The issue: This reading asks the thought provoking question of what is the nature of propaganda? And what are the powers of mass media? It touches upon the theory of mass society and communication and political development theory.
Major Strength: A major strength of this reading is that the author recognizes and describes every angle, both positive and negative, about technology and mass society. He explains very early on (pg. 22) that there are two differing vantage points about upcoming technology: 1) it is a powerful tool that can be used negatively for political control and oppression and 2) it is a cheap tool that can be used positively by mass society for open information and to strengthen Democratic institutions. The author describes what/who mass society is and the basis for their being, thus helpful for the rest of the reading and understanding issues concerning modern technology.
Major Weakness: Although the author comments on both Orwell’s negative beliefs of technology and the positive, his argument is unbalanced and fails to include the possibility of revolutions or rebellions by mass society and those using newer mass technology itself. What role does free will play in a society that is always controlled or monitored? What if there are people who wish to exercise their right of free will and rebel? I believe he takes these negative ideas and stretches them – for example, on page 31 he states, “the ultimate form of propaganda is brainwashing.” It can be argued that all entertainment and commercial media is propaganda because it is produced with the intention of getting the consumer and viewer to act a certain way or do something as per instructed.
Underlying Assumption: I think a major underlying assumption is that there is no middle ground with technology, people either use it for good or will use it for bad. With the diversity of media content in our society the author sees this as the rebirth of social diversity and increased electronic connectivity between individuals. Although this influx makes it easier to provide information where it is needed, this also opens up the ability for people to manipulate content and gain followers for negative behaviors just like George Orwell did.
Provocative Questions:
1) From the perspective of the Third World Critique, why would the onrush of Western/commercial media be considered negative and an influx of unbalanced ideas? If we are forerunners in creating and using technology wouldn’t this be considered a positive thing to share our knowledge and information with others?
2) The second point of the communications and political development theory states that through technology there is a “psychological openness to diversity” (pg. 35) – can’t this be debated to ask if technology is creating a more secular environment and society? For example, although there are many benefits to the Internet it has allowed a place for groups to form and gain followers for negative, close-minded activity. There are forums where people can openly reject the idea of gay marriage and equal rights and because of the Internet’s ability to reach larger audiences than ever before this can back more followers and therefore limit the psychological openness to diversity. This parallels that idea of central voices becoming to strong and stifling debate.