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To prepare for this assignment, review “‘Tricks of the Trade’ – Deception and Persuasion in Propaganda” (p.464) in Essentials of Sociology to obtain background information.
Consider your role as a consumer of media, including propaganda. What propaganda techniques have you seen or heard recently? Recall TV ads, political ads, movies, and news reports in both print and television. Which do you think provides the best explanation of propaganda? Why?
Consider a recent global event and how it was portrayed in media. (i.e. Hurricane Katrina, the Haiti earthquake, the BP oil spill, etc.)Explain why it was not simply information, but a technique of propaganda. Be certain to use all three major sociological theories – functionalism, conflict theory, and interactionism – in your analysis.
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Which do you think provides the best explanation of propaganda? Why?
Write 3 pages paper addressing propaganda. Be certain to use all three major sociologicaltheories – functionalism, conflict theory, and interactionism – in your analysis. Please note your grade will be based on the content of your work as well as on the spelling, grammar, and presentation.
To prepare for this assignment, review “‘Tricks of the Trade’ – Deception and Persuasion in Propaganda” (p.464) in Essentials of Sociology to obtain background information.
Reading from page 464
“Tricks of the Trade”— Deception and Persuasion in Propaganda
Sociologists Alfred and Elizabeth Lee (1939) found that propaganda relies on seven basic techniques, which they termed “tricks of the trade.” To be effective, the techniques should be subtle, with the audience unaware that their minds and emotions are being manipulated. If propaganda is effective, people will not know why they support something, but they’ll fervently defend it. Becoming familiar with these techniques can help you keep your mind and emotions from being manipulated. Name calling. This technique aims to arouse opposition to the competing product, candidate, or policy by associating it with negative images. By comparison, one’s own product, candidate, or policy is attractive. Republicans who call Democrats “soft on crime” and Democrats who call Republicans “insensitive to the poor” are using this technique. Glittering generality. Essentially the opposite of the first technique, this one surrounds the product, candidate, or policy with images that arouse positive feelings. “She’s a real Democrat” has little meaning, but people feel that something substantive has been said. “This Republican stands for individual rights” is so general that it is meaningless, yet the audience thinks that it has heard a specific message about the candidate.
Transfer. In its positive form, this technique associates the product, candidate, or policy with something the public approves of or respects. You might not be able to get by with saying, “ Coors is patriotic,” but surround a beer with images of the country’s flag, and beer drinkers will get the idea that it is more patriotic to drink this brand of beer than some other kind. In its negative form, this technique associates the product, candidate, or policy with something generally disapproved of by the public.
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Testimonials. Famous individuals endorse a product, candidate, or policy. David Beckham lends his name to Gillette, and Beyoncé tells you that L’Oréal is a great line of cosmetics. In the negative form of this technique, a despised person is associated with the competing product. If propagandists (called “ spin doctors” in politics) could have gotten away with it, they would have shown the president of the Islamic Republic of Iran announcing support for a candidate they oppose.
Plain folks. Sometimes it pays to associate the product, candidate, or policy with “ just plain folks.” “If Mary or John Q. Public likes it, you will, too.” A political candidate who kisses babies, puts on a hard hat, and has lunch at McDonald’s while photographers “catch him (or her) in the act” is using the “ plain folks” strategy. “I’m just a regular person” is the message of the presidential candidate who poses for photographers in jeans and work shirt— while making certain that the chauffeur and Mercedes do not show up in the photo.
Card stacking. The aim of this technique is to present only positive information about what you support, and only negative information about what you oppose. The intent is to make it sound as though there is only one conclusion a rational person can draw. Falsehoods, distortions, and illogical statements are often used.
Bandwagon. “ Everyone is doing it” is the idea behind this technique. Emphasizing how many other people buy the product or support the candidate or policy conveys the message that anyone who doesn’t join in is on the wrong track.
The Lees ( 1939) added, “ Once we know that a speaker or writer is using one of these propaganda devices in an attempt to convince us of an idea, we can separate the device from the idea and see what the idea amounts to on its own merits.”
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