Control work|Sociology

Lippman Control: The concept of stereotyping public opinion

Authorship: Infostore

Year: 2020 | Pages: 12

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Introduction
1 Subject of public opinion
2 Power and public opinion
3 W. Lippman: The concept of stereotyping public opinion
Conclusion
List of sources used
3 W. Lippman: The concept of stereotyping public opinion
The theory of stereotypes began to take shape after the publication of the book of the Americas in 1922. sociologist, psychologist and journalist Walter Lippman "Public opinion", which introduced the concept of "stereotype" (from Greek. stereos-visual and type-image).
According to Lippman's concept, a "stereotype" is a simplified, pre - accepted idea of objects and phenomena of reality, which does not follow from a person's own experience, but arises on the basis of indirect perception. The formation of a stereotype goes through 3 stages-1 - "alignment", 2-strengthening 3-assimilation. First, the object is reduced to a few simple features, then they are given special significance, and finally, some "aligned" and "enhanced" features of the object are selected to build an image. The stereotype, Lippman believed, contains an evaluative element, it is not just a simplification, it is " highly charged with feelings."
Stereotypes initially arise spontaneously, due to the inevitable need of people to save attention. These are "pictures" that appear in our minds when we mention certain concepts. The stereotype is unambiguous, it divides the world into two categories – the familiar and the unfamiliar. The familiar becomes synonymous with the good, and the unfamiliar, respectively, becomes synonymous with the bad.
The stereotype is twofold: it can be either a positive or a negative attitude. Stereotypes often contribute to prejudice. The stereotype is always correlated with group feelings and group actions.
At the heart of manipulation. consciousness is based on a number of social stereotypes and myths. A social stereotype is an ossified social network.installation, simplified schematization.image of social objects and events, region with significant stability. The manipulation of social stereotypes is at the heart of social mythology. The term "myth" came to be used to refer to ideas deliberately used by the dominant forces of society to influence the masses. It includes an idealized representation of the masses about the past, present and future of a certain socio-political system (society, country), which are used by the ruling elite to protect this system and their dominant position in it. In addition, the social myth includes a system of ideals, values and ideas of the general public about what society should be. Manipulators use them to influence public opinion and people's behavior.
1. Giddens E. "Sociology" M: Editorial URSS 2016-709s.
2. Gorshkov M. K. "National public opinion" M: Knowledge 2017-64s.
3. Zhitenev V. B. "Public opinion in social management" Novosibirsk: Nauka 2015-164s.
4. Kazhanov, O. A. Sociological problems of studying public opinion / O. A. Kazhanov. - Smolensk: Smolensk State University, 2017. - S. 258.
5. Sociology of public opinion: textbook / E. V. Tikhonova, E. G. Bunov. - Moscow: INFRA-M, 2017. - 274 p.
6. Management of public opinion: Textbook / Frants V. A., - 2nd ed., ster. - M.: Flint, Ural Publishing House. un-ta, 2017. - 135 p.

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