Transcript Definitions Revisited

PROPAGANDA
DEFINITIONS REVISITED:
GROUP PROJECT
Jowett and O’Donnell Definition
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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
deliberate & systematic attempt
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Propaganda has a purpose; is preoccupied
and concerned with effectiveness.
Goebbels: “We do not talk to say
something, but to obtain certain effect.”
Thus, it needs to be systematic:
methodical, carrying out something with
organized regularity, precise, well-planned
to shape perceptions, manipulate
cognitions, and direct behavior
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Tries to look like informative
communication and persuasion
Tries to control information flow
Ultimate object of propaganda is
behavior change
to achieve a response that furthers
the intent of the propagandist
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Well-being of the audience is not a
primary concern.
Does not seek mutual understanding or
mutual fulfillment of needs.
(often) Conceals true purpose
(often) Conceals propagandist’s true
identity
The source: (usually concealed)
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White (identified, information tends to
be accurate, but biased)
Black (unindentified/misindentified
and false)
Gray
The Methods (the means)
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Concealed Purpose
Manufacturing / distorting / withholding
information
Deliberate Lies / Disinformation
The Suppression of Truth
The Slanting of News
communicating information at predetermined
times / to selective audiences
Propaganda Example /
Group Project
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Identification of the Propagandist
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Usually an institution or organization.
What type? Who are the leaders? Who are
the members?
Does the propagandist conceal identity?
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Propaganda Example /
Group Project
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The Context and Purpose of the
Propaganda Campaign
What the propagandist wants to
accomplish?
Explain the beliefs / values / behavior
targeted by the propagandist
Propaganda Example /
Group Project
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The Target Audience
How is the target audience identified and
reached?
Propaganda Example /
Group Project
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Media Utilization Techniques: Which
media? One dominant or a combination of
many?
Types of Techniques
Source Credibility
Reward and Punishment
Arousal of Emotions: Visual Symbols,
Language, Music
“Daisy” Ad 1964
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http://www.youtube.com/watch?v=ExjDzDsgbww
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Propagandist: President Johnson
Context: War in Vietnam / Cold war
Target: American Public, families, young
people
Media: Television national ad
Methods: appeal to family life, love for
children, fear; arousal of emotions
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“Morning in America” Ad 84
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http://www.youtube.com/watch?v=EU-IBF8nwSY&feature=related
Propagandist: President Reagan
Context: National Prosperity / Peace
Target: American Public, families, young
people
Media: Television national ad
Methods: credibility of the source; appeal to
continuity, family life; arousal of emotions
“Swiftboats Veterans” Ad ‘04
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http://www.youtube.com/watch?v=ngjUkPbGwAg&feature=related
Propagandist: Swiftboats veterans
Context: Leadership / Trust / Presidency
Target: American public; independents;
military families; older Americans
Media: Television national ad
Methods: credibility of the source; appeal to
patriotism; arousal of emotions
Russian Propaganda in Crimea
March 2014
Rebranding the revolution
Appeal to fear: Fascism
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A constant theme spouting from Russian sources has been
the Ukrainian revolution’s alliance with “fascists” – a
vague word that’s become a catchall for anti-Semites,
terrorists, insurgents, anarchists and thugs.
Fear (“Fascists are coming for your family!”) and
confusion (“Fascists? Are there fascists? What’s a
fascist?”) matters much more in propaganda than truth
(not so many fascists).
It doesn’t have to make sense – in fact it’s better if it
doesn’t.
Rebranding the revolution
Appeal to fear: the West
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Putin has insisted that Yanukovych’s ouster was not just
illegal but a coup, and he has pointed fingers at the west
for orchestrating and backing the culprits.
Considering Russia’s control over media, this alternate
version of events – it wasn’t a revolution, but a coup – is
not only not absurd, but a direct appeal to skepticism
toward the west and its history of meddling.