Propaganda as Persuasion Seven Techniques Introduction Three Concepts

Propaganda as Persuasion: Seven Techniques Introduction: Three Concepts • The Rhetorical Continuum: Information(We like). . . to Persuasion. . . to Propaganda (We dislike) Information Persuasion propaganda (like) (dislike) • Modern Science and Rhetoric: SMCR model and the two step flow perspective S-M-C-R Model Source Message Channel Receiver Two Steps media (step one) (step two) (We check out media messages with friends and then make up our minds) me & friends • Inoculation Theory: Examples--Korean War and Brain Washing, Patti Hearst

Seven Propaganda Techniques · Name Calling · Glittering Generalities · Transfer · Testimonial · Plain Folks · Band Wagon · High Bred Mergers

Name Calling · The Power of Labeling (Stasis Theory) · Ad Hominum Fallacy (name calling) · Example: “a business women” why not a business person? · Example: “Hanna Arendt and the ‘solution’” or euphemisms

Glittering Generalities The use of Virtue Words (Pathos appeals) Example: Family Values

Transfer • Carry over from one concept to another • Use of Metaphor both Verbal and Visual • Example: Clinton and Cartoons

Testimonial • The use of famous people (Ethos appeals) • Ad Vercundium Fallacy (only one source) • Example: Charlton Heston speaks for republican party

Plain Folks • “Of the people” • Source and audience are the same (hides differences) • Example: Clinton eats at Mc. Donalds

Band Wagon • Conformity • Fear Appeals (Different is dangerous) • Example: Homosexuality, etc.

Hybrid Mergers • Blending Techniques • Try to confuse the audience • Example: Merging abortion with politics • Examples: Big lies--Hitler; Limbaugh Declarations, “that’s me” & simple answers Time, Buchanan (picture with workers)