How social communications create and maintain social systems

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How social communications create and maintain social systems

Thursday, 10 October 2013

Instability in the Arab world is not the result of demanding change but of rejecting it. Social communications have an explicit, applied nature. That is why Western communications are always tied to the broader context in which there is room for communication. This general context could be, for example, behavior change regarding government health work. Accordingly, unlike ours, the Western political speechwriter writes what the Western pollster directs him to, who needs specific topics at a particular time because he “makes the way” based on knowledge of public opinion.

The role of social communications can be clearly seen in the history of public relations in the United States. It was the time of the emergence of mass democracy. Thus, working in a system of coercion was no longer possible. One of the oligarchs of the period shot his miners who were on strike. And this is what gave birth to one of the founders of PR, whom he invited to work to quell this conflict. Nikita Khrushchev could have shot the protests in Novocherkassk and continued to rule because no one in the controlled information system of the USSR knew about it. In a system of mass democracy, such actions become less likely because of their consequences. Another information regime is tied to a different political system.

That is, mass democracy destroyed the old social relations of coercion. It was necessary to find opportunities to manage an already more accessible person. That is why the West has begun to develop these relations, which no longer operate by the method of order. The Soviet Union and the post-Soviet countries, on the other hand, still hold on to the omnipotence of the order, although there is no one to order anymore.

  • Tasks in the social system
  • Tools
  • Working with a subordinate
  • Order
  • Working with a free man
  • PR and advertising

The emergence of PR and advertising was still a production need. It was necessary to intensify the process of consumption. After all, intensive production requires the same intensive consumption. The Soviet Union, by the way, did not need this. It already had intensive consumption, as the norm was a shortage of many things. Therefore, PR and advertising come to this type of social system with a long delay.

In other words, the advent of advertising and PR in the early twentieth century can be compared with the continuation of the factory path directly to the apartment. Production can feel mitigation only when the factory methods are presented in the flat. Its sales are guaranteed.

However, it is necessary to mention another reason that helped the formation of public relations. Many people who worked in the “aggressive communication” field were released after the First World War. It is propaganda against the enemy and neutral countries. After all, the First World War was the first example of working with a mass audience. The war ended, and these people formed a corps of PR pioneers. Among them was one of its “founding fathers” Edward Berngays.

He worked pretty interestingly. He created what can be described as a physical context, which should have pushed to the desired result. Today’s PR creates more informal contexts. Here are three examples of his work. They are concerned with the rescue of factories and plants that produced:

  • piano: Bernays came to fashionable architects who began to build a music room in the projects of their homes, and unfashionable architects immediately repeated this experience. When an American came into such a house and saw such a room, he decided to buy a piano,
  • velvet: Bernays went to Paris, as a result of which Parisian fashion began to use velvet actively, then fashion moved to the United States, and velvet factories worked at their total capacity
  • trucks: he lobbied for the construction of high-end roads, which led to the production of new trucks.

In his work, Bernays “brought” the objects he needed to promote under the appropriate symbols to reinforce them. When he was promoting cigarettes, and the only non-smoking segment of society at the time was women, he held a freedom march. The women walked with cigarette torches, reminiscent of the American Statue of Liberty.

When he needed to support United Fruit, which supplies bananas to America, in its conflict with the government of a Latin American country, he turned the arrows on the anti-communist struggle. He introduced the idea into the minds of Americans: it is necessary to buy as many bananas as possible so that this country can purchase weapons from America because it will allow it to fight communism.

All these are changes at different levels that shape social systems. Social communications in media, education, science, and art contain the norms by which people live. Neuroscience demonstrates that even when someone sees someone’s actions, he repeats all the movements in his head as if he were performing those actions himself.

In the past, everyday communication was the most essential thing regarding objects around a person. Transcendental communications of communication with the gods were the second component of these social communications of the past. Communications cement society, creating synchronous actions and synchronous thoughts. The rate of change in this society was zero.

In the modern world, these two components of social communication (everyday and transcendental) have been transformed into new ones. Everyday communication was supplemented by the media and transcendental – by film and television, whose products are also closer to dreams than reality.

The speed of change in this society has fundamentally increased. Every day, a person receives notifications about objects with which he has no physical contact. New visual communications hide from people that these objects are almost like virtual ones, creating a sense of authenticity. The same applies to film production, the perception of which, as psychologists established, absorbs a person, blocking the functions of analysis and logic.

If before the changes were periodic, now the world is in a situation of constant change. By the way, the Soviet Union was the first to feel and see these changes, transforming it into a completely different country, more precisely into a set of independent or quasi-independent countries.

Changes have become the norm today. “We want the change,” sang the Soviet singer. On the other hand, presidential candidate Barack Obama also went with the slogan “Change”. Hillary Clinton, assessing the Arab Spring, also said that instability in these countries is not the result of demanding change but the consequence of abandoning it.

Her assessment of the Arab situation is also quite interesting because it is the official opinion of a high-ranking official. She spoke at the National Democratic Institute: “What is America’s role in the Arab Spring? These revolutions are not ours. We did not do them, they are not for us or against us, but we have a role to play. We have the resources, capabilities, and expertise to support those seeking peaceful, sensible, democratic reforms. And while many things can go wrong and many things can go wrong, supporting new Arab democracies is an investment we can’t help but make.”

The Arab Spring is also a fundamental change in social communications. They led to the fact that the old social system did not survive and “exploded”. We have seen the same model in the case of perestroika or the Orange Revolution. Social communications in such cases begin to work in accordance not with the current state of the socio-system, but with the state to which the “designers” want to transfer this socio-system.

  • Aim
  • Example
  • Destabilization of the social system
  • Arab Spring, Orange Revolution
  • Stabilization of the social system
  • TV news in the usual period

This process of destabilization is also called the delegitimization of power. It is fundamental in J. Sharpe’s taxonomy, on which all color revolutions are built. Only during the Orange Revolution did the opposition do it. During the Perestroika, the government did itself. However, it preferred to delegitimize its predecessors. But that did not help Gorbachev sit in the chair, even changing the title from the secretary-general to president. These processes got out of his control.

I wonder how Russia returned to Soviet rhetoric during the election period. On February 3, 2012, NTV showed a film in which it tied its opposition to an external enemy – the United States. That is, the rule from the biological world is repeated – “relics” appear in times of crisis. In this case, they were informational relics.

This process of destabilization is also called the delegitimization of power. It is fundamental in J. Sharpe’s taxonomy, on which all color revolutions are built. Only during the Orange Revolution did the opposition do it. During the Perestroika, the government did itself. However, it preferred to delegitimize its predecessors. But that did not help Gorbachev sit in the chair, even changing the title from the secretary-general to president. These processes got out of his control.

I wonder how Russia returned to Soviet rhetoric during the election period. On February 3, 2012, NTV showed a film in which it tied its opposition to an external enemy – the United States. That is, the rule from the biological world is repeated – “relics” appear in times of crisis. In this case, they were informational relics.

Social communications operate with narratives – stories that set the world’s picture. Today’s TV news is tough to recode in the world’s image. Television operators have lost the stronger ontology, for example, in Soviet times. The school also held such ontologies. Pereslegin lists three such ontologies given by the Soviet high school: geographical, historical, and physical. And the high school graduate was quite knowledgeable in these areas.

Narratives are the form in which a person designs content. For example, the film will have a hero and an antihero, between whom there will be a struggle. But we hear the same thing in politics when there is a struggle, for example, for the presidency. In a children’s fairy tale and the minds of terrorists, a clear black-and-white world of enemies and heroes is also created, which mobilizes them for appropriate terrorist acts.

The narrative provides information about the human environment, including social. It explains its use since ancient times. Researchers generally believe that human beings (which distinguishes them from other beings) have occupied a cognitive niche – the ability to produce and transmit mental models of our environment.

Social communications expand the suitable space of human existence and narrow the wrong by maintaining social norms. The right space is formed at the top of the pyramid by heroes as people of ideal deeds, and enemies form the wrong space as people of bad behavior.

Social communication is the realization of soft power, which allows you to do what was previously done with hard power. Heffer, for example, writes in the Daily Mail about Germany’s role in shaping new EU rules during the financial crisis: “Where Hitler has failed to conquer Europe by military means, modern Germans are winning through trade and financial discipline. Congratulations to the Fourth Reich. “

And New Scientist magazine reported on the work of three scientists from the Institute of Technology in Zurich. After analyzing 43,000 multinational corporations and their property rights, they identified 1,318 companies that have mutual rights to each other. And they own 60 percent of the real economy. And 147 of them control 40 percent. A small proportion of companies control 40 percent of the entire network.

One of the authors of this study, Glattfelder (see information about him and his study “Global Corporate Control Network“) emphasizes that because companies are very connected, the problems in one of them affect the others. And all this testifies to the actual existence of world governance.

Social communications contain an intangible component of the social system. And this, in turn, allows you to keep the relevant material components. Social communications transmit and preserve the social knowledge on which social systems are based. With their help, the social system not only retains its key parameters but also can transition from one state to another. The Bolsheviks of 1917 made this transition with the help of agitators on the fronts and cities. The 1991 Perestroika secured it by broadcasting content opposing the government.

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