PROPAGANDA

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, Propagand
a and Persuasion
Government propaganda
Purpose of Propaganda

• to influence people's
opinions actively
• appeal to one's
emotions
 Five characteristics of propaganda
• Propaganda is in the eye • Propaganda relies on
of the beholder. mass persuasion
– “I’m persuading. The – television, radio,
other guy is using Internet, billboards
propaganda.” • Propaganda tends to
• Propaganda has a rely on ethically
strong ideological bent. suspect methods of
– example: PETA influence.
• Propaganda is – deception,
institutional in nature. It distortion,
is practiced by organized misrepresentation,
groups or suppression of
– governments, information.
corporations, social
movements, special
interests
Recognizing Propaganda Techniques

• Bandwagon
• Testimonial
• Plain Folks
• Patriotism
• Glittering Generalization
• Transfer
• Name-Calling
Bandwagon
• Persuasive technique that invites you to join the
crowd.
• Everybody’s doing it!
• Often uses weasel words

Everyone in Auburn is
supporting Bob Riley.
Shouldn’t you be part of the
winning team?
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

Jarod Fogle for Subway

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”
Like a good neighbor…
Patriotism
• Purchase of item will display love of country.
• Doing something will help the country.

“patriotism is always more than just loyalty to a place on a map or a

certain kind of people. Instead, it is also loyalty to America’s ideals –
ideals for which anyone can sacrifice, or defend, or give their last full
measure of devotion.” Barack Obama, June 30, 2008
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 Have it
values, motherhood, progress
• Embracing values at a high level
your way!
This slogan
of abstraction implies “choice”
– “change” which is a
– “green” founding principle
of democracy.
– “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

During the Kerry vs. Bush

campaign an e-mail through
the internet showed similar
physical characteristics
between John Kerry and
Frankenstein.
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
Soviet Propaganda

• Soviet Propaganda video