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

Seven Propaganda Techniques  Name Calling  Glittering Generalities  Transfer  Testimonial  Plain Folks  Band Wagon  High Bred Mergers

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

Glittering Generalities The use of Virtue Words (Pathos appeals) Example: Family Values

Transfer Carry over from one concept to another Use of Metaphor both Verbal and Visual Example: Clinton and Cartoons

Testimonial The use of famous people (Ethos appeals) Ad Vercundium Fallacy (only one source) Example: Charlton Heston speaks for republican party

Plain Folks “Of the people” Source and audience are the same (hides differences) Example: Clinton eats at McDonalds

Band Wagon Conformity Fear Appeals (Different is dangerous) Example: Homosexuality, etc.

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)