Scribd
Upload
8 views

Propaganda and Its Techniques

For sociology

Uploaded by

azmatarysha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
8 views

Propaganda and Its Techniques

For sociology

Uploaded by

azmatarysha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

PROPAGANDA AND ITS TECHNIQUES

Public opinion researches normally stress upon the manipulation of public opinion
through propaganda.

Propaganda refers to the "Techniques of influencing human action by the


manipulation of representations"-Harold D. Lasswell.

"Propaganda is the attempt to persuade people to a point of view upon issue....".


Miller. Clyde R.

"Propaganda is the attempt to persuade people to a point of view upon issue..."-


Horton and Hunt.

Propaganda is very often thought of as an attempt to win people over to an unpopular


cause or to influence them to follow a generally disapproved course of action. But
actually, the purpose of propaganda can be quit varied. It can be generally
understood as a means of influencing others, often towards a desirable end. Every
public enterprise, on a governmental department has its own department which is
presently called "publicity" department, "advertising department" or "public
relations" department, instead of propaganda. Propaganda has become a science as
well as an art. Individuals even specialize in it as a profession and represent the
organizations or persons employing them. Propaganda is also used for educational
and a public welfare purposes. various means of mass media are applied for
propaganda purposes.
THE TECHNIQUES OF PROPAGANDA

Propagandists can use several methods to persuade people to accept their views.
These techniques have one element in common. They make an appeal to the values
and attitudes of the people. Alfred M. Lee and Elizabeth B. Lee in their "The Fine
Art of Propaganda" of propaganda into seven main categories. They are as follows:
classified the techniques

1. "Name-Calling" is a method used in negative propaganda. Attempts are made


here to label the opponent as "communist", "fascist", "anti-secular", "reactionary"
"fifth columnist", and so on. This is the way of discrediting the opponent.

2. "Glittering Generalities" refers to the technique of using universally cherished


sentiments such as "social justice", "freedom of expression", "fundamental rights",
"human rights", "patriotism", "secularism", and the like. Manipulation of these
sentiments is likely to evoke favorable response.

3. "Transfer" is a method of winning approval for something by associating it with


some- thing else that is known to be viewed favorably. Example. Associating an idea
with a revered person like Gandhi or an image or symbol like the Ajodhya Ram
temple, or the Indian National Flag.

4. "Testimonial" is a technique of using famous or respected people to make public


statements favoring or opposing something. It is a common practice for advertisers
to use sports heroes, film stars, freedom fighters to recommend their products on
television and in magazines.

5. "Plain Folks" is the technique of identifying the propagandist’s ideas or product


with "ordinary" people. Political and public leaders., for example, pose themselves
to be very simple, generous, merciful, sympathetic, and so on. They often shake
hands with very poor people, kiss little babies, visit the huts of the lowest caste
people and pose themselves as very helpful and accommodative.

6. "Card Stacking" is an argument in which the facts (or false-hoods) are arranged
in such a manner that the only one conclusion seems to be logically possible. In this
technique, the propaganda goes on mentioning the good points or virtues of one
person, or ideology, or policy or any such thing in which he is interested. He
carefully omits all its defects and exaggerates that it is better than all other
alternatives. Industrialists make such advertisements in papers, televisions, etc.

7. "Band Wagon" is a method to build support for a particular view point, idea,
policy, or product by creating the impression that "everyone is doing it". Those who
come under this kind of propaganda are made to feel that they should also go with
the "same trend" or ease they will be "kept out". This is like the joining the "camp
of the winners" or of those who are likely to get a victory.

The phenomenon of propaganda is actually a wondrous one. Opinions are not


formed in vacuum. They are made in the context of existing cultural values and
personal preconceptions. Public opinion is often formed in a very informal manner
and cannot be easily studied. People do not necessarily get their opinions directly
from media sources. Opinions are often formed, or developed through the influence
of one's own primary group members, friends, workmates, neighbors and so on. The
public is also influenced by the prominent members of the community who act as
"opinion leaders". These individuals are normally status people and have their own
range of influence. Contagion may also play its role in the formation of public
opinion through what is known as the "band wagon" effect. The modern means of
mass communication such as radio, television, newspapers, films etc., have been
playing a vital role in the formation and spread of public opinion.
LIMITATIONS OF PROPAGANDA

The powers of the propaganda are not unlimited. Propaganda, however sophisticated
it may be, has its own limitations. Some of the limits of propaganda are mentioned
below.

1. Competing propagandas seem to be a great limiting factor. The mere existence of


competing propagandas, particularly in a democratic set up, restrains the influence
of the propagandists.

2. The credibility of the propagandists in the eyes of its receivers, is of great


importance. It is indeed a limiting factor. If the propagandist has a vested interest,
the credibility of his propaganda naturally gets reduced when the receivers discern
it.

3. The sophistication of the receivers limits the effects of propaganda. It can be


generalized, that more educated and informed people are less affected by propaganda
than the uneducated and poorly informed people.

4. The beliefs and values of the recipients also place some limits on the effects of
propaganda. People normally accept any kind of propaganda if it fits into their
beliefs and values or attitudes and reject even uncritically if that propaganda
conflicts with their beliefs.

5. Cultural drafts and trends will have their influence on propaganda. A cultural drift
cannot easily be stopped by propaganda. However, it may speed up or weaken the
cultural drift. It is doubtful whether the propaganda is capable of initiating or halting
a cultural trend, destroy a well-established value or, instill a view for which the
society is not looking for at the moment.

You might also like