10/8/19

CMNS 110: Introduction to

Communication Studies
Week 6: Persuasion & Propaganda

Simon Fraser University

Science of Persuasion

Weapons of Persuasion
• Reciprocation
• Commitment and Consistency
• Social Proof
• Liking
• Authority
• Scarcity

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Reciprocation

Commitment and Consistency

Social Proof

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Liking

Authority

Scarcity

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Propaganda

Jowett and O Donnell Definition

Propaganda is

the deliberate, systematic attempt

to shape perceptions, manipulate
cognitions, and direct behavior to
achieve a response that furthers the
desired intent of the propagandist
(2012, p. 7).

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Age of Empire

WWII & the Yellow Peril

The Red Scare

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Islamophobia

Political Attack Ads

Kellner’s definition (1992)

Propaganda is:
a mode of discourse intended to persuade,
to manipulate, and to indoctrinate its
audience into accepting policies that might
be contrary to their self interest.

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We (the British) have... They (the Iraqi) have…

Reporting guidelines Censorship

Press briefings Propaganda

We… They…

Take out Destroy

Surprise Destroy

Eliminate Kill

Neutralize Kill

Dig in Cower in their foxholes

George Bush is… Saddam Hussein is…

At peace with himself Demented

Resolute Defiant

Statesmanlike An evil tyrant

Assured A crackpot monster

Comparing references made to British and the Iraqi forces in British media during the Gulf
War (Allan, News Culture 2004)
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Techniques
• Bandwagon • Concealed Purpose
• Name-calling • Disinformation
• Glittering Generality • The False Statement
• Plain-folks Appeal • The Suppression of Truth
• Emotional Words • The Slanting of News
• Testimonials • Fear

Johnson-Cartee & Copeland, 2004

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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.

• Being part of the “in” crowd.

• Fear of being left out.

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

Examples?
In world politics ?
Canadian politics?

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Glittering Generality

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.

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Plain-folks appeal
This idea, product, or
person is associated with
normal, everyday people
and activities.

“We want a Jim Smith, a

mayor who supports the
regular American
worker”

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Disinformation

Disinformation is
intentionally false or
inaccurate information
that is spread
deliberately. It is an act
of deception and false
statements to convince
someone of untruth.

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The Guardian