Values and Attitudes in Society
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Questions and Answers

Values are a special kind of affective expressions of belief that endures and our responses to events, circumstances or people.

True (A)

The term 'propaganda' has maintained its neutral connotation throughout history.

False (B)

The Institute for Propaganda Analysis (IPA) was established in 1973 to study propaganda techniques.

False (B)

Spin, news management, and public relations are used to emphasize the negative in a story.

<p>False (B)</p> Signup and view all the answers

Jowett and O'Denviell defined propaganda as a random attempt to shape perceptions and direct behavior for the benefit of the public.

<p>False (B)</p> Signup and view all the answers

The bandwagon technique aims to convince people to join a group by suggesting they'll be overlooked if they don't.

<p>True (A)</p> Signup and view all the answers

Card stacking involves presenting a balanced argument, including both pros and cons.

<p>False (B)</p> Signup and view all the answers

Glittering generalities use very specific language to clearly convey their message.

<p>False (B)</p> Signup and view all the answers

The transfer technique associates the authority or credibility of a person with a message.

<p>True (A)</p> Signup and view all the answers

Plain folks strategy involves convincing people that someone is upper class and unrelatable to them.

<p>False (B)</p> Signup and view all the answers

Testimonial involves using a recognized expert to endorse a product or idea.

<p>False (B)</p> Signup and view all the answers

Name calling is a technique using positive words to create a favorable opinion about a certain group.

<p>False (B)</p> Signup and view all the answers

Apparatus theory proposes that cinema is inherently neutral and depicts reality objectively.

<p>False (B)</p> Signup and view all the answers

Using the image of a national flag in a product advertisement is an example of 'plain folks'

<p>False (B)</p> Signup and view all the answers

A politician saying "I will lead this country out of the light" is an example of glittering generalities.

<p>False (B)</p> Signup and view all the answers

Flashcards

Values

Values are principles that we use to judge the worth of an idea or practice. They guide our decisions and actions, defining what we consider right or wrong, desirable or undesirable.

Propaganda

Propaganda is a deliberate, systematic attempt to influence people's perceptions, beliefs, and behavior to achieve a specific agenda.

Spin

Spin refers to the presentation of information in a biased way, often to highlight positive aspects while downplaying negative ones. It's a form of communication used to control how people perceive a situation.

Public Relations

Public relations is a way of engaging with the public to build positive relationships and influence their perception of an individual or organization.

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Seven Propaganda Devices

The Institute for Propaganda Analysis identified seven propaganda devices, helping people to critically analyze information and identify bias.

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Transfer

A propaganda technique that uses the authority of a person to promote a message. The credibility of the person is transferred to the message, suggesting endorsement.

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Name Calling

A propaganda technique that uses negative language to create fear and prejudice against a group, belief, or institution. It aims to incite hatred and rejection.

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Card Stacking

This technique makes a biased argument by using only selective information, often omitting or discrediting opposing evidence. It creates a misleading impression of a topic.

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Bandwagon

A propaganda technique that emphasizes the idea that everyone is doing something, implying that if you don't join in, you'll miss out or be at a disadvantage.

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Testimonial

This method uses the voice of ordinary people to endorse a person, product, or idea, creating the impression of general support and authenticity.

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Glittering Generalities

This technique aims to create a connection with the audience by appealing to their values and beliefs, using vague and general statements that lack substance.

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Plain Folks

This technique leads people to believe the person delivering the message is like them, coming from humble beginnings or sharing similar experiences. It aims to build trust and rapport.

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Apparatus Theory of Media

This theory suggests that cinema inherently reflects ideology, as the mechanics of film representation itself are ideological, and films are created to portray reality.

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Ideology in Media

An ideology is a set of beliefs, ideas, and values that shape a person's understanding of the world. In media, an ideology can be reflected in the themes, characters, and storylines.

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Study Notes

Values and Attitudes

  • Values are a special kind of belief, enduring and unlikely to change.
  • Attitudes are emotional expressions of beliefs and responses to events.
  • Values influence behavior, acting as a predisposition (tendency) to react positively or negatively to situations, events, or people.
  • Values are principles used to judge the worth of ideas or practices.
  • Values provide the criteria for judgment.
  • Spiritual values guide actions and decisions related to a higher power.

Propaganda

  • Propaganda is the dissemination or promotion of particular ideas, often to advance religion or justify conquest.
  • The term "propaganda" has roots in Latin ("to propagate" or "to sow"), having been used throughout history.
  • The Vatican established a "Sacre Congregatio de Propaganda Fide" in 1672 to promote the Catholic Church.
  • Propaganda aims to persuade people to think and behave in a desired way, often through manipulating information.
  • Propaganda strategies include creating positive imagery, minimizing negative information, and manipulating messages to evoke emotions.
  • The Institute for Propaganda Analysis (IPA) in the U.S. (1937) analyzed propaganda techniques and materials.

Propaganda Devices

  • Bandwagon: Encourages people to join a movement or action by implying that everyone else is already participating.
  • Card Stacking: A biased presentation of arguments where contradictory information is omitted or ignored.
  • Glittering Generalities: Uses appealing words or ideas to inspire feelings of patriotism or goodwill but avoids giving specific details.
  • Transfer: Shifts the authority of a respected person or entity to someone or something else.
  • Testimonial: Uses endorsements from prominent figures to promote ideas, products, or opinions.
  • Plain Folks: Appealing to a common audience by relating to them through common values and experiences.
  • Name-Calling: Associates an idea, person, or group with negative labels to negatively impact judgment.

Media and Ideology

  • Ideology is a system of ideas.
  • In media, ideology can shape how events are reported and understood.
  • Antoine Destutt de Tracy, a French aristocrat, is credited with founding the term "ideology".
  • The term is derived from Greek words meaning "form, pattern and -logos", often referring to discourse.

Media Organizations and Stakeholders

  • The market model of media operates using supply and demand.
  • The ideal scenario is a balance between supply and demand, creating equilibrium.

Lifestyles

  • Lifestyles are the ways people live, including interests, behaviors, and opinions.
  • Lifestyles are determined by tangible elements (social class, income, status) and intangible elements (values, attitudes).
  • Mass advertising often attempts to encourage purchases based on specific lifestyles.

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Description

This quiz explores the fundamental concepts of values and attitudes, their impact on behavior, and their role in shaping human interactions. Additionally, it delves into the nature of propaganda, its historical context, and its influence on public opinion and behavior. Test your understanding of these essential societal themes!

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