Propaganda Techniques in the Media

How do you decide who is the best candidate…

or which is the best toothpaste ?

Looking for facts to back up your choice is an excellent idea, but find out who is presenting those facts. Clipart-Microsoft Office XP 2002

Are they facts at all, or is the advertiser using propaganda techniques to persuade you?

What is Propaganda? Any persuasive technique whether in print or electronic media whose purpose is to influence your opinions, emotions, and attitudes

What is Propaganda? Print media: newspapers, magazines, books, billboards Electronic media: radio. Television, CDs, DVDs, movies, video tapes, documentary films, the internet

What is Propaganda? It tells only the side the author wants the audience to know It appeals to emotions rather than the intellect It benefits the person or organization using it

Goal of Propaganda To mold opinion or behavior to support a cause without concern for the interest or benefit of the audience

Propaganda The information reflects the viewpoints, beliefs, and biases of the author

Who uses Propaganda? Military Media Advertisers Politicians You and I

Logical Fallacies: errors in reasoning False cause- inaccurately drawing a cause-and-effect relationship between two events that follow one after another Overgeneralization – making a sweeping statement that does not provide any reasonable supporting evidence as proof bandwagon – urging the audience to do something because everyone else is doing it Historical example of false cause: belief in spontaneous regeneration. Before the discovery of microorganisms, many people believed that nonliving matter, such as bread, could produce living things such as flies or mice because these creatures were observed after the meat or bread was left alone for extended periods

Logical Fallacies: errors in reasoning ad hominem - personally attacking someone in order to shift attention away from his or her views Either-or-fallacy – presenting only two possible sides or solutions to an issue when there are more possibilities Red herring – changing the subject in order to avoid the issue

What are some of the techniques used to persuade us? Name-calling Glittering Generality Bandwagon Testimonial Plain-folks appeal Transfer Faulty Reasoning Fear

Name-Calling links a person, product, or idea, to a negative symbol the implication is that we shouldn’t be interested in it seeks to make us form a judgment to reject and condemn without examining the evidence “slamming the competition”

Name-Calling A way of smearing an opponent or product May damage opponent or product Arouses suspicion Creates an uneasy feeling

Name-Calling At Burger King, you can have your Flame-broiled Whopper made your way, We’re proud to say we serve individuals, not billions.

Name-Calling Terrorist Liberal Do-Nothing Ultra-conservative

Do we want a mayor who will leave us in debt? Name Calling Example Do we want a mayor who will leave us in debt? Spending grew 100% under Mayor Moneybags! Clipart-Microsoft Office XP 2002 Spending grew 100% under Mayor Moneybags! Clipart-Microsoft Office XP 2002

Glittering Generality Name-Calling in reverse Seeks to make us approve and accept without examining the evidence A commonly admired virtue is used to inspire positive feelings for a person, idea, or product

Glittering Generality We believe in, fight for, live by virtue words about which we have deep-set ideas including: civilization, freedom, Christianity, good, proper, right, democracy, beauty, patriotism, low fat, honor, prosperity, new, health, happiness, motherhood, fatherhood, science, truth, medicine, and love.

Glittering Generality Example: If you want to be brighter, you’ll support Bill Brite. Look on the bright side! Vote for Bill Brite ! Clipart-Microsoft Office XP 2002

True Love Glittering Generalities Example: What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you? True Love Clipart-Microsoft Office XP 2002

Glittering Generalities Examples Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. This technique might be used more than any other. Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda? Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.

Bandwagon If you want to fit in, you need to “jump on the bandwagon” and do it too Implication is that you must JOIN in to FIT in Directs appeal to groups held together already by common ties, ties of nationality, religion, race, sex, vocation

Bandwagon Example The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

Testimonial A famous person endorses an idea, a product, a candidate If someone famous uses this product, believes this idea, or supports this candidate, so should we Most common misuse involves using individuals who are not qualified to make judgments about a particular issue or product

Testimonial example: If we drink milk we will all be as famous or fit as Beyoncè!

An important person or famous figure endorses a product. Testimonial Example An important person or famous figure endorses a product. Athletes are popular candidates for testimonial. Tiger Woods is on of the top testimonial figures in sports.

Plain Folks Identifies product/idea with a locality or country Practical product for ordinary people. Like a good neighbor…

Plain-Folks This idea, product, or person is associated with normal, everyday people and activities Speakers attempt to convince their audience that they, and their ideas, are "of the people"

We want Jim Smith, a mayor who supports the regular American worker. Plain Folks Example: We want Jim Smith, a mayor who supports the regular American worker. Vote for Smith Clipart-Microsoft Office XP 2002

Transfer Carries over the authority, sanction, and prestige of something we respect to something he would have us accept Transfers positive feelings we have of something we know to something we don’t

Transfer When a political activist closes her speech with a public prayer, she is attempting to transfer religious prestige to the ideas that she is advocating On TV commercials, actors in white lab coats tell us that the "Brand X is the most important pain reliever that can be bought without a prescription."

Transfer Positive feelings/desires are connected to a product/user Love/ Popularity Sex Appeal Fame Wealth Power Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others.

Transfer Example Good feelings, looks, or ideas transferred to the person for whom the product is intended. Advertisers like to point out that you can do it (with their help). They often focus on areas like hair loss, weight loss or personal appearance where people are self-conscious. You can look like the people in our ads if you use our product

Faulty Reasoning Only using facts that support her argument Attempting to lead the audience into accepting the facts as a conclusion Selective omission Most difficult to detect because it does not provide all of the information necessary for the audience to make an informed decision

Faulty Reasoning Factual supporting details are used though they do not support the conclusion. It works like this: Christians believe in God. Muslims believe in God. Christians are Muslims.

Faulty Reasoning Example: More teachers recommend Calm-me to help them make it through the day Clipart-Microsoft Office XP 2002 Faulty Reasoning Example: Does this mean that teachers need medication to keep their cool during the school day ?

Faulty Cause & Effect Example Use of a product is credited for creating a positive result. Want to “Be Like Mike?” than you better drink Gatorade. Will these shoes make you the best soccer player in the world? Will eating “Wheaties” really improve your athletic performance?

Fear Our fears are displayed. Ideas, candidates, or products are shown to put our fears to rest.

Fear Example

How do we make sure that we are making informed choices, Clipart-Microsoft Office XP 2002 instead of allowing others to sway us in our decision-making?

Strategies: Source Who created the message? How do the creators’ viewpoints or biases affect the message? Glencoe p 1309

Why was the message created? Strategies: Purpose Why was the message created? To persuade? To inform? To entertain? Glencoe p 1309

Strategies: Word Choice What kind of language is used to express the message? Is figurative language used to make the message seem more meaningful? Is technical language used to make it seem more technical? Glencoe p 1309

Strategies: Cultural Elements Does the message transmit or communicate, culture- values that reflect a particular group or nation? Glencoe p 1309

Strategies: Symbols Does the message represent ideas, principles, or people through symbols? How might symbols have an impact on the audience? Glencoe p 1309

Strategies: Target Audience Is the message tailored to a specific intended audience? Do the creators of the message use stereotypes of people—for example children or teenagers—to connect with the audience? Glencoe p 1309

Strategies: Design Elements and/or Film Techniques How is the message virtually composed? Do design elements such as color, line, and texture enhance the message? Are film techniques or special effects used to manipulate the audience’s reaction? Glencoe p 1309

We make our own choices when … We read and listen to reliable sources, We watch for combinations of truths and lies, We check for hidden messages, We watch for use of propaganda techniques,

WHEN WE LISTEN TO OUR OWN VOICES ! and, most importantly, www.scottish.parliament.uk/ educationservice WHEN WE LISTEN TO OUR OWN VOICES !

Sources http://griffinmiddleschool.typepad.com/stephanie_hines/files/Propaganda.ppt http://jc-schools.net/ppt/propaganda.ppt Glencoe Literature Texas Treasures http://alex.state.al.us/uploads/13676/Whose%20Voice%20Guides%20Your%20Choice.ppt http://www.ahistoryteacher.com/propaganda/Propaganda-Basic.ppt