Com 357 Final exam

The Role of Advertising

Advertising as propaganda has been largely responsible for the creation of the massive consumer culture in the 20th century, as well as for the fundamental alteration of the nature of political practices in democratic societies. Its danger lies in the increasing use of the tactics of this consumer advertising to market dangerous substances and political figures and ideologies. This has resulted in a public that is increasingly ill-informed to make important social and political decisions on a rational basis - instead becoming more reliant on the sophisticated manipulation of images and symbols.

The New Propaganda: Elitist?

Bernays argues that propaganda is used to serve the interests of the constitution by focusing and realizing the desires of the masses. Such propaganda is developed and promoted by those "in whom selfish interests and public interests coincide." He says that "only through the active energy of the[se] intelligent few can the public at large become aware of and act upon new ideas."

The Fight over Secondhand Smoke

By the mid-1980s, nearly every American knew that smoking caused cancer and other illnesses However, the tobacco industry successfully promoted and sustained doubt. When the EPA (Environment Protection Agency) took steps to limit indoor smoking, the Tobacco Institute set out to challenge the EPA. The Industry knew of the dangers of secondhand smoking by the early 1970s The industry own research had found that sidestream smoke contains more toxic chemicals than mainstream smoke The states were moving actively against tobacco. By 1979 all states (except Nevada and Kentucky) had some antismoking legislation A landmark study: National Cancer Center Research Institute in Tokyo (impact on women whose husbands smoke). Also, a study in New England Journal of Medicine (impact of smokers on co-workers) Publicly the industry criticized the studies Privately they agreed with the studies

New propagandist technique

Contemplates who influences the eating habits of the world. Decides to influence physicians to verbally support the health benefits of bacon. Decides to modify the custom of home arrangements so that a music room is desired by the group. Influences famous musicians, architects, society leaders.

Advertising: Critics

Critics point out that vast sums of money are spent promoting an increasingly wider range of choices in an already overburdened market. Does society need to choose from 30 kinds of toothpaste? Economists disagree about whether advertising increases the costs of goods: Effectively lowering the unit costs of goods Increasing cost of goods by adding ad costs Advertising also serves as the financial base for communication networks: The structure of our commercialized media system is totally dependent on the revenues from advertising. Even public broadcasting depends on underwriting from the business sector. Critics argue that the structure of the commercial media system is actually delivering an audience to the advertiser - its purpose is not really to deliver options to the audience.

Universal Literacy

Democratic doctrine argued for universal literacy, which was supposed to educate the common man to control his environment, with a mind fit to rule. Bernays says that instead of a mind, universal literacy gave man rubber stamps inked with: Advertising slogans Editorials Published scientific data Trivialities of tabloids Platitudes of history In other words, no original thought.

The Emergence of Propaganda Technique

Developments in propaganda must be examined within this intellectual context. Early propagandists use of mass media seemed to justify these fears and doubts about these new forms of communication and their potentially dangerous ability to manipulate mass audiences. According to J. Sproule (1997): "Almost all forms of communication and entertainment came under critical examination as potential vehicles for propaganda" following WW1. These included mass media and government communication. He noted: Despite the demise of the Committee on Public Information (CPI), agencies of the federal government continued to spend the people's money to tell people what to believe."

Who were the targets of McCarthyism?

During the McCarthy era, thousands of Americans were accused of being communists or communist sympathizers and became the subject of aggressive investigations and questioning before government or private-industry panels, committees and agencies. The primary targets of such suspicions were government employees, those in the entertainment industry, educators and union activists. Suspicions were often given credence despite inconclusive or questionable evidence, and the level of threat posed by a person's real or supposed leftist associations or beliefs was often greatly exaggerated. Many people suffered loss of employment or destruction of their careers; some even suffered imprisonment. Most of these punishments came about through trial verdicts later overturned, laws that were later declared unconstitutional, dismissals for reasons later declared illegal or actionable, or extra-legal procedures that would come into general disrepute.

The Mechanics of Propaganda

He discusses magazines, radio, advertising but notes: "the American motion picture is the greatest unconscious carrier pf propaganda in the world today. It is a great distributor for ideas and opinions." Is that true today? How so, or why not? He says the motion picture can standardize the ideas and habits of a nation. Because pictures are made to meet market demands, they reflect, emphasize and even exaggerate broad popular tendencies, rather than stimulate new ideas and opinions. The motion picture avails itself only of ideas and facts which are in vogue.

Kenneth Burke's work

In a series of major works Burke began to explore literature not only as a potential social influence and reflection of social attitudes, but as a model of the structure of human action. Human action, said Burke, is essentially symbolic action, shaped and motivated as if it were drama. Hence, he used the term dramatism to describe a way of studying human motivation.

Why do we have a limited number of political parties?

In theory, every citizen makes up his mind on politics and public questions and matters of private conduct.

Scientists for Hire

The Tobacco Industry hired a number of well know scientists willing to fight science One of them, Fred Singer, established Science and Environment Policy Project to defend tobacco industry

Purpose of the Book

To explain the structure of the mechanism which controls the public mind, and to tell how it is manipulated by the special pleader who seeks to create public acceptance for a particular idea or commodity. It will attempt at the same time to find the due place in the modern democratic scheme for this new propaganda and to suggest its gradually evolving code of ethics and practice.

The EPA Report: The tobacco industry attack

Tobacco industry attacked the report and other studies by questioning their methodology, consistency evidence, and statistical significance

Name Calling

Trash-talking another product or person. The Name-Calling technique is a technique used to bring a negative look towards someone or something, which is basically the exact opposite of Glittering Generalities. Like the glittering generalities technique, name-calling doesn't offer support to back up its claims, and is very often seen in political advertisements to make fun of or put down another candidate.

Symbolic Rebirth

Utilizes the projective device of the scapegoat. Hitler joined the scapegoat projection with the inborn dignity of racial superiority. His followers get the feeling of 'moving forward' toward a 'goal' - a new order. Burke notes that "In Hitler, as the group's prophet, such rebirth involved a change of lineage." Burke was the only presenter at the session to emphasize the role of the critic in fighting against fascist propaganda, with his own essay as an example. He urged writers "to find all available ways of making the Hitlerite distortions of religion apparent, in order that politicians of his kind in America be unable to perform a similar swindle" (qtd. in Stewart 147)

What was the four tropes Burke identified that Hitler used?

inborn dignity projection device symbolic rebirth commercial use

Synecdoche

related to metonymy and metaphor, creates a play on words by referring to something with a related concept. For example, referring to the whole with the name of a part, such as "hired hands" for workers; a part with the name of the whole, such as "the law" for police officers; the general with the specific, such as "bread" for food; the specific with the general, such as "cat" for a lion; or an object with the material it is made from, such as "bricks and mortar" for a building.

Bad Science: A Resource Book

200-page book published by tobacco industry Pretended to be scientific work fighting bad science It propagated the idea that science is manipulated by government agencies for political purposes It claimed that: Too often science is manipulated to fulfill a political agenda No agency is more guilty of adjusting science to support preconceived public policy prescriptions than the EPA Like many studies before it, EPA's recent report concerning environmental tobacco smoke allows political objectives to guide scientific research

Testimonial

A famous person recommends a product or a political endorsement. An advertisement that includes a celebrity endorsement, such as a popular actress appearing in a makeup ad, is one type of testimonial propaganda. Testimonial propaganda takes advantage of the goodwill and trust the public tends to feel toward famous people.

Advertising

Advertising is a series of appeals, symbols, and statements deliberately designed to influence the receiver of the message toward the point of view desired by the communicator and to act in some specific way as a result of receiving the message, whether it be to purchase, vote, hold positive or negative views, or merely maintain a memory. Advertising is not always in the best interest of the receiver. The use of advertising as a means of informing the public about the choices and availability of goods and services in an integral part of the free enterprise capitalist system. It is different from many other forms of communication because the communicator pays for placement and expects a return on their investment.

Why we fight

After World War I the methods used to gain support from troops and civilians needed to change. Giving speeches to both soldier recruits and the U.S. public was no longer effective. Film became the medium of choice to persuade U.S. soldiers and recruits about why fighting was necessary.

Commercial Use

An ideology is more or less worthless if it is never applied in some sense or dynamic - it cannot exert any effect or causes upon secondary ideologies and/or dynamics. In other words, Hitler had something to sell. Hitler was a master at "selling his ideology" to those who would both support it from a financial standpoint (banks, business leaders) and those who vote/fight for it (political leaders, workers, academics). According to Burke, Hitler's ideological movement provided a noneconomic interpretation of economic ills. It deflected attention from the economic factors involved in modern conflict For example, by attacking "Jew" finance instead of finance itself, he was able to stimulate an enthusiastic movement that left "Aryan" finance in control. In his chapter "the Causes of Collapse" Hitler refused to consider Germany's plight as in any way connected to the consequences of WW1. He states: "The military defeat of the German people is not an undeserved catastrophe, but rather a deserved punishment by eternal retribution."

Propaganda and the Internet: The Power of Memes

An internet meme is a cultural phenomenon, spreading like a virus, traveling from one person to another swiftly until it takes on a life of its own. "Meme' is pronounced as 'meem', which rhymes with 'seem' or 'team'. Meme is a term coined by Richard Dawkins. Memes are usually jokes, urban legends, viral videos, funny pictures or contagious music. Memes today hugely influence modern language and culture. They shape how the youth, and the whole internet user population for that matter, live their lives. Marketing, advertising and promotions professionals embrace memes, because it's inexpensive and trendy; plus its unique characteristic is to spread like a virus. The more people go online, the stronger memes will be. Memes equals money. Memes have assisted in producing fame and fortune for many people, transforming nobodies to overnight sensations in the blink of an eye. Memes are a great opportunity; always at work even during your offline hours, always up for 24 hours a day, 7 days a week.

Plain Folks

Appeals to regular people and their values such as health, family and patriotism. It is a technique used to portray a person as an ordinary citizen to their audience. This technique is commonly practiced by politicians.

The use of Public Relations Firms

Association of Public-Safety Communications Officials (APCO)-International In the early 1990s, APCO worked closely with tobacco industry to develop 'scientific' articles to defend secondhand smoke and promote the idea that the EPA work was "junk science"

Bernays argument for organized chaos

Bernays argues that: We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is logical and how a democratic system must function. He argues that because of free market/open competition, society has necessarily consented to permit free competition to be organized by leadership and propaganda. We have thousands of organizations, clubs and associations. Bernays suggests: "Ideas are sifted and opinions stereotyped in the neighborhood bridge club. Leaders assert their authority through community drives...thousands of women may unconsciously... follow the fashions set by a single society leader."

What did Burke note about Hitler?

Burke noted that Hitler had "swung a great people into his wake." He was intrigued and concerned about the tactics used to do so. He suggested it was important to understand these tactics not just to understand what was happening in Germany but also to guard against such "similar medicine" occurring in America.

In 1991 Philip Morris outlined four objectives specifically related to secondhand smoke

Fight bans on smoking in workplaces Maintain smoking areas in transportation facilities (e.g., airports) Promote the idea of 'accommodation'—that smokers had the right to be accommodated Maintain the controversy about tobacco smoke in public and scientific forums.

Magazines

Inexpensive postal rates established by Congress in 1879 Ladies' Home Journal and Saturday Evening Post Circulations greater than half a million No necessarily propaganda but presented a particular perspective and influenced the shaping of domestic life in the US. Saturday Evening Post became a major vehicle of mass culture, particularly during WW1 when it was read by 10 million people per week and decidedly anti-German. nexpensive postal rates established by Congress in 1879 Ladies' Home Journal and Saturday Evening Post Circulations greater than half a million Not necessarily propaganda but presented a particular perspective and influenced the shaping of domestic life in the US. Saturday Evening Post became a major vehicle of mass culture, particularly during WW1 when it was read by 10 million people per week and decidedly anti-German. Lesser circulation but still influential in guiding public opinion: Harper's Weekly (1857); Atlantic Monthly (1857); The Nation (1865) Contributed to the shaping of the public agenda on issues such as poverty, immigration, business corruption, and public health. It is a very personalized medium, creating strong reader identification and association through editorial tone and content. Still influential and important medium today.

Kenneth Burke

Kenneth Burke (1897-1993) was a literary theorist and critic whose work was influential in several fields of knowledge where symbols are a central focus of study.

Kenneth Burke Tropes

Kenneth Burke has called metaphor, metonymy, synecdoche, and irony the "four master tropes." The remaining two tropes are allegory and antanaclasis. We study these tropes because we use them in communication.

McCarthyism

McCarthyism is the practice of making accusations of subversion or treason without proper regard for evidence. The term refers to U.S. Senator Joseph McCarthy and has its origins in the period in the United States known as the Second Red Scare, lasting roughly from 1947 to 1956 and characterized by heightened political repression as well as a campaign spreading fear of influence on American institutions and of espionage by Soviet agents.

Public Relations

PR is a field concerned with maintaining public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians. PR is the practice of managing communication between an organization and its publics

Newspapers

Penny Press Support for both sides during Civil War - thousands of African Americans moved north after a newspaper campaign to move them to safer places. Population doubled between 1870 and 1900. In the same period daily newspapers went from 489 (2.6 million copies) to 1967 (15 million copies). During both world wars newspapers were the major source of information and were used for propaganda extensively. Despite broadcast, newspapers are still read today for in-depth coverage and perspectives on news and events. They continue propagandizing, sometimes as straight news and sometimes as editorializing.

Origins of McCarthyism

President Harry S. Truman's Executive Order 9835 of March 21, 1947, required that all federal civil service employees be screened for "loyalty." The order said that one basis for determining disloyalty would be a finding of "membership in, affiliation with or sympathetic association" with any organization determined by the attorney general to be "totalitarian, Fascist, Communist or subversive" or advocating or approving the forceful denial of constitutional rights to other persons or seeking "to alter the form of Government of the United States by unconstitutional means." There were also more subtle forces encouraging the rise of McCarthyism. It had long been a practice of more conservative politicians to refer to progressive reforms such as child labor laws and women's suffrage as "Communist" or "Red plots." This tendency increased in the 1930s in reaction to the New Deal policies of President Franklin D. Roosevelt. Many conservatives equated the New Deal with socialism or Communism, and saw its policies as evidence that the government had been heavily influenced by Communist policy-makers in the Roosevelt administration.

Repetition

Repetition is used in advertising as a way to keep a brand or product in the forefront of consumer's minds. Repetition can build brand familiarity, but it can also lead to consumer fatigue, where consumers become so tired of an ad that they tune out or actively avoid the product.

Attacking regulations from many different sides

Restrictions on smoking in the workplace seen as employment discrimination Increased taxation of tobacco products seen as frivolous taxation in general, "tax and spend" attitude, "big government" Generally restrictions on smoking seen as "Nanny government," overprotective.

After WWI The New Propaganda

The American govt. and other patriotic agencies developed a new technique for achieving public acceptance for national endeavors: They appealed to individuals using visual, graphic, and auditory means They secured the cooperation of key people in every group -people whose words carried authority to hundreds or thousands or more. The new propaganda identifies the anatomy of society with its interlocking group formations and loyalties. It sees the individual not only as a cell in the social organism but as a cell organized into a social unit. Touch a nerve at a sensitive spot and you get an automatic response from certain specific members of the organism. Through these means they gained the support of fraternal, religious, commercial, patriotic, social, and local groups whose members took their opinions from their accustomed leaders and spokespeople, or from the periodical publications which they were accustomed to read and believe.

Organized Chaos

The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society.

The new audience

The late 19th and early 20th centuries were periods of great expansion of propagandist activities. The growth of mass media and improvements in transportation and technology created a mass audience that provided the perfect environment for the increased use and effectiveness of propaganda. The New York Sun (1833) introduced the daily 'penny press.' Newspapers provided more than just political and economic information. They offered entertainment and local news that created a sense of social cohesion in an increasingly fragmented world. The reader was made aware that they were part of the wider world, sharing and reacting to the news.

The EPA Report in Dec 1992: Respiratory Health Effects of Passive Smoking

The report attributed 3,000 lung cancer deaths and 150,000 to 300,000 cases of bronchitis and pneumonia in children per year to secondhand smoke Thousands of cases of aggravated asthma Tobacco was considered a class A carcinogen But overall the report was cautious: many other effects of secondhand smoke were left for further research

According to Bernays

This invisible, intertwining structure of groupings and associations is the mechanism by which democracy has organized its group mind and simplified its mass thinking.

Mccarhtyism and Books

Throughout history books have been an important source of propaganda. Though limited in circulation (except for best sellers), books continue to play a pivotal role in the shaping of ideas and attitudes on a large scale - larger than their actual readership. ❑1953 Senator McCarthy had 100 books removed from US diplomatic libraries because of 'procommunist' views - included Common Sense ❑Some schools and districts have pulled books from the shelves because of just one loud and persistent complaint. ❑Books are targeted because of their influence as cultural repositories and agents of social change ❑Book publishers' obligations demand they resist censorship

What is a literary trope?

A literary trope is the use of figurative language - via word, phrase, or even an image - for artistic effect, such as using a figure of speech. The word trope has also come to be used for describing commonly recurring literary and rhetorical devices.

Propaganda

A mode of discourse intended to persuade, to manipulate, and to indoctrinate its audience into accepting policies that they might not otherwise support. Propaganda is a discourse that legitimates certain interests and polices while providing a one-sided, simplified, and distorted, but not necessarily totally untrue, view of events or people.

What is an Allegory?

A sustained metaphor continued through whole sentences or even through a whole discourse. For example: "The ship of state has sailed through rougher storms than the tempest of these lobbyists."

Transfer

An appeal that helps a person imagine themselves as part of a picture. It is 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 subjects mind. Although this technique is often used to transfer negative feelings for one object to another, it can also be used in positive ways. By linking an item to something the subject respects or enjoys, positive feelings can be generated for it.

Bandwagon

An appeal to be part of the group. The purpose of this technique is to make the audience think and act in a way that the majority follows. This tendency of following the beliefs and actions of others occurs when an audience sees others conforming. We see it in literature, politics, and advertisements. Bandwagon is a good approach for persuasive writing that successfully works on human minds and psychology. Conversely, writers often use it as a pressure tactic by creating a sense of fear among the readers if they do not agree with their beliefs, for example, patriotism.

Projection device

Basically involves putting the cause of your problems onto someone or something else. This is an important dynamic from both a religious and a political standpoint. In terms of politics - it is a useful tool for the defining of self, or of the group. This identity is formed from relational differentiation - or a contrast with the other. In terms of religion - it functions in a two-fold manner. The first is from a salvic standpoint. In order to save (or change the existent state) the sins (or system brokenness) are projected (by way of theology [belief-faith and/or ritual]) onto another entity and/or group. The second is by the incorporation of a separation dichotomy, whereby a dualist perspective is adopted and the division is made between the 'sacred' and the 'profane.' Hitler utilized this dynamic by projecting the Jews as to be the problem (a political device, by referential qualification) but then he utilized both religious dynamics by offering a plan of salvation (via separation), which found its essence in understanding one race to be sacred-superior and the other profane-inferior.

The Psychology of Public Relations

Bernays asks: If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will and without their knowing about it? What do you think? Why? Any examples? The practice of propaganda has proved that it is possible, at least up to a certain point and within certain limits. To be successful the propagandist (or PR counsel) must: Do research Expect a wide margin of error Work on the opinion leaders Successful propaganda is based on the psychological knowledge, (Freud) that people are actuated by motives which they conceal from themselves. Propagandists must find the true reason, not the reason people give, for their actions. A person will say they purchased a car after careful analysis of the technical or safety features. Yet they probably purchased it because a friend who financial acumen he respects bought one recently, or because his neighbors think he can't afford it, or because it is the color of his fraternity. He may want it because it is a symbol of his social standing, an evidence of his success in business, or a means of pleasing his family.

The New Propaganda Resulted After WWI

Bernays notes that it was the astounding success of propaganda during WWI that opened the eyes of the intelligent few in all departments of life to the possibilities of regimenting the public mind. Bernays argues that the practice of propaganda changed after WWI, based on what was learned using propaganda techniques during the war.

Propaganda Movies Effect

Have had a large influence on: Courting behavior Clothing styles Furniture and architecture Speech mannerisms Eating and drinking habits In these and other areas, movies are an excellent shaper of subtle psychological attitudes and, in the right circumstances, can be a great source of social and cultural information.

The Mechanics of Propaganda

He says: Today the leading editorial offices take the view that the real criterion governing publication is news value. The newspaper cannot assume, nor is its function to assume, the responsibility of guaranteeing that what it publishes will not benefit someone. He says: What the newspaper does strive for is that the news which it publishes shall be accurate, and (since it must select from the mass of news material available) that it shall be of interest and importance to large groups of its readers. The role of the PR counsel is to breathe life into an idea and make it take its place among all the other information received by the editors. To that end: Targeting ideas and information to specific publics of the publication is good practice. The source of the news offered to the editor should always be clearly stated and the facts accurately presented.

Commercial Use

Hitler then argues that the cause of the military collapse was: "The consequence of moral poisoning, visible to all...which had begun to undermine the foundation of the people and the Reich many years before..." According to Hitler's rhetoric, this moral decay was the cause of the Jewish people, described as "a sin against the blood and the degradation of the race."

The Science of Advertising

In 1957 a very influential book was published by Vance Packard called "The Hidden Persuaders". The book voiced concerns about mass public manipulation. Americans became aware that advertisers could be using motivational research and even subliminal advertising to persuade. Concerns about the power of advertising similar to the "Magic Bullet" or large direct effects, suggested American minds were "lumps of clay" easily molded by advertising suggestions. It took more sophisticated research in the next three decades to establish that advertising did not work in such a simple manner and that the public's perception of such messages was no monolithic but rather subject to a wide range of possible interpretations. Yet people remain skeptical of advertising and advertisers have adopted a variety of advertising propaganda techniques to overcome this skepticism and create product differentiation in a crowded market.

Propaganda and the Internet: The Power of Rumor

In 1997 Tom Dowe wrote in Wired: "The Net is opening up new terrain in our collective consciousness, between old fashioned "news" and what used to be called the grapevine - rumor, gossip, word of mouth. Call it paranews - information that looks and sounds like news, that might even be news. Or a carelessly crafted half-truth. Or the product of a fevered...mind working overtime. It's up to you to figure out which." The Internet is an important source of information, particularly in the world of politics, though businesses and individuals are also vulnerable. Now, on a daily or even hourly basis, the actions of politicians are scrutinized, evaluated, commented on, and either praised or ridiculed. The potential for propaganda in such a climate is infinite. Anyone can spread a message, true or false, or manipulate information or images to suit their needs. The possibilities for serious mischief are endless.

Propaganda Movies

In a study of the contribution made by films to the war effort, Dorothy Jones (1945) of the Office of War Information, found that between 1942 and 1945 only about 30% of films dealt with the war. Yet by 1943 people wanted to escape the war and be entertained with musicals, romances, and comedies and the film industry was happy to oblige. This blend of war and escapist material tended to emphasize positive aspects of the "American way of life" and provided a potent propaganda source for morale building during this difficult time. A secondary effect of these films was their appeal to both our allies and conquered enemies, where the demand for them was only outweighed by the demand for American food. Recognizing this, the US government made serious effects to make available to the occupied countries only those films that showed the United States and its democratic institutions in a favorable light.

Overall

In pluralistic societies, all social, economic, and political forces 'fight' for their rights, recognition, and interests Sometimes the fight is honest Sometimes is not Citizens need to be aware of the methods used in political propaganda, advertisement, and in public relations

Card Stacking

Manipulating information to make a product appear better than it is, often by unfair comparison or omitting facts. Card-stacking propaganda is when only one side of an issue is showcased, and the other side is not mentioned or played down. It is frequently used in advertising, such as when commercials for a product only show positive testimonials, giving the impression that every consumer likes the product.

Some of the methods used are criticized:

Manipulation of news Inflation of personality General ballyhoo by which politicians, commercial products and social ideas are brought to the consciousness of the masses. Instruments used to focus public opinion.

The emergence of propaganda critique

Mass media was seen as catering to the lower levels of mankind rather than elevating it to its highest potential. Socialist and communist thinkers felt that mass media promoted capitalist society and lulled the populace to 'political lethargy.' The dominance of the negative concept of mass society in intellectual circles in the first part of the 20th century was a key factor in shaping the attitudes and subsequent attempts to control the perceived power of the mass media. Developments in propaganda must be examined within this intellectual context. Early propagandists use of mass media seemed to justify these fears and doubts about these new forms of communication and their potentially dangerous ability to manipulate mass audiences.

McCarthyisms Broader Meaning

McCarthyism has taken on a broader meaning, describing the excesses of similar efforts. The term is also now used more generally to describe reckless, unsubstantiated accusations, as well as demagogic attacks on the character or patriotism of political adversaries.

Bernays' Definition of Propaganda 1928

Modern propaganda is a consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea, or group.

Propaganda Movies

Most films were not part of a systematic propaganda campaign but the US government did seek cooperation from the film industry to develop anti-communist films during the Cold War: The Iron Curtain (1948) The Red Menace (1949) Whip Hand (1951) I was a Communist for the FBI (1951) My Son John (1952) Big Jim McLain (1952)

Advertising Propaganda Techniques

Name Calling Testimonial Glittering Generalities Bandwagon Transfer Card Stacking Plain Folks Repetition

The response of the tobacco industry

Philip Morris' vice-president in 1993: "All of us whose livelihoods depend upon tobacco sales must band together into a unified force The bottom line is: if smokers can't smoke at work, in stores, restaurants, they are going to smoke less" Presenting cigarettes as a symbol of strength, manhood, courage Brown & Williamson Tobacco Corp. spent more than $950,000 between 1979 to 1983 to feature its cigarette brands in more than 20 movies--including payments of at least $300,000 to action film star Sylvester Stallone. The payments took the form of checks, cash and merchandise--including jewelry and automobiles for such stars as Paul Newman, Sean Connery and Stallone

Definition of Propaganda by Ellul 1965

Propaganda is a set of methods employed by an organized group that wants to bring about the active or passive participation in its actions of a mass of individuals, psychologically unified through psychological manipulation and incorporated in an organization.

The New Audience

Radio provided the possibility of continuous international propaganda. Television and other forms of popular culture increased the problem of 'cultural imperialism' in which one nation's culture is imposed on another. Advertising has been the most pervasive form of propaganda since the 19th century and is disseminated on a global scale. This shared experience made it possible for propaganda to work. Propaganda can be successful only when it is targeted toward specific groups without having to diffuse the message. The mass media grew in importance. They were both the collector and disseminator of news. Put media in position to be merely informational or propagandist.

Old propagandist technique

Reactive psychology Create habits or convictions through repetition. "Eat more bacon." "Eat bacon because it is cheap, it is good, because it gives you reserve energy." Relies on the printed word. Advertisements, however factual are in direct conflict with others in the same market. Example: pianos

Concealing the source

Several projects were run as law firms to conceal their identity and to shield these efforts from scrutiny using attorney-client privilege

Disinformation Campaign

The Center for Tobacco Research set up a "special projects" office to deal with secondhand smoke: The development of opposing scientific evidence Expert witnesses Industry sponsored conferences to challenge the emerging scientific consensus

The Rhetoric of Hitlers battle

The Rhetoric of Hitler's "Battle" was an influential essay he wrote in 1939 which offered a rhetorical analysis of Adolf Hitler's rise to power in Germany. Much of Burke's analysis focuses on Hitler's Mein Kampf ("my struggle"). Presented at the League of American Writers' Third American Writers' Congress, held in New York City on June 2-4, 1939

Inborn Dignity

The concept of inborn dignity is the idea that there is an engrained and irrevocable state or essence intrinsic to the human condition. From the perspective of American political history-theory, our own constitution reflects back on this when it says: "We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights..." This categorical dignity is considered to be an attribute of all people, by "right thinking and right living." Hitler gave this enobling attitude an ominous twist by his theories of race and nation, whereby the "Aryan" is elevated above all others by the innate endowment of his blood. Other races and categories of people, particularly the Jewish and Black races, the homosexual, and the Catholic, were considered innately inferior in Hitler's rhetoric. This sinister secularized revision of Christian theology thus put the sense of dignity on a fighting basis, requiring the conquest of those deemed "inferior." This rhetoric was particularly effective in Germany following WW1 where they were defeated and made to accept harsh consequences under the Treaty of Versailles. Among other points, they were forced to concede territories to Belgium, Czechoslovakia, and Poland and return Alsace and Lorraine to France. They were prevented from building strong armed forces with limits on soldiers, ships, and other military supports. Perhaps the most humiliating portion of the treaty for the defeated Germany was Article 231, commonly known as the "War Guilt Clause," which forced Germany to accept complete responsibility for initiating World War I including material damages. The Germans saw it as a "dictated peace."

What was the essay submitted in response to?

The essay was submitted in response to: "The call to the Third American Writers' Congress goes forth at a time when the world fears the outbreak of more invasions and wars. We address ourselves to all professional writers who recognize the need to face the immediate problems--technical, cultural, and political--that confront them today, and warmly invite them to attend."

The Mechanics of Propaganda

The media by which through which messages are transmitted to the public through propaganda includes all of the means by which people today transmit their ideas to one another. What would Bernays say about the Internet and social media? He would say that the "relative value of the various instruments (channels) of propaganda, and their relation to the masses, are constantly changing." For example he used public meetings, which he noted were a propaganda instrument "par excellence" in the 1870s but in the time that he wrote, radio, newspapers, and the automobile had rendered the meeting outdated. What do you think of his quote: "It was not many years ago that newspaper editors resented what they called 'the use of the news columns for propaganda purposes'." He noted some editors would even kill a story if they thought it would benefit anyone. Yet, by the time he wrote (1928) newspapers were functioning by a different criteria.

Propaganda and Censorship

What does banning or challenging books have to do with propaganda? Is this type of censorship a form of propaganda? Why or Why not?

The New Propaganda

Whatever of social importance is done today, whether in politics, finance manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda. Propaganda is the executive arm of the invisible government.

Glittering Generalities

Words of praise for product or person; nice words like goodness or patriotism. "A glittering generality is a word so vague that everyone agrees on its appropriateness and value—but no one is really sure just what it means. When your instructor says she is in favor of 'fair grading policies' or 'flexibility in the submission of assignments,' you may think, 'Hey, she's not so bad after all.' Later, however, you may discover that your interpretation of these terms is quite different from what she intended." (Judi Brownell, Listening: Attitudes, Principles, and Skills, 5th ed. Routledge, 2016

Metonymy

a trope through proximity or correspondence. For example, referring to actions of the U.S. President as "actions of the White House."

Metaphor

an explanation of an object or idea through juxtaposition of disparate things with a similar characteristic, such as describing a courageous person as having a "heart of a lion."

Irony

creating a trope through implying the opposite of the standard meaning, such as describing a bad situation as "good times." Think of Alanis Morissette!

What is antanaclasis?

is a rhetorical device in which a phrase or word is repeatedly used. However, the meaning of a word changes in each case. It is the repetition of a similar word in a sentence with different meanings, or a word is repeated in two or more than two different senses. For example, at the signing of the United States Declaration of Independence Ben Franklin is quoted as having said, "We must, indeed, all hang together, or assuredly we shall all hang separately." Additional examples of antanaclasis: "If you aren't fired with enthusiasm, you will be fired, with enthusiasm."—Vince Lombardi, American football coach. Time flies like an arrow; fruit flies like a banana. "The long cigarette that's long on flavor."—Pall Mall cigarettes

Censorship and Propaganda

➢The House Un-American Activities Committee led by Senator Joseph McCarthy feared communist, socialist, and "leftist" propaganda was secretly inserted into entertainment films ➢"Hollywood 10" ➢Are you now or have you ever been a member of the Communist Party? Big 10 refused to answer. ➢Accused the committee, by its existence, of being in violation of the Bill of Rights. ➢All were jailed. ➢Movies became increasingly tame for fear of being too controversial ➢The Hollywood Blacklist was a time in the late 1940's through the 1950's when the U.S. government denied employment to screenwriters, actors, directors, musicians, and other entertainment professionals because of their suspected political beliefs or associations. ➢Several great Hollywood movies have dealt with this subject and this video highlights some of the best of those films."