Propaganda Review of Related Theories 1. Critical Approaches

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4. Propaganda

Propaganda is not an easy thing to define. According to Michael Balfour’s Propaganda in War, propaganda is false or misleading information that supports political matters. Of course, propaganda is used when there are controversial circumstances. Therefore, propaganda can play a huge part in a war. It can be an effective tool to persuade the public to help in war. In this case, the main goal of propaganda is manipulation of public opinion. It usually creates the hatred against the opposing sides. The technique is to create a false view in the public mind by degrading the enemy. Anthony Rhodes’s Propaganda, The Art Of Persuasion states propaganda can be done by using certain words by saying that the enemy is responsible for certain things he never did. The logic is if people believe something false, they will constantly be doubtful with their first impression. Then, if the wrong image, which is more pleasant, already dominates the people’s mind, it will destroy their first impression that they got. Allan M. Winkler’s The Politics of Propaganda discusses nine techniques of propaganda. First is Appeal to Fear; the purpose is to grow up fear in people mind, for example, by making a film which shows cruelty of the enemy. Second is Appeal to authority; this technique usually picks up the ideas of one figure which people know as a wise person. The purpose is to support position idea, argument, or action. Third is Bandwagon; this techniques attempts to persuade the target audience to take a course of action which all the people join it. The logic is when more people join the action, more chances win the battle. This technique reinforces peoples natural desire to be on the winning side. The fourth is Obtain disapproval; this technique is used to stimulate the target to ridicule an action or PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 14 idea which is proposed by the opposing side. The fifth is Glittering generalities; this technique uses words which glorify the highly valued concepts and beliefs without supporting information and reason. They appeal to such emotions as love of country, home; desire for peace, freedom, glory, honour, etc. The sixth is Rationalization; this technique uses generalities which make people eager to rationalize questionable acts or beliefs. Therefore, if people are pleased with the rationalization, they tend to justify such action or belief. The seventh is Intentional vagueness; this technique uses words which are deliberately not clear so that the audience may have its own interpretations. The eight is Transfer; this is a technique which focuses on positive or negative qualities praise or blame of a person, object, or value an individual, group, organization, nation, patriotism, etc. in order to make the second more acceptable. The ninth is Labelling; it is a technique of arising prejudices in people’s mind or consciousness by labelling the object of the propaganda as something that the people fear, hate, or loathe. The last is Virtue words; it is a technique of using words in the value system which tend to produce a positive image when attached to a person or issue. Peace, happiness, security, wise leadership or freedom are virtue words.

5. American Values