Persuasion & Propaganda

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Persuasion & Propaganda




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Presentations text content in Persuasion & Propaganda

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Persuasion & Propaganda

February 7, 2017

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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

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$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%)

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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)

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So 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

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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.”

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5 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

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Common 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”

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What 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?

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Propaganda In History

...& the wonders of public discourse without any of our current sense of “political correctness”

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Anti-US Propaganda

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Propaganda Today

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And of course… the completely ridiculous...

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