PROPAGANDA What is propaganda • “Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist.” • —Jowett & O'Donnell, Propagand a and Persuasion Government propaganda Purpose of Propaganda • to influence people's opinions actively • appeal to one's emotions Five characteristics of propaganda • Propaganda is in the eye • Propaganda relies on of the beholder. mass persuasion – “I’m persuading. The – television, radio, other guy is using Internet, billboards propaganda.” • Propaganda tends to • Propaganda has a rely on ethically strong ideological bent. suspect methods of influence. – example: PETA – deception, • Propaganda is distortion, institutional in nature. It misrepresentation, is practiced by organized or suppression of groups information. – governments, corporations, social movements, special interests Recognizing Propaganda Techniques • • • • • • • Bandwagon Testimonial Plain Folks Patriotism Glittering Generalization Transfer Name-Calling Bandwagon • Persuasive technique that invites you to join the crowd. • Everybody’s doing it! • Often uses weasel words Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team? Testimonial • Statement endorsing an idea/product by a prominent person. • Product does not have to be related to “star’s” field. • Commonly uses musical artists, sports giants, actors/actresses Jarod Fogle for Subway Plain Folks • Identifies product/idea with a locality or country • Practical product for ordinary people. • Based on the “common man,” “person on the street” or the “little guy” • A politician calls himself a “populist” or “man of the people” Like a good neighbor… Patriotism • Purchase of item will display love of country. • Doing something will help the country. “patriotism is always more than just loyalty to a place on a map or a certain kind of people. Instead, it is also loyalty to America’s ideals – ideals for which anyone can sacrifice, or defend, or give their last full measure of devotion.” Barack Obama, June 30, 2008 Glittering Generalization • Connotation implied to create “positive” impact. • “Glittering” because it’s falsely attractive • Uses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence. • Using virtuous words; democracy, freedom, justice, patriotism, family values, motherhood, progress • Embracing values at a high level of abstraction – “change” – “green” – “reform” Have it your way! This slogan implies “choice” which is a founding principle of democracy. Transfer Positive feelings/desires are connected to a product/user. Transfers positive feelings we have of something we know to something we don’t. This technique relies heavily on symbolism. *Love/ Popularity *Fame *Wealth *Power During the Kerry vs. Bush campaign an e-mail through the internet showed similar physical characteristics between John Kerry and Frankenstein. Name - Calling • • • • • A way of smearing an opponent Intent is to damage opponent It also arouses suspicion of opponent Intention is to create a seed of doubt Used by politicians and product companies Soviet Propaganda • Soviet Propaganda video