Versus persuasion

World War II Posters Propaganda was used during World War II to boost morale on the home front.

What is propaganda? Propaganda is usually a pejorative term. Propaganda is typically a label assigned to others’ persuasion. “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 1964 “Daisy” attack ad

Government Propaganda Chinese posters deified Mao during the Cultural Revolution. Voice of America broadcasts in 45 languages via television, radio, and the internet. Abstinence only sex education received $1.3 billion from The Pentagon relies on generals and other military analysts to shape public opinion.

Modern political propaganda

Soviet and Chinese Propaganda

Government Propaganda Poster promoting flu shots Pro abstinence poster

Non-governmental Propaganda Talk radio pundits; Rush Limbaugh, Ed Schultz, Sean Hannity, etc. TV commentators; Bill O’Reilly, Rachel Maddow Twitter played a role in organizing protest rallies in Iran. Islamic extremists use the internet for propaganda. The Climatic Research Unit fudged data on global warming.

Commercial propaganda clean coal ad McDonalds veggie burger ad

Five 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. –examples: PETA, NRA Propaganda is institutional in nature. It is practiced by organized groups –governments, 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.

Common Propaganda Techniques plain folks appeal : “I’m one of you” testimonials: “I saw the aliens, sure as I’m 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,” “family values” name calling : ad hominem attacks, such as “racist,” “tree hugger,” “femi-nazi”

plain folks appeal Based on the “common man,” “person on the street” or the “little guy” A politician calls himself a “populist” or “man of the people” –Joe the plumber –“I live on the same block where I grew up. We belong to the same parish where I was baptized. Janesville is that kind of place.” Paul Ryan, RNC acceptance speech, 2012 –My story began in Scranton, Pennsylvania, with a dad who fell on hard economic times, but who always told me: ‘Champ, when you get knocked down, get up.’” Joe Biden DNC acceptance speech, 2008

plain folks appeal “We came out of the White House not only dead broke, but in debt. We had no money when we got there, and we struggled to piece together the resources for mortgages for houses, for Chelsea's education. It was not easy.” Hillary Clinton interview with Diane Sawyer, 2014 Mitt Romney loves Costco

testimonials Anecdotal evidence for diet pills, herbal remedies, etc. Testimonials about alien abductions, psychic phenomena –“I saw what looked to be a hairy human figure, about 6-6 1/2' tall, running behind my bike. Scared the crap out of me, so I hit the throttle and did what I could to get out of there.” (from the Bigfoot Field Researchers Organizations Website, report # 13424) Jarod Fogle for Subway

bandwagon effect a “herd” mentality, following the crowd, or “counting heads” A driver who is pulled over for texting says, “everyone else does it.” Online reviews: reviews and ratings have a significant effect on consumers. A single 5 star review means little, but an average 4/5 stars from 1000 reviewers can easily sway a purchase decision Groupon’s success is based on collective buying power; a coupon is only valid if enough customers purchase the deal within 24 hours.

bandwagon effect Investor psychology: stock market overreact to events Investors don’t want to miss out on an uptick in the stock market. Similarly, they fear being the last to sell A “mob” mentality can result in a buying or selling frenzy. The “Cramer effect”: Jim Cramer’s viewers often take his word as gospel when picking stocks.

transfer Projecting good or bad qualities from one person or group onto another The positive or negative association will “rub off” on the other person or group –Politicians posing next to the flag, with veterans, or troops. –An ad for a dietary supplement features a researcher in a white lab coat with a clip board to make the product appear more scientific

transfer White lab coat: a white lab coat signifies that someone is a scientist, doctor, dentist, or some other health care professional. A lab coat is a highly recognized symbol of science and medicine. White House aids handed out white lab coats to doctors for a photo op promoting Obamacare

glittering generalities Using virtue words; democracy, freedom, justice, patriotism, family values, motherhood, progress Embracing values at a high level of abstraction –“change,” “green,” “reform” –“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

name calling Ad hominem attacks tree-hugging liberals, right-wing zealots, Washington insiders, etc. Barack Obama “palls around with terrorists.” Barack Obama is not a U.S. citizen –“secular progressives made great inroads over the past five years" and "if you don't believe that... you're a moron." Bill O’Reilly, Dec 19, 2005, on his syndicated radio show, the Radio Factor