PROPAGANDA MODEL

Propaganda is a mode of communication used to manipulate or influence the opinion of groups to support a cause or belief.

Propaganda is convert persuasion.

Mass media serve as a system of communicating messages to the public. Its function is to amuse, entertain and inform as well as inculcate values, beliefs and codes of behavior.

The Propaganda Model focuses on the inequality of wealth and power and its multilevel effects on mass media interests and choices. It studies how money and power are able to filter out the news - fit to print, marginalize dissent and allow the government and dominant private interests to get their messages across to the public.

Today Propaganda campaigns are used for promotion of war against drugs, the fight against cancer and educating young girls against sexual assault. Posters / websites / posts advertising the effectis of drug abuse, etc. are examples of modern propaganda. Propaganda is also used by political parties especially pre-elections. 

MARSHALL MCLUHAN - MEDIUM IS THE MASSAGE

Marshall McLuhan is known for coining the expressions the 'Medium is the Massage' and 'Global Village'. He is the author of the book 'Medium is the Massage'.

According to Marshall McLuhan, technologies - from clothes to the wheel and beyond - are the messages themselves, not the content of the medium.

According to Marshall McLuhan, modern audiences have formed current media to be soothing, enjoyable and relaxing. However, the pleasure we find in new media is deceiving, as the changes between society and technology are incongruent and perpetuate an 'age of anxiety'.

According to him, modern media are extensions of human senses. They expand our ability to perceive the world to an extent that would be impossible without media. These extensions of perception contribute to McLuhan's theory of Global Village which would bring humanity full circle. 

Additional Information

Herbert Marshall Mc Luhan was born on 21st July 1911 in Canada. He majored in English Literature. He got a teaching job at the University of Toronto where he came in contact with communication studies expert Harold Innis.

He wrote many books, which generated much debate. Literary critics were dissatisfied with him for associating himself with media studies and did not agree with his ideas and demanded their scientific verification. 

His first major publication, The Mechanical Bride was published in 1951 in which he explored the effects of advertising on society and culture. 

Mc Luhan gave us the concept of world as a global village. he believed that with the ever-evolving communication technology man would be able to overcome the barriers of time and distance and mankind would become one family. The internet has confirmed this belief. His critics said that his idea of global village was a proof of his being a romanticist who believed that the global village was a utopia where everything was hunky dory.

Marshall Mc Luhan coined three theories in relation to the effects of advertisement on society. They are: 

1. Objects of desire - Where women are portrayed as desirable objects to men, in order to sell products back to the same women.

2. Technological Extensions of the human body - where in technology is now being substituted for the human body for any type of work or action.

3. Dangers of technological extensions - This relates to how technology is dangerous and we know it. But because of its luxurious advantages, we choose to ignore it.

ADVERTISING IN MAGAZINES

a)       Reach High Value customers – Magazine readers are better educated and have a higher purchasing power. Thus, it is considered an influential medium to reach opinion leaders.

b)      Active medium and Communicates better – The active process of reading ensures focus on and understanding of the brand message. Thus, reader involvement in magazine advertising is more increasing awareness of the brand.

c)       Bonus impressions – On an average a magazine is viewed 1.7 times providing more impressions per ad than newspapers or TV.

d)      Pass along readers – Magazines are read not only by subscribers but by many others.

e)      Entire Brand Story – Magazines allow detailed communication of the entire brand story.

f)        Most informative medium – Magazines influence purchase behavior early in the decision-making process giving readers an idea of what to buy.

g)       Selective targeting – Magazines target areas of interest. There are magazines for everyone and thus it is recommended to use magazine advertising to reach your specific target audience.

h)      Brand Relevant Imagery – Magazine editorial enhances ads with brand relevant imagery, associations and a frame of reference that delivers greater reader receptivity to brand ads.

i)        Build Relationships – Magazines are the most personal of media, creating a private connection with individual readers.

j)        Lasting Message – Consumers clip and save magazine ads for future reference.

k)       Credible Message – Magazine ads are perceived to be highly credible, believable and trustworthy sources of information.

l)        Flexibility – Provide opportunity for inserts, supplements, advertorials and a variety of size and positioning options to meet advertisers’ creative needs.

m)    Media Multiplier Effect – While using other media to advertise – magazines help create a multiplier effect thus reinforcing the brand in the mind of the reader.

n)      Magazines Generate Response – After reading/seeing the ad, consumers are motivated to shop for and purchase products, call a number or get in touch with the retailer/ clip a coupon and exchange it for a discount, etc. This generates response.

o)      Increase your Sales – magazines create appeal which makes the consumer want to go out there and purchase the product.

GLOBAL INFORMATION INFRASTRUCTURE

Global Information Infrastructure involves developing communication framework intended to eventually connect all telecommunication and computer networks worldwide.

Global Information Infrastructure intends to make all electronically stored or transmitted information accessible from anywhere on the planet.

However, for GII to evolve as envisioned, the internet or its successor must deal with challenging issues:

-          Security

-          Privacy

-          Translation

-          Hardware and software compatibility

-          Right to Information

-          Identity management

-          Competition

-          Digital rights management (DRM)

-          Governance

Global Information Infrastructure can be defined as a seamless web of interactive communications being deployed at worldwide level to provide the infrastructure for new services and activities based on the strategic use of all types of information.

The world community will need to adapt accordingly in all political, economic, social and cultural dimensions, thus establishing the basis of the new Global Information Society (GIS).

The development of GII – GIS depends on international collaboration. The principles first emerged at the G7 Ministerial Conference on GIS in Brussels in 1995. The conclusions drawn were:

-          Promoting dynamic competition

-          Encouraging private investment

-          Defining an adaptable regulatory framework

-          Providing open access to networks

While

-          Ensuring universal provision of and access to services

-          Promoting equality of opportunity to citizens

-          Promoting diversity of content, including cultural and linguistic diversity

-          Recognizing the necessity of worldwide cooperation with particular attention to less developed countries.

Governments will play a catalytic role in research, education, training and procurement. They should promote strategic Research and Development programs, launch user-oriented pilot projects and promotional activities, provide test-beds for experimentation, promote international cooperation.

GII Issues

1.       Market and Product Competition – Open international competition among countries and among providers of information, products and services. Thus the government has to eliminate restrictions on cross-sector services, modify existing policies, maintain transparency in regulations.

2.       Electronic Commerce and Digital Payments – This will lead to new types of markets and electronic commerce practices. Security required for electronic payments must not be misused to serve other ends that would threaten domestic and international security. This should not prevent legitimate control of financial flows by government.

3.       Interconnection, Open Access, Interoperability and Standards – Set standards that foster interconnection and interoperability. Open access should take place within a framework which guards against risks. Competition may be preceded by cooperation.

4.       Universal Service – Geographic access, affordable access, quality of services and tariffs for services. (e.g. Medical areas)

RACIST IDEOLOGIES AND THE MEDIA (STUART HALL)

The basic definition of Racism

According to the American Heritage College Dictionary, racism has two meanings:

1.       Racism is ‘the belief that race accounts for differences in human character or ability and that a particular race is superior to others’.

2.       Racism is ‘discrimination or prejudice based on race’.

Types of Racism

Internalized Racism – When a minority believes that the others are superior

Horizontal Racism – Minority groups adopt racist attitudes towards other minority groups

Reverse Racism – Anti-white discrimination minorities become more prominent in society.

Racism may be direct or indirect; individual or institutional

Mass Media and Racism

Media's main sphere of operation is the production and transformation of ideologies.
ideologies are collective processes and practice. These processes work unconsciously. e.g. boys - gifted toys of violence, girls - gifted dolls. Therefore, ideologies tend to get 'naturalized'.
Racism is one of the most 'naturalized' of existing ideologies.

In Modern societies, different media are especially important sites for production, reproduction and transformation of ideologies. What media 'produce' is representation of the social world, images, descriptions, explanations and frames for understanding how the world is and why it works as it is said and shown to work.

Thus, the media construct for us a definition of what 'race' is, what meaning the imagery of race carries and what the 'problem of race' is understood to be. (Stuart Hall)

The media are not only a powerful source of ideas about race, they are also one place where these ideas are articulated, worked on, transformed and elaborated.

In other words, the media classifies the world in terms of categories of race, setting people apart based on their appearance and preconceived notions that have been socially constructed overtime. The media articulates, works on, transforms and elaborates on these ideas of race and consequently shape viewers thoughts about race and perpetuates racism in today's so called 'multi-cultural' world.

There are two forms of racism perpetuated by Media today - Overt racism and Inferential racism.

Overt Racism is explained as the 'coverage granted to openly racist arguments, positions or spokespersons'.

Inferential Racism is the 'apparently naturalized representations of events and situations relating to race, whether 'factual' or 'fictional' which have racist premises and proportions inscribed in them as a set of unquestioned assumptions'.

According to Hall, inferential racism is more widespread and in many ways, more insidious, because it is largely invisible.



Ref: Hall Stuart, 'Racist Ideologies and the Media', Media Studies: A Reader, Eds. P. Marris & S. Thornham, 2nd Edition, New York: New York University Press, 2000. Ch.22, p.271-282

FUNDAMENTAL RIGHTS (INDIA)

Part III (Articles 12 – 30) contain the fundamental rights of Indian citizens.

Our Fundamental Rights are as follows:

-          Right to Equality – Articles 14 to 18

-          Right to Freedom – Articles 19 to 22

-          Right Against Exploitation – Articles 23 to 24

-          Right to Freedom of Religion – Articles 25 to 28

-          Cultural and Educational Rights – Articles 29 to 30

Right to Equality

Article 14 – Equality before Law – This provision guarantees that the State shall not deny any person equality before law or equal protection of laws within the territory of India.

Article 15 – Prohibition of discrimination on grounds of religion, race, caste, gender, place of birth.

Article 16 – Equality in matters of public employment – guarantees equal opportunities for all citizens in matters relating to employment to any office under the State.

Article 17 – Abolition of Untouchability – prohibits untouchability in any form and such acts are an offence punishable in accordance with the law.

Article 18 – Abolition of Titles – No title shall be conferred by the state except for military and academic distinctions and no citizen of India shall accept any title from any foreign state.

Right to Freedom

Article 19 – Protection of certain rights regarding freedom of speech etc. – This article provides for all citizens the right

-          To freedom of speech and expression

-          To assemble peacefully without arms

-          To from associations or unions

-          To move freely throughout the territory of India

-          To reside and settle in any part of the territory of India

-          To practice any profession, occupation, trade or business.

Article 20 – Protection in respect of conviction of offences – protects citizens from ex-postfacto legislation, double jeopardy and self-witness.

Article 21 – Protection of life and personal liberty – no person shall be deprived of his life or personal liberty except according to the procedure established by law.

Article 21 A – Right to education – State shall provide free and compulsory education to all children of the age 6 to 14.

Article 22 – Protection against arbitrary arrest and detention – no person shall be detained in custody without being informed of the ground on which he has been arrested. He will not be denied the right to consult a lawyer of his choice.

Right to Freedom of Religion

Article 25 – Freedom of conscience and free profession, practice and propagation of religion.

Article 26 – Freedom to manage religious affairs.

Article 27 – Freedom as to payment of taxes for promotion of any particular religion.

Article 28 – Freedom as to attendance at religious instruction or religious worship in certain educational institutions – guarantees that no religious instruction shall be provided in any educational institution maintained wholly out of state funds. Also a person attending an educational institution maintained partially out of state funds or recognized by the state cannot be compelled by the institution to attend religious instruction without consent of his or her guardian.

ELECTION COMMISSION (INDIA) DUTIES

1.       The Election Commission prepares the General Electoral Roll for the country comprising adult citizens who have registered themselves as voters. When the Electoral Roll is drafted, the Election Commission makes it available to the public through the internet as well as through special centers established for the same. This gives the people a chance to check whether their names are correct and are a part of the electoral roll.

2.       The Election Commission calls for an All Party Meeting to discuss the Poll Dates.

3.       The Election Commission meets the outgoing Prime Minister to determine whether General Elections would be practicable and feasible in the light of current national issues and circumstances.

4.       The Election Commission welcomes suggestions for Political parties regarding ways in which the conduct of elections may be improved.

5.       The Election Commission prepares a schedule for elections in a way that minimum inconvenience is caused to people and at the same time it is administratively feasible.

6.       The Election Commission ensures that the polls are free and fair, people are able to exercise their vote independently and that a law and order situation is avoided.

7.       The Election Commission organizes polling in ‘phases’ because of the huge size of Indian territory and population.

8.       Polls in different states are held on different dates within the same time frame.

9.       The Code of Conduct prescribed by the Election Commission comes into force when the Election Dates are declared. The Code of Conduct is a list of do’s and don’ts to be adhered to by all political parties contesting elections.

10.   According to the rule set down by the Election Commission. Campaigning must end forty eight hours before polling closes.