Political economy approaches examine the power relations that comprise the production, distribution, and exchange of resources. They are distinguished from economics by a deeper concern for history, the social totality, moral philosophy, and praxis. Numerous schools of thought mark the political economy approach including early conservative, communitarian, and Marxian perspectives. Today, neoconservative, institutional, neo-Marxian, feminist, environmental, and social movement based approaches offer a wide variety of political economies. Communication scholars have drawn on political economy approaches to carry out research on media technologies, including broadcasting, telecommunications, and computer communication. In doing so they have developed distinctive geographic perspectives covering North America, Europe, and the less developed world.
Political economy approaches are built on specific philosophical assumptions including a range of epistemologies that, on one end of a continuum, accept the reality of both concepts and observations and, at the other, claim that all explanations can be reduced to one essential cause, such as the economy or culture. Political economy approaches also range from perspectives that emphasize social change, social processes, and social relations to those that focus on social structures and institutions.
Political economy approaches tend to concentrate on three processes that make up the main starting points for political economy research on media technologies. Commodification is the process of transforming things valued for their use into marketable products that are valued for what they can bring in exchange. This can be seen, for example, in the process of turning a story that friends tell one another into a film or a book to be sold in the marketplace. Spatialization is the process of overcoming the constraints of geographical space with media and technologies. For example, social media surmounts distance by bringing images of world events to every part of the globe and companies use media technologies, now often comprised of cloud computing, big data analytics, the Internet of Things, and telecommunications networks, to build global supply chains. Finally, structuration is the process of creating social relations, mainly those organized around social class, gender, and race. With respect to social class, political economy approaches describe how access to the mass media and new communication technologies is influenced by inequalities in income and wealth, which enable some to afford access and others to be left out. Political economy approaches are evolving in response to challenges from cultural studies approaches. Political economies of media technologies are now placing greater emphasis on international communication, on communication history, on standpoints of resistance, on new media technologies, and on new media activism.
This article discusses the various ways in which political concerns among government officials, scientists, journalists, and the public influence the production, communication, and reception of scientific knowledge. In so doing, the article covers a wide variety of topics, mainly with a focus on the U.S. context. The article begins by defining key terms under discussion and explaining why science is so susceptible to political influence. The article then proceeds to discuss: the government’s current and historical role as a funder, manager, and consumer of scientific knowledge; how the personal interests and ideologies of scientists can influence their research; the susceptibility of scientific communication to politicization and the concomitant political impact on audiences; the role of the public’s political values, identities, and interests in their understanding of science; and, finally, the role of the public, mainly through interest groups and think tanks, in shaping the production and public discussion of scientific knowledge. While the article’s primary goal is to provide an empirical description of these influences, a secondary, normative, goal is to clarify when political values and interests are or are not appropriate influences on the creation and dissemination of scientific knowledge in a democratic context.
Sarah J. Jackson
Because of the field’s foundational concerns with both social power and media, communication scholars have long been at the center of scholarly thought at the intersection of social change and technology. Early critical scholarship in communication named media technologies as central in the creation and maintenance of dominant political ideologies and as a balm against dissent among the masses. This work detailed the marginalization of groups who faced restricted access to mass media creation and exclusion from representational discourse and images, alongside the connections of mass media institutions to political and cultural elites. Yet scholars also highlighted the ways collectives use media technologies for resistance inside their communities and as interventions in the public sphere.
Following the advent of the World Wide Web in the late 1980s, and the granting of public access to the Internet in 1991, communication scholars faced a medium that seemed to buck the one-way and gatekeeping norms of others. There was much optimism about the democratic potentials of this new technology. With the integration of Internet technology into everyday life, and its central role in shaping politics and culture in the 21st century, scholars face new questions about its role in dissent and collective efforts for social change. The Internet requires us to reconsider definitions of the public sphere and civil society, document the potentials and limitations of access to and creation of resistant and revolutionary media, and observe and predict the rapidly changing infrastructures and corresponding uses of technology—including the temporality of online messaging alongside the increasingly transnational reach of social movement organizing. Optimism remains, but it has been tempered by the realities of the Internet’s limitations as an activist tool and warnings of the Internet-enabled evolution of state suppression and surveillance of social movements. Across the body of critical work on these topics particular characteristics of the Internet, including its rapidly evolving infrastructures and individualized nature, have led scholars to explore new conceptualizations of collective action and power in a digital media landscape.
Henry A. Giroux
Education in society occurs across both formal and informal spheres of communication exchange. It extends from schools to diverse cultural apparatuses such as the mainstream media, alternative screen cultures, the Internet, and other spaces actively involved in the construction of knowledge, values, modes of identification, and agency itself. The modern era is shaped by a public pedagogy rooted in neoliberal capitalism that embraces consumer culture as the primary mechanism through which to express personal agency and identity. Produced and circulated through a depoliticizing machinery of fear and consumption, the cultural focus on the pursuit of individual desires rather than public responsibilities has led to a loss of public memory, democratic dissent, and political identity. As the public sphere collapses into the realm of the private, the bonds of mutual dependence have been shredded along with the public spheres that make such bonds possible. Freedom is reduced to a private matter divorced from the obligations of social life and politics only lives in the immediate. The personal has become the only sphere of politics that remains.
The rise of the selfie as a mode of public discourse and self-display demands critical scrutiny in terms of how it is symptomatic of the widespread shift toward market-driven values and a surveillance culture, increasingly facilitated by ubiquitous, commercial forms of digital technology and social media. Far from harmless, the unexamined “selfie” can be viewed as an example of how predatory technology-based capitalism socializes people in a way that encourages not only narcissism and anti-social indifference, but active participation in a larger authoritarian culture defined by a rejection of social bonds and cruelty toward others. As with other forms of cultural and self-expression, the selfie—when placed in alternative, collective frameworks—can also become a tool for engaging in struggles over meaning. Possibilities for social change that effectively challenges growing inequality, atomization, and injustice under neoliberalism can only emerge from the creation of new, broad-ranging sites of pedagogy capable of building new political communities and drawing attention to anti-democratic structures throughout the broader society.
Celeste M. Condit and L. Bruce Railsback
Whether understood as a set of procedures, statements, or institutions, the scope and character of science has changed through time and area of investigation. The prominent current definition of science as systematic efforts to understand the world on the basis of empirical evidence entails several characteristics, each of which has been deeply investigated by multidisciplinary scholars in science studies. The aptness of these characteristics as defining elements of science has been examined both in terms of their sufficiency as normative ideals and with regard to their fit as empirical descriptors of the actual practices of science. These putative characteristics include a set of commitments to (1) the goal of developing maximally general, empirically based explanations certified through falsification procedures, predictive power, and/or fruitfulness and application, (2) meta-methodologies of hypothesis testing and quantification, and (3) relational norms including communalism, universalism, disinterestedness, organized skepticism, and originality. The scope of scientific practice has been most frequently identified with experimentation, observation, and modeling. However, data mining has recently been added to the scientific repertoire, and genres of communication and argumentation have always been an unrecognized but necessary component of scientific practices. The institutional home of science has also changed through time. The dominant model of the past three centuries has housed science predominantly in universities. However, science is arguably moving toward a “post-academic” era.
Expressions of scientific uncertainty are normal features of scientific articles and professional presentations. Journal articles typically include research questions at the beginning, probabilistic accounts of findings in the middle, and new research questions at the end. These uncertainty claims are used to construct clear boundaries between uncertain and certain scientific knowledge. Interesting questions emerge, however, when scientific uncertainty is communicated in occasions for public science (e.g., newspaper accounts of science, scientific expertise in political deliberations, science in stakeholder claims directed to the public, and so forth). Scientific uncertainty is especially important in the communication of environmental and health risks where public action is expected despite uncertain knowledge. Public science contexts are made more complex by the presence of multiple actors such as citizen-scientists, journalists, stakeholders, social movement actors, politicians, and so on who perform important functions in the communication and interpretation of scientific information and bring in diverse norms and values.
A past assumption among researchers was that scientists would deemphasize or ignore uncertainties in these situations to better match their claims with a public perception of science as an objective, truth-building institution. However, more recent research indicates variability in the likelihood that scientists communicate uncertainties and in the public reception and use of uncertainty claims. Many scientists still believe that scientific uncertainty will be misunderstood by the public and misused by interest groups involved with an issue, while others recognize a need to clearly translate what is known and not known.
Much social science analysis of scientific uncertainty in public science views it as a socially constructed phenomenon, where it depends less upon a particular state of scientific research (what scientists are certain and uncertain of) and more upon contextual factors, the actors involved, and the meanings attached to scientific claims. Scientific uncertainty is often emergent in public science, both in the sense that the boundary between what is certain and uncertain can be managed and manipulated by powerful actors and in the sense that as scientific knowledge confronts diverse public norms, values, local knowledges, and interests new areas of uncertainty emerge. Scientific uncertainty may emerge as a consequence of social conflict rather than being its cause. In public science scientific uncertainty can be interpreted as a normal state of affairs and, in the long run, may not be that detrimental to solving societal problems if it opens up new avenues and pathways for thinking about solutions. Of course, the presence of scientific uncertainty can also be used to legitimate inaction.
S. Anne Moorhead
Social media used for communication purposes within healthcare contexts is increasing and becoming more acceptable. The users of social media for healthcare communication include members of the general public, patients, health professionals, and health organizations. The uses of social media for healthcare communication are various and include providing health information on a range of conditions; providing answers to medical questions; facilitating dialogue between patients and between patients and health professionals; collecting data on patient experiences and opinions used for health intervention, health promotion, and health education; reducing stigma; and providing online consultations. With emerging advances over time, including new platforms and purposes, these uses will change and expand, increasing usability and thus providing more opportunities to use social media in connection to healthcare in the future. However, both patients and health professionals may require training to fully maximize the uses of using social media in healthcare.
Social media has numerous benefits for healthcare communication, including increased interactions with others; more available, shared, and tailored information; increased accessibility and widening access; and increased peer/social/emotional support. While there may be further benefits of using social media in healthcare, there are many limitations of social media for healthcare communication as well. The main reported limitations include a lack of reliability; quality concerns; and lack of confidentiality and privacy. From the available evidence, it is clear that maintaining patient privacy as well as the security and integrity of information shared are concerns when using social media.
As patients and members of the general public use social media widely, some may expect it in healthcare, thus it important for health professionals and organizations to manage expectations of social media in healthcare communication. This results in challenges ranging from encouraging staff to use social media to dealing with user problems and complaints. It is recommended that organizations embrace social media but have a specific purpose for each activity and platform while continually monitoring traffic. Regardless of the nature or size of the healthcare organization, it is time to adopt appropriate guidelines for the use of the social media in healthcare communication to address the challenges and the growing expectations of using social media, especially within healthcare contexts. The key message is that social media has the potential to supplement and complement but not replace other methods to improve communication and interaction among members of the general public, patients, health professionals, and healthcare organizations.
Jingsi Christina Wu and Kara S. Alaimo
In August 2016, on the heels of the summer heat surrounding the Olympics, a major celebrity family scandal gripped mainland China. The nation watched closely as a well-known actor struggled through revelations about his wife’s scandalous infidelities, her disgraceful possession over their family properties, and most dramatically, her unilateral decision to flee to America with their two children—all while their divorce unfolded in front of the nation’s gaze. Not a political affair, this scandal was able to attract as much publicity as the Chinese people were thirsty for. Sina Weibo (Microblogging) became one of the biggest winners of this storm, as its NASDAQ stock price rose 7.05% the day after the actor made his announcement on Sina Weibo about his plan to divorce, and Sina Weibo’s market value broke through 10 billion U.S. dollars for the first time (according to Sohu Business in 2016). Within 14 hours of that announcement, the actor’s original Sina Weibo post had been forwarded 520,000 times and commented on 1,240,000 times (according to Sohu Business in 2016). Like all other major news events, many of which are often more politically sensitive and civically relevant, ordinary citizens in mainland China have grown used to looking to their social media sites for information and guidance. As of December 2015, mainland China’s social media population reached 530 million, amounting to 77% of its total Internet users (according to CINNIC in 2016). A Western media invention, social media platforms have largely permeated the lives of regular Chinese users, although not without “Chinese characteristics.” This article reviews an important body of literature that takes keen interest in the civic implications of mainland China’s social media sites, which render themselves more relevant than ever in everyday life as well as amid high-profile public events.
Following in the footsteps of many influential foreign Internet sites, including Google and the New York Times, such leading social media entities as Facebook, Twitter, and YouTube have all been blocked by the Great Firewall of China, officially known as the Golden Shield Project. This exclusive characteristic, along with other unique Chinese phenomena, has given rise to a separate social media universe that China calls its own. This article draws connections among explorations about the civic significance of China’s social media landscape for the world’s largest Internet population (according to CNNIC in 2008). While unique Chinese conditions do not necessarily disconnect China’s users from universal features of social media use, this article focuses specifically on works that examine how local social media platforms have shaped civic engagement in mainland China’s restrictive political environment.
Like the spread of Internet technology to modern China, recent developments in social media have invited competing narratives about their democratic implications, which often echo Western academia’s evaluative position taking between utopian and pessimistic narratives of digital technology’s social impact. The former state that Chinese citizens have availed themselves of the unprecedented opportunities afforded by social media to keep governmental actions in check, whereas the latter voice the concern that social media simply provide new and more ready channels for governmental monitoring and manipulating of public opinion.
In 2010, Deng and Jing suggested that although the concept of civil society originated in the West, we need to understand it as historically, culturally, and socially specific. The Chinese civil society, according to the two scholars, is both separate from and interdependent with the state. Its origin stemmed from China’s state-guided transition from a planned economy to marketization, leading China’s civil society to be more dependent on state policies, while the Western civil society gains more independence from private capital. Deng and Jing note that theories of state-society relations have primarily positioned the two as confrontational entities and instead propose a “Positive Interaction Theory (BIT)” for the case of China. Under this notion, the state allows for the civil society’s independent operation and protects it with laws and abstract legislation. While there is great diversity within the civil society and often conflicts of interest, the state should interfere and mediate in legal and economic terms, when members of the civil society fail to reconcile on contractual grounds.
Under BIT as an ideal type, Deng and Jing asserted that the state should not intervene in the civil society’s political rights, and the latter should reserve the freedom to organize their political voices and push for democratization. The closer state-society relation can be to this ideal, the more robust a civil society will be. Once China’s civil society establishes its independence and autonomy, the scholars suggest, it will then participate in China’s politics and provide effective checks and balances on state decision making. However, these two stages are not neatly separate from each other. As can be seen in the cases reviewed in this article, the Chinese civil society in its current state is not a unitary and static entity. While limited in sensitive political and religious domains, it has achieved a strong voice in other social issues and positive interaction with the state at times.
This investigation into a burgeoning literature on social media in mainland China finds that although the Chinese people’s use of social media does not strike one as immediately liberating in terms of new political freedom, it bears the potential of creating a civil society that may be particularly meaningful for the idiosyncratic political environment of China. In other words, there may be a lot left to desire, but researchers can look more closely into the various ways in which users in China actively, and often creatively, organize their voices and actions via new social media outlets. In the absence of a democracy, a civil society continues to emerge.
John D. H. Downing
Social movements are the matrix of many forms and formats (technologies, genres) of media that contest dominant power. Such media are in many ways the lifeblood of such movements. Media activism denotes collective communication practices that challenge the status quo, including established media. Frequently, such media are underfunded or unfunded and have a much shorter life cycle than capitalist, state, or religiously funded media. They are a “tribe” within a much larger continent of nanomedia (also called alternative media and citizens’ media). Their functions may spill over at times within the operation of established media, especially in times of social turbulence and crisis.
The “dominant power” in question may be quite variously perceived. Extreme-right populist movements, as in several European countries, may define the political establishment as having betrayed the supposed racial purity of the nation, or in the case of India’s Islamophobic Hindutva movement, as having traduced the nation’s religious purity. Labor movements may attack capital, feminist movements, or patriarchal and sexist structures. Sometimes these movements may be local, or regional; other times, they are transnational.
The impact of these media is still a matter of considerable debate. Often, the debate begins from a false premise—namely, the frequently small size and/or duration of many social movement media projects. Yet women’s right to vote and the abolition of slavery in the Americas were not won overnight, and neither was the dismantling of South Africa’s racist apartheid system. The Hindutva movement goes back over a century. We should not hold social movement media to a higher standard of impact, any more than we should ascribe instantaneous power to established media.
Social movements wax and wane, and so do their media projects. But the persistence of some such media activism between the peaks of movement activism is generally essential to the regeneration of social movements.
Kristin Page Hocevar, Miriam Metzger, and Andrew J. Flanagin
Our understanding and perceptions of source credibility significantly drive how we process health and risk messages, and may also influence relevant behaviors. Source credibility is believed to be impacted by both perceptions of source trustworthiness and expertise, and the effect of credibility on changes in attitudes and behavior has been studied for decades in the persuasion literature. However, how we understand and define source credibility—particularly the dimension of expertise—has changed dramatically as social media and other online platforms are increasingly used to design and disseminate health messages. While earlier definitions of source credibility relied heavily on the source’s credentials as indicators of expertise on a given topic, more recent conceptualizations must also account for expertise held by laypeople who have experience with a health concern. This shifting conceptualization of source credibility may then impact both why and when people select, as well as how they perceive, process, and judge, health messaging across both novel and more traditional communication contexts.
As the use of online technologies has grown in recent years, so has the study of computer-mediated communication.
Online communication began in universities through the use of e-mail. Soon, spaces such as multi-user dungeons (MUDs), Listserv, and bulletin boards were developed, which not only allowed people who knew each other offline to interact but also enabled individuals who were not previously acquainted to communicate via the Internet. The development of Web 2.0, which allowed for more user-generated content, led to new and innovative ways of interacting online, most notably thorough social media sites. Social media sites, such as Facebook and Twitter, allow not only for text-based interaction to occur but also for image- and video-based interaction.
Through all these developments, interactional norms and practices have developed. A key factor in these norms is what the medium enables, or affords, participants to do. Features such as whether an interactional platform is synchronous or asynchronous can impact the nature of the interaction. Similarly, the lack of visual or verbal contact when interacting may impact upon the interaction, through the potential for misunderstandings. Participants do, though, develop practices to suit the medium. If we examine these practices in detail, it is possible to also analyze the role which technology plays in the interaction. One method that has been used to do this is conversation analysis, which was developed for and using spoken interaction. Conversation analysis examines conversation in forensic detail to illuminate the norms and practices through which we conduct our everyday lives. In using this method for analyzing online interaction, we can not only understand the practices but also examine the affordances of particular interactional platforms.
Various interactional features of computer-mediated communication (CMC) have been examined from a conversation analytic perspective, including sequential organization, openings, turn-taking, and repair. A common focus of these studies it to explore the interactional patterns but also to understand how these might be impacted by the technology itself. The development of norms for a variety of forms of technologized interaction demonstrates how individuals are capable of adapting their interactional practices for new contexts.
Susan J. Drucker and Gary Gumpert
Cities themselves function as media of communication. They are places where messages are created, carried, and exchanged by structures, infrastructures, and people. Urbanity is an age-old phenomenon undergoing radical transformation as developing means of communication redefine traditional notions of place and space. Urban communication meshes population density, technology and social interaction. Urban communication, like urban studies, is an interdisciplinary field that provides a fresh perspective from which to view the city and its transformation. The communication lens offers valuable perspectives and methodologies for the examination of urban and suburban life. It conceptualizes the city as a complex environment of interpersonal interaction, a landscape of spaces and places that shape human behavior, and an intricate technological environment.
The development of urban communication research and activities is traceable from the early works a diverse group of urbanists to more current research programs conducted by communication scholars. Urban communication foregrounds communication in the study of the urban landscape. The unique patterns and needs of urban dwellers and communities are examined in an age where cities are layered with media technologies. An increasing number of technologies enable information from the digital world to be layered onto the physical world through augmented realities, thereby altering the person–environment relationship by creating spaces in which users interact with their physical surroundings through digital media. The future of cities is increasingly influenced by media technology. Cities are global, connected, inclusive, livable, green, sustainable, mega, and smart. Cities have been identified as communicative cities. There are many ways of looking at communication and cities and the history and broad parameters of the growing area of urban communication.
Suellen Hopfer and Genesis Gutierrez
Fundamental structural features of risk maps influence how health risk and burden information is understood. The mapping of health data by medical geographers in the 1800s has evolved into the field of geovisualization and the use of online, geographic information system (GIS) interactive maps. Thematic (statistical) map types provide basic principles for mapping geographic health data. It is important to match the nature of statistical data with map type to minimize the potential for communicating misleading messages. Strategic use of structural map features can facilitate or hinder accurate comprehension of health risk messages in maps. A key challenge remains in designing maps to communicate a clear message given the complexity of modern health risk burdens. Various structural map features such as symbols, color, grouping of statistical data, scale, and legend must be considered for their impact on accurate comprehension and message clarity. Cognitive theory in relationship to map comprehension plays a role, as do insights from research on visualizing uncertainty, future trends in developing predictive mapping tools for public health planning, the use of geo-social and “big data,” as well as data ownership.
Anthony M. Limperos
Video games are a very popular form of entertainment media and have been the subject of much debate since their meteoric rise to popularity in the 1980s. Similar to the criticisms leveraged against other forms of media, video games have often been scrutinized for their potential to negatively influence those who play them. However, since the beginning of the 21st century, many new genres of video games have emerged and as a result, both public dialogue and research attention have shifted more toward understanding how certain games can be used for prosocial purposes. Exercise-based and active video games (AVGs) are a type of game which requires players to get up and move instead of simply sitting in front of the TV and pushing buttons. These types of games have received a lot of popular press and scholarly attention due to the fact that they encourage movement and may be used as a health intervention tool, especially to combat problems like obesity and overweight. Even though there has been significant research attention focused on the potential health benefits of playing these types of games, there is still much work to be done. While researchers have advanced a general understanding of why certain AVGs are effective or ineffective, there needs to be a greater emphasis on understanding the process by which these games can be motivating and influential. Shedding light on what makes AVGs potentially effective health management and intervention tools will not only be important for motivating people to become more active, but may also help inform research which focuses on how video games may be used in the health domain more generally.
Helena Sofia Rodrigues and Manuel José Fonseca
In the context of epidemiology, an epidemic is defined as the spread of an infectious disease to a large number of people, in a given population, within a short period of time. When we refer to the marketing field, a message is viral when it is broadly sent and received by the target market through person-to-person transmission. This marketing communication strategy is currently assumed to be an evolution by word of mouth, with the influence of information technologies, and called Viral Marketing. This stated similarity between an epidemic and the viral marketing process is notable yet the critical factors to this communication strategy’s effectiveness remain largely unknown. A literature review specifying some techniques and examples to optimize the use of viral marketing is therefore useful.
Advantages and disadvantages exist to using social networks for the reproduction of viral information. It is very hard to predict whether a campaign becomes viral. However, there are some techniques to improve advertising/marketing communication, which viral campaigns have in common and can be used for producing a better communication campaign overall. It is believed that the mathematical models used in epidemiology could be a good way to model a marketing communication in a specific field. Indeed, an epidemiological model SIR (Susceptible-Infected-Recovered) helps to reveal the effects of a viral marketing strategy. A comparison between the disease parameters and the marketing application, as well as simulations using Matlab software explores the parallelism between a virus and the viral marketing approach.
Marla L. Moon
A visual impairment can affect cognitive, emotional, neurological, and physical development. Visual impairment impairs reading speed and comprehension, and is often mistaken for a learning disability. Learning is accomplished through complex and interrelated processes, one of which is vision. As a result, visual impairments limit the range of experiences and kinds of information to which one is exposed. A reliance on visual cues in health and risk messages intensifies these effects with regard to health information. The millions of children and adults who are affected by visual impairments worldwide thus require specific consideration regarding how best to make health information accessible for them. The reliance on caretakers to address the health information needs of those living with visual impairments violates their privacy and threatens their emotional well-being. Technological and modality advances that rely on touchscreens that lack tactile or auditory cues marginalize a broad segment of society that is in need of gateways to overcome barriers to accommodating visual impairment. In designing strategic health and risk messages, consideration should be given to this scope of possible limitation and its implications for access to and processing of health and risk information. Health and risk message designers should understand both the realities of challenges to accessing information for the visually impaired and strategies for addressing these realities and the scope of the issue worldwide and across the lifespan.