Mmunitin and Sil hry - Report Example

mmuniсаtiоn and Sосiаl Тhеоry Student’s Name Subject Professor University/Institution Location Date Abstract Actor-Network theory (ANT) posits that, human and non-human actors develop identities due to prevailing strategies of interaction. Actors’ qualities and identities are defined in the processes of negotiations between the actors. People watch and understand issues related to fashion, relationship, speed, health, food and many others. The trends of influence are generally related to actor-network theory. Eventually, such interactions promote networks where actors’ shares a scene where they reconstruct a network of interactions bring stability to the system. The theory also treats objects as substitutes of social networks and insists on the capacity of non-humans to participate in the network or systems. The perspective understands representation as a process of delegation where actors consult the common definition, meanings and define representatives and co-opt each other to pursue individual and collective goals and aims (Couldry 2008). ANT is highly applicable in ongoing advancement of technology and its actors. Technology has been part and parcel of networks where human actors have used it to progress and achieve collective objectives. This discussion offers a research on impacts of media technologies on public opinion. As Berger (2011) observes, over the last few decades, the influence of mass media has had an exponential growth with the advancement of technology. Information and communication have always been conveyed through media like books, newspapers, magazines, photographs, recorded sounds, films, TV, radio and currently through the so called New Media or the Internet. In turn, human actors depends on communication and information to move ahead with their day-to-day activities like work, health, education, leisure activities, travelling, entertainment, forging personal relationships and many more stuffs that are involved with human beings (Walther, et al 2010). There has been a developed network of dependence between human and non-human actors. Based on human-technology dependence, this empirical research will use major assumptions of ANT theoretical foundations to respond to the research question: Do media technologies shape public opinions? Nowadays, people have increased the use of mobile phones, TV, newspapers, personal computers and other recent technological devices like Smartphone and iPads (Berger 2011). Without the technological devices, most people would not effectively contribute to the network of human relations. Generally, interpersonal relationship, beliefs, decisions and opinions are passed through these pervasive media to promote experiences, assumptions and expectations. Human rely on technological devices to have an understanding of what is current, facts and trends in the society. However, the degree of networking and influence depends on availability and pervasiveness of media. For instance, media-distributed channels and World Wide Web or Internet have millions of wikis, blogs, social networks and content that is shared between the actors in prevailing networks. As Manovich (2009) observes, media conglomerates, major TV and radio broadcast stations and platforms in the Internet have emerged as powerful systems that shape human opinions, beliefs as well as influencing human decisions. It is increasingly understood that human are exposed everyday and are able to look at things in different perspectives than they would have done without the existence of media technologies. According to Couldry, Hepp & Krotz (2009) media coverage of different people, religion, issues and policies are aired through media technologies and hence shape public opinion who then support of oppose a certain idea or group of people. Political and economic advertising are two major examples of how communication and information passed through the use of media technologies can influence the public opinion. As Fuchs (2009) observes, trends for or against a political candidate are measured through public opinion polls. The candidates, being aware of influence the media has on the public opinion, uses money and support to pay for media exposure in order to receive more votes during Election Day. The coverage of a terrorist group and its terror acts can be used to promote public support for war on terrorism. Most forms of media from traditional newspapers, magazines and books to radio, TV and Internet based social platforms also carry a lot of advertisements as an attempt to reach many people and promote decisions among consumers. Through the media technologies, information about products and services, persuasive advert messages and images promote buying decisions after promoting awareness and trust for a product (Berger 2011). Under Actor-Network Theory, the flow of information involves both the human actors in the social structure and non-human technologies (Ihlen, Fredrikson & van Ruler 2009). Information passes through mass media and the opinion leaders who have access to these media platforms influences the masses. According to the model, ideas flow via mass media technologies to opinion leaders and from them to wider population (Latour 2005). Social influence is promoted trough media effects. However, this happens indirectly through the influence of opinion leaders. For majority of people, though they receive their information directly through mass media, they are influenced by media secondhand through opinion leaders and personal influence. The theory also systematically brings out infrastructure as part of influence process. As Latour (2005) observes, the social studies of science and technology are the basis of ANT. People are influenced by technology and other people when going about business, making day-to-day choices. There are a lot if influences around any single actor which shapes what and how the actor does. For instance, no one goes to do business in a vacuum but people are influenced by wide-range of surrounding factors. There are regulations, experiences and personal abilities that influence how people acts. The act that are carried about and influencing factors need to be considered together. The term actor network thus involves all the technical and non-technical elements. There are those who have much attention on media and can later influence their friends to enjoy it or eventually engage in it. Couldry (2008) observes that, the components of ANT promote and understating of how the networks of actors exist and influence each other. An actor is seen as any element with space around itself and influences other elements to depend on it by translating their will into its own language. Humans, groups of humans, graphical representations, texts and technical artifacts are common examples of actors. These actors have interests and convince other actors to align their interests with their own interests. Effective persuasive process results to actor-network, a heterogeneous network of aligned interests. However, this occurs as a process with major stages such as; problem, interests and enrolment. Numerous actors involved As Fuchs (2010) observes, the dependency that developed through the relationship established by importation of communication and related information protocols ends up establishing set of values, norms, expectations which eventually alter fragmented opinions. Communication imperialism is extended through the socialization processes. According to Chang (2010), the ownership and control of mass media and major forms of communication in different countries is singly or collectively subjugated to dominant force in the society. Eventually, major effects are felt or seen in people’s values, national culture and prevailing norms. Heavy usage of media images result in cultivation of a particular perception. At times, the news got from the media contradicts what exists in the real society. Majorly, the societies who are disconnected with the reality are highly influenced by opinion carriers. According to Nisbet & Kotcher (2009), opinion leaders have their way of proscribing what the society should forfeit and the new goals to be achieved. Political leaders and influential groups who closely interacts with media counterparts and understand the current ideologies shape the public interests and adoption of such ideologies without or with minimal opposition. Eventually, changes occurs internally through the influence of political subjects and other groups of people that attempt to control the society by building momentum of the ideology that the other actors eventually adapt. Opinion leaders are the dominant social groups that impact on social and psychological processes and are highly effective to influence the decisions of most people in the network. The media offers a perception of different cultures, believes and religions. To an average person, these messages promote how they identify themselves with the others. The media shows how people live, what they believe in and describe the whole society (Nordenstreng 2011). Cultural shifts and changing relationships are witnessed in the process. In ANT, media technologies can be seen as obligatory passage points where focal actors pass through to promote the interests of other actors. Media technologies are thus an indispensable part of interest promotion process (Couldry 2008). According to Stepanova (2011), social media like Twitter and Facebook are forceful tools that have been used in significant ways to promote public opinion. As pervasive modes of communication and highly useful for young generation, it has promoted great influences and consequent outcomes. Experts have theorized about social networking promises through the use of media technologies. The advancement of media technologies has increased the public influence on participatory governance, grassroots civic engagement, inclusive societies, new social dynamics and opportunities for entrepreneurs and businesses. As Anderson (2011) points out, Arab Spring that occurred early, in the decade in Tunisia, Egypt and Libya went ahead to get rid of countries’ dictators. After several years of exploitation, repression and intimidation, North Africa and Middle East became aware of these political, economic and human rights trends and stepped forward to overthrow the regimes. Stepanova (2011) observes that, the protests and demonstration were sparked by influential social networks like Facebook, YouTube and Twitter for posting footages, demonstrations and reveal the abuses committed by security forces. Majorly, the influence of actors like bloggers, content creators and those who created pages mobilized the people and highly led to organized protests. The powerful groups successfully used the social media to create a surge among social media users. Eventually, observers concluded that technology was part and parcel or enabler of revolutions. It showed its power to connect people, offer real time communications and insist on transformational messages. Technology was used to influence and change power structures in the society. Methodology Aims and objectives of the study: Assess the impacts of media technologies in shaping public opinions and identify various factors that promote social trends, dynamism and performance in the society. Assess the guidelines, rules and facts that promote the public informed decisions. Analyze the role played by relationships, partnership and collaboration in promoting interest, involvement as well as decisions for positive step in the public. Hypotheses Availability and pervasiveness of media technologies promote high rates of influence in the public. People with high levels of exposure to mass media and media technologies are highly likely to influence and shape the public opinion. Design and Setting The study used cross-sectional method and executed research among subordinate workers in different organizations. Population and sampling The sample for the research comprised of newly employed staffs that had recently graduated and working with different organizations. The sample was selected through stratified sampling technique with equal number of participants selected from different institutions. A total of 12 staffs aged 23-30 years were selected as the study sample. Interviews were carried out with 8 males and 4 females’ participants. The criteria for involvement involved the participants who were actively using various media technologies. All data was then collected simultaneously. Data collection Sheet Research questions were set on a data collection sheet with seven questions designed in a manner that would allow participants to report their perspectives on how media technologies and opinion leaders promoted decisions, involvement and participation. However, the first three questions about participants gender, age and education level are not included in the total number of research questions. Data collection The researcher explained the methods and goals to each participant through face-to-face communication. Confidentiality and privacy form was filled by participants and explanation of the method to be used as well as the duration to be taken to complete the interview schedule. The interview was to take roughly 10-15 minutes. Data was recorded using audio recorder which was later used to analyze the field research. Research Questions 1. Over the last 5 years, which media technologies have influenced public opinion, strategies, directions and progress to you? 2. How well do different media technologies promote understanding of public opinions? 3. How often do higher-ranking leaders communicate directives and decisions to you? 4. What are your feelings regarding the opinions through the mass media? 5. Do opinion leaders promote your involvement in public objectives? 6. How successful is your involvement in such processes? 7. Do you agree with the interests of public opinion? Analysis The perspectives from the interview sheet consisting of seven questions were given numbers which were later transformed into percentages. To identify the cause and factors promoting opinions, participants indicated the most influential factor in the scale depending on what explained them. Results The distribution of participants among males and females was two-thirds and one-third respectively. The average age of participants was 25.6 years. Females were noted to spend relatively more time on media compared to male counterparts. 60% of participants agreed that social media (Twitter and Facebook) were most followed platforms where they trace the opinion of others. However, 40% still held the beliefs that, newspapers, giant media channels and radio stations were major platforms where they derived where they traced the public opinion. The group that supported the traditional channels argued that they were more credible as they had previously influenced the society. 60% of those who supported the social media as their most influential platforms of decision and shaping opinions argued on its effectiveness and enabled feature for participation. To them, social media promoted a two-way communication and accommodate insights from all participants. They value the experience they had by commenting, sharing with others and counter-arguing. Eventually, social media platforms promote a better understating of public opinion by tracing the general sentiments. It is possible to evaluate how different actors understand and perceive a particular political, economic or social policy or issue and in turn respond to public opinion. The 40% took the conventional media as authoritative through the ideas supported by significant members or elites and thus influence public opinion. Those who preferred social media as influential platforms for public opinion pointed out that they follow on significant subjects in the networks. Most cited journalists, civil society leaders and politicians as important figures who communicate and offer directives on public opinions. The people act as a point of command or authority shaping perceptions and opinions. Similarly, those who relied on conventional media outlets; the TV, radio stations and newspapers also valued the discussion, opinions and elaborations made by significant members of the society. All participants generally agreed on importance of mass media opinions in personal life and general social trends. Mass media served the needs, expectations and goals of the participants. Opinion leaders were source of authoritative decision to support, promote and participate in public opinions and strategies. There were different levels of involvement from commenting or offering their views on public opinions where 2 indicated complete involvement, 5 were partially involved 4 were minimally involved while 1 was not involved at all. There were different responses on participants’ agreement with interests of public opinions. 3 participants strongly agreed, 3 participants somewhat agreed, 5 of the participants agreed where 4 disagreed. Discussions First, it is important to note that not all people use the mass media and existing media technologies and for those who use them they do so in different degrees and at different levels. However, mass media disseminate information and communication that is shared in the whole society. Mass media platforms like popular channels, radio stations, newspapers and social media platforms such as Facebook, Bebo, MySpace and Twitter facilitate interactions. The prevailing social networks have nothing commercial about but people interact with each other governed by different norms. Second, it has been shown that, in mass media communication, channels and platforms do not have similar level of intimacy and influence on its users. However, to build strong influence, they depend on one-to-one relationship established through opinion leaders. People interact with one another and share information necessary for their own good. Opinion leaders are small part of larger community. The community can be strong advocates of a certain policy or social issue. There are those connected to mass media and those that are not directly connected. Those that are not directly involved with mass media are however connected to those who are directly connected. Those connected are the opinion leaders who convert the prospects of mass media into general population hence promoting public opinion. Influence occurs through conversations, posting on social media platforms through quick feed, updates and favorite content that encourage others to respond, fuel more exchanges and comments. The study outcomes relates to a greater extent with communication model, the actor-network theory. Opinion leaders are actors who occupy a powerful position in the community such as professors, politicians, civil societies’ leaders who make other to depend on their interests and opinions. They use media platform for persuading others promoting a heterogeneous network where actors have aligned interests. Opinion leaders use mass media as focal point to define identities and interests consistent with their own interests. They then convince other actors into accepting the definition from the focal actor. Eventually, the other actor accepts the interests as defined by focal actor. Mass media is continuously used to protect the actors’ interests and subsequently reach to a point where alternative possibilities are impossible. Conclusion Mass media technologies are tools used for transmission of mass communication to larger audience. Today, mass media is the main source of communication and information through the pervasive use of TV, newspapers, magazines, radio and Internet. Mass media plays a very big role in people’s life. Images, conversations and pictures are responsible for public opinion that exists in the society. Media is a good source of information and highly affects awareness, attitudes, knowledge and behavior. People turn to it to learn interpersonal relationship and moral values. It also gives people perception of various culture, believes and religions. Eventually, as people identify themselves with others. Mass media effectively use opinion leaders who show how the mass live, believes and description. Heavy usage of mass media images and contents result to cultivation of perception among people. Opinion leaders promote understanding about public opinion and affect the mass attitude and behavior. The society experience is shaped and eventually uses those concepts in daily life. However, the research carried out may be limited for generalization as it involved a small sample participants and people in one age category. References Anderson, L 2011 Demystifying the Arab Spring: parsing the differences between Tunisia, Egypt, and Libya Foreign Aff, 90, 2. Berger, A A 2011 Ads, fads, and consumer culture: Advertising's impact on American character and society Rowman & Littlefield Publishers Chang, T K 2010 Changing Global Media Landscape, Unchanging Theories? International media communication in a global age, 8. Couldry, N 2008 Actor network theory and media: Do they connect and on what terms? pp 93-110 Hampton Press, Inc. Couldry, N, Hepp, A, & Krotz, F Eds 2009 Media events in a global age Routledge. Fuchs, C 2009 Information and Communication Technologies and Society A Contribution to the Critique of the Political Economy of the Internet European Journal of Communication, 241, 69-87. Fuchs, C 2010 New imperialism Information and media imperialism? Global Media and Communication, 61, 33-60. Ihlen O, Fredrikson M and van Ruler B eds 2009 Social Theory and Public Relations: Key Figures and Concepts Rutledge, New York. Latour, B 2005 Reassembling the social-an introduction to actor-network-theory Reassembling the Social-An Introduction to Actor-Network-Theory, by Bruno Latour, pp 316 Foreword by Bruno Latour Oxford University Press, Sep 2005 ISBN-10: 0199256047 ISBN-13: 9780199256044, 1. Manovich, L 2009 The practice of everyday media life: From mass consumption to mass cultural production? Critical Inquiry, 352, 319-331. Nisbet, M C, & Kotcher, J E, 2009, A two-step flow of influence? Opinion-leader campaigns on climate change Science Communication 303: 328-354. Nordenstreng, K 2011 The New World Information and Communication Order: Testimony of an Actor Widerworte Philosophie Politik Kommunikation Festschrift für Jörg Becker, edited by, 227-237. Stepanova, E 2011 The role of information communication technologies in the “arab spring” Implications beyond the Region Washington, DC: George Washington University PONARS Eurasia Policy Memo no 159. Walther, J B, et al 2010 Interaction of interpersonal, peer, and media influence sources online A networked self: Identity, community, and culture on social network sites, 17-38. Read More

As Manovich (2009) observes, media conglomerates, major TV and radio broadcast stations and platforms in the Internet have emerged as powerful systems that shape human opinions, beliefs as well as influencing human decisions. It is increasingly understood that human are exposed everyday and are able to look at things in different perspectives than they would have done without the existence of media technologies. According to Couldry, Hepp & Krotz (2009) media coverage of different people, religion, issues and policies are aired through media technologies and hence shape public opinion who then support of oppose a certain idea or group of people.

Political and economic advertising are two major examples of how communication and information passed through the use of media technologies can influence the public opinion. As Fuchs (2009) observes, trends for or against a political candidate are measured through public opinion polls. The candidates, being aware of influence the media has on the public opinion, uses money and support to pay for media exposure in order to receive more votes during Election Day. The coverage of a terrorist group and its terror acts can be used to promote public support for war on terrorism.

Most forms of media from traditional newspapers, magazines and books to radio, TV and Internet based social platforms also carry a lot of advertisements as an attempt to reach many people and promote decisions among consumers. Through the media technologies, information about products and services, persuasive advert messages and images promote buying decisions after promoting awareness and trust for a product (Berger 2011). Under Actor-Network Theory, the flow of information involves both the human actors in the social structure and non-human technologies (Ihlen, Fredrikson & van Ruler 2009).

Information passes through mass media and the opinion leaders who have access to these media platforms influences the masses. According to the model, ideas flow via mass media technologies to opinion leaders and from them to wider population (Latour 2005). Social influence is promoted trough media effects. However, this happens indirectly through the influence of opinion leaders. For majority of people, though they receive their information directly through mass media, they are influenced by media secondhand through opinion leaders and personal influence.

The theory also systematically brings out infrastructure as part of influence process. As Latour (2005) observes, the social studies of science and technology are the basis of ANT. People are influenced by technology and other people when going about business, making day-to-day choices. There are a lot if influences around any single actor which shapes what and how the actor does. For instance, no one goes to do business in a vacuum but people are influenced by wide-range of surrounding factors.

There are regulations, experiences and personal abilities that influence how people acts. The act that are carried about and influencing factors need to be considered together. The term actor network thus involves all the technical and non-technical elements. There are those who have much attention on media and can later influence their friends to enjoy it or eventually engage in it. Couldry (2008) observes that, the components of ANT promote and understating of how the networks of actors exist and influence each other.

An actor is seen as any element with space around itself and influences other elements to depend on it by translating their will into its own language. Humans, groups of humans, graphical representations, texts and technical artifacts are common examples of actors. These actors have interests and convince other actors to align their interests with their own interests. Effective persuasive process results to actor-network, a heterogeneous network of aligned interests. However, this occurs as a process with major stages such as; problem, interests and enrolment.

Numerous actors involved As Fuchs (2010) observes, the dependency that developed through the relationship established by importation of communication and related information protocols ends up establishing set of values, norms, expectations which eventually alter fragmented opinions.

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