Agenda *Ethics in Persuasion *Media Determinism *Cultivation Theory.
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Transcript of Agenda *Ethics in Persuasion *Media Determinism *Cultivation Theory.
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Agenda
Ethics in PersuasionMedia DeterminismCultivation Theory
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Aristotelian Ethics
Moderation in all thingsIdentified unethical elements:
falsifying or fabricating evidence
distorting evidence
conscious use of specious evidence
deceiving audience about speaker intentions
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PROPAGANDA DEVICES
Name callingGlittering generality
TransferPlain-folks
Card stackingBandwagon
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Ethics of Communication
Ethics Judged by Ends SoughtProblem 1: worthy ends can be
found to rationalize anythingProblem 2: ends may be defined
in very different ways
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Ethics of Communication
Ethics Judged by Means UsedProblem 1: there may be
competing goalsProblem 2: strained when dealing
with unethical or totalitarian societies
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Ethics of Communication
Ethics Judged by Speaker’s IntentionsProblem 1: may excuse
disgraceful choicesProblem 2: actually just relies
on the ends sought
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Ethics of Communication
Ethics Judged by the Situation
Defined: the view that “the right solution to any moral problem depends much more on the situation itself than on any general, external code; and that the key to the solution is always love”
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McLuhan’s Notion of Media Determinism
1: "The Medium is the Message“2: Media are both extensions and
environments3: "The 'content' of any
medium is alwaysanother medium"
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McLuhan’s View of Media Determinism
global village Media are not neutralwe become what we behold
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Medium hot and medium cool
Cool Hot
Television Movies Radio Books
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Attempt at Clarity
Question 1: What does it (the medium or technology) extend?
What does it make obsolete?What is retrieved?What does the technology reverse into if it is
over-extended?
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How has popular music changed since MTV?
How has the Internet changed the way we stay in touch?
Did the printing press change the course of Christianity?
Word processing, cell phones, and calculators has improved efficiency, but how has it hurt learning?
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I don't necessarily agree with everything I say.
There is absolutely no inevitability as long as there is a willingness to contemplate what is happening.
The new electronic interdependence recreates the world in the image of a global village.
The medium is the message.
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Cultivation Theory
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Agenda Setting Theory
East Timor: 200,000 (1981-1995)Rwanda: 657,000 (1994)Tibet