Rhetorical Wisdom: Understanding Propaganda

Agenda Define propaganda (notes) Take a look at propaganda techniques (notes) View propaganda (media study) Analyze examples of propaganda

What Is Propaganda? The spreading of ideas, information (facts, e.g.), or rumor (allegations, e.g.) for the purpose of helping OR injuring an institution, a cause, or a person (Webster's Dictionary)

Is Propaganda Always Negative? Propaganda may or may not be negative Propaganda's purpose is ALWAYS to convince  The sole purpose of propaganda is to sell you something (idea, product, or service) ?

What are Propaganda Techniques? approaches/methods used to… spread propaganda persuade the audience appeal to emotion

Bandwagon An approach that promotes the idea that “everyone is doing this” or that “everyone supports this person/cause.” Therefore, you should, or you’ll be left out. The bandwagon approach tries to appeal to many people’s desire to be on the “winning team.”

Bandwagon Cont.

EXAMPLE: Everyone in Zion supports Christopher Marlowe for Zion City Council. Shouldn’t you?

Bandwagon Cont.

Testimonial A method that uses a celebrity to endorse a cause, person, product, etc. If people admire the person endorsing a candidate or product, they will support the candidate or product too!

Testimonial Cont. EXAMPLE: Oprah partnered with U2’s Bono in order to promote the Red Campaign. As a campaign that raises money for the Global Fund, the Red Campaign raises money to fight AIDS in Sub-Saharan Africa.

Testimonial Cont.

Plain Folks An approach that either uses ordinary people or “big name” personalities doing ordinary things in order to identify with common folks. The speaker presents himself/herself as an “Average Joe” (common person) who can understand what the listener is concerned about

Plain Folks Cont. EXAMPLE: Shortly after his election, the Associate Press released photos of President Obama eating Hawaiian shave ice with daughters, Sasha and Malia.

EXAMPLE: Political campaigns often use many photos of candidates wearing hard hats, talking to factory workers, or even milking cows. The idea is to make people think the candidate is just like them. Plain Folks Cont.

Transfer An approach that indirectly uses respected values, symbols, and ideas to promote a particular message. The candidate/speaker attempts to persuade us through the indirect use of something we respect (such as a patriotic or religious image). (association)

Transfer Cont. EXAMPLE: An American flag used a backdrop for a Barak Obama collectors photo, conveys the message that choosing Obama for president was in the best interest of the United States.

Transfer Cont.

Fear An approach that presents the worst case scenarios and usually concludes by introducing what should be done to avoid these horrible circumstances. This technique is very popular among political parties and PACs (Political Action Committees) in the U.S.

Fear Cont. EXAMPLE: The Citizens for Retired Rights present a magazine ad showing an elderly couple living in poverty because their social security benefits have been drastically cut by the Republicans in Congress. The solution? The CRR urges you to vote for Democrats.

Fear Cont.

Logical Fallacies An attempt to apply logic and make a conclusion The premise may be true, but the conclusion is not accurate

Logical Fallacies Cont. EXAMPLE  Premise 1: Bill Clinton supports gun control.  Premise 2: Communist regimes have always supported gun control.  Conclusion: Bill Clinton is a Communist.

Premise 1: Michael Jordan is a great athlete. Premise 2: Michael Jordan drinks Gatorade. Conclusion: Drinking Gatorade will make you a great athlete.

Premise 1: Calcium and Vitamin D are part of a healthy diet. Premise 2: Lucky Charms contains Calcium and Vitamin D. Conclusion: Eating Lucky Charms contributes to a healthy diet.

Glittering Generalities An approach that uses “important- sounding” words (that may have little to no real meaning), to appeal to emotions ◦Such words hold different meanings to different people. ◦These words are often manipulated. Statement that sounds good, but is essentially meaningless WorldPeace!

Glittering Generalities Cont. EXAMPLE: An ad promoting freedom of speech tells the general audience: “Don’t let them take your rights away!” (“Rights” are valued, but do we really know what those “rights” truly are?)

Glittering Generalities Cont.

Name-Calling A method that connects a person, cause, or product to an image perceived as negative. Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.  An attempt to turn people against an opponent or an idea by using an unpleasant label or description for that person or idea.

Name-Calling Cont. EXAMPLE: In an anti-drug campaign, McGruff the Crime Dog plays the piano as he sings, “Users are losers…”

Name-Calling Cont.

MSG = Chemical flavor enhancer

Works Cited (Source 1) Miller, J. Howard. We Can Do It! (Rosie the Riveter). Bergman, Barrry. “The March to War, From Bonaparte to Bush.” UC Berkeley News. 12 February Web. 20 February (Source 2) “Propaganda Student Handout.” n.p. Turner Learning Web. 7 April (Source 3) “Recognizing Propaganda Techniques and Errors of Faulty Logic.”n.p. Cuesta College Academic Support. 6 November Web. 15 February 2010.