SOMA2412 Lecture Notes - Lecture 7: University Of New South Wales, The Techniques, Gamification

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4 May 2018
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03/04/18 UNSW notes | SOMA2412 Monique Munro
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Week 5 notes
SOMA2412 Lecture
Propaganda
Assessment Two
- An opinion piece
What is propaganda?
Information that is propagated
- A religious term, propagate church rules
- People in power have a reason to push a particular agenda onto everyone
- Propaganda is not a bad thing. Bad people are using it to enforce opinion
May not be helpful or useful
- Installing an idea into people
The idea should be neutral
Except that some people that have the means to propagate (distribute) their
opinion will enforce it on society
To be critical of propaganda is to be critical of the technique, and not a
matter of whether you agree with the message
- Good propaganda should be thought of as a weapon
Good propaganda is still coercive
Why you should care
There is no pure, optionless communication
As a media worker, you will represent your opinion, and the opinion of those
who employ you
- Your talents will be used by clients, they will have an agenda that you will
need to know and what they are responding to
- Have an idea of what is going on around you
You must know
- The techniques by which these opinions are conveyed
- How to detect and defend against other opinions
- If you are acting morally, understanding what you are doing
The mechanism of propaganda
Reduce complex issues into iconic information
- Things become good or bad, right or wrong
Associate the icons with personal worth
- I a this theefoe I feel good
Form a community around the
- Binding people with shared iconic values into a community
Reinforce negative feelings about outsiders
- We ae good, the ae ad
Rephrase relationships in terms of conflict
- We want to find and maintain points of difference, not shared values
Iconic compression
Icons reduces complex ideas into a token of exchange (like money)
- I loi it, eig pat of the epeiee ad io
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03/04/18 UNSW notes | SOMA2412 Monique Munro
2
The icon is a reminder of the full set of information, but streamlines it
- Give the idea that you are discussing a whole idea when you are really
just discussing a small part of it
The audience feels they know the whole story, but are given an edit
- You feel like you have got the whole story but you are just working on an
edit
They identify their own needs with the vague solutions represented by the
icon
- Thought terminating cliché
Control of language
‘ight, feedo, hoie ode tuth the people otol just fai
haoious
- You have a thought terminating cliché
Eg, Everybody agrees that freedom is good. The question is around who
should e alloed feedo udes?. I fat ol good people desee
feedo, ad the defiitio of good is pedeteied
- Rights in Gov, somebody in power has allowed this right
Fee speeh souds ette tha hate speeh. Although feedo to e
hateful is the real discussion
You should be cluey about language, know about it and be careful when
using it
Iconic compression
Liking: To receive a communication and to gain a connection with what has been
said
- FB, if ou fied posts soethig, ou like it. If ou dot, the the ko
ou aet thei fied
If your only choice is to like, then every other response becomes dislike
Opiios eoe lak o hite , ight o og, like o dot like
To dislike is to step away from the community, to lack harmony
- Fit in with community, at one with the community
- If you are not harmonious, you are wrong in some way
Lifestle
In advertising, we mainly sell a lifestyle
- Eg, Bank advertising does not always talk about money or cash
- Eg, MDoalds i LOVIN IT
- Eg, Uni
This is a complex idea of self-value made iconic
If could roughly be translates as the outward facing attributes of your identity
- Eg, going on fb and feeling worse about other peoples lives, people will
pay or do anything for their ideal lifestyle
Believe in something Outward facing aspects will be harmonious with the
community that you choose to be in
Harmony
The base of how you will control people
- They will do anything to fit in
- Not fitting in= pain
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