Global Communication: Chapter 11: Global Communication and Propaganda

Introduction

- Propaganda is the oldest term associated with global communication and became more and more important (even dangerous for some) as communication technologies developed

- First definition given: “propaganda is the use of communication channels, through known persuasive or manipulative techniques, in an attempt to shape or alter the public opinion”

- The historical/traditional perception of what is propaganda is closely linked with the eras of Hitler, Stalin and Mussolini

- Another definition for propaganda: “the use of highly persuasive messages that are designed to support public policies, nurture feelings of patriotism, or just convince us that certain activities, situations, or products will serve our best interest if engaged in, consumed or embraced”

- There is no simple definition for the term propaganda, and it is not always easy to identify its use

- The purpose of propaganda is to persuade and convert by using intentionally selective and biased information

I. Origins of Propaganda

1. The term propaganda started to refer to communication media in the 20^th century only, before that, it had to do with the condemnations of clandestine organizations that attempted to undermine or influence public affairs

2. Propaganda carries a strong negative connotation because the ones that exerted it believed that the “ends justify the means”

3. Lippmann (1922) and Lasswell (1927) are the pioneers in the study of propaganda techniques. Lasswell even detailed how exactly the manipulation of propaganda should be implemented.

II. Seeking a Definition

1. There are different points of view and definitions to propaganda, but all agree that propaganda is “a phenomenon of public discourse guidance or coercion that is not always immediately recognized as harmful by everyone”

2. With nowadays communication technologies, propaganda can be spread through movies, comics, internet, television, radio, advertising, and everyday news media coverage

III. Propaganda and Public Relations

1. The author considers that modern day synonyms to propaganda can be: public relations, publicity, marketing, and advertising

2. The author gives a series of examples that could be perceived as propaganda

IV. Public Diplomacy

1. Is related to government communication campaigns and is viewed as a “truthful propaganda”

2. Gullion’s definition of public diplomacy: “to interact with groups, people, and cultures beyond national borders, influencing the way groups and people in other countries think about foreign affairs, react to our policies, and affect the policies of their respective governments”

3. The main objective of public diplomacy is to inform and influence public opinion internationally, or in other words: “win the international public minds and hearts”

4. In a word, public diplomacy involves monitoring public opinion and engaging in dialogues with international audiences

V. Research on Persuasion

1. Research on propaganda started at the end of World War One and its aim was to understand the effect of mass media propaganda upon populations subjected to it

2. There are two main trends in propaganda, one sided messages and two sided messages

a. One sided messages offer arguments in favor of the perspective offered, and are more effective to reinforce an already held position, and is more effective on less educated populations

b. Two sided messages offer the arguments of both sides, are more effective when a perspective will be exposed to counterarguments later, and is more effective on better educated people

c. Both one sided and two sided messages are less effective in enhancing attitude change if the subject has a great knowledge about the subject

d. Prolonged and repeated exposure to specific forms of propaganda might have a marked effect on basic core values held by individuals

3. Three main theories about propaganda appeared from the conducted researches

a. Schramm’s silver bullet model: a fatalist theory that was later relegated to the status of folk belief, suggested that the media has a powerful and direct effect on the public (it uses the metaphor of a bullet that hits everyone) and that media messages can “produce phenomenal changes and essentially get us to do whatever in whishes”

b. Gerbner’s mean world syndrome (that is part of his cultivation theory): argues that heavy television viewing and the violence that is portrayed gives people a sense of insecurity and vulnerability

c. Herman and Chomsky consider that the ultimate media purpose is to divert the public attention away from important political issues by promoting mindless entertainment

4. Research also helped theorize notions such as agenda setting (the media doesn’t tell us what to think, but what to think about), and gatekeeping (decision that concern which stories are going to be covered by the media and to what extend)

VI. Wartime Propaganda

1. Lasswell identified four main objectives of propaganda during wartime (especially World War Two)

a. mobilize hatred of the enemy

b. preserve friendship allies

c. procure the cooperation of neutral nations

d. demoralize the enemy

2. The authors provides examples of the use of propaganda by Nazi-Germany and the US and UK, particularly through persuasive documentaries and films that we addressed to the general public and to the military troops

VII. Strategies of Propaganda

The Institute for Propaganda identified in 1937 the seven most frequent propaganda strategies

1. Name calling: the use of labels to project an idea in a favorable or unfavorable way (ex. Axis of evil)

2. Glittering Generality: the tendency to associate an issue or an image with a noble or virtuous term, to arouse both faith and respect in listeners or readers (ex. Freedom, Peace, New World Order)

3. Image Transfer: happens when one takes the power, respect, and good reputation of an existing entity or concept and tries to share these positive qualities through associating them with a product, group, individual, position, or program (often happens in advertising)

4. Testimonials: happens when a distinguished or recognized but highly unpopular person is used to cast a product, individual, group, position, or program, in either a positive or negative light

5. Plain Folks (Regular Guy): happens when the communicator wishes to convince others that his /her ideas or he/she are good or valid since they are like everyone else, just like ordinary people

6. Card Staking: occurs when a presentation uses a selection of facts and distortions, elucidations and confusions, and both logical and illogical statements. It is the most difficult propaganda technique to detect.

7. Bandwagon Approach: uses the idea that “everybody is doing it”, so individuals are encouraged to join or follow the crowd. This technique usually appeals to feelings of loyalty and nationalism on people.

VIII. Modern Use of Propaganda

1. The periods of WWII and Cold War witnessed governmental efforts to produce propaganda

2. Propaganda extensively uses media channels

IX. Terrorism and Propaganda

1. When engaged by governments: state terrorism

2. When emanates from a nongovernmental group: non state terrorism

X. Addressing Terrorism: illustrates how terrorism is an example of propaganda