Propaganda

& Persuasion

Persuasion

•A communication process to

influence others

•Recipient voluntarily adopts

new behavior or point of view

•Mutually satisfying

•Both persuader & persuadee

stand to have needs fulfilled

Propaganda

Deliberate & systematic attempt to shape perceptions, manipulate congitions & direct behavior

Goal is to further cause of propagandist

No concern for well-being of recipient

Though propagandist may profess concern

Propaganda

Ultimate goal is to control public opinion & manipulate behavior

Voting

Buying products

Joining an organization

Fighting for a cause

Etc.

Propaganda often involves

Concealed purpose Concealed identity Control of information flow

Play on emotion

Avoid objectivity

Discourage examination of evidence

Often rely on symbols

Are most effective when there is a

vacuum of info around an issue

Propaganda devices:

Charismatic figures

Heavy symbolism

Simple & incessant moral

philosophy

Understanding of audience needs

Reliance on image & emotion

Historically effective elements of propaganda

Propaganda throughout history

Generally in support of war or religion

Architecture & public monuments Prestige & dynastic legitimacy

Alexander the Great Symbolism of marriage

Caesars of Imperial Rome “corporate symbolism” Art, architecture, literature,

coinage

Religious propaganda

Often aimed at positive social or political purpose

Parables & metaphors Eye of the camel, shepherd &

flock

Crusades: religion & war

Forms of propaganda

White propaganda

Source is correctly identified Info is accurate Attempts to build credibility

Examples of white propaganda

Voice of America

National holidays

Olympics

Black Propaganda

Credited to a false source Spreads lies, fabrications &

deceptions

Examples of black propaganda WWII radio leaflets

Gray Propaganda

• Source may or may not be correctly identified

• Accuracy of info is uncertain

Examples of gray propaganda

• Distorted statistics• Unsupported advertising claims

False, incomplete or misleading info fed to targeted individual, group or country

News stories designed to weaken adversaries, planted by foreign agent journalists

Disinformation (black propaganda)

Spreading of unfamiliar doctrine to build base of support for future use

Builds friendly atmosphere & keeps lines of communication open for eventual use of propaganda tactics

Often, though not always, aimed at news media

Subpropaganda(facilitative communication)

Sometimes true

But often exaggerated and/or fabricated

Massacre Mutilation Mistreatment

Hate propaganda(atrocity stories)

Brainwashing of prisoners

Integration Propaganda

Maintains the status quo

Agitation Propaganda

Arouse support for a cause

Coercive Propaganda

Name calling Giving an ideal a bad label

Glittering generality Association with a “virtue” word

Transfer Of respect & authority

7 Common Propaganda Devices

Testimonial Respected or hated person speaks

for an issue

Plain Folks “of the people”

Card Stacking Best or worse case

Band Wagon “everybody is doing it”

Fear Appeals Disaster will ensue

Euphemisms “Nice” words

Two more common devices

Development of democratic institutions

Improvements in transportation & communication

Growth of mass media bypasses traditional socializing

institutions

Reasons for growth in use of propaganda in 19th & 20th centuries

Emergence of mass audience

Growth in advertising consumer advertising tactics used to

market politics

News Media & Propaganda

Whenever possible, propagandists attempt to control the news media.

The role of the news media in propaganda varies according to country and culture.

In an open society, the news media are more often channels of propaganda than actual propagandists.

When the state controls the news media, they are often utilized for propaganda purposes.

New technologies provide opportunities for propagandists (& counter-propagandists)