Lesson 4

• PROCESS OF INCLUSION AND EXCLUSION

  Best illustrated by the way we frame an event or scene before we click the shutter of our cameras.
• Frame

  Structure that surround something.
• MEDIA PRODUCTION - Frames


  ❖ Are tools utilized by media creators and producers to tell their story.

  ❖ Gets more complicated for more complex media messages and formats.

  ❖ Can be both enabling and constraining to audiences.
• Framing


  ❖ The process of putting together the elements to create or produce a media text.

  ❖ Also, a process of excluding some elements in the creation and production of media text, in reverse.
• Media and the Status Quo


  ❖ a latin term that means “existing state of affairs”.
• Values and Attitudes


  ❖ commonly held beliefs, views, and attitudes about what is important and what is right.

  ❖ can be prescriptive and serve as a guide for desirable behavior.
• Personal values


  Are those that guide or drive our individual behavior.
• Spiritual values 


  Direct your actions and decisions with regards to a higher power.
• Attitudes


  ❖ expressions of our response to particular ideas, events, circumstances, or people. In cognitive psychology, attitude may be described as a predisposition to react favorably or unfavorably to a situation, event, or a person.
• Lifestyles


  ❖ ways of living and denote the interests, hobbies, behavior, opinions of an individual, family, group, or even a community.
• Tangible elements


  Could be the social class, largely determined by income and other material possessions, as well as the spaces inhabited.
• Intangible elements


  Could come with the values and attitudes a person or a group is predisposed to.
• Propaganda


  Was first introduced in the national consciousness when a group of Ilustrados launched the Propaganda Movement in Europe in 1868
• Propaganda


  Means disseminate or promote particular ideas. In Latin, it means "to propagate" or "to sow".
• Gomburza


  Gomez

  Burgos

  Zamora
• Jowett and O'Donnell (2012,6) 


  Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior that furthers the desire of the propagandist.
• Persuasion


  A complex, continuing, interactive process in which a sender and a receiver are linked by symbols, verbal and non-verbal, through which a persuader attempts to persuade the persuadee to adopt a change in a given attitude or behavior because the persuadee has had perceptions enlarged or changed.
• Electioneering 


  During national and local elections can be a persuasive act-the voter can be scouting around for candidates
• Persuasion in communication


  Is a necessary feature of a democracy.
• IDEOLOGY


  ❖ a system of beliefs based on a set of positions, ideas, and perspectives.

  ❖ associated with rigid political beliefs or with social movements espousing radical ideas about reform and revolution.
• IDEOLOGY

  Word first made its appearance during the French Revolution (787- 1799)
• IDEOLOGY


  Introduced by Antoine Destutt de Tracy as an encompassing concept for what he called “the science of ideas.”
• Marxism (Karl Marx)


  ❖ believed that ideologies were systems of thought perpetuated by the ruling classes to

  preserve an existing social order that only serves the interests of the ruling classes.

  ❖ ideology is always attached to the idea of false consciousness.

  ❖ Ideology is a powerful mechanism that exerts control over the people.

  ❖ the Marxist analysis asserts that media is an instrument of the ruling classes.
• Hegemony (Antonio Gramsci, 1977)


  ❖ the intersection of power, culture, and ideology.

  ❖ the ruling classes willfully combine persuasion and power to enforce its ideology

  over the masses.

  ❖ by deploying common sense, media constructs a world that implicitly says this is

  the norm, the acceptable, and the socially appropriate.
• Interpellation


  • Althusser sees individual as beings created subjected to the structure that governs their lives and does not believe that the individual is a self-acting and self-conscious beings.

  • Althusser refers it as a process by which individuals are constituted as subject.
• Ideological State of Apparatus (Althusser)


  ❖ previously labeled as superstructure in classical Marxist theory.

  ❖ Gramsci and Althusser both argue that the superstructure of society enjoys a

  degree of autonomy from its economic base.

  ❖ The cultural institutions like media, religion, and the cultural system, and structures

  in charge of imparting ideology.

  ❖ Althusser proceeded further by theorizing how the media and other ideological

  state apparatuses work to reproduce the dominant ideology.
• Althusser sees consciousness as something that structures people’s lived experiences.
• Media as Purveyor of Dominant Ideology

  ❖ Media promote the interests of the ruling classes, the most powerful segments of society, thereby carrying the dominant ideology and on the other hand

  ❖ Media texts can also contain the messages that challenge existing worldviews other than that of the powerful classes.
• Ideology in Stereotyping

  ❖ Stereotyping is an overarching belief about the characteristics of a certain group in society.
• Walter Lippman


  a US journalist first used the term stereotype in 1922.
• “pictures in our heads” 


  Stereotype was referred as