COSC 7311 Learning Unit 5 : Global Communication Politics and Propaganda

Question 1

Discuss , using practical examples, the three domains of global communication politics . (9marks)

Answer 1

• Telecommunication : International Telegraphy Union founded in 1868 . Proposed a reduced telegraphy tariff in order to improve international telegraph conditions and improve national safety . (example : International Telegraphy Union)
• Intellectual property : Aims to protect original work from reproduction until 50 years after the death of the creator . Also looks to promote arts/science/literature as well as encourage dissemination of artistic works .
• Mass media : During the uprising of mass media as we know it today , there was much discussion about its positives and negatives . +ve’s = improved cultural understanding for all nations about all other nations.
• ve’s/concerns : possible use of media for obscene material , propaganda , diplomacy etc .

Question 2

Critically discuss the changes in global communication politics (8 marks)

Answer 2

• Previous 100 years of policy meant to co-ordinate national policy that were shaped independantly by nations . Today , it determines the spaces in which countries can determine policy .
• There has been a shift from political discourse to economic discourse in the political communications space . Proof is found in the growing focus on intellectual property and protection for investors and producers .
• The power of the rich in politics is becoming more and more clear , with the wealthy dictating global policy the world over . Likewise with transnational corporations , policy making becomes business rather than politics based .

Question 3

Explain the terms “privatisation” and “ liberalisation” in terms of telecommunication using South African examples . (4 marks)

Answer 3

*Privatisation =Transfer of SOE’s and other assets into private owner ship
*Liberalisation = Opening of market to competiton .
The two terms clash with one another as one aims to reduce monopoly whilst the other wants it to grow .

Question 4

Evaluate differing views on regulating media concentration(6-8 marks)

Answer 4

• Pro-regulation position : Concertraion in the market will kill diversity
• Pro cartel measures lead to stronger companies that can better protect info freedom .Anti cartel measures promote competiton diversity .
• Mergers aren’t always successful without weighing of assets . Top management could be bogged down by the interests of small stakeholders .
• Oligopolisation in the info industry could undermine rights to freedom and expression. Which is done via restricting the channels via which citizens can express opinions .

Question 5

List the key issues in global communication politics that the neoliberal and humanitarian agendas differ on . 8 marks

Answer 5

Access , Knowledge , Global advertising , Privacy , Intellelectual property rights , Trade in culture , Concentration , The Commons

Question 6

How does the neoliberal and humanitarian agenda differ on the issue of access ? 4 marks

Answer 6

Neo : People are seen as consumers , thus they must be given access to communication infrastructure so they intergrate into global consumer society .
Humanitarian : People need to be literate so that communication information can be used to increase their democratic participation .

Question 7

How does the neoliberal and humanitarian agenda differ on the issue of knowledge 4 marks

Answer 7

Neo: Knowledge is a commodity that must be privately owned and protected .
Humanitarian : Knowledge is a public entity that must be kept free .

Question 8

How does the neoliberal and humanitarian agenda differ on the issue of global advertising 5 marks

Answer 8

Neo : Increased interest in the expansion of global advertising , meaning an increased space in media , new arget group, incrased sponsorships and place to advertise .
Humanitarian : Concerned about the eco concerns around increased consumerism as well as gap between those who can shop worldwide and those who can’t . Agenda also seeks to defend ublic space against exploitation .

Question 9

How does the neoliberal and humanitarian agenda differ on the issue of Privacy ? 4 marks

Answer 9

Neo : Increased interest in data mining i.e. the systemic collection and storage of data about individuals for marketing purposes .
Humanitarian : Interest is to protect peoples privacy and make them critical of advertising .

Question 10

How does the neoliberal and humanitarian agenda differ on the issue of intellectual property rights? 6 marks

Answer 10

Neo : Aims to protect trade based system that protects IPR which enables corporations to exploit these rights . IPR owners also want to extend the protection period for materials . bought under this threat .

Humanitarian : Worried that system allows for the theft of genetic material fro the poor to serve private interests . Aims to protect communal resources from exploitation .

Question 11

How does the neoliberal and humanitarian agenda differ on the issue of TradeIn Culture ? 4 marks

Answer 11

Neo : Want to apply international trade law to the inport and export of cultural products . Countries will then be unable to restrict cultura imports as part of national trade policy .

Humanitarian : Aim to exempt cultures from trade provisons , and allow for countries to maintain autonomy and free public space .

Question 12

How does the neoliberal and humanitarian agenda differ on the issue of concentration ? 4 marks

Answer 12

Neo : Aim to strengthen ties with business partners to increase hold onn the world market . Want to create a regulation vacuum

Humanitarian : Concerned that the global merger activity of today hurts consumers and professionals by lowering diversity and autonomy .

Question 13

How does the neoliberal and humanitarian agenda differ on the issue of The Commons ? 4 marks .

Answer 13

Neo : Wants to privately exploit the commons such as airwaves and promotes their auction to private bidders .
Humanitarian : Wants to retain public property so that heritage and accountability can remain secure .

Question 14

Discuss propaganda and its origins within the context of global communication . 4 marks

Answer 14

• Originated as attempt by 17th century church to influence people to join its ranks , and then wasn’t specfically associated with the media .
• In the 20th century , US was concerned about Europe’s potential use of propaganda to influence US citizens . They thus rationalized it by arguing it helped maintain a democratic society . Done via motion pictures and radio .

Question 15

Examine the impact of propaganda research on the use of propaganda . 6 marks-ish

Answer 15

• Propaganda research started close to the end of WW1
• Both one-sided and two-sided messages were repeateadly tested . Two sided more effective when user use a competitetors brand , espcially when repeated . Also effective when target is more educated.
• Several theories also came about : Hypodermic needle theory (media so poweful that one exposure to message is enough) . Also suggested by Gerber and Choamsky that mass media is designed to distract people from important political issues .

Question 16

List the seven propaganda devices within the context of global communication . 7 marks

Answer 16

Name Calling
Glittering generality 
Image transfer
Testimonial
Plain folk 
Card Stacking
Bandwagon approach

Question 17

Critically discuss Name Calling with example 4 marks

Answer 17

*Involves labelling a project favourably or unfavourably . This is done to discourage a deeper look into that topic//issue . Leads to overemotional response without examiining the facts . eg Mud slinging in politics (Zuma to Maimane etc)

Question 18

Critically discuss Glittering generality with example 4 marks

Answer 18

*A vague association of a postive term or phrase to an issue/topic . Key is to link vague words with high morals . Aims to increase faith and respect in the listener . eg Obama “ Hope. Action . Change”

Question 19

Critically discuss Image Transfer with example 2 marks

Answer 19

*Transfer of positive image from well known figure to the person doing the transferrance . Eg Mandela to Zuma

Question 20

Critically discuss Testimonial with example 2 maks

Answer 20

• When a postive or negatively knwon figure endorses a person/product/program eg Kendall Jenner and Pepsi

Question 21

Critically discuss Plain Folks with example 2 marks

Answer 21

• Communicator aims to sow themselves as a normal person to boost credibility . eg Zuma doing food delivery .

Question 22

Critically discuss Card Stacking with example 3 marks

Answer 22

*A selction of olnly postive or negative info to influence attitud or opiion one specific direction . eg Burger king whopper ad

Question 23

Critically discuss Bandwagon approach with example 2marks

Answer 23

*Aims to win approval/faith by saying “everyone else is doing it “ eg US saying everyone is fighting a war on terror .

Question 24

Critically analyse the use of propaganda as form of terrorism with reference to current examples . 7 marks .

Answer 24

• Modern terrorism is usually carried out by non state entities aiming to disrupt and reverse state and corporate operations
• Not only limited to the developed world .
• Alienated groups sometimes feel that violence is the only way to voice their displeasure .
• Propaganda is used to influecne peoples opinions , thus any propaganda used to change peoples mindset to one dominated by fear is terrorism .
• eg ISIS somedia activity .

Question 25

Evaluate the effectiveness of social media as a platform for political activism .

Answer 25

• Is a powerful tool to use .
• Can be harmful to political party if misused . eg DA Helen Zille . Or good , Facebook Barack obama 08
• Can be used to generate awareness of political issues as well