Unit 2 (Propaganda) Flashcards
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.”
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.
What does propaganda rely on?
•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.
•Firehose.
Bandwagon:
•Persuasive technique that invites you to join the crowd.
•Everybody’s doing it!
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.
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”.
Patriotism:
•Purchase of item will display love of country.
•Doing something will help the country.
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”.
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.
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.
Firehosing:
•High volume.
•Rapid and Continuous.
•No commitment to objective reality.
•No commitment to consistency.
