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 As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate. A bandwagon is a high, ornate wagon in which a band rides as in a circus parade. Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along. Beware of this technique. It’s a lot easier to be joiner than to stand alone. Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate 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 A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful If a product 8s 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.

*Love/ Popularity *Fame *Wealth *Power 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. Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others.

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