Download Propaganda

Propaganda as Persuasion: Seven Techniques
Introduction: Three Concepts
•The Rhetorical Continuum:
Information(We like) . . . to Persuasion . . . to
Propaganda (We dislike)
Information
Persuasion
propaganda
(like)
(dislike)
•Modern Science and Rhetoric:
SMCR model and the two step flow
perspective
Source
S-M-C-R Model
Message
Channel
Receiver
Two Steps
me
media
(step one)
(step two)
(We check out media messages with friends
and then make up our minds)
me & friends
•Inoculation Theory:
Examples--Korean War and Brain Washing, Patti Hearst
Seven Propaganda Techniques
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Band Wagon
High Bred Mergers
Name Calling
 The Power of Labeling (Stasis Theory)
 Ad Hominum Fallacy (name calling)
 Example: “a business women” why not a business person?
 Example: “Hanna Arendt and the ‘solution’” or euphemisms
Glittering Generalities
The use of Virtue Words (Pathos appeals)
Example: Family Values
Transfer
•Carry over from one concept to another
•Use of Metaphor both Verbal and Visual
•Example: Clinton and Cartoons
Testimonial
•The use of famous people (Ethos appeals)
•Ad Vercundium Fallacy (only one source)
•Example: Charlton Heston speaks for republican party
Plain Folks
•“Of the people”
•Source and audience are the same (hides differences)
•Example: Clinton eats at McDonalds
Band Wagon
•Conformity
•Fear Appeals (Different is dangerous)
•Example: Homosexuality, etc.
Hybrid Mergers
•Blending Techniques
•Try to confuse the audience
•Example: Merging abortion with politics
•Examples:
Big lies--Hitler; Limbaugh
Declarations, “that’s me” & simple answers
Time, Buchanan (picture with workers)