250 Fundamentals of Political Science REFERENCES Ayson, Florentino G. “A Comparative Study of the Multi-Party a ‘Two-Party Systems in the Philippines:” An Unpublishe Doctoral Dissertation. Manila: December, 1991. Key, Jr, V. ©. Politics, Parties and Pressure Groups. New Yo Thomas Y. Crowell Company, 1964. ‘System. New York: Charles Scribner's Sons, 1971. MeFarland, Andrew $. Common Cause: Lobbying in the Publi Interest. Chatam, New Jersey: Chatam House, 1984. : Harcourt, Brace & World, Inc., 1985. ed. New York: McGraw-Hill Book Company, 1983. ‘Smith, Hedrick. The Power Game, New York: Ballantine Books, 1988 ‘Truman, Di : Public Opinion. New York: Alfred A. Knopf, Inc., 1965. 251 cuarrer 10 PUBLIC OPINION AND PROPAGANDA PUBLIC OPINION Various concepts and assumptions about public opinion reflect different interpretations which only show that public opinion is indeed a very complicated study. In political science, the study of public crinie 5 eens (on the analysis of interaction between citizens and groups, and between citizens and the state, It is in this interactional environment that individuals leam to form their political opinions based on information and impressions from the world around them. ‘They express their views on prevailing issues of public policy, on certain governmental actions, on the manner the national leadership exercises the political authority and on ‘ther political problems that are brought to their attention. Historical Origins. The origin of the term “public opinion” may te traced to ancient times ~ during’ the goldeages of Greece and the" Roman Empire. In the Greek city-state of Athens where ancient democracy was bor, the citizens assembled in open Session to > discuss’ freely the’ burning ‘issues of the day. They took part in town-meeting discussions on such important public policy issues as taxation, treaty negotiations and problems of war and peace.’ This direct popular participation: of the Greek citizens in the sharing of252 Fundamentals of Political Science Political power with government and in the formulation and critici f public policy laid the foundation of public opinion in a den cracy. In Rome the'theater became the symbol of the free exchange ideas, the crucible of what the Romans called consensis popul During the Middle Ages, according to Rodee, Anderson ane CChristol, some philosophers popularized the maxim: Vax populiy Va Dei (the: Voice of the people is the voice of God.) Later, Machiavel in his Discourses compared the voice of the people ta the voice 6 God. It was in the eighteenth century that the Phrase “public opinio in the sense of popular participation in the formation, execution criticism of public policy was introduced in Western Europe. Jacques Rousseau, father of direct democracy, was the first to the phrase on the eve of the French revolution. Subsequently, power potential of public opinion in a democracy has been conti elections, (referendums, initiative, and recall, the ballot, polities parties, and interest and pressure groups. ‘The,Meaning. of Public Opinion. As already stated, publi opinion can be analyzed in different ways. For instance, the psycho: logist Floyd Allport defined public opinion in terms of “a m individual situation in which individuals are expressing t as favoring or opposing some definite condition, person, or prop of widespread importance, in such a proportion of number, int and constancy, as to give rise to the probability of affecting action, directly, or indirectly, toward the subject concerned.” Others beli that individuals express their views and behave in an environment in which time and place are important variables. They claim that what is ‘said about oil energy in the Philippines today may vary from what said about it in other countries and at other periods of time. Hence, they conclude that public opinion “is the judgment, attittide and belief of a group of people at » particular time and place.” Still others defin public opinion simply as the expression of attitudes of a certain groug of people on a public issue, Editorials and commentaries belong to this group. Put in another way, public opinion refers to the collective indi- | vidual, opinions ‘of a designated public conceming goverment a Public Opinion and Propiganda, “253 polities sind public ‘policy.’ Lawson's definition is somewhat similar with Rodee et. al. in that, public opinion is an aggregate: of individual” opinions on any issue, but found on examination to be varied and conflicting, “held with different degrees of intensity by persons with very different degrees of access to political decision-making processes." To understand more clearly the meaning of public it is essential to consider the definitions of both public and opinion. A public is generally believed'to be’ a part of society, ‘so that there are many types of publics, A group of people who share common interests like that of a civic club, students in a classroom, business ‘organization, labor union, and many others is onc type of public. These ‘groups which comprise each a public may even be a part of a bigger public simultaneously, the citizenry. Publics may also be described in terms of geographical divisions: such as the people of a town, city, county, province, state, or nation. A public, according’ to sociologists, is a group of people confronted by an issue and who are divided in opinion about the issue. They discuss it to express their views to form public opinion. In the area of political dynamics,’ a public’is’a| group of people ‘with common interests that makes itself felt in some stages of the formulation and execution of goverment policies. In the view of Rodee, Anderson and Christol, an opinion may be regarded as a belief that must be expressed in words on an issue or proposition. Such belief may be a manifestation of the attitude and personality of the individual who may venture to express his ideas in a discussion with his peers and associates on a given issue although he may not have expressed such an opinion previgusly. The implication of this ‘conception is that opinions develop and change through time and under varied circumstances depending upon the attitudes that are expressed. Public opinion, according to William Albig is “thejexpression of,» al the’ members of a group who are giving attention im any way 10 ‘wigivenrissue.” From the point of view of David Truman, public pinion consists of the opinions of a group of persons making up the public dn the given issue under discussion. However, these opinions do not include those views which do not have any relation to the254 Fundamentals of Political Science Public Opinion and Propaganda | 255 ineasured or ascertained. In order to understand the implications of Public opinion upon the democratic system. Tt-is necessary to discuss | some measurement techniques.” ssue in question but only those relevant to it, or to any situation th describes this group of people as a public. Public opinion need not b the majority's opinion since the minority is also a part of the public discussing the same issne. ‘ a % ‘ 1. Pilblie"“Opiniion is: Measured Through the Ballor)One of To sum up, the definition of public opinion contains ithe traditional ways in which public opition is measured is through aspects.’ First, there must be an aggregate of persons rather tha i z single individual to express those opinions on a certain publi ‘question. / 7 Second, opinions mist be expressed or communicated to ot ‘Since an opinion is a reflection of the attitude and personality fan individual, and an attitude is a latent predisposition that ¢ be directly observed, then the attitude of a person toward person, situation or an idea should be expressed to form an opii ‘Suppose a majority of the people in a couniry harbor secret atti of dislike to their ruler, but they fail to express these attitudes i talking with others in political meetings and in voting due to son reason or another. Such attitudes cannot form a part of public opi although they would have become a highly potential public opinion these attitudes would have been expressed to other people. Third, public Opinion develops only when there is an issue. "Th issue deals with public questions rather than purely private ones, Th issue becomes public when people are interested in forming opini ‘on the subject, Public opinion encompasses a wide range of que = from a sensational news of the marriage of a tycoon’s daught an unknown nobody to problems brought about by the energy cr and international tensions. When questions of public concern relevance to government they become political issues. These iss may center on government policies, candidates and parties. | exercise of the freedom of suffrage by the voters. Freedom of “suffrage means that the voters are free to follow their own will to H select their public officers in spite of many dangers, threats and Heflect the true mandate of the people which essence is genuine “Public opinion transformed into majority votes that give the right to victorious candidates to exercise the political authority to run the Affairs of government. In practice, however, itis hard to say to what extend the:results an election reflect the true will of the people. This political predi- nt happens in developing democratic countries whose politically [immatured people are easy prey to the power and influence of dliticians. In the Philippines, for instance, our people are inherently ieful to those who have granted them help in one way or another. the rural areas, choose the candidates whom they owe favors, or idates to whom they are indebted. But in the United States, is a highly developed country and considered the richest and irongest nation on earth, the true will of the American people was sprinted in their ballot. For example, the results of the midterm elec- ‘from political candidates. This true will smothered the expensive ‘advertisements of the Republicans about the Clinton-Lewinsky sex indal as a campaign device to have more Republicans win seats Congress and to strengthen the Republicans’ impeachment case inst Bill Clinton. The midterm elections showed more Democrats ted to increase their number in the House of Representatives and in the status quo in the Senate. The results implied that the merican people were against impeachment of the president and se more concerned in good and effective government than the ivate life of their president. ‘The Methods of Measuring Public Opinion. Public opinio may be considered as playing a determining role in a democ In the view of James Bryce, democracy should be based on publ opinion, A great achievement of public opinion in the realm politics in democracy is the translation of the consensus or decis - ofa given public into public policy, or the effective criticism of policy of the government. If public opinion has a great influ the political process of a democratic state, it is important that it256 Fundamentals of Political Science 2. Public Opinion is Measured Thiowgh Pressure Group has been shown in the preceding chapter that interest or pres ‘groups influence the formalation and execution of public: polic promote the welfare of their members. They communicate views to public officials in some stages in the formulation of pu policy, through a variety of methods ~ through letters and telegr ‘The pressure group is-one of the “models of political finkag which government policy is made in accordance with the ne ‘and demands of the’publie. The pressure group model is based ofl assumption of a democratic pluralistic society where a myria interest groups exist. Members of these groups are mobili influence government policy on matters that benefit them Pressure groups representing business, labor and agriculture cor with each other to press their objectives upon government o through their leaders.* Since group objectives often conflict, tion and compromise may be necessary to eventually form policy. In the midst of this conflict, there are occasions when ‘between pressure groups and government is compromised For ¢ reasons. Group pressure leaders may intentionally or unintention misrepresent the views of their membership when contacting go¥ ment agencies. There may bc miscommunication between leaders and their members when the former perceive wrongly | views of the latter on key issues. And finally, the pressure leaders may be unable to marshall the votes of their mem support of a policy position that has been decided upon.’ Under these circumstances, the opinion environment democracy focuses a new light in the role of government vi the interests and demands of citizens. Government is not an reactor to the constant expressions of mass opinion relating to t various interests and demands for much of its business extend b the reach of public opinion. Moreover, the public speaks with Public Opinion and Propaganda 257 voices and it is the role of government to reconcile these different views, or to.choose from them, or ignore them altogether. For instance, a majority of Filipinos would want the govern- ment to deliver to them essential basic services, especially to the poor, the underprivileged and those deprived of their homes and lends because of natural calamities, like the Mt. Pinatubo victims. ‘The people's representatives in Congress understood their plight, and so they transformed their people’s expressions of need into legisla- tions: one for the appropriation of 10 billion pesos for the reseitle- ment and rehabilitation of Mt. Pinatubo: victims; another is for increasing the budget for essential public services. A legislative measure is being pushed in Congress to reduce foreign debt payments = to reconsider a debt cap; The government represented especially by the Executive is unmoved by these concems of the representatives of the people which count many in both chambers of Congress. It ‘was even said that if in the event the measure is approved by Congress it will be vetoed by the President. The reason for this anticipated action is: there are many in- fluences far beyond the scape of public opinion that affects govern- ment in making key decisions, especially if they relate to the complex issues of international relations." 3. Public Opinion is Measured Through Direct Contact With the Citizens; From time (o time, the national leadership goes to the people to sound out their views on certain aspects of the government's program. This method of direct contact with the citizens provides the Icadership @: wide range of pcople’s opinions including their problems which would guide it to find effective ways of implementing govern- ‘ment projects for the development and welfare of the state. Hence, it is found advisable that the Leader associates himself with his people to find out what they feel about his administration, If he hears some sour notes or negative views, he may try to introduce changes in order to adjust his rule to the pulse of public opinion. This method of measuring public opinion found clear manifestation in former President Fidel V. Ramos’ Cabinet meetings in the provinces which occurred during the later part of his sixth, year administration, and ‘where local officials were invited as resource persons.258 Fundamentals of Political Science 4. Publié Opinion is Measured Through Referendum, or i Plebiscité: The referendum in many democratic countries is an in tution of direct democracy used to ratify constitutional amend and to prevent bad laws from being implemented. In the Philipp however, both referendum and plebiscite are potent instruments measuring the political opinions of the citizens on proposed poli and amendments to the Constitution respectively. 5. ‘Publié Opinion is Measured Through Opinion Polls. In the face of changing conditions great strides have: been made to fo public opinion through scientific polling devices. In the United St for example, the measurement of public opinion by opinion po started with the “straw votes” technique. It was a system where large numbers of persons became respondents to a mass polling. Net papers, joined by magazines like the Literary Digest, the Farm Journal and the Pathfinder, experimented with the straw poll tech- 2 million returned ballots, and predicted the presidential victory Alfred Landon over President Franklin Delano Roosevelt, but actuall Roosevelt had a landslide victory over Landon. ‘i victory tw Roosevelt proved the “straw vote” technique of measur public opinion very defective for various reasons. The sample of the electorate was noi carefully selected, questions were not carefull framed so that they invited unclear answers; multiple voting was practiced, and there were no qualifications of voters except the price of the newspaper. In the coming years after 1936, the “straw vote” was done away with. Statistical research began to develop together with the: principles of psychology and sociology which helped make a ‘measuring instrument for the study of public opinion. Attention was shifted to commercial polls and the universities, such pollsters claimed achieving scientific accurate results by controlling their samples. Quality ‘of their samples and not quantity was much emphasized to achieve _ Better results. The system required pollsters to have a cross-section _ 6f the population, that is, selecting carefully a “random sample” of the Public Opinion and Propaganda | 294) population, Random sampling means the polling of a remarkably small but chosen group of people reflective of the cross-section of the population which takes into consideration such variables as place of residence, age, sex, religion, professional interests, and economic status, etc. The experts believe that by this means a highly accurate indication of public opinion can be secured. If the random sampling method is to be applied in politics to achieve a scientific analysis of the electorate on candidates and issues, then a typical representative segment of the electorate is chosen for investigation. Considering such factors or variables mentioned above, there is a chance that each voter has an equal probability of being selected for the sample. In other words, voters making up thé sample are selected at random fashion from the entire electorate. In the United States, the random sampling technique of mea-suring public opinion is characterized by two primary sampling procedures: (1) area-sampling and: (2) quota-sampling. The area sampling method requires the selection of individuals for interview from carefully chosen areas. These areas would include states, re cities of various sizes, and the proper proportion of rural to urban dwellers. This tested sampling procedure brought out certain adminis- trative problems upon the planning and execution of this method, and, furthermore, it was found to be expensive. ‘An alternative method of random sampling is the “quota contro!” or the “quota sampling” method where a given number of persons are designated to be interviewed in certain strata, such as economic or social status, age, sex, and community size, but the selection of par- ticular respondents is left to the judgment of the interviewer: This is also called stratified sampling. For example, if 50 percent of the people the community belong to the middle income group, then 50 percent of the respondents should belong to this group in economic status, and so on with the other characteristics such as social status, age, sex, and so forth. Other than the random technique of measuring public opinion there are also: two other general methods of sampling, the purposive: andthe combination’ of both: stratified and purposive. sampling: Purposive”'sampling’ combines interview or questioning to a’certain’“-treiqo ita paus2ou0s ose are syjod KeAsns a1uotos yey UAMOW OG, Sunejnuuo; od. j pe Supa 0y po Spor oep any es0nasL Zo} OTUANUORL IL SIs eD “pinous 1 1ng “Zuijod woyuido oxjqnd oy Aysejndod 9418 suornaf ‘SuONBOIpUL oU-amE-ar0Mp (1) =sMO|JOF-SB.sjjod.uotuIdo 9}1qRd:papuayop *hydosoyiyd. onrjod. 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INA uoNeZIuRHIO ue Jo drysroquioyy Jo soquinu are] v yA uonEZIUESIO Uys ‘re uoryearunuTUIOS Jo sjautEyD OF sso09" pue oBnsaid puL |ym Poo! ‘jonuoo puv-wonesSoiur-yeuroyur-‘soosnasou. iounuy. ‘04 sijoeq ‘ssooo1d epuesedosd ay) ut quowsj2 yueuodut ues} astpue’ -edoid ayy jo seis ayy, WipunSedarg vys Jo snm1s YL “ypene ayy jo ued amp pue ‘uorenn! ond 9p Spweedond a Jo sues sore Koy, “epurdedox Oz shuetdagt pov VOR oHaN VaNVvovaoud ‘sausiog Teonvfod 10 stewouepuNE — OZ| j j f 266 Fundamentals of Political Stience are identical with theirs. This reservoir of goodwill with the pul will be better nurtured if'the organization through experts will be able to gain access to the channels of comm by which propaganda can be peddled more 2. ‘The 'Propagandist’s Situation or Environment. One of big problems of the propagandist is how to control the situati environment, under which he works. In the political arena, for ample, there is a keen competition among political campaij different political parties for the voters attention and interest their respective candidates. Under this situation each group affecting voters’ attitudes. In tofalitarian dictatorships, leader dictators create their oW situations or environments and use propaganda psychologically 0 very wide scale to suit their needs. Propaganda techniques can | used to full advantage to benefit the totalitarian regime because 1 dictatorship controls the channels of communication and enforces tight censorship on news sources. intellectual capacity. An individual with less intelligence is vulnerable to propaganda influence and manipulation. 3. The Propagandist’s Plan of Attack. The third aspect of technique and content of propaganda refers to selecting goals, plan ning the campaign tactics or strategies, and considering cert specific techniques which attain the objectives of prop ‘and will give the propagandist greater rewards. ‘The propagandist’s goals are to condition the attitudes and fluence the opinions of individuals or groups who are the subj cf propaganda. In other words, these people should be convinced Public Opinion and Propagat | 267) ‘approve and support the propagandist’s motives, may be to buy the product of his company, of vote for his candidate, or be. willing to write their representatives to: approve or reject certain legislation, etc. Whatever the goal of the propagandist, he should be able to _ exercise influence over groups of people to manipulate their behavior ‘and direct their thoughts toward his cause. Propaganda strategy is essential to the propagandist because it ‘will mean success to his efforts if such strategy will be carried faithfully and effectively to establish for him an advantageous posi- | tion over competitors. Propaganda strategy involves (1) creating a socially acceptable image of the group in the public mind; (2) explain- ing the group's behavior to the: public’s satisfaction; (3) drawing an | uncomplimentary verbal picture of one’s competitors; and (4) sitting in’ constant judgment on the behavior of competing groups. Interest or pressure groups also utilize propaganda for the "attainment of their goals. In their relationship with. government, these groups consider governmental action or inaction as propaganda _ material. Business, labor, agricultural and other interest groups have their own propaganda planning to influence government to favor their cause and given them protection. Many of these interest groups ‘often succeed in their propaganda efforts, and consequently, govern= ment is pictured by them as “remote political force, reckless, bureau- ‘cratic, imesponsible, wasteful; a source of endless largesse for one’s ‘own group; and an instrument of coercion to be wielded over com- peting groups.” ‘The Techniques of Propaganda. The myriad organizations ‘a modem society exist for the protection and advancement of the interests of their members. To do this they function to influence public opinion. They continuously spread propaganda by using all available communication and the techniques of influence and persua- sion to those in influential positions and upon the public. The basic propaganda techniques used by these organizations or by political iterests groups are not unique, but are familiar and pretty-well understood. They are even shared with other elements in society that attempt to influence the attitudes of a number of people, Described _ briefly are some basic propaganda techniques.ee 268 Fundamentals of Political Science ‘Firstj/identification with emotionally charged. symbols ‘words: Symbols or words play a very important role in the art 0 propaganda. A picture, a'sign, a statue, a flag or banner, or things: represent ideas “and meanings: may: become effective tools of p suasion if the propagandist. can. get his. listeners or readers to acc his idea or suggestion. Words may also be used as symbols. the word, “Filipinism.” This word can be exploited by national organizations to advance nationalist causes if their propagandists cg effectively bring to the minds and hearts of unnationalistic Filipi ‘of what “Filipinism” symbolizes and what it really stands for. Or take the words “Safeguard our sovereignty against i This is a common slogan of our cause-oriented and, patr nos against so-called American imperialism or neo-colonialis in connection with American bases in the Philippines. Because of incessant protestations of these cause-oriented groups against t retention of American bases as the pro-bases wanted it to be, the anti-bases senators who were as nationalistic as these groups their voices and thus finally, decided by a majority vote to end bases agreement immediately after September 16, 1991 and reject the U.SPhilippine Treaty of Friendship, Cooperation Security. Second, the use of distortion by selection. Under this techni the propagandist may have his materials based on facts. But sele only those facts that are useful in presenting the idea that fi wants to project. A part of this method is slanting or exaggeratio the facts.to emphasize only one view of the problem: or idea the propagandist wants to convey to his subjects. ‘Third, the practice of distraction. This technique is a potentid ‘weapon of the propagandist as it-distracts-aitention of the subjects « ‘propaganda:from the facts. It is what propaganda experts call a herring” that stands across the path of factual information to give individual or a group of people an erroneous impression. Distraction is “often attained through humor, satire, irony, and name calling, damaging testimony can be neutralized by calling the witness fascist or socialist,” or any other name that may incite hatred prejudice. Pablic Opinion and Propagandhi 265 Fourth, is the Gis oF #umior? This propaganda device may be considered as one of the most effective techniques that the propa- ‘gandist may utilize especially within a particular group in the “rumor public,” which is composed of individuals of the same interests and who have common concem with the subject matter of the rumor. Rode, Anderson, and Christol quoted Allport and Postman as saying that a rumor has three characteristics: (1) it-is a: proposition“offered: for” belief; (2) itvis usually conveyed orally from person to: person; and (3) it lacks substantiating evidence, and; therefore, a hearsay. ‘The vagueness of information that is conveyed which is com- pounded by the lack of information or credibility on the part of the rumor public makes this propaganda technique effective in politics. The rumor about the late. President Marcos as being very al with a grave ailment, in spite of his disvowals and his personal appearances proving that he was ever healthy, might have remained bewildering in the minds of some people. In the United States, some presidential candidates had been the victims of this propaganda device, Herbert Hoover was said to be exploiting merciless Mexicans as laborers in his farm, Franklin D. Roosevelt was rumored to be of Jewish ancestry. Finally, another propaganda tactic is the W8e"of the: big)diex This technique was practiced fervently by Hitler during the second World War. Hesbelieved.that the »message “of the» propagandist becomes consistenteif repeated He made use of timing to avoid detection of inconsistencies. The Allied forces ignored this Hitler's art of propa- ganda believing that the big lie was bound to be discovered. According to the Institute for Propaganda Analysis of the United States, there are otlier techniques more commonly used in propaganda warfare. These are: bandwagon, name-calling, glittering generality, testimonial, transfer, plain folks; and card stacking. Bandwagon’is a propaganda technique of convincing the subjects of propaganda to join the majority: of people-who. have a cepted. the viewpoint or product’ proposed. by the propagandist: ‘Commercial companies use this propaganda tactic to their advantage in promoting a new product through communication channels. In polities, the bandwagon is also a potential device of getting votes. On the eve of an election, a political party may have a television program xi i 210, Fundamenials of Political Science Public Opinion and Propagandt | 271) © | dlept with them on bamboo floors, jumped dikes with them bane footed, and plowed the fields with them just like any other common. “farmer. Lastly, the propaganda technique called camd-stacking. Iis @ " device, used.to describe the. process of selécting} evidence in-order to. ‘support for: a proposition, The propagandist seeks 10 confuse those searching for facts which he intentionally hides by distortion, falsehood, or omission. He resorts to overemphasis or under-empha- sis to evade the issues in order to discredit the opponent’s views. called “The Bandwagon,” attended. by the candidates of the political Ieaders, members, sympathizers and a bevy of stars in th entertainment world. One of the most important highlights of th program may be the announcement to the television audience: that @ majority of governors, city and town mayors have joined bandwagon of the party to support its national candidates, techniques is directed to the uncommitted voters. ‘Name calling involves the: use of a label intended for a pe or program which would cause: rejection. by the public of that pe ‘or-program. The label may inspire fear, hatred, or prejudice becat of its bad or disagreeable meaning. The characterization of a pol candidate as a murderer or a swindler is an example. ‘The: glittering generality is’a technique that appeals to: «emotions of love; sympathy, esteem, and brotherhood; and by em ing such virtue-words as charity, common good, truth, liberty, ete. t propagandist may succeed to have his listemers or subjects acc his proposal or program. Limitations of Propaganda, Propaganda ia essence “plays upon " weaknesses of man's critical faculties: upon his suggestibility, and " of course upon his prejudices and passions.” In the present century, propaganda is more used to present a one-sided view and to subvert the truth giving the term unsavory connotations. Because most pro- | paganda efforts are directed towards this end, it is important to know certain limitations of propaganda. ‘One limitation is: that of government: censorship."* Even in a democracy where there is freedom of speech and of the press, where | people are devoted to the principle of civil liberties, laws protect | people against libel, slander or defamation of character. National ‘security is protected against subversive influences by anti-subversion " [egislation, On the other hand, government censorship and regulation ‘can be mitigated by repealing anti-subversion laws as a psychological propaganda device in giving freedom to imprisoned and detained tebels and those still fighting the govemment to surrender and go back to the folds of the law. This was what President Fidel V. Ramos did in approving the repeal of the anti-subversion law (Repub- fic Act 1700) which outlawed the Communist Party with its political - and military arms, the National Democratic Front (NDF) and the New "People’s Army (NPA) respectively, and other subversive organizations. ‘The effect of this repeal was: all rebels fighting the government will now be free to join the mainstream of society and participate in electoral exercises without being prevented by the government. ‘Another limitation is-when citizens are possessed with alert and inquiring. minds. in, which-case-the- propagandist finds-it-difficult to penetrate, Such citizens are hard to convince because instead of ‘Testimonial isa measure’ by Which a’ well-known person’ celebrity. endorses.to,.the. public)2.political-candidate, a program, # new product or idea which the public may accept. Transfer is: another technique: of propaganda. that. carrie prestige and authority or respectability of a person, program, -orides (over. 10. another person,:program:or plan: which: the. propagandist would like the subjects of propaganda approve or accept. During second World War, an attempt was made in Germany by Hill propagandists to transfer the respect and reverence which th Germans held for their religion to Hitler who was idolized by fana~ tical followers as a living god. a Plain folks is a technique stilized by 2 politician-or Teader. ‘would. make himself appear to the common people'as possessi common ‘habits, and. characteristics. President Ramon Magsaysay adopted this propaganda tactic for his own benefit. He succeeded 10 impress the rural folks when he was a presidential candidate in 1953 with his common and banal ways. During the presi ign hhe went to the barrios and ate with the rural folks with his bare fingers,| 272 Pundmenals of Political Science subjecting themselves to the emotional appeals of the propagandis they would rather analyze or would go into careful investigation g the propaganda potentials of such appeals. And finally, Laswell and Kaplan said that propaganda i effective to existing predispositions, No amount of propaganda alter an existing predisposition. When a group of people are pre disposed to a certain situation where they have attained some of economic stability, no propaganda can change such existiny predisposition to accept the viewpoint of the propagandist that ‘are better off as common or poor people.” CASE SITUATIONS A. The Energy Crisis Act of 1993 grants the President the sp power to increase power rates up to 12 percent of return on base which is equivalent to 18 centavos per kilowatt hour. In view. of this, the Energy Secretary announced this increase fo NAPOCOR, but the Manila Electric Company (MERALCO) which’ buys the electricity from NAPOCOR may sell it to ‘consuming public to as high as 23 centavos or even higher pe Kilowatt hour. There are’ organized groups which are opposed to this increase. They express dismay and anger for the seeming] endless sufferings that they bear from this crisis. They opit that the law is unconstitutional and oppressive, 1. Are the views expressed by these groups considered @ public opinion? Explain, 2. Are these groups, like the Consumers Association: of Philippines, The Trade Union Congress of the Philippines, or the KMU (Kilusang Mayo Uno) eategorized as a public Support your answer. B. President Fidel V. Ramos has been going to the provinces not only to see the actual conditions in those places, but also to feel about his administration. He might have found out from Public Opinion and Propaganda | 273 them admirable and disappointing impressions about the way he runs the government. Going directly to the people is the best way by which the President would know what the people need, where his administration succeeded and where it failed. 1. _ Of the different methiods of measuring public opinion, which of them is applied to the above case situation? 2. From the political point of view, what advantages would this method give the leader in conducting the affairs of government? Explait "The military has been floating the news that the Communist insurgency in the Philippines has collapsed. The local com- munists have no longer that potential to wage a protracted revolutionary struggle against the government. Their leaders have been fighting each other because of tactical and ideological differences. Many of the core of leaders and NPAs have surrendered to the government because of sagging morale. But the hardline Communist leaders in the likes of Jose Ma. Sison, say that this technique are psy-war tactics, or in a sense, pro- paganda. If it were propaganda, in this case, the military propagandists selected those facts which emphasized one view that they wanted to project to the public. 1. What basic propaganda technique was used in the above case situation to influence public opinion? Explain, Ramon Magsaysay was the candidate of the Nacionalista Party for President of the Philippines in the 1953 elections, During the election campaign he succeeded to project himself as a ‘common tao, He went to the barrios and was able to influence the barrio folks that he was like them. This technique of campaigning endeared him with the masses. 1, What propaganda technique as listed in the U.S. Institute of Propaganda Analysis did Magsaysay adopt to accumulate ‘tremendous popularity among the common folks and that subsequently made Him President? Briefly explain this propaganda technique.