Propaganda as Persuasion: Seven Techniques
Introduction: Three Concepts
•
The Rhetorical Continuum :
Information(We like) . . . to Persuasion . . . to
Propaganda (We dislike)
Information Persuasion propaganda
(like)
• Modern Science and Rhetoric :
SMCR model and the two step flow
(dislike) 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

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

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

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

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

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

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

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

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)