Transcript Propaganda & Rhetoric

Propaganda & Rhetoric
Obama Speech
Definition-Propaganda
• A specific type of message presentation, aimed at
serving an agenda. Even if the message conveys true
information, it may be partisan and fail to give a
complete picture
• Narrow: deliberately false or misleading information that
supports a political cause or the interests of those in
power
• More Narrow: false information meant to reassure
people who already believe. The assumption is that, if
people believe something false, they will always have
doubts. Since these doubts are unpleasant, people will
be eager to have them rectified, and are therefore
receptive to the reassurances of those in power.
Rhetoric Definition
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Rhetoric is the art and craft of discourse; it is the study and creation of effective
communication and persuasion.
Understanding rhetoric gives us the means of judging whose opinion about issues is
the most accurate, useful, or valid, because such knowledge allows us to see beyond
the persuasive techniques to the essence of the opinions.
Understanding rhetoric is the best way of understanding the assumptions of and the
points made by those who disagree with our positions.
Understanding rhetoric is the best way for us to deepen and refine our own positions
and beliefs by exploring our own assumptions and our cultural contexts.
At its best, rhetoric is used ethically by people of good will who wish to present their
ideas forcibly but fairly to their communities.
At its worst, however, rhetoric is used unethically by people to manipulate us instead
of enlightening us, to spread propaganda instead of seeking truth, to make palatable
those ideas and products whose adoption actually runs counter to our best interests.
Understanding rhetoric, then, is our best defense against its abusers - e.g., political
"spin doctors," advertisers, demagogues, apologists for immoral business practices,
and hate mongers.
Three main forms of Rhetoric
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Ethos: Ethos is appeal based on the character of the speaker. An ethosdriven document relies on the reputation of the author.
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Example:
– Acme Gizmotronics, the company that you've trusted for over 100 years, has
recently entered the World Wide Web! Now you can purchase our fine products
through the internet. Our quality gizmos, widgets, and thingamabobs can be
shipped to you within minutes. All come with the famous lifetime guarantee that
makes Acme the company that the world depends on for it's gizmo needs.
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Our spokesperson, Mr. Coyote says "I'm not really a coyote, but I play one on
tv. I've used Acme products for years. Their slingshots, rocket launchers,
crowbars, pogo sticks, and power pills are the best around. And don't forget their
high-powered dynamite! I buy everything from Acme. They are the company that
I trust the most."
The ACME homepage is an example of ethos because of the way it keeps
referring back to the character of ACME. ACME is a company that "you have
trusted for over 100 years." They even have a spokesperson vouching for their
integrity.
Pathos
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Pathos is appeal based on emotion. Advertisements tend to be pathos-driven.
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Example:
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Cesium-Based Reactor Kills!
A baby turtle breaks free from the leathery shell of its egg, catching its first glimpse of its first
sunrise. It pauses a moment to rest, unaware of the danger that lies so close to it. As the tide
comes in, approaching the nest, it also approaches a small pile of metal - cesium. The water
draws closer and closer, the turtle unsuspecting of the danger. Finally, the water touches the
cesium. The nest is torn to bits in the resulting explosion, destroying even more of an endangered
species.
Why does this happen? One name: Acme.
Acme Gizmotronics is supporting a dihydro-cesium reactor, trying, in their anthrocentrism, to
squeeze energy out of such destructive explosions. And, they are dumping waste cesium onto the
shores of their island, threatening the environment. Studies have shown that the dihydro-cesium
reactor will destroy the island's ecosphere in less than four months!
How can they get away with this?
Costa Rica (where the island is near) has lax environmental laws, allowing Acme to do whatever
they want - including destroy endangered species.
What can you do about this?
Don't let them get away with it! Boycott Acme products! And call your representatives, and
tell them you support stricter legislation to prevent things like this!
Pathos is an argument based on emotion, playing on sympathy, fears, and desires. The Say "NO!"
To Acme! page is pathos-based because it relies on an emotional response from the people
reading it. By stressing the helplessness of the (endangered) turtle, it attempts to sway people to
its side, against the "commercial hordes" of Acme.
Logos
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Logos is appeal based on logic or reason. Documents distributed by companies or corporations are
logos-driven. Scholarly documents are also often logos-driven.
ACME's new dihydro-cesium detonation process
By combining cesium and dihydro-oxide in laboratory conditions, and capturing the released
energy, ACME has promised to lead the way into the future. Our energy source is clean, safe, and
powerful. No pollutants are released into the atmosphere. The world will soon have an excellent
source of clean energy.
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A typical example of energy released from the dihydro-cesium process.
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ACME is currently working towards a patent on our process. Our scientists are exploring ways to
use the process in cars, houses, airplanes, and almost anything else that needs power. ACME
batteries will be refitted with small dihydro-cesium reactors. Once the entire world is powered by
ACME's generators, we can all relax and enjoy a much easier life.
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Logos is an argument based on logic or reason. The ACME Research page is primarily logosbased because it appeals to the reason of people reading it. It suggests that Cesium will provide
the world's energy for a very long time. It is clean, safe, and efficient, all of which are appeals to the
logic of the audience. By using such convincing reasons in it's argument, ACME hopes to provide
the world's energy.
Color-coded Propaganda
• White
– Comes from an openly identified source and is not
intentionally deceptive
• Black
– Pretends to be from a friendly source, but is actually
from an adversary and is intended to deceive its
audience.
• Gray
– Falls somewhere between the truth and the lie.
Types to Look At
• Appeal to fear: build support by instilling fear in the
general population
• Bandwagon: appeals attempt to persuade the target
audience to “join the crowd.”
• Obtain disapproval: get the audience to disapprove an
action/idea by suggesting the idea is popular with groups
hated, feared, or held in contempt by the target
audience.
• Glittering generalities: intensely emotionally appealing
words; love of country, home; desire for peace, freedom,
glory, honor, etc. approval without examination of the
reason why.
• Rationalization: use favorable generalities to rationalize
questionable acts or beliefs.
More Types
• Intentional vagueness: generalities are deliberately vague so that
the audience may supply its own interpretations.
• Transfer: projecting positive or negative qualities of a person, entity,
object, or value. Transfer blame from one member of a conflict to
another.
• Oversimplification: provide simple answers to complex social,
political, economic, or military problems.
• Common man: “plain folks” approach attempts to convince the
audience that the speaker’s positions reflect the common sense of
the people.
• Either/Or fallacy: “black-and-white thinking”; only two choices are
given. Either for or against; no middle ground or shades of gray;
negates all attempts to find a common ground.
More Types
• Testimonial: quotations, in or out of context, especially
cited to support or reject a given policy, action, program
or personality.
• Stereotyping: arouse prejudices in an audience by
labeling the object of the propaganda campaign as
something the target audience fears, hates, loathes, or
finds undesirable.
• Scapegoating: blame an individual or group that isn’t
really responsible, thus alleviating feelings of guilt from
responsible parties.
• Virtue words: words in the value system of the audience
which tend to produce a positive image; peace,
happiness, security, wise leadership, freedom, etc. are
virtue words
Rhetorical Devices
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Anaphora: repetition of the initial consonant sounds beginning several
words in sequence.
Euphemism: changes negative words to more positive ones.
Hyperbole: exaggeration for emphasis
Irony: expression of something which is contrary to the intended meaning;
the words say one thing but mean another
Litotes: understatement for intensification, by denying the contrary of the
thing begin affirmed
Metaphor: implied comparison achieved through a figurative use of words.
Metonymy: substitution of one word for another which it suggests.
Personification: attribution of personality to an impersonal thing
Simile: an explicit comparison between two things using “like” or “as”
Begging the Question: assuming something to be true that really needs
proof
Guilt/Innocence by Association: judgment of a person by the company
he/she keeps.