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Published byElijah Reed Modified over 9 years ago
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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 me 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
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Seven Propaganda Techniques Name Calling Glittering Generalities Transfer Testimonial Plain Folks Band Wagon High Bred Mergers
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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
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Glittering Generalities The use of Virtue Words (Pathos appeals) Example: Family Values
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Transfer Carry over from one concept to another Use of Metaphor both Verbal and Visual Example: Clinton and Cartoons
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Testimonial The use of famous people (Ethos appeals) Ad Vercundium Fallacy (only one source) Example: Charlton Heston speaks for republican party
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Plain Folks “Of the people” Source and audience are the same (hides differences) Example: Clinton eats at McDonalds
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Band Wagon Conformity Fear Appeals (Different is dangerous) Example: Homosexuality, etc.
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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)
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