Propaganda techniques in the media

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Whose voice guides your choice?

How do you decide who is the best candidate…

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or which is the best toothpaste ?

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Looking for facts to back up your choice is an excellent idea, but find out who is presenting those facts.

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Are they facts at all, or is the advertiser using propaganda techniques to persuade you?

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What are Propaganda techniques?• Propaganda is designed to

persuade.• Its purpose is to influence

your opinions, emotions, attitudes, or behavior.

• It seeks to “guide your choice.”

Who uses Propaganda?

•Military•Media•Advertisers•Politicians•You and I

What are some of the techniques used to persuade us? •Bandwagon

•Name-calling•Testimonial•Glittering Generality•Plain-folks appeal•Transfer•Emotional words•Faulty Reasoning•Fear

Bandwagon•Everybody is doing this.

•If you want to fit in, you need to “jump on the bandwagon” and do it too.•The implication is that you must JOIN in to FIT in.

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For example:

If the whole world uses this VISA card, you must need one too.

Bank of the World Visa Card-You can use it from Tennessee to

Timbuktu-anywhere you travel in whole

wide world !!

Sign up today at www.bowvisa.com

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Name-calling•A negative word or feeling is attached to an idea, product, or person.

• If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it.

For example:Do we want a mayor who will leave us in debt?

Spending grew 100% under Mayor Moneybags!

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Endorsement/Testimonial

•A famous person endorses an idea, a product, a candidate.

•If someone famous uses this product, believes this idea, or supports this candidate, so should we.

For example:

If we drink milk we will all be as famous as Milly the model.

Milly the Model asks, “Got Milk?”

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Glittering Generality

•A commonly admired virtue is used to inspire positive feelings for a person, idea, or product.

•Words like truth, democracy, beauty, timeless are examples of those general terms.

For example: If you want to be brighter, you’ll support Bill Brite.

Look on the bright side!

Vote for Bill Brite !

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Plain-folks appeal

This idea, product, or person is associated with normal, everyday people and activities.

For Example: We want a Jim Smith, a mayor who supports the regular American worker.

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Loaded Words/ Emotional words

•Words that leave us with positive feelings are used to describe a product, person, or idea.

•We associate those words and, therefore, those positive feelings with the product.

For example:

What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you? True Love

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How do we make sure that we are making informed choices,

instead of allowing others to sway us in our decision-making?

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We make our own choices when …•We read and listen to reliable sources,

•We watch for combinations of truths and lies,

•We check for hidden messages,

•We watch for use of propaganda techniques,

and, most importantly,

www.scottish.parliament.uk/ educationservice

WHEN WE LISTEN TO OUR OWN VOICES !