are able to deliver campaign materials to every home. These materials can be presented in the form of public debates, discussions, round tables, press conferences, interviews, television essays, videos about a candidate or political party.
In election campaigns through mass media Commercial advertising methods are widely used. Parties and figures seeking election are presented as a kind of commodity on the political market. For this purpose, advertising companies are joining the campaign. Consultants are hired to study the “market” (composition, social status, voters’ expectations), outline measures necessary to promote the “product,” and give advice to the election participants who hired them. Advertising materials are created using images of political figures, political symbols, newsreels, animation, music, etc. All this activity during elections is called “political marketing.”
Political advertising, like product advertising, can influence voters who are susceptible to indoctrination. Suggestion is a process of emotionally charged influence on people using words, gestures, music and other means. It is associated with a decrease in the criticality of perception of the suggested content, a lack of understanding of it, and a lack of correlation with past experience.
clips. In general, a clip is a short film or video film, shot mainly based on the plot of an advertising video (a small form of cinematography). In political psychology, there are four types of clips. The first is aimed at ensuring that as many voters as possible remember the candidate's last name. It often appears on the screen, sounds in a song, poem, accompanies newsreels, photographs, etc. Another type of clip should present the candidate’s program in the form of one idea attractive to the voter. The next type is negative material about the opponent, for example, negative statements from people about him. Finally, the fourth type is a “shock” clip calling for voting for a candidate (“We are for him!”).
Political marketing has received its greatest development in the United States. It has spread to other countries.
During the election campaign, public opinion polls. They reveal the mood of voters, the problems that concern them, their attitude towards election participants, and their preferences. Regular media coverage of the results of such polls increases interest in elections, creates a sense of competition, and encourages people to follow the progress of the “election marathon.” However, these results may influence the positions of voters, since many of them, not ready to make an independent choice, tend to vote based on the opinion of the majority.
The experience of modern times shows that in some cases the media, having different ideological and political orientations, actually take on the role of political parties in elections. They fight for the audience, helping to increase the number of supporters of a particular political position, a particular candidate. However, the influence of the media cannot be exaggerated. A person is simultaneously influenced by many institutions: family, school, church, community and others, as well as interpersonal communication. Flows of information interact and intersect, as it were, they are refracted in previously formed views, established traditions, and life experiences.
Of particular importance is the citizen’s competence, his political culture, the ability to distinguish between objective information and political manipulation, select useful information for himself and resist the tricks of political marketing. Nowadays, it is impossible to navigate the life of society by ignoring the media. Knowledge about the capabilities of modern media, their “pros” and “cons” helps everyone determine their own political position. 7SH Basic concepts: mass media. f^is Terms: political manipulation, political marketing, public opinion.
Test yourself
1) What is included in the concept of “mass media”? 2) How does mass information differ from the exchange of information in interpersonal communication? 3) What are the political functions of the media? 4) What are the features of different types of mass political information? 5) What opportunities do the media provide? For influence on the voter? 6) How does the mechanism of political manipulation work, what are its consequences? 7) Under what conditions can a voter resist political manipulation using the media?
Think, discuss, do
1. Think about the following facts that took place in
beginning of the 20th century On an island lost in the ocean lived two
communities of colonists - Germans and Englishmen, whose ancestors
have settled here for a long time. They communicated peacefully with each other,
cooperated, there was no reason for a quarrel. Relations with
the outside world was carried out by ships, occasionally visiting
come here. In August 1914, the world war began, but
the island knew nothing about this, since radio communications
no it wasn't. Life proceeded as usual. Only
in 1915 a ship arrived, the crew of which brought news of
that Great Britain and Germany clashed in blood
howl battle. The situation on the island immediately deteriorated, regarding
Relations between communities became hostile. What conclusions
ideas about the meaning of political information can be inferred from
this story?
2. Evaluate the following facts. In the middle of the 20th century. for that
go to send 30 pages of text over a distance
5 thousand km, it would take about 10 days or so
30 dollars. In 1980 the same task could be accomplished
by fax in one hour. It would cost about $50.
At the beginning of the 21st century, using the best data networks,
the same amount of information can be transferred in 3 seconds,
spending 3 cents. The cost of the operation has dropped a thousand times,
and the speed increased 300 thousand times. Draw conclusions from
these facts.
3. American journalist Ch. Deyna once said:
“If a dog bites a person, it’s not news; news - eu
does a person bite a dog? Does this statement reflect
essence of media? Which position of the educational text was switched
repents with these words?
4. Observe how something significant is illuminated
an event that occurs simultaneously with the study of a given
topics in one of the central newspapers, in one of the information
tion radio programs and in one of the information
television programs. Compare this with the characteristics of each type of media. Draw conclusions.
5. Do a little sociological research
nie - a questionnaire survey of your classmates on the topic
"My main source of political information." Re
Discuss the results of the study in class.
6. Compose for a young person who shows interest.
to the media, a memo entitled “How to Orien
be featured in media materials" (title option: "Pilot in
a sea of political information"). Discuss it in class.
Work with the source
Read an excerpt from the work of a modern political scientist.
The process of forming democratic public opinion includes two elements: firstly, access to information, and secondly, the ability to analyze it and make decisions. It is clear that the Internet provides previously unheard of access to information and expands communication capabilities. The idea of a virtual society arises, which, thanks to the Internet, is able to overcome the hierarchy of real power. Electronic communication ensures complete equality of its participants and participants.
The greatest prospects are in the process of using Internet technologies to further expand the capabilities of the existing system of representative democracy and develop the processes of so-called “electronic democratization.” Its main meaning is to use Internet technologies for the following purposes:
Expanding voter and media access to legislation
technical activities;
Reducing the costs of forming associations and
voter associations;
Increasing the effectiveness of feedback between
voters and their representatives in legislative bodies
nah power. The development of the computer network has changed a lot
homogeneous nature of political communications, allowing
establish simultaneous contact between millions
of people.
Vershinin S. Political communication in information
society. - St. Petersburg, 2001. - P. 87.
Questions and assignments to the source. 1) What is the meaning of “electronic democratization”? 2) How can voters' access to legislative activity be expanded? 3) How can the Internet help reduce the costs of forming associations and voter groups? 4) What is the prospect of implementing feedback via the Internet between voters and their representatives in legislative bodies?
ganah power? 5) What is the advantage of Internet technologies over the capabilities of traditional media? 6) Based on the document and the text of the paragraph, draw a conclusion about the new opportunities that the Internet opens for the development of democracy.
There is some debate about this
Controversy, as the author of the above fragment notes, raises the question of the nature of the influence of the Internet on democratic institutions and processes. This general question includes a number of more specific ones: what happens to previous political institutions, when and how are new institutional structures born? How to change the social structure in order to take maximum advantage of new opportunities in information interactions, but at the same time maintain the stability of public institutions? What are the mechanisms for transforming the relationship between civil society and the state, democracy and the public sphere, direct and representative democracy in the information society? What is the influence of the Internet as a means of mass political communication on the electoral behavior of citizens? What type of democracy is being formed in the information society?
Select the issues that are of greatest interest to you and invite them to be discussed in class.
Scientists who have studied the role of the media in political life have come to the conclusion that not a single candidate for representative bodies will have a serious chance of election if they cannot use television and other media. The role of the media in election campaigns, especially withthe spread of television has increased significantly. This is reflected in the structure of expenses of parties and candidates participating in elections: payment for newspaper space and airtime on radio and television for the publication of campaign materials constitutes a significant part of the costs.
Media attention to possible election participants is growing even before the start of the election campaign. And political and public figures who intend to be candidates strive to attract media attention. At the stage of election campaigning, the media, compared to other methods of influencing voters (meetings, meetings of candidates with citizens, rallies, etc.), have special capabilities: they are able to deliver campaign materials to every home. These materials can be presented in the form of public debates, discussions, round tables, press conferences, interviews, television essays, videos about a candidate or political party.
IN Election campaigns through the media are widely penetrated by commercial advertising methods. Parties and figures seeking election are presented as a kind of commodity on the political market. For this purpose, advertising companies are joining the campaign. Consultants are hired to study the “market” (composition, social status, voters’ expectations), outline measures necessary to promote the “product,” and give advice to the election participants who hired them. Advertising materials are created using images of political figures, political symbols, newsreels, animation, music, etc. All this activity during elections is called “political marketing.”
Political advertising, like product advertising, can influence voters who are susceptible to indoctrination. Suggestion is a process of emotionally charged influence on people using words, gestures, music and other means. It is associated with a decrease in the criticality of perception of the suggested content, a lack of understanding of it, and a lack of correlation with past experience.
Any television advertising should be short, varied, and emotionally rich. Therefore, modern political advertising mainly takes the form
clips. In general, a clip is a short film or video film, shot mainly based on the plot of an advertising video (a small form of cinematography). In political psychology, there are four types of clips. The first is aimed at ensuring that as many voters as possible remember the candidate's last name. It often appears on the screen, sounds in a song, poem, accompanies newsreels, photographs, etc. Another type of clip should present the candidate’s program in the form of one idea attractive to the voter. The next type is negative material about the opponent, for example, negative statements from people about him. Finally, the fourth type is a “shock” clip calling for voting for a candidate (“We are for him!”).
Political marketing has received its greatest development in the United States. It has spread to other countries.
During the election campaign, public opinion polls are conducted. They reveal the mood of voters, the problems that concern them, their attitude towards election participants, and their preferences. Regular media coverage of the results of such polls increases interest in elections, creates a sense of competition, and encourages people to follow the progress of the “election marathon.” However, these results may influence the positions of voters, since many of them, not ready to make an independent choice, tend to vote based on the opinion of the majority.
The experience of modern times shows that in some cases the media, having different ideological and political orientations, actually take on the role of political parties in elections. They fight for the audience, helping to increase the number of supporters of a particular political position, a particular candidate. However, the influence of the media cannot be exaggerated. A person is simultaneously influenced by many institutions: family, school, church, community and others, as well as interpersonal communication. Flows of information interact and intersect, as it were, they are refracted in previously formed views, established traditions, and life experiences.
Of particular importance is the citizen’s competence, his political culture, the ability to distinguish between objective information and political manipulation, select useful information for himself and resist the tricks of political marketing. Nowadays, it is impossible to navigate the life of society by ignoring the media. Knowledge about the capabilities of modern media, their “pros” and “cons” helps everyone determine their own political position.
Information transmitted through media channels is characterized by great diversity. Its content reflects all aspects of politics: economic and social, military and scientific-technical, national and youth, as well as other aspects of political life.Media reports can present local (region, city), national (federal level), and international information. People living in areas remote from the center are often more interested in local news than information about political life in the capital.
Political information covers not only current events, but also the past. Thus, on the federal channels of Russian television, the place of historical documentaries has expanded, touching on many facts of political history and images of political figures in our country and abroad. While covering the past and present, the media also provide information about forecasts for the development of current processes in the future, involving politicians and political scientists for this.
Mass media researchers have identified general principles that guide the media when choosing topics for their publications and broadcasts. Firstly, this is the priority, primary importance, and attractiveness of the topic for citizens. Themes,concerns people (terrorism, disasters, etc.) are among the mostcovered in the media. Secondly, sensational information, facts that go beyond everyday life: extreme incidents, often of a negative nature. Thirdly, reports about any new, previously unknown phenomena, organizations, decisions, statements, etc. Fourthly, data about the success of politicians and parties in elections, about high or very low positions in ratings, reflecting the degree of their popularity. Fifthly, information coming from persons with high social status: heads of state and government
bodies, persons holding senior positions in the military, church or other structures.
The most common media are radio, television, and the press. There is a kind of division of labor between them. When reporting a political event, radio mainly lets you know what happened. Television shows what happened. And to the question of why it happened, the most complete answer is given by the press.
The ability to “come into every home”, the presence of video footage (“pictures”) on television, which creates the “effect of presence”, as well as the combination of visual and auditory images, the ease of perception of information make electronic media the most effective means of influencing people’s political consciousness and behavior. At the same time, the weaknesses of the media are most noticeably manifested in political information on television. The world is presented in a continuously updated stream of information messages, which, as a rule, are not connected to each other by any semantic connection. A kaleidoscope appears, as it were, in which scattered fragments of reality are presented. In most cases, cause-and-effect and other connections between them are not visible. A person who perceives this fractional information is not able to recreate an orderly, holistic picture of events in his mind.
A significant place in television programs is occupied by the depiction of official meetings, diplomatic rituals, as well as unusual actions of famous people. All this external side of events is well filmed by a television camera, but does not help to understand the essence and meaning of what is happening in politics.
The desire to create a counterbalance to “boring” genres and to increase interest in television programs was manifested in the convergence of mass political information with entertainment genres. This trend is embodied, in particular, in talk shows, during which political issues are discussed. The discussions that arise on these programs, the clash of different views, the assessments of experts - all this attracted the attention of a large audience to such television programs. However, the limited time of such broadcasts in many cases does not provide an opportunity for sufficient argumentation of the points of view expressed, for a deep disclosure of the essence of the problem under discussion.
With the enormous capabilities of radio and television, print media have not lost their importance. It is in the materials of newspapers and magazines that current political problems are most fully and consistently revealed. Turning to such articles and other publications allows you to move beyond a superficial understandingthinking about events to their deeper understanding. The newspaper is inferior to radio and television in emotionality, but has the opportunity to give a more in-depth analysis of what is happening. As experts figuratively say: if radio works for the “lazy and hasty,” television works “for everyone,” then the newspaper is exclusively “for the smart” or those who want to be smart.
Attempts by certain political forces, using new means, to manipulate people’s behavior would remain futile if every citizen learned to critically evaluate information, distinguish objective information from distorted information, and developed, based on scientific knowledge, stable views on society, politics and the role of MASS MEDIA.
Scientists who have studied the role of the media in political life have come to the conclusion that not a single candidate for representative bodies will have a serious chance of election if they cannot use television and other media. The role of the media in election campaigns, especially with the spread of television, has increased significantly. This is reflected in the structure of expenses of parties and candidates participating in elections: payment for newspaper space and airtime on radio and television for the publication of campaign materials constitutes a significant part of the costs.
Media attention to possible election participants is growing even before the start of the election campaign. And political and public figures who intend to be candidates strive to attract media attention. At the stage of election campaigning, the media, compared to other methods of influencing voters (meetings, meetings of candidates with citizens, rallies, etc.), have special capabilities: they are able to deliver campaign materials to every home. They can be presented in the form of public debates, discussions, round tables, press conferences, interviews, television essays, videos about a candidate or political party.
Commercial advertising methods are widely used in election campaigns through the media. Parties and figures seeking election are presented as a kind of commodity on the political market. For this purpose, advertising companies are joining the campaign. Consultants are hired to study the “market” (composition, social status, voters’ expectations), outline measures necessary to promote the “product,” and give advice to the election participants who hired them. Advertising materials are created using images of political figures, political symbols, newsreels, animation, music, etc. All this activity during elections is called “political marketing.”
Political advertising, like product advertising, can influence voters who are susceptible to indoctrination. Suggestion is a process of emotionally charged influence on people using words, gestures, music and other means. It is associated with a decrease in the criticality of perception of the suggested content, a lack of understanding of it, and a lack of correlation with past experience.
Any television advertising should be short, varied, and emotionally rich. Therefore, modern political advertising mainly takes the form of clips. In general, a clip is a short film or video film, usually shot on the principle of an advertising video (a small form of film art).
In political psychology, there are four types of clips. The first is aimed at ensuring that as many voters as possible remember the candidate's last name. It often appears on the screen, sounds in songs, poems, and accompanies chronicles and photographs. The second type of clip should present the candidate’s program in the form of one idea that is attractive to the voter. The third type is negative material about the opponent, for example negative statements from people about him. Finally, the fourth type is a “shock” clip calling for voting for a candidate (“We are for him!”).
Political marketing has received its greatest development in the United States. It has spread to other countries with electoral systems.
During the election campaign, public opinion polls are conducted. They reveal the mood of voters, the problems that concern them, their attitude towards election participants, and their preferences. Regular media coverage of the results of such polls increases interest in elections, creates a sense of competition, and encourages people to follow the progress of the election marathon. However, these results may influence the positions of voters, since many of them, not ready to make an independent choice, tend to vote based on the opinion of the majority.
Recent experience shows that in some cases the media, having different ideological and political orientations, actually take on the role of political parties in elections. They fight for the audience, helping to increase the number of supporters of a particular political position, a particular candidate.
However, the influence of the media cannot be exaggerated. A person is simultaneously influenced by many institutions: family, school, army, church, community, as well as interpersonal communication. Flows of information interact and seem to intersect with them, they are refracted in previously formed views, established traditions, life experience, and its influence changes as a result.
Of particular importance is the citizen’s competence, his political culture, the ability to distinguish between objective information and political manipulation, select useful information for himself and resist the tricks of political marketing. Nowadays, it is impossible to navigate the life of society by ignoring the media. Knowledge about the capabilities of modern media, their pros and cons helps everyone determine their own political position.
Basic concepts: mass media.
Terms: political manipulation, political marketing, public opinion.
