which is very bad actually because the see the test I assure you will have the internet, during the test when when when at the university.
Huh.
How many classes do you have
one Tuesday.
Do you have a class after our like our seminar. Yes. Because I'm tempted very much to tell you that
may be you.
I will, for instance program this Google. Google class for. So your next class starts at four. Right. And you need approximately one hour to get to the university.
for three.
Let's make it like that. I will publish. Next week I will publish the assignment.
At one at 1pm.
So you will read, and I will be online using this link. I will go online, if you have any questions about dizzy tasks, I will be with you for this one hour 20 minutes to answer the for for one hour from one till
till two. Okay,
I guess then that after one hour, you will know everything and you will have the general idea of what you are to write and you will be able to Google because the right assignments that you need access to the internet. And I expect you to submit the, the tests as I said, by midnight.
Yes, this is fair.
Because to change now everything doesn't make much sense to me. Oh, only one thing at night you haven't. I mean, you haven't accepted the invitation to Google class. If you don't do this, you will not get any test. So please make sure that you you accept this invitation.
So. Agreed. Then, we will start at one. I will change timing in Google class.
And in such a way you will be verbose to write and to get to the university for your next
next class. Any questions. So,
it will be like an online test anyway, because we learned about these changes too late. Then, let's then return to the seminar for today. But before I would like you to to follow this link, we will finish in such a way with.
Just a minute.
So this is the link, please follow it. Watch it. Very short speech, and be ready to answer the following questions. The first question is, what are the techniques used by media that lead to distorting the Americans worldview right it Americans in 2008 know less about the world than their counterparts in 1988. And it is what Alice Miller talks about true for Ukrainian media is a different for TV online media radio or the press. So please, the speech is short it's less than five minutes. So let's mute, ourselves, and watch and then we will discuss.
Okay, so let's discuss. So what are the techniques used by media that lead to
worldview.
And what are the reasons for this. Sometimes these are techniques sometimes these are the conditions, yes that make media. No,
publish, what do they publish. Who would like. Mm hmm. You're welcome. Now just based on the coverage of the national news in America, and the condition is no longer on the roads. And because it is much cheaper to call with some news about celebrities about entertainment, the focus has shifted to the local arts, and also the problem of putting things out, putting the news out of context, and recycling. As the number of news between TV and Apple TV reports and between the electronic or digital publications.
Okay, anybody who wants to add anything. I guess for them was quite exhaustive, then why did Americans in during 2008 know last about the world and their counterparts. 20 years ago.
The same reason. The last reduction in the international news coverage that people are mostly fed with the information about Britney Spears, rather than some international issues or some use from different countries.
What about you see the speech, dated back 2008. Nowadays we are much more digitized. And we have access to, and we are used to accessing information online. What do you think is the situation true about the distortion, is it true for today's mass media and media audiences. Does it is it different for TV online, the radio, the press.
I guess a situation in America is more or less the same. Because if we, I think it is like the main stream of videos right now, how Americans, try to identify what is Europe. Rather, whether Paris is the capital of Europe and so on so they are. They are basically lost in the in this space, they don't understand what is going on outside America they don't realize, really, that there is life outside America and it is civilized life and that some things going on there and that there are some political and other issues that affect USA as well. And I think it is also the problem of mass media that doesn't cover all these all these issues and making like the other word world look like I didn't know unimportant.
Probably that's why this idea of American exceptionality, right, it was easily supported without any restraint. Yeah, because if you,
if you have
grown up exposed only to local news right and they were central under you, they presented. Your country as self sufficient, then indeed was the point of being interested in anybody else.
What do you think, do
kind of media matter, the choice of media. Does it matter, do you have a different picture. If you choose as the main source of information TV or social media or the press against the region, the press. If you're a driver yes you listen to the radio a lot. If you are not a driver. So what do you think we actually compare online media have, we have become popular since 2008. Did they have they changed anything. Have they added more objectivity, or more worldview.
Well I've noticed from personal experience, that if you read our local media. I mean, not just for, like my region but for Ukraine, pretty much things are the same for online media and for TV media. They basically tell the same stories, even with the same words, even if the channels are different and different media sources, but still they managed somehow to have the same stories just even in the same episodes so for example for today.
It doesn't matter the channel you choose all the
news reports
will will talk about the same issue. And same with the online media.
Any other
Tanya just started then we'll go listen to anyone. So,
I think that social media changed the whole idea of us and that allows for example comments and different discussions under each like use or, or any other like quotes. But I think it's. It hasn't like made it very much like diverse in ideas because, still we have for example, our page and our and other pages we subscribe to so we actually form some kind of use.
Like,
not like atmosphere material I can use all that, that we are constantly in so we are in what we, in our choice. Our choice may determines what we get what kind of news to get so we're still very much dependent on different news media. But we, what is better that we can choose and we can communicate and can discuss.
Probably what what we need to talk to concentrate on in this speech is not so much it's not about manipulation, it's about channeling your drawing your attention to some use yes and kind of ignoring others. So, probably, social social media and the internet in general, gay, just have given access to, for instance, some news generated by others, or by media corporations, of other countries so you can compare BBC CNN, you can listen to Russia today you can compare what for instance, Ukrainian media. Talk about right. This is the only kind of advantage, probably, but this is also for people who are really interested. Right. It takes time to surf the net and to have a look what's going on in Indonesia and what's going on in Panama, for instance, right. And very few people care enough to spend their time, serve. Any other comments. So, this is really species, another proof, yes that media determine how we see the world, but not in terms of last time we spoke about psychological perception Yes, kind of, whether we are struggling whether we are just feeling unhappy because the time is difficult and the future is blurred and not very promising. But in this speech you see that it's not so much about psychology, but about the world. Right, not your perception, but how much you know about the world. And this also is this worldview is produced, among other things by
the media.
Okay, so we are through with manipulations and media now let's switch to PR. So, we would like to comment on the notion of PR and PR models. Thank you,
I would like to start with the definition of PR like public relationship relations. So, first of all, public relations is a strategic communication process that builds a mutually beneficial relationship between the organization and their publics so public relations is a conventional term for a wide range of activities which are initiated by organizations, and which use the media like with the aim of influencing public opinion. It's important to remember that public relations people let's say so, are storytellers. They create narratives to advance to advance the agenda and to tailor their audience. So there are three main functions ascribed to public relations. The first one is influencing what the public thinks, or does in order to serve the interests of organization. The second one is responding to public concerns developments, or initiatives on behalf of organization, or an individual and the third one is the pursuit of mutually beneficial relationships among different sections of the public, such as negotiating settlements between, let's say, mining contractors and landowners. And as to the Moodle, the Moodle. Grinding enhance, am I right in pronouncing your names. Yeah, so they developed in 1984 they developed for Moodle some of the collation so that described the fields. various management and organizational practices. This Moodle service, get guidelines to create programs strategies and tactics. And the key to understanding image repair strategies, is to consider the nature of attacks, or complaints and an attack has a has two components. The first one is the accused is held responsible or accountable for an action. And the second one is that act is considered offensive. So, speaking about the Moodle in the press, agenda or return to modal communication, you can communications professionals use this ration to to shape their thoughts or opinions of audiences. When they're speaking about the proper information Moodle. It moves away from manipulative manipulative tactics used in the press agenda. Agent Google and presents more accurate information than when we're speaking about the to break symmetrical noodle. It presents a more scientifically persuasive research to better understand the audience's attitudes and behavior. And finally the two way, are symmetrical moodles argues that the public relations practitioners should serve as a nation or connection between the organization and coupon. So, that's actually the point.
Okay, thank you. Any. Can you or not, not you personally and but everybody can you relate with soft strategists, and like nudge nudge yes and think think strategist to each of them with a because whenever you pull is introduced by the government or when we, for instance function, or when we work in a certain organization, there are changes. Right. So then, employees the citizens should be should be made should be informed and also should be encouraged to accept new policies. And there are, we talked last time, there are two strategies soft, yes, and more
persuasive which
corresponds to which, to which model
nudge, for instance the nudge strategy when you're pushed to a certain
publicity model and public information really large category. And the two way a symmetric model is it on the border between notch and C, because it incorporates a few techniques, but it's still more to the benefit of organization, and to weight symmetric model belongs to the same. Okay. Okay, thank you,
then comment on the components of accusation as communicative strategy and well career late. Yes. Image repair strategies.
We
use components of an accusation. Tania.
So, as has already said they keep trying to understand the image repair strategies, is to consider the nature of attacks or complaints that prompt site responses, or instigator a crisis. So, an attack has two components, the accused is held responsible for an action and the act is considered a cancel, and so no matter what happens, it is not reasonable to form an unfavorable impression of
a firm, or
even media, unless the company is believed to be responsible for that act. And so there are different types of image repair strategies. And the first one is denial. When it's a general approach to to image, repair, with two variants was two variants so for example when PepsiCo accused coworker of requiring its other colleagues to pay higher prices subsidizing the fifth largest customer than than McDonald's and welcome replied, simply Angela denial.
Also, there
can be shifting the blame. And also the compliment of the denial. It's only on that another person organization is actually responsible for the offensive Act. The second one is erosion of responsibility, and it has to go to.
Shifting blame. You can
actually, what can you deny. By the way, there are many types of denial, you can deny the Act has happened.
Probably moving.
Right, so, or you can deny that you are involved. So, actually you can deny two things that the the Act has occurred in general, or is that you were part of it you participated were you actually you you were this perpetrator. Right. And yes, then if you admit that there has been such a situation, then you, but you want to, you may deny your participation. You may shift the blame. Right, so find a scapegoat. So, this would be kind of more more precise. There are many. There are many ways to try to wriggle out
of trouble. Even when you deny
you can deny different things.
Okay, then evasion aversion.
The first one is, disability, it's for example when a body is lacking information about something, or control over important elements of the situation. And then we have an
accident.
So the body can reach the audience that everything happened by accident so it's not our fault
in Ukrainian culture.
Yeah. And the first one is good intentions. So, we can tell that all the bad decisions that we made all the wrong way of doing it was everything was done with the good intention.
Mm hmm. Okay. Then, and there is a big set of other strategies related to what Julia
ages so when we admit our fault. we may like Chris watts. Another group of strategists quality reducing offensiveness so making this crime not so big one. For example, wolf stirring, which means that we show only like positive things or positive sides, or this over, like organization or us like personally, or we may show how good we are, and this will like outweighed or overweight, this situation that happened, and talk about minimization so to try to show that the problem that has happened is not so big as the media covers, or that like the rest of the people think about this. So like, to make it like to trivialize sort of this problem. Or for example, we may transcendence this like to put it in another context and to show it. Or maybe like to use in order to to show people that they may view this issue from the other side.
It's like,
it's like the end. the end justifies the means, that is your. I don't know if if we just want to give you any examples for instance, when you like a classical example is Robin Hood. He yes he roped people but heroes bad people to give money to good people. transcendence so
it was for for the good cause. Or for instance you lie but
you lie because, for instance, it was a white lie if I had told this person that he or she was terminally ill. The person would have felt bad yes and it probably worsen the situation. right. So, this is transcendence when you you you kind of commit a certain crime to crime but for a good, very,
very moral cause. Mm hmm.
and two more strategies here. It's a compensation when we try to do something maybe to like to compensate as our action like to do something better than to go to do something good to make,
maybe forget about this trouble. And then the last one is to attack the accuser himself. Now, and I searched on the internet that this is the most favorite strategy by used by
Donald Trump.
Actually this is this simplicity, yes, you can watch our political shows and you will see that the generally
the tune
mostly
is Look who's talking with each of them has something
to remind. Yeah, counterparts. Oh,
okay. We have one minute left. Let's meet once again in this conference.
