chapter 11: Global Communication and Propaganda

1. Propaganda
It is one of the oldest that we associate with global communication. With advances in technologies, propaganda has become important even dangerous in this modern world. It has to do with the use of communication channels, through known persuasive or manipulative techniques, in an attempt to shape or alter public opinion. Propaganda is use d through three ways
· First: government leaders with intent to mold public opinion on international issues that have bearing on a country and its people and its people often use its techniques.
· Second: the use of propaganda is an attempt to influence matters abroad, normally to reinforce perceptions of a country, its citizens, or its reputation among individuals.
· Finally, nongovernmental entities may seek access to global communication channels in order to sway public opinion or affect public policy formation.
Propaganda is associated with deceiving, campaign of lies, intimidation, manipulating and brainwash the publics. People like Mussolini, Hitler, and Stalin come to mind when we talk about propaganda. Propaganda is not easy to define today, activities traditionally referred to as propaganda as public relations efforts, image consulting, the news, and information sharing by organizational spin doctors. The purpose of propaganda is to persuade and convert by using intentionally selective and biased information.
1. Origins of Propaganda
The origin of the term may be traced to the 17th century, at that time many people were leaving the church. The purpose was to supply a unifying effort over the church’s foreign mission activities and doctrine. Within a century, the term was used in condemnation of clandestine organizations that attempted to undermine or influence foreign affairs. It was not used to refer to communication media until the 20th century. Propaganda is thought of negatively in that it involves a determination of what degree of truth shall be shared. Propaganda come later to the USA and was use to recruit the large armies necessary for fighting in World War 1. After the war, communications researchers such as Walter Lippmann and Harold Lasswell pioneered the study pf propaganda techniques. they suggest that manipulation in propaganda is necessary for managing individuals in democratic societies.
2. Seeking a Definition
Doob concluded “Propaganda can be called the attempt to affect the personalities and to control behavior of individuals toward ends considered unscientific or of doubtful value in a society at a particular time”. Propaganda has to do with the use of communication channels, though known persuasive or manipulative techniques, in an attempt to shape or alter public opinion.
· Propaganda and Public Relations
Instead of propaganda, many prefer to use terms such as public relations, publicity, promotion, marketing, public affairs, and advertising. A great deal of confusion has emerged over that exactly comprises a propagandistic campaign. The germane philosopher Hegel was among the first to demonstrate the even democratic societies might be controlled through hidden persuaders are manipulators.
· Public Diplomacy
One area of government communication campaigns that raises questions today is that referred to as public diplomacy. It is called also truthful propaganda. The term first appeared in 1960’s and was use by then Dean Edward. Propaganda has been related to negative connotation, public diplomacy becomes very closely with activities emanating from the united state information agency (USAI) since it used the term when describing its mission. Its activities include production of informational and educational films plus international interactions, including academic exchanges such as Fulbright.
Research in Persuasion
Propaganda research originated near the end of the First World War and was concerned with understanding the effects of mass media propaganda upon populations subjected to it. One important finding was that prolonged and repeated exposure to specific forms of propaganda might have a marked effect on basis core values held by subjects.
Wartime Propaganda
The use of propaganda was fairly simple; according to Lasswell propaganda was important to mobilize hatred of the enemy, preserve friendship of allies, procure the cooperation of neutral nations, and demoralizes the enemy.
· Strategies of Propaganda Campaign
The year 1937 saw the creation of the Institute for propaganda, performing analysis headed by Edward Filence and designed to educate Americans about propaganda techniques, particularly the dangers and persuasiveness of political propaganda.
1. Name Calling: involves the use of labels to project an idea in a favorable or unfavorable light. Its purpose is to discourage individuals from examining substantive evidence on an issue. One frequent use of name calling comes when stereotyping is employed to paint a negative image of the opposition or enemy.
2. Glittering Generality: the tendency to associate an issue or image with a noble or virtuous term is know as glittering generalities. The use of vague terms with high moral connotations.
3. 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, group, position, program, the perpetrator is hoping to benefit through the phenomenon known as image transfer.
4. Testimonial: it is when a distinguished or recognized but highly unpopular person is used to cast a product, individual, group, or position, in either a positive or negative light.
5. Plain Folks: the use comes when a communicator whishes to convince other that they or their ideas are good or valid since they are similar to everyone else, just everyday ordinary people.
6. Card Staking: it occurs when a presentation uses a selection of facts and distortions, elucidations and confusions, and both logical and illogical statements.
7. Bandwagon Approach: it involves utilization of a notion that everybody is doing it or we are all doing it so that the group members are encouraged to just join or follow that crowd.