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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, Propaganda 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.
TransferPositive 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
