Propaganda techniques

1. 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
S-M-C-R Model
Source 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

2. Seven Propaganda Techniques
 Name Calling
 Glittering Generalities
 Transfer
 Testimonial
 Plain Folks
 Band Wagon
 High Bred Mergers

3. 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

4. Glittering Generalities
The use of Virtue Words (Pathos appeals)
Example: Family Values

5. Transfer
•Carry over from one concept to another
•Use of Metaphor both Verbal and Visual
•Example: Clinton and Cartoons

6. Testimonial
•The use of famous people (Ethos appeals)
•Ad Vercundium Fallacy (only one source)
•Example: Charlton Heston speaks for republican party

7. Plain Folks
•“Of the people”
•Source and audience are the same (hides differences)
•Example: Clinton eats at McDonalds

8. Band Wagon
•Conformity
•Fear Appeals (Different is dangerous)
•Example: Homosexuality, etc.

9. 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)