Two-way Communication and Influence

The relationship between media and the audience are two-way communication. Audiences can greatly affect the production of media, because of their growing and picky demands and rational choice of the media. In Adorno’s article “how to look at TV”, he pointed out that," Modern audiences, although probably less capable of the artistic sublimation bred by tradition, have become shrewder in their demands for perfection of technique and for reliability of information, as well as in their desire for 'service'; and they have become more convinced of the consumers’ potential power over the producer, no matter whether this power is actually wielded.” In fact, audiences have become more and more powerful to put influence on TV producers. In response to the power that the audiences have, producers begin to produce TV programs that can attract the audiences’ attentions most or satisfy their curiosities or demands.

The situation becomes more obvious during election period. People tend to be more critical about politics issues or politicians during an election. They like questioning the candidates’ policies and challenging some candidates’ qualifications. “Smart” producers are sensitive to audiences’ needs and will question and challenge the candidates' qualifications on TV shows. The linked video provides a good example. As we can see in the video, when Palin became a Vice President candidate, a lot of talks could be loudly heard to question her qualification. People began to talk about her history, her background, her scandal, etc., no matter if the news about her was true or not. It is obvious that the majority of the public want to see her fail in the election. If most of the audience liked Palin and would like to see her succeed, the program would simply change to praise Palin’s greatness. She would be endorsed as a celebrity.

The rule that making efforts in the way which is in favor of the public can also be applied to political election. Gramsci criticized, "the Popular Universities for dispensing 'bit of knowledge' without taking account of the different needs and background of a working-class public.” Although his main concern was about education, the viewpoint he advocated was to pay attention to working-class’s demands. This concept is true in politics too. To win the election, both candidates must take account of different needs of the public and try to propose policies of the public’s favor to acquire maximum number of voting to them. However, in the reality, there is no uniform solution for all people. The party that the candidates belong to limits their policy choices. The linked video shows the debate between Obama and McCain on public health policy. Traditionally Democrats represent middle class and lower classes, while Republics represent higher classes. The different targets of classes force the candidates to choose different sides of the same dice. In the topic of this video, Obama’s proposal seems more likely to benefit the middle class and poor people, that is why he chose tax cut as a part of his policies.

Adorno pointed out that, “The total effect of the culture industry is one of anti-enlightenment. Enlightenment, that is the progressive technical domination of nature, becomes mass deception and is turned into a means for fettering consciousness. It impedes the development of autonomous, independent individuals who judge and decide consciously for themselves.” It is true for today’s media. Freedom of speech and justice more and more become a false appearance. Only mainstream messages can be heard by the public. Only sponsors’ interests can be fulfilled by the mainstream media. Individuals will be easily brainwashed by the overwhelming input and persuasive words. When individuals accept the input and give up their own otherwise more independent opinions, media successfully ruin the public’s consciousness. Realizing the real power of media, politicians are using media to promote themselves in an election campaign. In the TV advertisement, Obama has showed us how well he can do and what his plan will be. Through media (the television show, for example), he clearly and efficiently persuades many people to accept his viewpoints. In another video, his team uses the same technique to question his competitor – McCain. When all the similar programs intensively broadcast during an election, individuals are easily influenced and accept the input passively, because human nature shows that people are more likely to believe what they hear or see frequently.

Gramsci pointed out that, “The press is the most dynamic part of this ideological structure, but not the only one. Everything which influences or is able to influence public opinion, directly or indirectly, belongs to it: libraries, schools, associations and clubs of various kinds, even architecture and the layout and names of streets.” Different forms of media have different strength and overall serve as a complete system. New forms of the media can develop and expand the whole communication system. For example, this video shows that the Internet has become a more and more powerful place to express personal opinions, moreover, influence other people through its huge public accessibility. Unlike traditional media, the Internet forms a virtual community which has more freedom of speech than the real world. During the election, huge amount of videos were posted on the Internet. The Internet has become a more and more important battlefield for both political parties.


Assignment # 3:
http://www.bubbleply.com/player.aspx?pid=d838f68e-d92d-409f-86ba-3c6f5dfaa0fd

Assignment # 4:
http://www.youtube.com/watch?v=3DzJK6UPYeI