PropagandaPropagandaEvaluating InformationEvaluating Information

““Propaganda is a truly terrible Propaganda is a truly terrible weapon in the hands of an weapon in the hands of an expert.” –Adolf Hitler, 1924expert.” –Adolf Hitler, 1924

What is Propaganda?What is Propaganda? Propaganda is biased Propaganda is biased

information that is spread to information that is spread to influence what people believe influence what people believe and how they think to make and how they think to make them act in a certain way.them act in a certain way.

Its power depends onIts power depends on• MessageMessage• TechniqueTechnique• Means of communicationMeans of communication• EnvironmentEnvironment• Audience receptivityAudience receptivity

What is Propaganda?What is Propaganda? PropagandaPropaganda

• Uses truths, half-truths, and/or liesUses truths, half-truths, and/or lies• Omits information selectivelyOmits information selectively• Simplifies complex issues or ideasSimplifies complex issues or ideas• Plays on emotionsPlays on emotions• Advertises a causeAdvertises a cause• Attacks opponentsAttacks opponents• Targets desired audiencesTargets desired audiences

Common places for propagandaCommon places for propaganda• advertisingadvertising• politicspolitics• media (print, film, broadcasts, internet)media (print, film, broadcasts, internet)

What is Propaganda?What is Propaganda? The most effective The most effective

propagandists rely on the propagandists rely on the latest, most sophisticated latest, most sophisticated technologies and techniques technologies and techniques to disseminate their to disseminate their propaganda, often employing propaganda, often employing words and images that on the words and images that on the surface appear benign or even surface appear benign or even positive.positive.

Father of Modern Father of Modern PropagandaPropaganda

Edward Bernays did not invent Edward Bernays did not invent propaganda, but he was the first to propaganda, but he was the first to explain how it worked and how to explain how it worked and how to use it to influence large groups of use it to influence large groups of people.people.

He believed that people’s He believed that people’s judgment was “not to be relied judgment was “not to be relied upon” and he thought that the upon” and he thought that the American public “could very easily American public “could very easily vote for the wrong man or want vote for the wrong man or want the wrong thing, so they had to be the wrong thing, so they had to be guided from above.”guided from above.”

Father of Modern Father of Modern PropagandaPropaganda

Bernays initiated the use of Bernays initiated the use of psychology to created persuasive psychology to created persuasive advertising and political campaigns.advertising and political campaigns.

He stated: "If we understand the He stated: "If we understand the mechanism and motives of the group mechanism and motives of the group mind, is it not possible to control and mind, is it not possible to control and regiment the masses according to our regiment the masses according to our will without their knowing about it? will without their knowing about it? The recent practice of propaganda The recent practice of propaganda has proved that it is possible, at least has proved that it is possible, at least up to a certain point and within up to a certain point and within certain limits."certain limits."

Bernays is responsible for many successful Bernays is responsible for many successful campaigns including:campaigns including:Breaking the women smoking in public Breaking the women smoking in public banbanHelping get Calvin Coolidge electedHelping get Calvin Coolidge electedGetting people to believe that bacon and Getting people to believe that bacon and eggs was a good breakfasteggs was a good breakfastConvincing people that Ivory soap was Convincing people that Ivory soap was medically superior to other soapsmedically superior to other soapsGetting people to fluoridate waterGetting people to fluoridate waterConvincing people to use Dixie cups Convincing people to use Dixie cups because they were more sanitary.because they were more sanitary.Overthrowing government of Overthrowing government of GuatemalaGuatemala

Overthrowing the government of Overthrowing the government of Guatemala—1954 Guatemala—1954 Hired by a multinational fruit Hired by a multinational fruit company (today’s Chiquita) which company (today’s Chiquita) which wanted to continue to control the wanted to continue to control the government in Guatemala.government in Guatemala.Bernays’s propaganda successfully Bernays’s propaganda successfully branded the democratically elected branded the democratically elected president as communist. The president as communist. The president was overthrown and president was overthrown and removed from power.removed from power.

Tools & Techniques of Tools & Techniques of PropagandaPropaganda

Methods of persuasionMethods of persuasion Types of AppealTypes of Appeal

Methods of PersuasionMethods of Persuasion

Logos (logical)—an appeal to Logos (logical)—an appeal to reason or logic “what makes reason or logic “what makes sense”sense”

Pathos (emotional)—an appeal to Pathos (emotional)—an appeal to emotions “what feels good”emotions “what feels good”

Ethos (credibility)—an appeal to a Ethos (credibility)—an appeal to a person “believe this person person “believe this person because he/she is trustworthy” because he/she is trustworthy” (good, rich, smart, talented, etc.) (good, rich, smart, talented, etc.)

Types of AppealsTypes of Appeals

There are six types of appeal. These There are six types of appeal. These are ways that propagandists and are ways that propagandists and advertisers appeal to you to get you to advertisers appeal to you to get you to believe and do something.believe and do something.

These ways rely on a knowledge of These ways rely on a knowledge of human psychology to play upon what human psychology to play upon what you hope for, desire, and need.you hope for, desire, and need.

GeneralizationGeneralization A generalization is a broad statement A generalization is a broad statement

about a number of people or things. It about a number of people or things. It often uses the words all or none. often uses the words all or none. While it is possible to accept some While it is possible to accept some generalizations, many are too broad to generalizations, many are too broad to be true. be true.

• EXAMPLES: EXAMPLES: •All the students in my class love math.All the students in my class love math.•African-Americans are all democrats.African-Americans are all democrats.

Either/OrEither/Or• This technique tries to convince you This technique tries to convince you

that there are only two choices or ways that there are only two choices or ways of looking at something, when in fact of looking at something, when in fact there may be many.there may be many.

• EXAMPLES: EXAMPLES: •Sign up for our club, or get stuck with Sign up for our club, or get stuck with another boring afternoon.another boring afternoon.•A vote for Joe Brown is a vote for injustice.A vote for Joe Brown is a vote for injustice.

BandwagonBandwagon• This technique is often used in This technique is often used in

advertising. It encourages you to advertising. It encourages you to believe in something because believe in something because “everyone else” believes in it. It “everyone else” believes in it. It appeals to people’s desires to belong to appeals to people’s desires to belong to a group because some of us want to fit a group because some of us want to fit in and be accepted.in and be accepted.

• EXAMPLES: EXAMPLES: •Why don’t you believe in global warming? Why don’t you believe in global warming? Everyone else does!Everyone else does!

•Buy Super Potato crisps. All the country is Buy Super Potato crisps. All the country is talking about them.talking about them.

Snob Appeal/StatusSnob Appeal/Status This is a reverse version of the previous This is a reverse version of the previous bandwagon technique. It appeals to a bandwagon technique. It appeals to a person’s desire to feel smarter or better person’s desire to feel smarter or better than other people. It tries to convince you than other people. It tries to convince you that you are special, different from the that you are special, different from the average person.average person.

EXAMPLES: EXAMPLES: Don’t be just another face in the crowd! Don’t be just another face in the crowd!

Wear Cool Block Shades!Wear Cool Block Shades! Be smarter than the average person on the Be smarter than the average person on the

street. Listen to KNEWS 86.3 A.M. and find street. Listen to KNEWS 86.3 A.M. and find yourself top of the class.yourself top of the class.

Loaded LanguageLoaded Language Writers or speakers who want to sway Writers or speakers who want to sway

your opinion may try to appeal to your your opinion may try to appeal to your emotions by using loaded language. emotions by using loaded language. This means using words to which you This means using words to which you are likely to have a strong positive or are likely to have a strong positive or negative reaction. In this approach the negative reaction. In this approach the connotations of words are as important connotations of words are as important as the denotations. When you notice as the denotations. When you notice loaded language, ask yourself “Where loaded language, ask yourself “Where are the facts?” A speaker or writer may are the facts?” A speaker or writer may use loaded language to try to hide a lack use loaded language to try to hide a lack of facts to support his or her opinions.of facts to support his or her opinions.

Loaded LanguageLoaded Language EXAMPLES: EXAMPLES:

• Positive loaded language: Sue is a Positive loaded language: Sue is a dynamicdynamic and and competitivecompetitive tennis tennis player.player.

• Negative loaded language: Sue is a Negative loaded language: Sue is a pushypushy and and aggressiveaggressive tennis player. tennis player.

• While I’m While I’m intelligentintelligent and and cleverclever, my , my opponent is opponent is cunningcunning and and craftycrafty..

Loaded LanguageLoaded LanguageOf all the types of appeal, Of all the types of appeal, loaded languageloaded language is is the most often used, the hardest to detect, and the most often used, the hardest to detect, and one of the most effective. Writers and one of the most effective. Writers and speakers choose words that seem neutral or speakers choose words that seem neutral or descriptive, but when looked at more closely descriptive, but when looked at more closely can be shown to be biased or manipulative. can be shown to be biased or manipulative. Only readers or listeners who are conscious of Only readers or listeners who are conscious of language and who understand the meanings language and who understand the meanings and uses of words can usually detect loaded and uses of words can usually detect loaded language. That’s one of the reasons why language. That’s one of the reasons why learning words, their uses, and their history is learning words, their uses, and their history is so important.so important.

Example—Loaded Example—Loaded LanguageLanguage

What actually happened—A toddler What actually happened—A toddler dies after his mother tries to save dies after his mother tries to save him by using infant CPR. He had him by using infant CPR. He had fallen and hit his head while trying fallen and hit his head while trying to climb out of his crib. Since he to climb out of his crib. Since he wasn’t breathing, the mother wasn’t breathing, the mother called 9-1-1 then began called 9-1-1 then began administering CPR, but the child administering CPR, but the child died without regaining died without regaining consciousness. The mother is very consciousness. The mother is very sad.sad.

Example—Loaded LanguageExample—Loaded LanguageNews story—An 18-month-old was News story—An 18-month-old was found dead today with mysterious found dead today with mysterious bruising on his chest and a serious bruising on his chest and a serious head wound, consistent with a head wound, consistent with a violent trauma. His seemingly violent trauma. His seemingly distraught mother claims the boy distraught mother claims the boy fell out of his crib and that she fell out of his crib and that she tried to save him by using CPR. tried to save him by using CPR. Police and Child Social Services Police and Child Social Services are investigating the incident. The are investigating the incident. The mother has declined to comment.mother has declined to comment.

TestimonialsTestimonials Often used in advertising, testimonials employ Often used in advertising, testimonials employ

celebrities or satisfied customers to endorse a celebrities or satisfied customers to endorse a product or idea. Businesses that use this product or idea. Businesses that use this technique hope that you will buy a product technique hope that you will buy a product because it is backed by a person you admire. because it is backed by a person you admire. People who advocate certain causes or People who advocate certain causes or political positions often point to celebrities, political positions often point to celebrities, respected people, or well-known organizations respected people, or well-known organizations to help promote their causes.to help promote their causes.

EXAMPLES: EXAMPLES: NBA player Grant Hill loves SportsPro NBA player Grant Hill loves SportsPro

sneakers: “These are the only shoes I’ll wear on sneakers: “These are the only shoes I’ll wear on the court!”the court!”

Vote for Robert Simms for President! The Vote for Robert Simms for President! The National Coalition for Democratic Rights National Coalition for Democratic Rights supports him, so should you.supports him, so should you.

What methods of persuasion and types of appeal are being used here?

What methods of persuasion and types of appeal are being used here?

The Big SecretThe Big Secret

Should we believe everything we read? Of course not. Many writers are accurate and honest, but some are not. Some writers want to trick you, cheat you, scare you, surprise you, make you feel wonderful, or get you to join their cause.

To help you pick those writers from the honest writers, we’ve put together a simple little test that’s easy to remember. Whenever you wonder about a statement, ask these four questions:

The Four Point TestThe Four Point Test

1.1. What do they want us to believe?What do they want us to believe?

2.2. Why do they want us to believe Why do they want us to believe

it?it?

3.3. What proof do they offer?What proof do they offer?

4.4. Should we believe them?Should we believe them?

1. What do they want us to 1. What do they want us to believe?believe?

Some writers enjoy playing with our emotions. They toy with our fears and desires. They try to upset or excite us about what they have to say.

When writers play with our emotions, they tend to exaggerate—they make things sound more important than they really are.

Don’t let emotions fool you. If a statement sounds “too good or too bad to be true,” the writer is trying to upset or excite you.

ApplicationApplicationOn the following screens you will find some examples. In one brief sentence, sum up what the writer wants you to believe. Then, think—is he or she trying to upset or excite me?

2. Why do they want us 2. Why do they want us to believe it?to believe it?

In the last section you saw that some writers try to trick you with emotional statements. Now, you’re going to see that some writers want to get something from you.

Some writers want to sell you something and get your money. Other writers want to convert you to their way of thinking and get your support.

Watch out for writers who want something. They seldom come straight out and ask for it—they rely on emotional writing. And they usually give you only one side of the story—their side.

3. What proof do they 3. What proof do they offer?offer?

“Yes, I’m an A student in math—check my report card.” Proof is something you can check. It can be a written report or a real expert who knows. An honest writer will always tell you where to find the proof.

But, some writers twist the truth. To hide their deed, they offer no proof—or false proof.

3. What proof do they 3. What proof do they offer?offer?

Watch out for writers who:Watch out for writers who: make statements without make statements without

telling you where to find the telling you where to find the proof.proof.

claim to be their own proof.claim to be their own proof. offer proof like, “the experts offer proof like, “the experts

agree,” and then forget to tell agree,” and then forget to tell you which experts they mean.you which experts they mean.

4. Should we believe them?4. Should we believe them?

Let’s pull it all together. Some writers like to trick us with emotional writing. Some want to trick us into doing something. Others try to trick us by offering no proof—or false proof.

Remember the TestRemember the Test

1.1. What do they want us to What do they want us to

believe?believe?

2.2. Why do they want us to believe Why do they want us to believe

it?it?

3.3. What proof do they offer?What proof do they offer?

4.4. Should we believe them?Should we believe them?

Assignment Overview Assignment Overview 1.1. Select three different pieces of Select three different pieces of

persuasive information persuasive information

2.2. Make sure that you have a variety Make sure that you have a variety of types of information—not all of of types of information—not all of one kind (no more than 1 ad)one kind (no more than 1 ad)

3.3. Complete the evaluation chart by Complete the evaluation chart by evaluating each piece of evaluating each piece of information.information.

4.4. Bring in information piecesBring in information pieces

See instructions on the See instructions on the assignment sheetassignment sheet

Political PropagandaPolitical PropagandaEvaluating InformationEvaluating Information

AssertionAssertion•• Assertion: An assertion is a statement Assertion: An assertion is a statement

presented as fact, although it is not presented as fact, although it is not necessarily true. Propagandists often necessarily true. Propagandists often imply that the statement needs no imply that the statement needs no explanation or evidence, but that it explanation or evidence, but that it should just be accepted. They often should just be accepted. They often include lies or half-truths. include lies or half-truths.

EXAMPLE: Clearly, Senator Smith is EXAMPLE: Clearly, Senator Smith is the most intelligent person running for the most intelligent person running for the position.the position.

Card StackingCard Stacking Card Stacking: In this technique, the Card Stacking: In this technique, the

propagandist only presents propagandist only presents information that supports their position information that supports their position and neglects any information that and neglects any information that doesn’t support his or her position.doesn’t support his or her position.

EXAMPLE: Ever since Ms. Baxter came EXAMPLE: Ever since Ms. Baxter came to office the crime rate has gone down. to office the crime rate has gone down. (Doesn’t mention that 10,000 more (Doesn’t mention that 10,000 more police officers were hired right before police officers were hired right before she came in to office).she came in to office).

TransferTransfer Transfer: Another technique of propaganda Transfer: Another technique of propaganda

is called transfer. It is an attempt to make us is called transfer. It is an attempt to make us view a certain issue, item or person the way view a certain issue, item or person the way we view another one by linking them we view another one by linking them together in a person’s mind. For example, if together in a person’s mind. For example, if there is a politician many people hate and there is a politician many people hate and you could successfully link another you could successfully link another politician to that politician, you might get politician to that politician, you might get people to hate that politician too. people to hate that politician too.

EXAMPLE: My opponent has known the EXAMPLE: My opponent has known the president for years which shows how he will president for years which shows how he will govern if elected.govern if elected.

Glittering GeneralitiesGlittering Generalities Glittering Generalities: This is a form of Glittering Generalities: This is a form of

loaded language. It’s when words are loaded language. It’s when words are selected for their positive connotations and selected for their positive connotations and their links to highly valued concepts. When their links to highly valued concepts. When these words are used, they cause people to these words are used, they cause people to approve simply because an important approve simply because an important concept is involved. For example, when a concept is involved. For example, when a person is asked to do something in “defense person is asked to do something in “defense of democracy” they are more likely to agree, of democracy” they are more likely to agree, since democracy is valued. Other common since democracy is valued. Other common words are “honor,” “glory,” and “freedom.” words are “honor,” “glory,” and “freedom.”

EXAMPLE: Come out to the rally and be a EXAMPLE: Come out to the rally and be a champion of liberty!champion of liberty!

Name CallingName Calling Name Calling: In this technique, the Name Calling: In this technique, the

speaker or writer uses derogatory speaker or writer uses derogatory language that carries negative language that carries negative connotations when describing the connotations when describing the enemy. It plays on the prejudices of enemy. It plays on the prejudices of the public by labeling the target as the public by labeling the target as something the public dislikes. It is something the public dislikes. It is also used as a distraction to get people also used as a distraction to get people to think about something other than to think about something other than the issue being discussed.the issue being discussed.

EXAMPLE: Mr. Roberts has shown that EXAMPLE: Mr. Roberts has shown that he is racist and sexist.he is racist and sexist.

SimplificationSimplification Simplification: This technique reduces Simplification: This technique reduces

a complex situation to a clear-cut a complex situation to a clear-cut choice involving good and evil. This choice involving good and evil. This avoids having to explain the difficulties avoids having to explain the difficulties or consequences of various methods or consequences of various methods or ideas to solve a problem.or ideas to solve a problem.

EXAMPLE: All we need to solve this EXAMPLE: All we need to solve this problem is to increase funding for the problem is to increase funding for the program. Without it, our children will program. Without it, our children will suffer.suffer.

Plain FolksPlain Folks Plain Folks: In this technique, the point is to Plain Folks: In this technique, the point is to

convince the public that a candidate is just convince the public that a candidate is just an ordinary citizen who is working for the an ordinary citizen who is working for the benefit of the common people. The goal is to benefit of the common people. The goal is to convince people that a candidate shares the convince people that a candidate shares the same views and values, so that they will same views and values, so that they will support him or her. Sometimes the support him or her. Sometimes the candidate will use slang, dialect, or an candidate will use slang, dialect, or an accent that reflects the people he or she is accent that reflects the people he or she is speaking to. Sometimes he or she might speaking to. Sometimes he or she might dress differently or less formally. dress differently or less formally.

EXAMPLE: “I thought I might come set a EXAMPLE: “I thought I might come set a spell and visit with y’all.”spell and visit with y’all.”