JN211 Lecture Notes - Lecture 10: Samuel Morse, Telegraphy, Charles Wheatstone
Lecture 10: Advertising/PR and the Crafty Image: Part 2:
• 1) What are the implications of indirect persuasion for policy?
• 2) Should legal protections be extended to spontaneous inferences?
• We need to budget in the diverse reading that the subject
• Inferences: adding meanings to what is stated (synonym of implicatures)
• 1) What are the implications of indirect persuasion for policy?
• the effect (power) of Pitoial + ods lais ae suh that the a e eploited
deceptively (or misleadingly)
• studies such as McGuarrie and Phillips support this claim with empirical evidence
• advertisers take risks for the sake of profit
• employ and deploy crafty solutions to avoid responsibilities
• 2) Should legal protections be extended to spontaneous inferences?
• When we make spontaneous inferences, we believe what we see, and then we act upon
it
• This can lead to a manipulation
• Cultivation Theory: taking care of the attitude and values of the community
• Segments that are small
• Regularly done
• Persistent
• ‘esoae (resounding)
• I see it, I experience it, I see the ad (the more it comes back the easier it is to remember
• Cognitive Dissonance:
• An action and a belief
• Action: I ate some chips everyday
• Between the two there is tension: dissonance its suosious
• Belief: unhealthy
• Another example: action: not going to the gym everyday, but believing that I should go
to the gym everyday between the two the tension is called dissonance
• Adverts do not merely promote/ sell a product they promote culture
• they cultivate attitudes (aka the cultivation Theory)
• advertising can be a source of cognitive dissonance
• three things to do about this:
• 1) change your action
• 2) change our belief
• 3) change our perception of the problem
• 4) lobby the government
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Lecture 11: The Connecting Line: Telegraph and Telephone Part 1:
• 1) Is the apparatus of telegraphy a new language?
• 2) Does the embedding of one medium into another create a new language?
• Language is a medium
• What it is: Words, rules, semantics/ interface
• What it is not: not taught, written form, not grammar, not thinking ability/ thought
• Double articulation: signifier (person who originally has the message) and a signified
(person who decodes the message from the original person)
• From the articulation we get a sign
• F. De Saussure: hes the oe ho oe up ith the idea of the sigifie ad sigified
• Samuel Morse: artist, who looked at telegraphy and said this medium needs a new
system of encoding to make it practical
• The od telegaph as ell ko ad used thats how he knew of it so well
• The use of electricity to create a binary system of communication
• Galvanometer: galvanic system that measures/ detects electricity
• 1) tradition of binary (two) systems
• 2) new instrument: galvanometer
• 3) naval communication (train/ railway)
• Inventors came upon new inventions eause the dot atuall ko hat thee
discovering
• Samuel Morse is known for a binary system used in telegraphy --- .
• Uses dashes and dotes for letters
• He looked at the moveable types of Gutenberg, to make it easier for people to use the
Morse code, so he makes the E and A and other letters used a lot to be very simple
• Cyrus Field: business man, no knowledge of telegraphy and electricity, he tried to lay a
cable in 1858 from London to New York
• In 1866 he laid a second cable across the oceans, ad its still used toda
• telegraphy was used for: messaging, associated presses (entire articles), the economy
• Is the apparatus of telegraphy a new language: o. its a eode.
• Does the embedding of one medium into another create a new language: not in the
linguistics, in a metaphorical sense
• Language or new media do NOT carry values/ morals
• Just because telegraphy unites the world it does not create unity
Lecture 12: The Connecting Line: Telegraph and Telephone Part 1:
• Venice created the idea of a patent office in 1474 s it eahed the UK
• Like the copyright office
• File an idea or the specification of an invention
• The ideas are similar because it gives the owner the right to exploit the item
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• 1838: Cook and Wheastone are fighting against Davy
• They were fighting over the telegraphy, Cook and Wheastone win
• 1849: Bain VS Morse (Morse won)
• The post master of the united states said that the telegraph was such a powerful
istuet that it ast safe in the hands of individual people
• Telegraphy dropped enormously after it was very popular
• 1) What important characteristics distinguish telegraphy and the telephone from
previous media?
• 2) why are newer media confused with social stability and unity?
• Why does telegraphy need to be public and not private?
• Public: fairness, equal access to service
• Private: monopoly, profit
• Battle between: Grey VS Bell
• They both came up with the idea of the telephone, but in 1831 Wheatstone thought of
it first, then Bell in 1853
• Wheatstone talked about varying density of a solid (Bell also thought the same just a
little later) in order to transmit sound
• 1853 there is Du Mocel he is thinking the same thing
• The problem they had was digital VS analogue
• Make and breaks are like the Morse Code
• Analogue phone
• Pulsation from the vibration of elastics makes electricity
• Pattern of oscillation is then carried through that wire until there is a receiver
• Amplitude and the rate are constant
• With digital there is at least a double articulation stage
• With analogue there is no double articulation but just a pattern carried over
• 1876: just a few hours apart bell and Grey filed a patent
• 1885: AT &T: American Telegraph and Telephone
• 1947: transistor (Bell Labs created the first cell phones)
• 1) What important characteristics distinguish telegraphy and the telephone from
previous media?
• Private and public relations are now different, because of fairness and equality
• This is a new problem now
• 2) why are newer media confused with social stability and unity?
• Replicating the error of categories
• Just because you have access to something does not make you a skillful communicator
find more resources at oneclass.com
find more resources at oneclass.com
