Teorias da Comunicação - GATEKEEPER

Summary

In this lecture, the speaker discusses contemporary communication theories, specifically focusing on theories developed since the 1970s. They mention the agenda-setting theory and the spiral of silence, which will be covered later due to their relevance to the election year. The primary focus is on the gatekeeping theory, explaining its origin in psychology and its application in communication. The lecture highlights how gatekeepers, such as editors and content creators, influence what information is shared based on personal, social, cultural, and organizational criteria. The impact of digital media and individual content sharing on this theory is also discussed.

Takeaways

• 📚 The lecture covers contemporary communication theories, focusing on developments from the 1970s onwards.
• 🔄 Theories discussed include Agenda Setting and Spiral of Silence, with the latter postponed for discussion in the second semester due to its relevance to the election year.
• 🔍 Today's focus is on the Gatekeeping theory, originating from psychology and studies of human behavior related to food and appetite.
• 🌐 The Gatekeeping theory explores how certain individuals (gatekeepers) select which information is transmitted to the public.
• 📰 Originally applied to journalism, gatekeeping examines how editors decide what news to publish based on subjective criteria and organizational demands.
• 🎨 The theory is also relevant to advertising, as understanding the audience is crucial for effective message delivery.
• 💡 Gatekeeping emphasizes the social, cultural, and ideological filters applied by gatekeepers when selecting information.
• 📈 The theory has evolved to include the role of digital platforms, where algorithms and users themselves act as gatekeepers.
• 🌍 The broad scope of communication studies incorporates insights from sociology, psychology, and even mathematics.
• 🔄 Understanding gatekeeping helps in analyzing how media influences public perception and the dissemination of information.

Q & A

What are contemporary hypotheses in communication theories?

Contemporary hypotheses in communication theories refer to ideas and theories developed from the 1970s onwards that explore the effects and processes of communication in modern contexts.

Why is the theory of the spiral of silence postponed for the second semester?

The theory of the spiral of silence is postponed because it is closely related to the electoral process, and since this year is an election year, it will be more relevant to discuss it during the second semester when elections take place.

What is the focus of today's lecture on communication theories?

Today's lecture focuses on the gatekeeping theory, which is part of the long-term effect theories and has significant relevance for content creators.

What is gatekeeping theory in communication?

Gatekeeping theory in communication examines how information is filtered and selected for dissemination by gatekeepers such as editors, journalists, and content creators, influencing what information reaches the public.

Who originally developed the concept of gatekeeping?

The concept of gatekeeping was originally developed by psychologist Kurt Lewin in the 1940s, focusing on the process of how certain information or products are allowed through 'gates' while others are blocked.

How did Kurt Lewin's research influence the field of communication?

Kurt Lewin's research influenced the field of communication by introducing the idea that information flow is controlled by gatekeepers, who decide what information passes through based on various criteria.

What role do gatekeepers play in the context of journalism and advertising?

In journalism and advertising, gatekeepers such as editors and advertisers select and shape the content that is published or broadcast, determining what information the audience receives based on their own criteria and the goals of their organizations.

How do personal, social, and ideological factors influence gatekeepers?

Gatekeepers are influenced by their personal beliefs, social backgrounds, and ideological perspectives, which affect their decisions on what information to select and disseminate.

What is the significance of understanding the audience for gatekeepers?

Understanding the audience is crucial for gatekeepers because it helps them tailor the information they disseminate to match the interests, preferences, and expectations of their target audience, thereby increasing engagement and effectiveness.

How has the role of gatekeepers evolved with the advent of the internet and social media?

The role of gatekeepers has evolved with the internet and social media, as now every individual can act as a gatekeeper by creating and sharing content, making the selection and dissemination of information more decentralized and democratized.