Media, Propaganda, and advertising

Where we’re headed… Media overview What is propaganda? Difference between propaganda and advertising The advertising process

What is media? All media technologies used for mass communications And the organisations which control these technologies Media is the plural form of medium, which (broadly speaking) describes any channel of communication.

What is Media? cont… This can include anything from printed paper, radio, television, to digital data, and encompasses art, news, educational content and numerous other forms of information. Why is media? informative (as a key aspect of democracies, to give important information to a populace) educational (for use in schools) entertaining (to allow for creative expression, community-building, and pleasure) advertising (to market a product – and lifestyle – to potential consumers)

It’s always getting better!!

What is “Mass” Media? A section of the media specifically designed to reach a large audience. The term was coined in the 1920s with the advent of nationwide radio networks, mass- circulation newspapers and magazines. Mass media (for a decade now) also includes Internet media because individuals and organizations now have a means to exposure that is comparable in scale to what was previously restricted to a select group of mass media companies.

Influence of mass media Key role in political power Shaping public perceptions on important issues Shaping modern culture (belief, values, traditions)

Types of media: PRINT Paper and ink Rise of popularity and influence in the late 15th century Newspapers, magazines, classifieds, circulars, journals, yellow pages, billboards, posters, brochures, and catalogues

Types of Media: Recordings Use of storage media Late 19th century Gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs, HD cameras

TYPES of Media: Cinema Film: Story conveyed with moving images Since approx.1900 Cameras, animation, visual effects Types of films Comedy, Drama, Horror, Action, Children's, Suspense/Thriller, Fantasy, Crime, Romance, Science Fiction, Documentary, Family, Mystery

TYPES OF MEDIA: RADIO One-way transmission over radio waves intended to reach a wide audience Since around 1910 College, Commercial, Community, International broadcasting, Music, Pirate, Public

Types of media: Television Telecommunication medium for transmitting and receiving moving images (usually with sound) Since about 1950 News, Movies, Situation comedy, Sports events, Audience participation, Talk/conversation, Music, Reality-based show, Devotional/religious

Types of media: INTERNET World Wide Web (since about 1990) Websites (news, blogs, social networking, wiki) Forums/message board Internet telephony (e.g. VoIP, facetime, etc) Email, Instant messaging and chat Streaming audio (podcasts, Internet radio) Streaming video (webcasts, podcasts, YouTube videos)

Types of media: Smart (mobile) PHones Originally enabled mobile telephone calls across a wide geographic area Now a mobile, complex computer system in pocket Increasing amounts of our work lives, relationships and entertainment spent via avatar Since about 2000 … especially exploding in 2007 with first iPhone The first personal mass media Permanently carried (by most) Always on (for most) Built-in payment mechanisms The most accurate audience measurement (collection of endless metadata)

Let’s talk for a bit… Can you remember a time you convinced someone to do something or buy something or believe something? What was it? How did you convince them? Do you think you are good at convincing people? How did this make you feel?

What is Propaganda? 1 ~ the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person 2 ~ ideas, facts, or allegations spread deliberately to further one's cause or to damage an opposing cause Indoctrination or “mass suggestion” 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, Propaganda and Persuasion

Nerd alert!! Etymology In late Latin, propaganda meant "things to be propagated". In 1622, shortly after the start of the Thirty Years' War, Pope Gregory XV founded the Congregatio de Propaganda Fide ("Congregation for Propagating the Faith"), a committee of Cardinals with the duty of overseeing the propagation of Christianity by missionaries sent to non-Catholic countries.

Characteristics of propaganda It is often times difficult to differentiate propaganda from its close relatives, advertising and journalism. The line between these things is often blurry. However, there are a few characteristics common to propaganda: Propaganda is one-sided. “I’m persuading. The other guy is using propaganda.” Propaganda has a strong ideological bias example: PETA Propaganda is institutional in nature. It is practiced by organized groups governments, corporations, social movements, special interests, military, etc.

Characteristics of propaganda Propaganda is directed at whole populations; mass persuasion television, radio, Internet, billboards, etc. Propaganda appeals to emotions Successful if there is a strong emotional connection; often based on fear Propaganda tends to rely on ethically suspect methods of influence. deception, distortion, misrepresentation, or suppression of information. Sheryl Tuttle Ross’s Epistemic Merit Model of propaganda. This model states that an important characteristic of propaganda is that its message has a flawed epistemology: in other words, that it is epistemically defective. "We can say that a message, M, is epistemically defective if either it is false, inappropriate, or connected to other beliefs that are inapt, misleading, or unwarranted."

Techniques of Propaganda Coming UP!!! Techniques of Propaganda