Mass Communication Theory and Propaganda Chapter 4

1. Mass Communication Theory and PropagandaChapter 4

2. America in the 1930s • A threatening era both at home and abroad • Deepening economic depression disrupted daily life in profound ways = Failure of Capitalism • Unemployment rose to 25% • Deflation • Rise of totalitarian political movements in Europe and the US • Nazism • Communism

3. America in the 1930s • Rise of Powerful New Media • Radio became an inexpensive source of home entertainment • Jack Benny, George Burns and Gracie Allen, Amos and Andy • Fibber McGee and Molly, Our Gal Sunday, Lone Ranger • the Green Hornet, the Shadow • Movies allowed inexpensive, attractive escape • Shirley Temple • Gangster Movies • Gone with the Wind • Wizard of Oz

4. WWI Propaganda Lessons • Propaganda techniques were developed and applied widely during WWI • Deliberate lies were used to mobilize nations against their enemies • Widespread hatred and fear of enemies was sustained throughout a long war in which there were few victories

5. Threat Posed by Political Propaganda in the 1930s • Two opposing Totalitarian Ideologies • Communism and Fascism • Could fearful Americans be convinced by propaganda to accept a totalitarian political system? • Rule by one person and one political party • Basic Ideology = central control and management of all resources • Basic Appeal = security for average person against all threats - domestic and foreign • Democracy = failed, out-moded political system • Capitalism = failed, out-moded economic system

6. Definition of Propaganda • Propaganda - promotion of specific beliefs and actions = Engineering of Consent • White Propaganda = promotion using simple, positive but necessarily selective images or associations; source is public • Gray Propaganda = promotion using misleading images or associations; source may be concealed • Black Propaganda = promotion using deliberate false images or associations; source usually concealed

7. Propaganda Propaganda is a form of communication that is aimed at influencing the attitude of a community toward some cause or position.

8. Propaganda Propaganda is an appeal to emotion, not to intellect (the mind). It shares techniques often used by advertisers to promote their product. video propaganda techniques - youtube video Propaganda Techniques used in advertising

9. Bandwagon The bandwagontechnique entices the viewer to become a part of a group. The bandwagon technique tries to convince the subject that one side is the winning side, because more people have joined it.

11. Bandwagon I’m a Pepper, he’s a Pepper,She’s a Pepper, we’re a Pepper,Wouldn’t you like to be a Pepper, too?Be a Pepper. Drink Dr Pepper. video Dr. Pepper Commercial 1977 It plays heavily on the need for belonging, making the group a desirable place to be.

12. Bandwagon The bandwagon technique is used in many forms of advertising today. video Verizon wireless commercial

13. Glittering Generalities Glittering generalities are words that are highly valued concepts. When these words are used, they demand approval automatically because such a treasured concept is involved. Words often used as glittering generalities are honor, glory, love of country, and freedom. photo freedom

14. Glittering Generalities These phrases are appealing, but convey no content or meaning.

15. Glittering Generalities Fast food restaurants in America are infamous for showing pictures of food that has little resemblance to their actual product. Fast Fresh Always fun America’s favorite Taking pride in what we do video McDonald's: "America's Favorite"

16. Glittering Generalities Video http://www.youtube.com/watch?v=62tnJtLBQzQ Marine Corps Recruitment Commercial Glittering generalities: How many glittering words can you identify?

17. Card Stacking Card stacking is presenting information that supports an idea or proposal and leaving out information that does not. Card stacking is used in most forms of propaganda, and is extremely effective in convincing the public. Although some of the information is truthful, it is dangerous because it leaves out important information. vintage commercial promotes Coca-Cola as a natural wholesome blending of pure food flavors that is low in calories. video Coke commercial 1961

18. Card Stacking Frequently, advertisers manipulate information to make a product appear better than it is by using unfair comparisons, or omitting facts. videos New Mac Ad: Viruses Get A Mac: Computer Cart

19. Card Stacking On May 1, 2003, Bush gave a speech announcing the end of major combat operations in the Iraq War. Displayed behind him was the warship's banner stating "Mission Accomplished." However, the conflict was far from being over. The vast majority of casualties, both military and civilian, occurred after the speech. photo Mission Accomplished - George Bush

20. Plain Folks The Plain Folks technique aims to appeal to regular people's values… such as family, patriotism and love. This campaign commercial from the 80’s is a classic. Video Historical Campaign Ads: Morning in America /Reagan-Bush '84

21. Plain Folks A variation of thePlain Folkstechniqueis to show the audience that a prominent person and his ideas are “of the people”, that his views reflect those of the common person, and that they are working for the benefit of the common person. Sometimes politicians use the accent of a specific audience and employ certain idioms or jokes.

22. Plain Folks Ronald Reagan used his fondness for unglamorous foods (jelly beans) to his advantage. George H. Bush brought pork rinds to the White House, and Bill Clinton was known for his fondness for fast-food burgers. (fallon/michelle) http://www.youtube.com/watch?feature=player_embedded&v=Hq-URl9F17Y photo Ronald Reagan eating jelly beans

23. Testimonials Testimonials in advertising rely on the popularity of celebrities to promote the products being sold. Justin Bieber - Proactive Commercial

24. Testimonial A testimonial features a celebrity enjoying a product.

25. Transfer The Transferis an attempt to make the subject view a certain item in the same way as they view another item… to link the two in the subject’s mind. This technique is often used to transfer negative feelings for one object to another, but it can also be used in positive ways. By linking a product to something enjoyable, positive feelings can be generated for it. video Come Alive! Pepsi Generation

26. Repetition Repetition is a favorite of advertisers. Few things aid memory retention as dependably as repetition. Notice the glittering generalities used by this 1950s homemaker when describing Kool-Aid, such as pure and thrifty. video Kool-Aid

27. NameCalling Name calling is using harsh words to make something, or someone, look bad. Although name calling is predominantly used in political campaign commercials, it is also used in advertising for household products. In this commercial, Pepsi is shown in a negative light in order to promote Coca-Cola. video Max Headroom Coke Commercial

28. Propaganda

29. Multiple Techniques Typically, propaganda techniques overlap. video I'd Like to Buy the World a Coke - 1971

30. Public Service Announcements The term “propaganda” has acquired a negative connotation because of association with its most manipulative examples.

31. Public Service Announcements Propaganda can be truthful and serve a vital function.

32. Why is understanding propaganda important?http://www.youtube.com/watch?v=Y4MnpzG5Sqc Watch “Kony 2012”. As you watch, identify the propaganda techniques that are used. bandwagon glittering generalities card stacking plain folks testimonials transfer repetition name calling

33. Discussion questions Propaganda is the spreading of ideas, information, or rumor for the purpose of helping, or injuring, an institution, a cause or a person. Which cause is the filmmaker trying to help?

34. Discussion questions How did the film make you feel?

35. At which points in the film was the bandwagon technique used?

36. How were glittering generalities used?

37. What other propaganda techniques did you notice?

38. What was the most effective form of propaganda used?

39. Have you been changed by the film? If so, how?

40. Will you tell anyone about the film? Why or why not?

41. What was the most persuasive moment of the film?

42. How could the film be improved?

43. Do you have any interest in participating with any of the activities proposed by Invisible Children?

44. Are there other places in the world that require humanitarian relief? If so, is their need greater than the Uganda situation… or is Joseph Kony and his army the biggest threat to the world?

45. Why has this film gone “viral”?

46. Can you think of any other YouTube videos that have become “viral”? Why did they become popular?

47. Do you predict that the film will lead to the arrest of Joseph Kony?

48. Jon Stewart: • http://gawker.com/5892721/jon-stewart-takes-on-kony-2012-and-the-medias-reaction-to-its-success • Why does this coverage get more play than traditional coverage? • http://www.thedailyshow.com/watch/mon-march-12-2012/my-little-kony---youth-activism

49. Viral Propaganda is Possible • Infomercial is framed as underground movement -Government doesn’t justify invasion. People demand it. Makes it seem like people’s victory, appears grassroots -Reversing the propaganda model makes agenda not just accepted by masses but perceived as a victory.

50. 2. Identify the bad guy -Arresting KONY will make world better. -Ignores long history of rebel groups in African countries. -Sadaam Hussein: “facts” given to justify invasion. -With Kony, emotion is utilized. -Problem oversimplified and explained to an actual child who represents viewers.