Persuasion & Propaganda

February 7, 2017

Nature of Persuasion● We are surrounded by

persuasion○ Obvious or intentional

persuasion○ Nonobvious or accidental

influence

● Persuasion can be positive!○ Powerful, positive social force

that works to motivate and inspire

○ Necessary to human interaction

○ Essential to public health awareness campaigns

○ Critical for charities and philanthropic organizations

$189 BillionAdvertising spending in the USA for 2015 is estimated by Adweek at $189 billion (digital & mobile platforms growing, but TV still gets biggest share at about 42%)

Persuasion is pervasive

● Average person exposed to 1,000 commercials per week (Berger, 2004)

● Average person exposed to 300-1500 persuasive messages per day from media & advertising (Jones, 2004)

● Average of $800 per person is spent on advertising in the U.S. each year (Berger, 2004)

So why study persuasion? 1. Instrumental function: Improving one’s own

persuasive abilities, commnication competence

2. Knowledge and awareness function: How persuasion works, overcoming habitual persuasion

3. Defensive function: Becoming more savy and discerning, exposing unethical strategies and tactics

So now 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, 1986, Propaganda and Persuasion

“ Propaganda is usually a pejorative term”

“Propaganda is typically a label assigned to other’s persuasion.”

5 Characteristics of Propaganda1. Propaganda is in the eye of the beholder

○ “I’m persuading. The other guy is using propaganda.”

2. Propaganda has a strong ideological bent○ Example: PETA, NRA

3. Propaganda is institutional in nature. It is practiced by organized groups.

○ Governements, corporations, social movements, special interest groups

4. Propaganda relies on mass persuasion○ Television, Radio, internet, billboards

5. Propaganda often relies on ethically suspect methods of influence○ Deception, distortion, misrepresentation, or suppression of information

Common Propaganda Techniques● Plain Folks Appeal: “I’m one of you”

● Testimonials: an important public figure endorsing a product/person/etc.

● Bandwagon effect: “Everybody’s doing it!”

● Card-stacking: Presenting only one side of the story

● Transfer: Positive or negative associations, such as guilt by association

● Glittering Generalities: Idealistic or loaded language, such as “Freedom,”

“Justice,” “Change,” or “family values”

● Name Calling (ad hominem): “Racist,” Tree hugger,” “Femi-nazi”

What is the message? 1. Who created this message and what is the purpose?

2. Who is the intended audience?

3. What techniques are used to attract the viewers attention?

4. What lifestyles, values and points of view are represented?

5. How might people interpret this message differently?

6. What is omitted?

Propaganda In History...& the wonders of public discourse without any of our current sense of

“political correctness”

Anti-US Propaganda

Propaganda Today

And of course… the completely ridiculous...