MACS 110 | Introduction to Mass Communication Theory translate
Exercises -back to MACS 110 Week 5-
Please come to next week's class with prepared answers to the following questions:
1. Look closely at the four examples of propaganda: Political, Public Service Announcement, Cause Marketing, and Corporate Advertising.
identify techniques of persuasion
assess effectiveness re. audience(s)
Using one or more of the techniques introduced in the discussion of persuasion, provide an example of :
a political message
a public service announcement
cause marketing
Explain which you feel is most effective and why.
2. Please select one of the following discussion questions and come to class prepared to address it.
- history: Consider key examples of propaganda in the 20th century and list what merits recognition, and explain why.
- geography: What type of propaganda might be effective in one location and completely ineffective in another, and why ?
- art: Give an example of high culture being used to promote a cause, product, or service.
- psychology: What is 'emotional transfer' and how does it work ?
- politics: Propaganda is essential to a democracy, but only provided there are sufficient alternate viewpoints expressed and they are accessible. The centralization of media ownership and control affect the role of media in society. Some believe that corporate controlled media are a form of propaganda that undermine democracy. What are your thoughts ?
- philosophy: What are some of the most common techniques used to make claims to truth ? How might critical thinking techniques be used to dissuade critical thinking on the part of the audience ?
3. Please consider further examples of how these and other academic disciplines may contribute to an understanding of propaganda and persuasion ? Select one theory and come to class prepared to address it in terms of how it sheds light on the topic of propaganda.
- hypodermic syringe model: Do you feel this theory is still relevant in today's mass mediated culture ? Why ?
- cultural imperialism theory: Is there an attempt by American media companies to Americanize global media markets ? Consider Cultural Hegemony, and Glocalization.
- social responsibility model: What examples of propaganda and persuasion serve the public interest in Vancouver ?
- marketplace of ideas theory: What ideas tend to dominate in our culture and can these be attributed to propaganda ?
- libertarianism: Do you have faith in the self righting principle ? Why ?
- uses and gratifications: In what ways do you feel you have control over media ?
- cultivation theory: Discuss this in relation to the handout, 'Cold War and Communication'.
- two-step flow model: Is this perspective practical given that many opinion leaders are media personalities ?
- spiral of silence theory: What issues might people be afraid of speaking out against because they go against the grain of the dominant culture ? How might one design an effective propaganda campaign to further one of these oppositional viewpoints ?
- media dependence theory Are the mass media a deal-killer or an asset for participatory democracy ? Discuss.
- critical theory: What does the Frankfurt School mean by the Culture Industry. To what extent do you agree with the position that popular culture is nothing more than corporate culture ?