PROPAGANDA What is propaganda Propaganda is the deliberate

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 • of the beholder. – “I’m persuading. The other guy is using propaganda. ” • • Propaganda has a strong ideological bent. – example: PETA • Propaganda is institutional in nature. It is practiced by organized groups – governments, corporations, social movements, special interests Propaganda relies on mass persuasion – television, radio, Internet, billboards Propaganda tends to rely on ethically suspect methods of influence. – deception, distortion, misrepresentation, or suppression of information.

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