Presentation on theme: "PROPAGANDA. What is propaganda “Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve."— Presentation transcript:
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
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.
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