IAP: ADVERTISING: A TOOL FOR SOCIAL ENGINEERING IN A GLOBALISED WORLD

This unit talks about what Social Engineering means,its historical development and the roles of advertising in Social Engineering.

The Meaning and Definition of Social Engineering

Social engineering is a discipline in social science that refers to efforts to influence popular attitudes and social behaviors on a large scale, whether by governments or private groups. A social engineer is one who tries to influence popular attitudes, social behaviors, and resource management on a large scale. Social engineering is the application of the scientific method for social concern. Social engineers use the methods of science to analyze and understand social systems, so as to arrive at appropriate decisions as scientists, and not as politicians. In the political arena, the counterpart of social engineering is political engineering.

Decision-making can affect the safety and survival of literally billions of people. As expressed by German sociologist Ferdinand Tönnies in his study The Present Problems of Social Structure, society can no longer operate successfully using outmoded methods of social management. To achieve the best outcomes, all conclusions and decisions must use the most advanced techniques and include reliable statistical data, which can be applied to a social system. In other words, social engineering is a databased scientific system used to develop a sustainable design so as to achieve the intelligent management of Earth’s resources with the highest levels of freedom, prosperity, and happiness within a population.

For various reasons, the term has been imbued with negative connotations. However, virtually all law and governance has the effect of seeking to change behavior and could be considered “social engineering” to some extent. Prohibitions on murder, rape, suicide and littering are all policies aimed at discouraging undesirable behaviors. In British and Canadian jurisprudence, changing public attitudes about a behaviour is accepted as one of the key functions of laws prohibiting it. Governments also influence behavior more subtly through incentives and disincentives built into economic policy and tax policy, for instance, and have done so for centuries.

The Historical Development of Social Engineering

The term sociale ingenieurs was introduced in an essay by the Dutch industrialist J.C. Van Marken in 1894. The idea was that modern employers needed the assistance of specialists—”social engineers”—in handling the human problems of the planet, just as they needed technical expertise (ordinary engineers) to deal with the problems of dead matter (materials, machines, processes). The term was brought to America in 1899, when the notion of “social engineering” was also launched as the name of the task of the social engineer in this sense. “Social engineering” was the title of a small journal in 1899 (from 1900 named “Social Service”), and in 1909 the title of a book by its former editor, William H. Tolman (translated in French in 1910), marking the end of the usage of the terminology in the sense of Van Marken. With the Social Gospel sociologist Edwin L. Earp’s The Social Engineer, published during the “efficiency craze” of 1911 in the U.S., the usage of the term was launched that has since then been standard: the one building on a metaphor of social relations as “machineries”, Östlund, (2007), to be dealt with in the manner of the technical engineer.

Before one can engage in social engineering, one must have reliable information about the society that is to be engineered and effective tools to carry out the engineering. Both of these became available only relatively recently: roughly within the past one hundred years. The development of social science made it possible to gather and analyze information about social attitudes and trends, which is necessary in order to judge the initial state of society before an engineering attempt and the success or failure of that attempt after it has been implemented. At the same time, the development of modern communications technology and the media provided the tools through which social engineering could be carried out.

While social engineering can be carried out by any organization. whether large or small, public or private, the most comprehensive (and often the most effective) campaigns of social engineering are those initiated by powerful central governments.

Extremely intensive social engineering campaigns occurred in countries with authoritarian governments. In the 1920s, the government of the Soviet Union embarked on a campaign to fundamentally alter the behavior and ideals of Soviet citizens, to replace the old social frameworks of Tsarist Russia with a new Soviet culture, to create the New Soviet man. The Soviets used newspapers, books, film, mass relocations, and even architectural design tactics to serve as “social condenser” and change personal values and private relationships. Similar examples are the Chinese “Great Leap Forward” and “Cultural Revolution” program and the Khmer Rouge’s plan of deurbanization of Cambodia. In Singapore, the government’s housing policies attempt to promote a mix of all races within each subsidized housing district in order to foster social cohesion and national loyalty while providing the citizens with affordable housing In Tanzania in the 1970s, the government pursued a policy of enforced villagisation under Operation Vijiji in order to promote collective farming, (Lange, 2008)

Non-authoritarian regimes tend to rely on more sustained social engineering campaigns that create more gradual, but ultimately farreaching, change. Examples include the “War on Drugs” in the United States, the increasing reach of intellectual property rights and copyright, and the promotion of elections as a political tool. The campaign for promoting elections, which is by far the most successful of the three examples, has been in place for over two centuries. Social theorists of the Frankfurt School in Weimar Germany like Theodor Adorno had also observed the new phenomenon of mass culture and commented on its new manipulative power, when the rise of the Nazis drove them out of the country around 1930 (many of them became connected with the Institute for Social Research in the United States). The Nazis themselves were no strangers to the idea of influencing political attitudes and redefining personal relationships. The Nazi propaganda machine under Joseph Goebbels was a synchronized, sophisticated and effective tool for creating public opinion.

In a similar vein the Greek military junta of 1967–1974 attempted to steer Greek public opinion not only by propaganda but also by inventing new words and slogans such as palaiokommatismos (old-partyism), Ellas Ellinon Christianon (Greece of Christian Greeks), and Ethnosotirios Epanastasis (nation-saving revolution, meaning coup d’état).

Social engineering can be used as a means to achieve a wide variety of different results, as illustrated by the different governments and other organizations that have employed it. The discussion of the possibilities for such manipulation became especially active following World War II, with the advent of television, and continuing discussion of techniques of social engineering, particularly in advertising, is still quite pertinent in the western model of consumer capitalism.

The Role of Advertising in Social Engineering

Advertising, like other medium of communication for reorientation and behavioural change, performs a good number of roles in social engineering. Among them are:

  • It serves as a tool for social engineering
  • Reinforces belief and value system advocated by the social engineers
  • Takes the desired information to the target audience with little overhead cost
  • Serves as a link between the society and the social engineers

 SOURCE:NATIONAL OPEN UNIVERSITY OF NIGERIA

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