Text 10 Psychology of Mass Communication

Psychology is the science of mind and behavior; it involves the scientific study, of mental processes such as such perception, cognition, emotion, personality, behavior, and interpersonal relationships. Psychology is a broad and diverse field and some of the major areas of research are Cognitive Psychology, Industrial-Organizational Psychology,  Personality Psychology, School Psychology, Social Psychology, etc.

Mass communication is the term used to describe the academic study of print and electronic media such as newspapers, magazines, radio, television, internet which are used for disseminating news and for advertising. Psychologists find out how the mind can function to a person's benefit and mass media play a significant role in shaping public perceptions on a variety of important issues.

The basic purpose of PR is to persuade and influence people. Thus to be effective PR specialist should understand public opinion and individual`s attitude and in this case the knowledge of main psychological approaches are important.

Gustave Le Bon a French social psychologist was the author of the theory of crowd psychology which  became important during the first half of the twentieth century when it was used by media researchers. Crowd manipulation is the intentional use of techniques based on the principles of crowd psychology to engage, control, or influence the desires of a crowd in order to direct its behavior toward a specific action. This practice is common to politics and business. Combining the ideas of Gustave Le Bon on crowd psychology with the psychoanalytical ideas of his uncle, Dr. Sigmund Freud, Edward Bernays was one of the first to attempt to manipulate public opinion using the subconscious. Edward Bernays, the so-called “Father of Public Relations”, believed that public manipulation was not only moral, but a necessity. He argued that “a small, invisible government who understands the mental processes and social patterns of the masses, rules public opinion by consent.” He was the inventor of some of the most important and influential modern PR techniques such as Press Release and Third Party Advocacy.

Hera is a list of the main methods of influence through psychology:

• Persuasion

• Impromptu effect

• Panic Phenomenon

• Visual impression

• Method of reiteration

• Laconism

• Charisma or the idea dominations over the mind

• Individual dependence on the crowd

All these factors should be taken into account while organizing any PR campaign. Public opinion does not really exist until something affects a number of people. Someone must call for action, and PR specialist should use his knowledge properly to create favourable opinion about an organization, its goods and services.

Questions:

1. What is Psychology?

2. What are some of the major areas of research in Psychology?

3. What is mass communication?

4. What is the basic purpose of PR?

5. Who was Gustave Le Bon?

6. What is Crowd manipulation?

7. Who was Edward Bernays?

8. Who was the inventor of some of the most important and influential modern PR techniques?

9. What are the main methods of influence through psychology?

10. Why should a PR specialist be aware of psychological approaches?