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 ID: 793440
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Slide1
Persuasion & Propaganda
February 7, 2017
Slide2Nature 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
Slide3Slide4Slide5Slide6$189 Billion
Advertising 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%)
Slide7Persuasion 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)
Slide8Slide9Slide10So why study
persuasion?
Instrumental function: Improving one’s own persuasive abilities, commnication competence
Knowledge and awareness function
: How persuasion works, overcoming habitual persuasion
Defensive function:
Becoming more savy and discerning, exposing unethical strategies and tactics
Slide11So 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.”
Slide125 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, NRA
Propaganda is institutional in nature. It is practiced by organized groups.
Governements, corporations, social movements, special interest groups
Propaganda relies on mass persuasion
Television, Radio, internet, billboards
Propaganda often relies on ethically suspect methods of influence
Deception, distortion, misrepresentation, or suppression of information
Slide13Common Propaganda Techniques
Plain Folks Appeal:
“I’m one of you”
Testimonials:
“I saw the ailens, sure as I am standing here”
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”
Slide14What is the message?
Who created this message and what is the purpose?
Who is the intended audience?
What techniques are used to attract the viewers attention?
What lifestyles, values and points of view are represented?
How might people interpret this message differently?
What is omitted?
Slide15Propaganda In History
...& the wonders of public discourse without any of our current sense of “political correctness”
Slide16Slide17Anti-US Propaganda
Slide18Slide19Slide20Propaganda Today
Slide21Slide22Slide23And of course… the completely ridiculous...
Slide24Slide25