IDEOLOGY, POWER &IDEOLOGY, POWER &
DEFINITIONDEFINITION OF IDEOLOGYOF IDEOLOGY
• Merriam Webster dictionary
-is “a body of beliefs”
• American Heritage Dictionary
-as “the body of ideas reflecting the
social needs and aspirations of an
individual, group, class, or culture”
DEFINITION OF POWERDEFINITION OF POWER
• As “the ability of a person or a group
of people to bring about the desired
outcomes through influence and
SOURCES OF POWERSOURCES OF POWER
• Information Power
• Expert Power
• Resource Control
• Legitimate Power
• Personal Sources Power
Ability to assemble information that can be
used to support the position we want to take
or outcomes we desire
Expert Power Power accorded to people who are seen as
having achieved mastery of specific
information such as the professional people
Power that belongs to people who have
control on tangible and intangible resources
Power derived from occupying a particular
job title, office or position in an
Personal qualities of a person that contribute
to a power base such as personal
attractiveness, integrity, persistence and
Propaganda or IdeologyPropaganda or Ideology
• The process of legitimization of the current order
in the society is usually managed through the
widespread teaching of ideas using ideological
instruments such as religious bodies, the family,
and other cultural forms.
• This is also known as propaganda and the aim is to
influence the attitudes and behavior of members
to legitimize the current order of their society.
• Propagandas or ideologies are being disseminating
through the mass media by means of
• Based on the suggestion of Lewicki, Saunders
and Minton (1997), we may gather that the
person or groups of people who control or own
the media and communication technology are
also people having information power and
• In many countries, the control of media is
under the government by introducing rules and
acts to prevent from occurring irresponsible
activities that bring harm to the country.
•All the three are very much interrelated.
•Power is obtained and sustained through the dissemination
of ideology or propaganda.
Influence of TechnologyInfluence of Technology
on Communicationon Communication
On EducationOn Education
• An obvious influence of communication
technology on the society today is the
learning process which is as supplements
to their classroom learning.
• Computers also seem to be changing our
mode of learning and teaching.
• Examples: Educational articles,
programmes, online learning (internet) &
On Business & EconomyOn Business & Economy
• Emergence of new communication
technologies have improved the quantity,
quality, and productivity in business.
• Besides that, the telephone, facsimile
machine, radio, television, and internet
also provides vast business opportunities.
• The internet has been transformed as a
new marketplace which is the e-
• Advertising and shopping are very
common in internet.
On GovernmentOn Government
• Many governments in the world have
adopted the systematic paperless electronic
• The government and private agencies are
• E.g.: If we want to pay taxes to the
government, we may do so at any
authorized bank without having to go to the
Inland Revenue Department.
On SocietyOn Society
• McLuhan's concepts of the Global Village
and Popular Culture are becoming a reality
and they prove that communication
technology have a profound impact on our
• Communication technology also influence the
way we are today.
On GlobalizationOn Globalization
• Communication technology has also made
countries well connected to each other in order
to cope with the process of globalization.
• Process of globalization multiplying in speed and
effects by the arrival of information and
communication technology (ICT) and knowledge
economy (an economy based on the manipulation
and management of knowledge).
• It is possible for us to understand and learn
about the cultures, geography, politics, and
economy of other countries just by browsing
Communication technology is capable of reinforcing
behaviors already existing in an individual.
This may also end in negative teaching as there are
negative elements in it such as violence, deviant teachings &
This also results in negative impacts such as addiction
to that technology, lack of social skills and other negative