Download PROPAGANDA

PROPAGAND
A
FAKULTAS ILMU KMUNIKASI
UNIVERSITAS GUNADARMA
Propaganda
How it sounds?
Source: Black, Jay. 2001. Semantics and Ethics of Propaganda.
Journal of Mass Media Ethics, 16(2&3), 121–137
The Early Stage of Propaganda
In 1622, Vatican
(Pope Gregory XV)
established the
Congregatio de
Propaganda Fide
Classic Definitions
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Lasswell wrote, is “the control of opinion by
significant symbols, or, so to speak, more
concretely and less accurately, by stories,
rumors, reports, pictures, and other forms of
social communications” (1927, p. 627).
in 1842 W. T. Brande, propaganda is
something “applied to modern political
language as a term of reproach to secret
associations for the spread of opinions and
principles which are viewed by most
governments with horror and aversion”
Education VS Propaganda
Education aims at independence of judgment.
Propaganda offers ready- made opinions for the
unthinking herd. Education and propaganda are
directly opposed both in aim and method. The
educator aims at a slow process of development; the
propagandist, at quick results. The educator tries to
tell people how to think; the propagandist, what to
think. The educator strives to develop individual
responsibility; the propagandist, mass effects. The
educator fails unless he achieves an open mind; the
propagandist unless he achieves a closed mind.
(Everett Martin, 1929. p. 145)
Propaganda in Mass Media
Who says what to whom via which channels
with what effects? (lasswell, 1927)
NAZI PROPAGANDA
The Characteristics of
Propaganda (Uudelepp, 2008)
Author
Altering
attitudes/
Behavior
Manipulating
reality
Target group
Walter Lipmann
Altering attitudes
Forming social
patterns
People
Edward Bernays Altering attitudes Altering relations Public
Harold Lasswell
Altering both
Manipulation of
representations
People
Jacques Ellul
Altering both
Psychological
manipulations
Organized group
Garth Jowett &
Victoria
O ́Donnell
Altering both
Manipulate
cognitions
People
Model of
Contemporary
Propaganda,
(Uudelepp, 2005)
Strategy of Propaganda
 Name
Calling
 Glittering Generalities
 Transfer
 Testimonial
 Plain Folks
 Card Stacking
 Bandwagon
Propaganda Bases,
Instruments and Techniques
Bases of
instruments
Propaganda
instruments
Classic
propaganda
devices
Propaganda techniques
Possible
indicators
1. Ad hominem arguments
Greedy,
unintelligent etc
2. Ridiculing
Comparison with
animal etc
3. Selection of emotionally
appealing words
Best, new, future
etc
4. Selection of emotionally
appealing images
Children,
animals, sun etc
5. Calls for altruism
Claiming that
person is good
etc
6. Referring to accepted
symbols
University,
church, flag etc
7. Referring to accepted
Doctors, judges,
Name calling
Symbols and
stereotypes
Cognitive
propaganda
instruments
(CPI)
Glittering
generalities
Transfer
1
Propaganda Bases,
Instruments and Techniques
Bases of
Propaganda
instrument
instruments
s
Classic
propaganda
devices
Testimonial
Influence
of elite or
social
group
Social
propaganda
instruments
(SPI)
Plain Folks
Band wagon
2
Propaganda
techniques
Possible
indicators
1. Emphasizing
on authority
Scientist,
minister etc
2. Emphasizing
on celebrity
Sports star,
singer etc
3. Image based
on target
audience
Clothing,
haircut etc
4. Behavior based
Visiting same
on target
market etc
audience
5. Creation of
confident image
Lots of
followers on
image etc
Propaganda Bases,
Instruments and Techniques
Bases of
Propaganda
instruments instruments
Distortion
of reality
Technological
propaganda
instruments
(TPI)
Classic
Propaganda
propaganda
techniques
devices
Card
stacking
3
Possible indicators
1. False inductivity
Sample too small
etc
2. False causality
Switching cause
and effect
3.
Oversimplification
Creating false
dichotomy
4. Manipulating
with numbers
Mixing
percentages etc
Budaya Politik
Tingkahlaku individu dan orientasi terhadap
kehidupan politik yang dihayati oleh para
anggota suatu sistem politik.
Budaya yang
melekat pada
individu atau
masyarakat akan
memberikan
orientasi umum
dalam diri inidividu
tersebut untuk
menentukan sikap
politik (Mendukung,
apati, tidak
peduli,dll)
Prilaku
Politik
Orientasi
Politik
Budaya
Tipe Budaya Politik
Budaya Politik Parokial
Budaya Politik Kaula
Budaya Politik Partisipan
Budaya Politik Parokial
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Cenderung bersifat Tradisional
Orientasi peminatan Terbatas pada wilayah
Tidak tertarik pada obyek-obyek politik yang lebih
luas bahkan tidak secara holistik.
Pemusatan kekuasaan dan kewenangan lebih
terasa bagi masyarakat.
Apatis;
Pengetahuan politik rendah;
kesadaran dalam berpolitik rendah;
Tidak peduli dan menarik diri dari kehidupan
politik.
Budaya Politik Kaula
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Berorientasi pada keseluruhan sistem hingga
outputnya,
Tetapi berorientasi lemah dalam
merefleksikan dirinya sebagai aktor politik
aktif.
Sangat pasif dalam sirkulasi sistem politik
Memiliki pengetahuan dalam bidang politik
yang cukup
Partisipasi politik minim
Kesadaran dalam berpolitik rendah.
Budaya Politik Partisipan
 Berperan
aktif dalam sistem politik
 Berorientasi pada keseluruhan sistem
 Pengetahuan tentang politk tinggi;
 kesadaran dalam berpolitik tinggi;
 Partisipasi dalam berpolitik aktif;
 Kontrol Politik aktif.
Referensi
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Brian Mcnair. (2011). An Introduction to Political
Communication. Routledge. London & New York.
Dan Nimmo. (2011). Komunikasi Politik; Komunikator,
Pesan, dan Media (terjemahan). Pengantar;
Jalaluddin Rakhmat. PT. Remaja Rosdakarya.
Bandung.
Henry Subiakto & Rahmah Ida. (2012). Komunikasi
Politik,Media,dan Demokrasi. Kencana Prenada
Media Grup.Jakarta.
Prof.Hafied Canggara.(2011). Komunikasi Politik;
Konsep, Teori dan Strategi. Rajawali Pers.
Richard West & Lynn H.Turner. (2008). Pengantar Teori
Komunikasi; Analisis dan Aplikasi. Terjemahan.
Salemba Humanika.Jakarta.