Bibliografa:
[Link]
Types of Propaganda
There are many techniques commonly used in the dissemination of
propaganda. Use this handout
to help you identify different types of propaganda throughout Cold War.
BANDWAGON: The basic idea behind the bandwagon approach is just that,
"getting on the
bandwagon." The propagandist puts forth the idea that everyone is doing this,
or everyone
supports this person/cause, so should you. The bandwagon approach appeals
to the conformist in
all of us: No one wants to be left out of what is perceived to be a popular trend.
EXAMPLE: Everyone in Lemmingtown is behind Jim Duffie for Mayor. Shouldn't
you be part
of this winning team?
TESTIMONIAL: This is the celebrity endorsement of a philosophy, movement
or candidate. In
advertising, for example, athletes are often paid millions of dollars to promote
sports shoes,
equipment and fast food. In political circles, movie stars, television stars, rock
stars and athletes
lend a great deal of credibility and power to a political cause or candidate. Just
a photograph of a
movie star at political rally can generate more interest in that issue/candidate
or cause thousands,
sometimes millions, of people to become supporters.
EXAMPLE: "Sam Slugger", a baseball Hall of Famer who led the pros in hitting
for years,
appears in a television ad supporting Mike Politico for U.S. Senate. Since Sam
is well known
and respected in his home state and nationally, he will likely gain Mr. Politico
many votes just
by his appearance with the candidate.
PLAIN FOLKS: Here the candidate or cause is identified with common people
from everyday
walks of life. The idea is to make the candidate/cause come off as grassroots
and all-American.
EXAMPLE: After a morning speech to wealthy Democratic donors, Bill Clinton
stops by
McDonald's for a burger, fries, and photo-op.
TRANSFER: Transfer employs the use of symbols, quotes or the images of
famous people to
convey a message not necessarily associated with them. In the use of transfer,
the
candidate/speaker attempts to persuade us through the indirect use of
something we respect, such
as a patriotic or religious image, to promote his/her ideas. Religious and
patriotic images may be
the most commonly used in this propaganda technique but they are not alone.
Sometimes even
science becomes the means to transfer the message.
EXAMPLE: The environmentalist group PEOPLE PROMOTING PLANTS, in its
attempt to
prevent a highway from destroying the natural habitat of thousands of plant
species, produces a
television ad with a "scientist" in a white lab coat explaining the dramatic
consequences of
altering the food chain by destroying this habitat.
FEAR: This technique is very popular among political parties and PACs
(Political Action
Committees) in the U.S. The idea is to present a dreaded circumstance and
usually follow it up
with the kind of behavior needed to avoid that horrible event.
EXAMPLE: The Citizens for Retired Rights present a magazine ad showing an
elderly couple
living in poverty because their social security benefits have been drastically
cut by the
Republicans in Congress. The solution? The CRR urges you to vote for
Democrats.
LOGICAL FALLACIES: Applying logic, one can usually draw a conclusion from
one or more
established premises. In the type of propaganda known as the logical fallacy,
however, the
premises may be accurate but the conclusion is not.
EXAMPLE:
Premise 1: Bill Clinton supports gun control.
Premise 2: Communist regimes have always supported gun control.
Conclusion: Bill Clinton is a communist.
We can see in this example that the Conclusion is created by a twisting of
logic, and is therefore
a fallacy.
GLITTERING GENERALITIES: This approach is closely related to what is
happening in
TRANSFER (see above). Here, a generally accepted virtue is usually employed
to stir up
favorable emotions. The problem is that these words mean different things to
different people
and are often manipulated for the propagandists' use. The important thing to
remember is that in
this technique the propagandist uses these words in a positive sense. They
often include words
like: democracy, family values (when used positively), rights, civilization, even
the word
"American."
EXAMPLE: An ad by a cigarette manufacturer proclaims to smokers: Don't let
them take your
rights away! ("Rights" is a powerful word, something that stirs the emotions of
many, but few on
either side would agree on exactly what the 'rights' of smokers are.)
NAME-CALLING: This is the opposite of the GLITTERING GENERALITIES
approach.
Name-calling ties a person or cause to a largely perceived negative image.
EXAMPLE: In a campaign speech to a logging company, the Congressman
referred to his
environmentally conscious opponent as a "tree hugger."
[Link]
Institute for Propaganda Analysis
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The Institute for Propaganda Analysis was a U.S.-based organization composed of social
scientists, opinion leaders, historians, educators, and journalists. Created in 1937 by
Kirtley Mather, Edward A. Filene, and Clyde R. Miller, the IPA formed with the general
concern that increased amounts of propaganda were decreasing the publics ability to
develop their own critical thoughts. The purpose of the IPA was to spark rational thinking
and provide a guide to help the public have well-informed discussions on current issues.
To teach people how to think rather than what to think. The IPA focused on domestic
propaganda issues that might become possible threats to the democratic ways of life.
Contents
[hide]
1 Publications
2 Success
3 Downfall
4 Assessment
5 References
6 External links
[edit] Publications
To get their message across, the IPA distributed flyers, wrote several issues of the
Propaganda Analysis Bulletin, and published a series of books, including:
The Fine Art of Propaganda
Propaganda Analysis
Group Leader's Guide to Propaganda Analysis
Propaganda: How To Recognize and Deal With It
The Propaganda Analysis bulletin indirectly targeted the mass public through newspapers,
educators, public officials, and opinion leaders, informing them of who controlled and
influenced the flow of propaganda through various channels of communications. The IPA
directly targeted the presidents and deans of national colleges, bishops and ministers,
educational and religious periodicals, and education students by sending out flyers. Also, in
an attempt to educate the public about how to identify propagandistic material, the IPA
issued a set of methods called the "seven common propaganda devices":
1.
2.
3.
4.
5.
6.
7.
Name-calling
Glittering generalities
Transfer
Testimonial
Plain folks
Card stacking
Bandwagon
These "ABCs of Propaganda Analysis" encouraged readers to understand and analyze their
own views on propagandistic material in order to promote informed thought provoking
discussions.
[edit] Success
The IPA proved to be popular having achieved 5,900 subscriptions to its bulletin in the first
year. By 1939, the IPA had created flourishing, educational programs which saw high
schools, colleges, and adult civic groups engaged in discussions about propaganda. One of
the IPAs goals was to gain as much public support as possible and build a credible
reputation. This initial success was due to the time periods obsession with propaganda.
[edit] Downfall
The IPA faced many allegations that undermined its purpose. These suggested that the IPA
created more of a destructive skepticism than an intelligent reflectiveness. The IPA lost
support from many of its publishers and also faced internal conflicts through resignations
from its board members and its troubled teachers. The approach of World War II also posed
a problem. It would force the IPA not only to examine and criticize the enemys
propaganda, but assess Americas use of propaganda as well. The IPA maintains the reason
it suspended its operations in 1942 was due to lack of sufficient funds and not the war.
[edit] Assessment
While the IPA existed many people sought assistance from the organization through the
many publications that were available. The process includes teaching the audience to avoid
emotion while being deceived by tainted propaganda. In order to get the facts, the
Institutes authors wanted the public to adopt scientific attitudes towards all questions of
fact and to accept the conclusions to which they lead as a basis for action whether he [the
student of propaganda] likes them or not. [1] The IPA encouraged students to think
intelligently and independently on topics to which they discussed. While many hailed the
IPA for its guidance, others argued that the approach was too simplistic because many
messages fell into more than one category, and they do not account for differences between
members of the audience, and do not discuss the credibility of the propagandist.[1] Despite
controversy, the IPA was a resource available to American citizens in hopes of enlightening
and activating minds to think freely and independently.
[Link]/.../[Link]
Definition de propaganda
En
un
sentido
general,
la
propaganda es una importante
herramienta de la promocin que
sirve para dar a conocer, por una
parte, doctrinas, ideas y puntos de
vista;
y
por
otra,
informacin
referente a una organizacin, sus
productos, servicios y/o polticas. Todo
ello, con la finalidad de atraer
adeptos o compradores.
Sin embargo, en un sentido ms
especfico, la propaganda tiene
diversas definiciones, que de forma
conjunta, brindan un panorama ms
completo acerca de sus alcances y
usos, como se ver a continuacin:
Definition of propaganda
In a general sense, propaganda is an
important promotional tool used to
raise awareness on the one hand,
doctrines, ideas and viewpoints, and
other
information
regarding
an
organization, its products, services
and / or policies. All this, in order to
attract followers or buyers.
However, in a more specific sense,
propaganda has different definitions,
which together, provide a more
complete picture of its scope and
applications, as discussed below:
Definition
of
Propaganda,
Definicin de Propaganda, segn according to various authors:
diversos autores:
Patricio Bonta y Mario Farber, who
Patricio Bonta y Mario Farber, wrote the book "199 Questions About
autores
del
libro
"199 Marketing and Advertising", defines
Preguntas Sobre Marketing y propaganda as "the use of advertising
Publicidad",
definen
la techniques applied to political ends. It
propaganda como "el uso de originates from the term spread,
tcnicas
de
publicidad which means making" [1].
aplicadas a fines polticos. Se
origina
en
la
expresin
propagar,
que
significa
difundir" [1].
The American Marketing Association
(AMA) defines propaganda as "ideas,
La
American
Marketing information
or
other
material
Asociation (A.M.A.), define la commonly spread through the media
propaganda como "las ideas, (newspapers, yellow pages, radio,
informacin u otro material television, etc..) In an effort to win
difundido
comnmente
a people to a doctrine or point of view
travs
de
los
medios "[2].
(peridicos, pginas amarillas,
radio, televisin, etc.) en un
esfuerzo por ganar a personas
para una doctrina o punto de
vista" [2].
Laura Fischer and Jorge Espejo,
authors of "Marketing, in its Third
Laura Fischer y Jorge Espejo,
autores
del
libro
"Mercadotecnia, en su Tercera
Edicin",
definen
la
propaganda como "un tipo de
publicidad que se realiza en
medios
masivos
de
comunicacin para difundir
ideas polticas y religiosas" [3].
El Diccionario de Marketing de
Cultural S.A., proporciona la
siguiente
definicin
de
propaganda:
"Forma
de
diseminar un concepto que
apela, tanto al intelecto como a
las emociones del pblico al
que va dirigido. Debido a la
combinacin de sus objetivos
es el medio preferido para la
comunicacin
de
ideas,
doctrinas, etc." [4].
La Real Academia Espaola,
define la propaganda como la
"accin o efecto de dar a
conocer algo con el fin de
atraer
adeptos
o
compradores." Por otra parte,
tambin la define como "los
textos, trabajos y medios
empleados para este fin" [5].
Edition, defines propaganda as" a
kind of advertising that is done in
mass media to disseminate political
and religious ideas [3].
The Dictionary of Cultural Marketing
S.A, provides the following definition
of propaganda: "How to disseminate a
concept that appeals to both the
intellect and the emotions of the
audience it is directed. Because of the
combination of its objectives is the
preferred means communication of
ideas, doctrines, etc. ". [4].
The Royal Spanish Academy, defines
propaganda as "the action or effect of
making known something in order to
attract followers or buyers." On the
other hand, defines it as "texts, works
and means used for this purpose [5].
Stanton, Etzel and Walker, author of
"Fundamentals of Marketing, at its
Tenth Edition, defines propaganda as"
a special form of public relations
Stanton, Etzel y Walker, autores including news or stories about an
del libro "Fundamentos de organization
or
its
products.
Marketing,
en
su
Dcima "Therefore, "is any communication
Edicin",
definen
la concerning
an
organization,
its
propaganda como "una forma products or policies through means
especial de relaciones pblicas that do not receive a payment from
que
incluye
noticias
o the company. This type of propaganda
reportajes
sobre
una is almost always an article that
organizacin o sus productos". appears in a mass medium or a
Por
tanto,
"es
cualquier support given by an individual either
comunicacin referente a una formally in a speech or interview. This
organizacin, sus productos o is
certainly
good
propaganda.
polticas a travs de medios However, there is also bad publicity
que no reciben un pago de la as a negative report about a company
empresa.
Este
tipo
de or product names in the media "[6].
propaganda
casi
siempre
consiste en un reportaje que
aparece en un medio masivo o
en un apoyo dado por un
individuo de manera formal o
bien
en
un
discurso
o
entrevista. Esta es sin duda la
buena
propaganda.
Sin
embargo, tambin existe la
mala propaganda como un
reportaje negativo acerca de
una empresa o sus productos
que aparecen en los medios"
[6].
Teniendo en cuenta las anteriores
definiciones, planteo la siguiente
definicin de propaganda:
La propaganda es, por una parte, un
tipo de publicidad que utiliza medios
masivos como la televisin, la radio,
los peridicos, etc., para difundir
ideas, informacin, doctrinas u otros
con
el
objetivo
de
atraer
principalmente adeptos; y por otra,
es una forma especial de relaciones
pblicas
que
se
utiliza
para
comunicar informacin referente a
una organizacin, sus productos o
polticas a travs de medios que no
reciben un pago de la empresa, como
las noticias o reportajes, con el
objetivo de atraer principalmente a
compradores.
En este punto, cabe destacar que en
ambos casos (ya sea como tipo de
publicidad o forma de relaciones
pblicas), la propaganda apela tanto
al intelecto como a las emociones del
pblico al que va dirigido para lograr
sus objetivos.
Por otra parte, es necesario sealar
que
existen
dos
tipos
de
propaganda:
1)
La
buena
propaganda que va en favor de la
organizacin, sus productos, servicios
o polticas y 2) la mala propaganda
que va en desmedro de todo ello, y
que las empresas deben evitar por el
impacto negativo que suele tener.
Given the above definitions, I propose
the
following
definition
of
propaganda:
The propaganda is, first, a type of
advertising that uses mass media as
television, radio, newspapers, etc., To
disseminate
ideas,
information,
doctrines or others with the aim of
attracting mainly followers and,
secondly, is a special form of public
relations is used to communicate
information about an organization, its
products or policies through means
that do not receive a payment from
the company, such as news or
reports, with the aim of attracting
buyers
mainly.
At this point, note that in both cases
(either as a form of advertising or
public relations), advertising appeals
to both the intellect and the emotions
of the audience it is aimed to achieve
its
objectives.
Moreover, it should be noted that
there are two types of propaganda: 1)
Good propaganda that goes for the
organization, its products, services or
policies and 2) the bad publicity that
is detrimental to all, and that
Companies should avoid the negative
impact that usually have.
