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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/Germans7/29/2019 Communication Theories Presentation
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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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