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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
Willett M. Kempton
’s
Environmental Values in American Culture states that values are about how we have learnt to think things ought to be or people
ought to behave, especially in terms of qualities. The United States society is made up of a diversity of ethnic groups and cultures that shape American values.
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Some individuals and groups respect the values which arise in the United States society, although the values are quite different from their groups.
Peoples attitudes and behavior are based on their values. Marian Beane’s An Adventure in American Culture and Values discusses five major American
values. The first is individuality. U.S. Americans are encouraged at an early age
to be independent and to develop their own goals in life. They are encouraged not to depend too much on others including their friends, teachers and parents. They
believed that their goals are achieved when they try harder to reach it. The second
is equality. Although they believe their destiny is in their own hands and that hard
work will be rewarded, they also believe that society should level the playing field so that everyone has an equal chance to get ahead. Americans uphold the
ideology that everyone is created equal and has the same rights. This includes women as well as men of all ethnic and cultural groups living in the United States.
Therefore, many laws protect the right of equality in various forms to protect citizens from authorities.
The third is achievement and hard work. The foreign visitor is often
impressed at how achievement oriented Americans are and how hard they both work and play. A competitive spirit is often the motivating factor to work harder.
Americans often compete with themselves as well as others. They feel good when they beat their own record in an athletic event or other types of competition.
Americans seem to always must be do something useful. They think that sitting quietly doing nothing seems like a waste of time. The fourth is
straightforwardness. Americans try to work out their differences face-to-face and
without a mediator. They are encouraged to speak up and give their opinions. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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Students are often invited to challenge or disagree with certain points in the
lecture. The last is looking to the future and to change. In the United States
children are often asked what they want to be when they grow up. In college students are asked what they will do when they graduate. Even a professor is often
asked what they will do when they retire. Change is often equated with progress
and holding on to traditions seems to imply old and outdated ways.
In American Values and Beliefs and the New World Order James M. McCormick states that American values are at the heart of Americas historic rise
to world leadership. He opines that respect for hard work, sacrifice, civility, loyalty, wisdom, patriotism, love of family, respect for life, education and love of
freedom are they key components which led The United States of America to be a great country.
In What is the Basis of American Culture? M. Gene Aldridge states that
Americans are very keen to support liberty. Liberty is the freedom from tyranny or arbitrary government or any other rule of law that is not grounded in self-
government. Using John Locke’s own words, The natural liberty of man is to be free from any superior power on earth…The liberty of man in society is to be
under no other legislative power but that established by consent…. 40.
B. Review on the Historical Background
