Propaganda Devices & Media Analysis PDF

## Main Characteristics of a Person ### Values - It could be a special kind - are the affective expressions of belief that endures and our responses to events, circumstances or people - It affects a person's behavior - Also called as predisposition to react favorably or unfavorably to a situation,...

## Main Characteristics of a Person ### Values - It could be a special kind - are the affective expressions of belief that endures and our responses to events, circumstances or people - It affects a person's behavior - Also called as predisposition to react favorably or unfavorably to a situation, event or person. - It defines right or wrong and what is desirable undesirable - Values are principles that we used to judge the worth of an idea or practice - Values provide the criteria by which we will judge. - Spiritual values direct your actions and decisions with regards to god ## Propaganda - Means to disseminate or promote particular ideas. In Latin, it means "to propogate" or "to sow". It has been extensively in history to advance religion and even justify conquest. - In 1672, the Vatican established the *sacre congregatio de Propahande fide* on the sacred congregation for propagating the Faith of the Roman Catholic Church. - It was an act meant to circumvent the growth and spread of Protestantism. That is why the term lost its neutrality and has come to be associated with deceit, manipulation, and even lies. - In 1937, the [*Institute for Propaganda Analysis (IPA)*] was formed in the United States. To probe into the diverse set of propaganda materials that inundated Americans. - **Essentially, propaganda is about communicating ideas designed to persuade people to think and behave in a desired way.** - When you write your status update on Facebook, when you express an opinion about a social issue, or when you share, retweet, and circulate information, you are attempting to influence how other people think about matters and issues, and you are Marshalling resources to change or further their opinions. ### Terms Associated With Propaganda - Spin - News management - Public relations - These are used with the aim of minimizing negative information and packing in a positive light in a story, Advocacy or even a Public personality. ### Spin - Often used with the manipulation of info. - **Public relations** = deal with how individuals, organizations can build a positive relationship with the public. ### Jowett and O'Denviell - Definition of Propaganda - Propaganda as a deliberate systematic attempt to shape perceptions, manipulate cognitions, and direct behavior that furthers the desire of the propaganist. ## Notes ### The Seven Propaganda Devices as Conceptualized by the Institute of Propaganda Analysis (IPA) 1. **Bandwagon** - It asserts that everybody or "all of us" is doing it and convinces members of a group to jump in the impression that if you don't join the rest, you will be left out or be at a disadvantage. - "Everybody's doing it, don't be left out!" cries out an advertisement. 2. **Card Stacking** - Involves making a very biased argument by combining falsehoods and leaving opposing evidence hidden or discredited. The term originated from the famous magician's trick of "stacking a deck of cards" that appears to have been shuffled but have been stacked in a certain order to favor the trick that will be played out. - Current economic managers and planners blame the previous administration for the economic slump. 3. **Glittering Generalities** - These are vague, broad strategies that will connect with the audience's beliefs and values but don't say anything substantive. Most slogans fall under this category. - An electoral candidate woos the voters by making this his clarion call, "I will lead this country out of the dark." 4. **Transfer** - It is a technique that carries the authority of a person to promote one's message. The credibility of the person is transferred and, eventually, fused with the message. Sometimes it uses symbols, *play* such as the Flag, to evoke a sense of patriotism. - A product uses the symbol of the Philippines flag to connote its nationalistic intent. 5. **Plain Folks** - It is used by propagandists to give the impression that the one carrying the message or the spokes-person comes from humble origins, or identifies with the masses, and so will keep their interests to heart. - Politicians crying babies to win votes or directing traffic in busy streets. 6. **Testimonial** - It involves using the voice of the people to speak for the message or to endorse a person, an idea, or a product. - The use of a disenfranchised farmer to speak for the cause of other farmers. 7. **Name Calling** - It creates fear and prejudice by using negative words to create an unfavorable opinion or hatred against a group, beliefs, ideas, or institutions they would have us denounce. - The head of the executive branch of the government discredits the Catholic Church by calling it names or calling out its excesses. ## What is the Apparatus Theory of Media? - Cinema is by nature ideological because its mechanics of representation are ideological, and because the films are created to represent reality. ## An Example of an Ideology in the Media? - Action films like *The Die Hard* or the *Lethal Weapon* series, solving problems with Force. ## What is Gramsci's Theory? - Gramsci is best known for his theory of cultural hegemony, which describes how the state and ruling capitalist class - the bourgeoisie - use cultural institutions to maintain wealth and power in capitalist societies. ## Ideological Elements - Ideas, beliefs, understandings, and attitudes. ## Althusserian Film Theory? - Provide a framework for analyzing how films represent class dynamics by showcasing the values and ideologies that uphold social hierarchies. ## 7 Ideologies 1. Anarchism 2. Communism 3. Conservatism 4. Environmentalism 5. Fascism 6. Feminism 7. Liberalism 8. Nationalism ## Media Hegemony Theory - Based on the definition of hegemony, media hegemony means dominance of certain aspects of life and thought by the penetration of a dominant culture and its values into social life. In other words, media hegemony serves as a crucial shaper of culture, values, and ideology of society. (Altheide, 1984) ## Lifestyles - Are the ways of living and consist of the interests, hobbies, behavior, and opinion of an individual, family, group, or community. - **2 Elements:** Tangible elements and intangible elements - **Tangible elements:** social class, income, status - **Intangible elements:** values, attitudes - Mass Advertising encourages people to patronize products that encourage a certain lifestyle. ## 7 Propaganda Devices - Bandwagon - Card Stacking - Glittering Generalities - Transfer - Plain Folks - Testimonial - Name-calling ## Lesson 2: Media and Ideology - Ideology is said to have been coined by the French aristocrat and torchbearer of enlightenment ideals, Antoine Destutt de Tracy (1754-1836). A French aristocrat and revolutionary coined the term *ideologie* from the Greek idea "form, pattern + -logos, denoting discourse." ## Chapter 7: Media Organizations and Stakeholders ### Lesson 1: Market Model - This model operates using the logic of supply and demand, where the quantity demand will equal the quantity supplied thereby resulting in economic equilibrium, a point wherein profit reaches the optimum level. ## Comparative Presentation of *Market Model Versus Public Sphere Model* (Adapted from Croteau and Hoynes 2005) | | **Market Model** | **Public Sphere Model** | | :----------- | :----------------------- | :------------------------------- | | **Nature** | Similar to a commercial firm selling products | Similar to a nongovernment or nonprofit organization where public service through knowledge is gained from media products. | | **Purpose** | Generate profits for owners and investors | Promote democracy through the dissemination of information. | | **Audience** | As consumers and buyers of products | As citizens of a democracy. | | **Encourages**| Patronize its products | Learn about the issues surrounding their environment and issues affecting the country. | | **Innovation**| Innovation is a *response* to the need to generate more *profits.* | Innovation is regarded as *essential* in order to deliver more effective communication messages. |