Pesquisa e Opinião Pública - Aula 04 - Controle Social

Summary

This video script delves into the controversial topic of public opinion within communication studies, exploring the concept of social control. It discusses the ideas of sociologists Émile Durkheim and Max Weber, who believed in the necessity of social order maintenance through control mechanisms. The script highlights the debate on whether public opinion can be manipulated by media and power institutions. It also touches on the tools of social control, such as education, religion, and personality formation, emphasizing their impact on shaping societal norms and values, and how deviation from these norms can lead to social exclusion or punishment.

Takeaways

• 📚 The lecture discusses the controversial topic of public opinion within communication studies and its relation to social control.
• 🗣️ Public opinion is not easily manipulated and cannot be directly controlled by governments or powerful institutions, which is a point of debate.
• 👥 Key sociologists like Weber and Durkheim are introduced, who are considered fathers of modern sociology and have extensively studied the concept of social order and cohesion.
• 🏭 The societal reconstruction post-industrialization and the emergence of different political ideologies in the 18th to early 20th centuries are highlighted as significant periods of change.
• 🌐 The concept of social control is introduced as a fundamental necessity for maintaining social order, rather than direct control of public opinion.
• 🤔 The lecture emphasizes the importance of understanding the difference between external and internal social control mechanisms.
• 🏢 Examples of social control institutions include schools, religion, government, judiciary, and law enforcement, all playing a role in shaping societal norms and values.
• 🔄 The tension between social control and public opinion can lead to societal reactions such as revolts or crises, indicating the dynamic nature of this relationship.
• 🏥 A historical case of the Barbacena Psychiatric Hospital in Brazil is mentioned, illustrating an extreme form of internal social control where dissenters were isolated and punished.
• 👨‍👩‍👧‍👦 The concept of family and societal norms is used to explain how internal social control can be ingrained in individuals' personalities and behaviors.
• 🔑 The lecture concludes by emphasizing the complexity of public opinion research and its importance in understanding consumer reactions to products beyond mere adaptation.

Q & A

What is the main theme discussed in the video script?

The main theme discussed in the video script is the concept of social control and its relation to public opinion within the context of communication studies.

Who are the two authors mentioned in the script that are considered the fathers of modern sociology?

The two authors mentioned are Émile Durkheim and Max Weber, who are both considered the fathers of modern sociology.

What is the fundamental problem that Durkheim, Weber, and Marx believed any society must address?

The fundamental problem they believed any society must address is the maintenance of social order and cohesion, which is achieved through social control.

How do the authors view the role of social control in shaping society's actions and evolution?

The authors view social control as a necessary mechanism to ensure that societal actions adhere to established norms and values, thus shaping the evolution of society.

What are some of the institutions or 'organs' of social control mentioned in the script?

Some of the institutions of social control mentioned include the school, education system, religion, government, judiciary system, military, police, and other institutions of power.

What is the difference between external and internal social control as discussed in the script?

External social control involves sanctions from outside the social context, such as rewards or punishments that affect an individual's standing in society. Internal social control refers to the internalization of societal norms and values by individuals, which become part of their personality.

How does the script relate the concept of social control to the manipulation of public opinion?

The script suggests that social control can indirectly influence public opinion by shaping the beliefs and values of individuals, which in turn affects their thoughts and expressions.

What historical example is given in the script to illustrate the consequences of internal social control?

The script refers to the Hospital Psiquiátrico in Barbacena, Minas Gerais, Brazil, where individuals who did not conform to societal norms were sent, illustrating the consequences of internal social control.

What is the significance of the term 'Holocausto Brasileiro' mentioned in the script?

The term 'Holocausto Brasileiro' refers to the Brazilian holocaust, a historical event where individuals who were considered problematic to society were isolated and punished, highlighting the extreme measures of social control.

How does the script connect the concepts of social control and public opinion to modern-day practices in communication and marketing?

The script connects these concepts by suggesting that understanding social control and public opinion is crucial for modern communication and marketing practices, as it helps in shaping and adapting products to societal expectations and reactions.

What is the final message or conclusion of the video script regarding the importance of understanding social control and public opinion?

The final message is that understanding social control and public opinion is complex and essential for comprehending societal reactions and adapting products or strategies accordingly, rather than merely creating a product and listening to society.