Pesquisa e Opinião Pública - Aula 04 - Controle Social

Prof. Arnaldo Vieira

18 Mar 202114:03

Summary

TLDRThis 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.

Outlines

00:00

🗣️ Public Opinion and Social Control

This paragraph discusses the controversial topic of public opinion within communication studies, focusing on whether it is controlled by media and other communication channels. The speaker introduces the concept of social control, not in terms of manipulating public opinion, but rather as a means to maintain social order and cohesion. Key sociologists like Weber and Durkheim are mentioned, who analyzed the reconstruction of society post-industrialization and the emergence of new ideologies. They believed that social control is necessary for societal stability, and this control can be exerted through various institutions like education, religion, and government.

05:02

🏫 Institutions and Internal/External Social Control

The speaker elaborates on the mechanisms of social control, emphasizing that it can be both internal and external. Internal control is where societal norms and values are internalized by individuals, shaping their behavior and personality. External control, on the other hand, involves sanctions or rewards that enforce societal norms. Examples include the use of education, religion, and the judicial system to shape public opinion and behavior. The speaker also discusses the consequences of heavy-handed control, such as societal unrest and rebellion, and the need for a balance between control and freedom to maintain social order.

10:03

🏥 The Barbacena Psychiatric Hospital: A Case of Internal Social Control

This paragraph presents a historical case study of the Barbacena Psychiatric Hospital in Minas Gerais, Brazil, which was used as a tool for internal social control during the 20th century. Individuals who deviated from societal norms, such as feminists, gays, and those with psychological issues, were sent to the hospital as a form of punishment and exclusion from society. The speaker highlights this as an extreme example of how social control can be exerted to maintain conformity and order, even at the cost of human rights and dignity.

Mindmap

Keywords

💡Public Opinion

Public opinion refers to the collective view of a large group of people on a particular matter. In the video, it is discussed as a subject of social control and manipulation by media and institutions, which is a controversial topic within communication studies. The script mentions that public opinion cannot be directly controlled but is influenced by societal norms and values, which are part of social control mechanisms.

💡Social Control

Social control is the regulation of individual and group behavior through various means, including norms, values, and institutions. The video script discusses how social control is necessary for maintaining social order and cohesion. It is related to the theme by explaining how institutions like education, religion, and government exert influence over individuals' thoughts and actions to ensure societal stability.

💡Sociology

Sociology is the scientific study of society, patterns of social relationships, social interaction, and culture. The script references sociologists like Weber and Durkheim, who are considered the fathers of modern sociology, to explain the concept of social control and its importance in the reconstruction of society post-industrialization.

💡Karl Marx and Friedrich Engels

Karl Marx and Friedrich Engels were influential philosophers and social theorists known for their critique of capitalism and the development of Marxist theory. In the script, their writings are mentioned as being criticized by Weber and Durkheim, who also analyzed and critiqued the capitalist system through various concepts.

💡Social Order

Social order refers to the arrangement and coordination of social life based on shared values, norms, and rules. The video emphasizes the fundamental problem of maintaining social order as a key concern for any society, which is achieved through social control mechanisms that Weber, Durkheim, and Marx discussed.

💡Industrialization

Industrialization is the period of social and economic change where industry becomes the dominant form of production. The script mentions the societal reconstruction that occurred after industrialization, leading to new forms of social control and the emergence of different ideologies and political systems.

💡Ideology

Ideology refers to a set of beliefs or doctrines that shape the perspectives of a group or society. In the video, the emergence of different ideologies during the late 18th and early 19th centuries is discussed as part of the societal changes that influenced the development of social control mechanisms.

💡Imperilism

Imperialism is a policy of extending a nation's power and influence through colonization, use of military force, or other means. The script uses the term to describe the historical context of societal changes and the impact of these changes on social control and the structure of society.

💡Ethics and Morality

Ethics and morality are concepts that guide behavior with respect to what is good and bad, right and wrong. The video script relates these concepts to social control by suggesting that the maintenance of social order involves adherence to ethical standards and moral values, which are part of the societal norms influencing public opinion.

💡External and Internal Control

The script discusses external and internal forms of social control. External control refers to the sanctions or rewards given to individuals by society for their actions or opinions, while internal control involves the internalization of societal norms and values by individuals, shaping their behavior and thoughts.

💡Holocausto Brasileiro

Holocausto Brasileiro, or the Brazilian Holocaust, is a term used in the script to describe the historical event where individuals who did not conform to societal norms were sent to psychiatric hospitals, effectively being controlled and isolated from society. This term is used to illustrate an extreme form of social control.

Highlights

The lecture discusses the controversial topic of public opinion control within communication studies.

Emile Durkheim and Max Weber are introduced as foundational sociologists who analyzed societal reconstruction post-industrialization.

The concept of social control is explored as a fundamental issue for maintaining social order and cohesion.

Critiques of Karl Marx and Friedrich Engels' writings are mentioned, along with criticism of the capitalist system.

The importance of establishing social order through internal and external social control mechanisms is emphasized.

The role of institutions like education, religion, government, and the judiciary in social control is highlighted.

External social control is exemplified by rewards and punishments that influence an individual's standing in society.

Internal social control involves norms and values being internalized by individuals as part of their personality.

The transcript mentions the Brazilian Holocaust, a dark historical period where societal outcasts were isolated and punished.

The concept of family and societal norms are discussed as tools for internal social control.

The lecture connects historical concepts of social control to modern public opinion research.

The complexity of shaping public opinion versus adapting a product to societal preferences is noted.

The importance of understanding the deeper context of societal structures when conducting public opinion research is underlined.

The lecture concludes by emphasizing the intricate relationship between social control and public opinion in shaping society.

The role of beliefs, religion, education, and personality in forming public opinion is discussed.

The transcript calls for a deeper understanding of how social control mechanisms have evolved to the present day.

The lecture encourages further research into the impact of social control on public opinion and societal structures.