PROPAGANDA ANALYSIS

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PROPAGANDA ANALYSIS

• An Outline

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FRAMEWORK OF ANALYSIS

• 1. Ideology and Purpose of the Propaganda
  Campaign
• Ideology (Cooper, 1989) is a coherent world view
  that determines how arguments will be received
  and interpreted. The common sense of the world
  view provides the basis for determining what is
  good, bad, right, wrong, and so forth.
• Purpose is to achieve acceptance of
  propagandists ideology by the people.
  Propaganda may incorporate such elements of
  ideology as references to (i) preexisting
  struggles and past situations (ii) current
  frames of reference and value systems (iii)
  future goals and objectives.

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2. Context

• 2. The Context in Which Propaganda Occurs.
• Considerations of historical background, existing
  beliefs and values, prevailing social myths,
  prevailing public mood, etc.

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3. Propagandist

• 3. Identification of the Propagandist
• Usually an institution or organization. May be
  overt or covert.

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4. Structure of Propagandist

• 4. Structure of the Propaganda Organization
• Usually strong, centralized, decision-making
  authorities produce consistent messages
  throughout their structure.
• Leadership influential in setting general tone
  and approach.
• Structure produces long term goals and short term
  objectives.
• Who are the members of the organization and how
  do they get to be members?
• Propaganda organizations will have internal
  cultures, and sets of formal rules.
• To whom does the organization release information
  about itself?

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5. Target Audience

• 5. Target Audience
• The propaganda message is aimed at the audience
  most likely to be useful to the propagandist if
  it responds favorably. How is the target
  audience identified and reached?

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6. Media Utilization

• 6. Media Utilization Techniques
• Which media, how, flow of communication from one
  medium to another, from media to groups and
  individuals.
• Relationship of the media to each other to the
  people?
• Controlled flow of information from the
  propagandist?
• Opportunity for counterpropaganda within or on
  competing media?
• Visual images verbal innovations?
• How is the message presented?
• Overall impression on audience (how do we know
  this?)

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7. Techniques (i)

• 7. Special Techniques to Maximize Effect.
• It must be seen, understood, remembered, and
  acted upon.
• (a) Predispositions of the Audience - Creating
  Resonance.
• Messages that are supportive of, rather than
  discrepant from, commonly held views of the
  people are more likely to be effective. The
  propagandist also uses canalization to direct
  preexisting behavior patterns and attitudes.
• (b) Source Credibility
• What is the audiences perceived image of the
  source? How does the propagandist establish
  identification with the audience?
• (c) Opinion Leaders
• How does the propagandist work through those who
  have credibility in a community?

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Techniques (ii)

• (d) Face-to-Face Contact
• How does the propagandist provide opportunities
  for face-to-face contact with the target
  audience?
• (e) Group Norms
• How does the propagandist exploit peoples
  conforming tendencies?
• (f) Reward and Punishment
• For example, uses of aid to secure compliance
  with foreign policy.

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Techniques (iii)

• (g) Monopoly of the Communication Source
• For example, government control over media in
  authoritarian societies.
• (h) Visual Symbols of Power
• For example, the flag, marble floors etc.
• (i) Language Used
• Propaganda uses language that tends to deify a
  cause and satanize opponents. Exaggeration is
  often associated with propaganda. Likewise,
  innuendo.

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Techniques (iv)

• (j) Music as Propaganda
• Music combines sound and language and is repeated
  until it becomes familiar. It touches the
  emotions easily, suggestions associations and
  past experiences, invites us to sing along and
  embraces ideology in the lyrics.
• (k) Arousal of Emotions.

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8. Audience Reaction

• 8. Audience Reaction to Various Techniques.
• This might be indicated, but not the same as,
• journalistic reaction. Other evidence might
  include
• rate of recruitment to the propaganda
  organization, contributions, audience adoption of
  slogans,
• language, attire, etc.

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9. Counterpropaganda

• 9. Counterpropaganda
• This may be above ground or below ground. It may
  occur in metaphorical forms in literature and
  theatre.

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10. Effects

• 10. Effects and Evaluation
• Has the propagandist achieved his goals?