Detailed Outline of Chapter 11

Global Communication and Propaganda

- Propaganda has to do with the use of communication channels, through known persuasive or manipulative techniques, in a n attempt to shape or alter public opinion.

The use of propaganda:

- First, government leaders, with intent to mold public opinion on international issues that have bearing on a country and its people, often use its techniques

- Second, use of propaganda is in attempts to influence matters abroad, normally to reinforce a country’s public actions or policies, or perhaps to change or reinforce perceptions of a country, its citizens, or its reputation among individuals elsewhere in the world

- Finally, nongovernmental entities may seek access to global communication channels in order to sway public opinion or affect public policy formationThe purpose of propaganda is to persuade and convert by using intentionally selective and biased information

1. Origins of Propaganda

a. The origins of the term propaganda may be traced to the 17th century. It was used in condemnation of clandestine organizations that attempted to undermine or influence foreign affairs

b. Lipmann and Lasswell: manipulation was necessary for managing individual in democratic societies; propaganda to mold public opinion for the support of a democratic society

2. Seeking a Definition

a. Propaganda is a phenomenon of public discourse guidance or coercion that is not always immediately recognized as harmful.

b. Propaganda has to do with the use of communication channels, through known persuasive or manipulative techniques, in an attempt to shape or alter public opinion.

3. Propaganda and Public Relations

a. Instead of propaganda, many prefer to use terms such as public relations, publicity, promotion, marketing, public affairs, and advertising

b. The constant use and misuse of the term has led to further confusion so that today the term has diminished importance and impact

c. Hegel: even democratic societies might be controlled through hidden persuaders and manipulators

d. Creel

e. Dewey

f. The widespread management of public opinion formation in the domestic market

4. Public Diplomacy

a. Truthful propaganda: public diplomacy is public relations

b. Public diplomacy became very closely associated with activities emanating from the United States

c. The objectives of those involved in public affairs communication are to inform and influence public opinion intentionally

5. Research Persuasion

a. Propaganda research was concerned with understanding the effects of the mass media propaganda upon populations subjected to it

b. Differentiated between one-sided messages that offer arguments in favor of the perspective being promoted and two-sided messages where both favorable and bipolar sides of an argument are given.

c. Two sided arguments were found to be more effective than one sided approaches

d. Exposure to specific forms of propaganda might have a marked effect on basic core values held by subjects

f. Bucket theories and the mass mediated manipulation

6. Wartime Propaganda

a. Propaganda was important to mobilize hatred of the enemy

7. Strategies of a Propaganda Campaign

a. Name-calling: the use of labels to project an idea in a favorable or unfavorable light. Its purpose is also to discourage individuals from examining substantive evidence on an issue.

b. Glittering Generality: the tendency to associate and issue or image with a noble or virtuous term. Purpose= arouse both faith and respect in listeners and readers

c. Image Transfer: when one takes the power, respect, or good reputation bestowed on an existing entity or concept, and then attempts to share these positive qualities through association with a product, individual, or position, the perpetrator is hoping to benefit from it.

d. Testimonial: when a distinguished or recognized but highly unpopular person is used to cast a product, individual, position in either a positive or negative light.

e. Plain Folks: when a communicator wishes to convince others that they or their ideas are good or valid since they are similar to everyone else, just everyday ordinary people.

f. Card Staking: when a presentation uses a selection of facts and distortions, elucidations and confusions, and both logical and illogical statements.

g. Bandwagon Approach involves utilization of a notion that “everybody is doing it”

8. Modern use of propaganda

a. The long running Cold War was often central to activities as we saw governmental efforts to produce propaganda continue in the aftermath of the Second World War (social guidance films)

9. Terrorism as Propaganda

a. Governments continue to be major users of propaganda in the delivery of messages

b.When the messages emanates from a nongovernmental group, it is called non-state terrorism.

c. Public sentiment in the meantime will be influenced by rhetoric

10. Addressing Terrorism

a. Global inequities and the imbalance of power.

b. While other terrorist groups will undoubtedly emerge, the likelihood of this occurring might diminish is we turn our attention to the political, social and economical problems of these countries

11. Conclusion

a. Propaganda is a long-established communication technique employed for public opinion manipulation.b. Advances in technologies have made propaganda even more persuasive