CMM 308 : Persuasion and Culture ( Chapter 8 )
CMM 308 : Persuasion and Culture ( Chapter 8 ) CMM 308
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This 3 page Class Notes was uploaded by Winn on Thursday April 7, 2016. The Class Notes belongs to CMM 308 at Marshall University taught by Dr. Tarter Barbara in Spring 2016. Since its upload, it has received 19 views. For similar materials see Persuasive Communication in Communication Studies at Marshall University.
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Date Created: 04/07/16
Chapter 8 : Persuasion and Culture rd Book : Persuasion in the Media Age ( 3 edition) – Timothy A.Borchers Explaining Important More Important 1) Defining culture : - Refers to the process by which meanings are created in a society of people as well as the products of this process. - Term “culture” refer to the meaning-creation “process”. - “Culture products” to refer to the arts, television programming, architecture, clothing. - Popular culture is industrialized , notes John Fiske (1989). a) Beliefs, values and behaviors : - Value : a criterion or standard of preference. - Guide our actions , help us develop attitudes toward objects and allow us to morally judge ourselves and others - Cultural values : “set of organized rules for making choices, reducing uncertainty, and reducing conflicts within a given society. b) Mainstream culture beliefs, values, and behaviors. : - Mainstream culture : refers to the core beliefs, values and behaviors that “have been part of the American dialogue since the beginning” - Mainstream culture measures itself against a subgroup of the mainstream: referent class. 2) Culture and conflict : - Oppression (thought) - Confederate flag (symbol) - Slavery (object) 3) Cultural trends : - Trends : short-term preferences, not enduring ways of believing, feeling and acting. a) Buzz : the labeling of some cultural phenomenon as something members of the culture must know about. - The fact that people are talking about some person, product or idea. - Creates a need for people to learn about something, placing value on that information. b) Culture Scanning : extends beyond public opinion polling. 4) Culture beliefs : - 7 types of beliefs : a) Primary beliefs: - Everyone must work, People must benefit from their work, and Mannual work is respectable. b) Immigrant beliefs : - Improvement is possible, Opportunities must be imagines and Freedom of movement is needed for success. c) Frontier beliefs : - What has to be done will teach you how to do it, Each person is responsible for his own well-being, Helping others helps yourself, and Progress requires organization. d) Religious and Moral beliefs : - God created nature and human beings, God created a law of right and wrong, Doing what is right is necessary for happiness, God gave man the same birthrights, and America is a chosen country. e) Social beliefs : - Society is a collection of individuals, Every person’s success improves society, and Achievement determines social rank. f) Political beliefs : - The people are sovereign, the least government possible is best, a written constitution is essential to government, A majority decides, and Worship is a matter of conscience. g) Beliefs on Human Nature : - Almost all human beings want to do what is right and Human beings will abuse power when they have it. 5) Cultural values : - Achievement and success - Efficiency and practicality - Progress - Freedom and equality - Individualism - Effort and optimism 6) Culture behaviors : - Insistence on choice - Pursuit of impossible dreams - Obsession with big and more - Impatience with time - Acceptance of mistakes - Urge to improvise - Fixation with what’s new 7) Maintaining culture : a) Hegemony : the domination of culture by one particular cultural group, resulting in the empowerment of certain cultural beliefs , values and practices over others. b) Patriarchy : the oppressive structure in society that privileges the beliefs, values and practices of men.
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