Pesquisa e Opinião Pública - Aula 02

Prof. Arnaldo Vieira

4 Mar 202116:01

Summary

TLDRThis video script delves into the concept of public opinion and its formation, highlighting the historical shift from personal beliefs to mass media influence. It discusses how the advent of mass communication in the 20th century transformed the way opinions are shaped and considered, with examples like the French Revolution and recent elections. The script emphasizes the power of media in opinion formation, the role of communication in shaping public perception, and the high costs of advertising to influence public opinion, suggesting a strategic use of digital influencers and platforms in today's media landscape.

Takeaways

😀 Public opinion is not a fixed concept but can be shaped and influenced over time.
🏛 Historically, public opinion was often restricted to individuals and only expressed in groups, with significant changes occurring from the 20th century onwards.
📰 The advent of mass media in the 20th century marked a shift in how public opinion is formed and considered, becoming a more recognized and studied phenomenon.
🗳️ Notable historical events, such as the French Revolution, were pivotal in demonstrating the power of public opinion against dominant powers.
🌐 The rise of the internet has given voice to groups that were previously unheard, changing the dynamics of public opinion formation.
📈 The struggle for free expression has evolved into a battle to dominate the techniques of shaping public opinion, involving both state and non-state actors.
🎬 The use of cinema and other media by governments, such as in Nazi Germany, illustrates the manipulation of public opinion through state-controlled communication.
💬 Today, the struggle is not just about expressing opinions but about who controls the narrative and the techniques used to form public opinion.
📈 The cost of advertising and influencing public opinion through traditional media is significant, with prices for TV spots during prime time reaching into the millions.
📲 The emergence of digital platforms and social media influencers has provided alternative, often more targeted, ways to reach and influence audiences.
🔍 The value of advertising spots is determined by the captive audience they can reach, highlighting the ongoing influence of traditional media despite the rise of digital alternatives.

Q & A

What is the main topic of the video script?
-The main topic of the video script is the concept of public opinion and how it has evolved throughout history, particularly with the advent of mass media and its influence on shaping public opinion.
What is the significance of the French Revolution in the context of public opinion?
-The French Revolution is highlighted as a historical event where public opinion played a crucial role in overthrowing the dominant political system, demonstrating the power of collective expression against an established order.
How did the 20th century transform the relationship between individuals and their rulers in terms of public opinion?
-The 20th century saw a significant shift in how public opinion was considered and utilized, especially with the rise of mass media, which began to influence and shape public opinion on a larger scale than ever before.
What role do mass media play in the formation of public opinion according to the script?
-Mass media plays a direct role in influencing the formation of public opinion, though it does not solely determine it. It can amplify existing opinions and sway public sentiment, especially during significant events like elections.
Why is the statement 'whoever holds the information holds the power' relevant to the discussion on public opinion?
-This statement is relevant because it underscores the idea that control over the dissemination of information can significantly influence public opinion, thereby granting those in control a form of power over the masses.
How has the internet changed the dynamics of public opinion formation?
-The internet has democratized the expression of public opinion, allowing previously unheard groups to have a voice and participate in the formation of public opinion, thus challenging the monopoly of traditional media.
What is the historical context behind the acceptance of Nazism in Germany during the 1930s mentioned in the script?
-The script refers to the use of communication tools by the Nazi government to manipulate public opinion, creating a narrative that aligned with their political agenda and ultimately leading to their rise to power.
What is the importance of understanding the target audience and the desired opinion when creating advertising campaigns?
-Understanding the target audience and the desired opinion is crucial for creating effective advertising campaigns, as it allows advertisers to tailor their messages to influence the audience in a way that aligns with their objectives.
How do digital platforms and social media influence the cost and effectiveness of advertising?
-Digital platforms and social media have introduced more targeted and cost-effective advertising options, often reaching large audiences with more precision and at a fraction of the cost of traditional media like television.
What is the significance of the phrase 'the public opinion is manipulated' in the context of the script?
-The phrase signifies the potential for public opinion to be influenced and shaped by external forces, such as state-controlled media or well-funded advertising campaigns, rather than being an organic reflection of individual beliefs.
How does the script suggest that the financial investment in communication impacts public opinion?
-The script suggests that significant financial investments in communication, such as expensive advertising slots or influencer marketing, can have a substantial impact on public opinion due to the reach and frequency of the messaging.

Outlines

00:00

😀 Public Opinion and Media Influence

This paragraph discusses the concept of public opinion and its evolution over time. It highlights that public opinion was not historically considered significant until the 20th century, with the rise of mass media. The speaker emphasizes the role of mass communication in shaping public opinion, using the French Revolution as an example of a rare historical event where public opinion led to significant political change. The paragraph also mentions recent examples of the unpredictability of public opinion in the 2016 U.S. and 2018 Brazilian elections, illustrating the power of mass communication in influencing opinion formation.

05:00

😯 The Reciprocal Relationship Between Public Opinion and Media

The second paragraph explores the reciprocal relationship between public opinion and media influence. It clarifies that while media can influence public opinion, the reverse is not necessarily true; media only amplify opinions that are already forming among people. The speaker discusses the shift from the struggle for free expression to the battle for controlling public opinion formation techniques. The paragraph also touches on the advent of the internet, which has given voice to previously unheard groups and changed the dynamics of public opinion formation.

10:01

📢 The Power of Information and Public Opinion Manipulation

This paragraph delves into the power dynamics of information control and how it relates to public opinion manipulation. It discusses the historical context of the 1930s in Germany, where the state used media to propagate its ideology and sway public opinion. The speaker points out that today, public opinion is often manipulated through information, not necessarily by direct control but through influence. The paragraph also highlights the significant financial investment in communication strategies by various interest groups to shape public opinion.

15:04

💬 The Impact of Media Spending on Public Opinion

The final paragraph focuses on the financial aspect of media spending and its impact on shaping public opinion. It provides specific examples of the costs associated with advertising through traditional media like television and compares them to digital platforms. The speaker emphasizes the high return on investment that media spending brings, especially in terms of immediate and wide-reaching influence. The paragraph concludes by stressing the importance of understanding the type of audience and the desired opinion one aims to generate through communication strategies.

Mindmap

Keywords

💡Public Opinion

Public opinion refers to the collective views and attitudes of a group of people regarding a particular matter. In the context of the video, it is the focus of study, illustrating how it has evolved and its significance in modern society. The script discusses the historical development of public opinion and its transformation due to mass media, highlighting its impact on political events like the French Revolution.

💡Communication Theory

Communication theory encompasses the academic study of how information is exchanged in various contexts, including interpersonal, group, and mass communication. The video uses this concept to explore the dynamics of public opinion formation and the role of communication in shaping it. It is mentioned as a foundational aspect for understanding the mechanisms behind public opinion.

💡Mass Media

Mass media refers to the means of communication that reach large segments of the population, such as newspapers, radio, television, and the internet. The script emphasizes the influence of mass media on public opinion, particularly how it has changed the way opinions are formed and expressed since the 20th century.

💡Opinion Manipulation

Opinion manipulation is the act of influencing public opinion through the strategic dissemination of information, often with the intent to sway views in a particular direction. The video discusses how public opinion can be manipulated, especially through the use of mass media, and the ethical implications this carries.

💡Hegemony

Hegemony, in a sociopolitical context, is the dominance or leadership of one group or nation over others. The script refers to the overthrow of the hegemonic power in France during the French Revolution as an example of public opinion influencing political change.

💡Elections

Elections are the formal process of selecting a person for a public office or choosing a decision by voting. The video cites the 2016 U.S. presidential election and the 2018 Brazilian elections as examples where public opinion was a significant factor, and its unpredictability was a surprise to many.

💡Information Power

Information power is the concept that those who control the flow and dissemination of information hold significant influence or authority. The video script mentions this concept to underscore the importance of mass media in shaping public opinion and the power dynamics involved.

💡Social Media

Social media are web-based platforms that allow individuals to create and share content or participate in social networking. The script discusses the role of social media in the modern landscape of public opinion, highlighting how it has democratized the expression of views and the challenges it presents in terms of influence and manipulation.

💡Advertising

Advertising is a form of communication intended to persuade an audience to take some action, typically to purchase a product or service. The video script uses advertising as an example to illustrate the high costs associated with influencing public opinion through mass media and the calculated investment in shaping perceptions.

💡Influencers

Influencers are individuals who have the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience. The script mentions digital influencers as a modern alternative to traditional advertising, emphasizing their role in shaping public opinion in the digital age.

💡Public Manifestation

Public manifestation refers to the act of expressing opinions or grievances publicly, often through protests or demonstrations. The video script uses the French Revolution as an example of a significant public manifestation that led to a change in the political system.

Highlights

The lecture discusses the concept of public opinion and its evolution over time.

Public opinion was historically restricted to individuals and groups, only manifesting when encountering others with similar views.

A significant shift in public opinion and its study began around the 20th century, influenced by mass communication.

The French Revolution of 1789 is cited as an example of public opinion influencing political change.

Mass communication has a direct influence on the formation of public opinion, as seen in the 2016 US and 2018 Brazilian elections.

The power of mass communication can amplify public opinion but does not necessarily determine it.

The struggle for free expression of opinion has shifted to controlling the techniques of public opinion formation.

The advent of the internet has given voice to groups that were previously unheard, influencing public opinion.

Historical context is used to explain how German society in the 1930s accepted the rise of Nazism through state-controlled communication.

The importance of who controls information is emphasized, as it equates to power.

Research reflects pre-existing opinions that have been influenced by various interests through mass communication.

The high costs of advertising through traditional media like TV and radio demonstrate the power of mass communication to influence public opinion.

Digital platforms and social media have become alternative tools for influencing public opinion with targeted advertising.

The value of advertising space is determined by the captive audience it reaches, emphasizing the importance of understanding the target public.

The lecture concludes by emphasizing the interconnected ecosystem of communication, public opinion, and advertising.