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Mass Media and Culture Bias - Propaganda Techniques in the M

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Amy Beckis

on 3 March 2014

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Transcript of Mass Media and Culture Bias - Propaganda Techniques in the M

STEREOTYPES
to believe unfairly that all people or things with a particular characteristic are the same
ASSIGNMENT
Mass Media and Culture Bias - Propaganda Techniques in the Media
Mass Media Defined
Mass media refer to channels of communication that involve transmitting information in some way, shape or
form to large numbers of people.

PROPAGANDA
BIAS
prejudice in favor of or against one thing, person, or group compared with another, usually in a way considered to be unfair.
Are we affected by media?
Eight Propaganda Techniques

What propaganda technique is being used in this STARBURST ad?

What propaganda technique is being used in this ad for the military?

What propaganda technique is being used in this FROSTED FLAKES ad?

What propaganda technique is being used in this GATORADE ad?

What other examples of NAME CALLING can you think of?

What other examples of GLITTERING GENERALITY can you think of?

What other BANDWAGON examples can you think of?

What other examples of SLOGANS can you think of?

Slogans persuade by using a catchy phrase
to identify a product or company.

Slogan

8. The eighth type of propaganda is:

What other examples of CARD STACKING can you think of?

Why is this advertisement an
example of card stacking?

Card stacking works because it makes you think you are getting something great,
but there are hidden disclaimers.

Name calling persuades people by using negative
words to foster dislike, hate, or fear for a product or idea.

Name Calling

6. The sixth type of propaganda is:

Glittering generality persuades by using positive
words to arouse thoughts, actions, or emotions.

Glittering Generality

5. The fifth type of propaganda is:

What other examples of REPETITION can you think of?

Repetition works because you remember things you have seen more than once.

How many times is the message repeated in this picture?

This advertisement uses repetition in both ways. The image of the camera is shown multiple times
and the message regarding the camera is also shown multiple times.

What other examples of TRANSFER can you think of?

What other examples of TESTIMONIAL can you think of?

Persuading people to do something by letting them know others are doing it.
Uses sayings such as, “everyone else is doing it” or “it could work for you too.”

Bandwagon

1. The first type of propaganda is:

What company is this slogan advertising?

Slogans work because it help you remember the product because of the catchy song or phrase.

Card stacking persuades people by giving false facts, rearranging facts,
or withholding the real facts to “slant” the
picture in a certain direction.

Card Stacking

7. The seventh type of propaganda is:

What words in this advertisement make it glittering generality?

Glittering generality works because the words make you feel happy and positive.

Repetition uses repeated messages or pictures to persuade.

Repetition

4. The fourth type of propaganda is:

Even though Coke has nothing to do with Christmas,
we are supposed to transfer the happy feelings of Christmas to the product.

What feelings does this picture represent?

What product are we supposed to transfer
these feelings to?

Transfer works because you transfer the happy feelings you associate with a
picture to happy feelings you have about a person or a product.

Persuades people by having a famous person or expert promote the product.

Testimonial

2. The second type of propaganda is:

Why is this an example of BANDWAGON?

Bandwagon works because it makes you think “everyone else is doing it” and so should you.

What is this advertisement
urging you NOT to buy?

How is this advertisement using name calling?

Name calling works because the words make you think twice about the
product or idea because it is hated or feared.

“A picture is worth a thousand words.”

Transfer uses images to bring up strong feelings in order to persuade.

Transfer

3. The third type of propaganda is:

Who is the expert in this testimonial?

Who are you supposed to trust in this advertisement?

Testimonial works because you feel like you can trust the words of an expert or a famous person.

ideas or statements that are often false or exaggerated and that are spread in order to help a cause, a political leader, a government, etc.
PICTORIAL STEREOTYPES
IN THE MEDIA

DOMINANT CULTURE
Dominant cultures are often not designated by having the most members,
but by having the most economic and political influence over an entire society. They can also have individuals as members that cross ethnic, racial, gender and other lines.

A pictorial stereotype is an
image that conveys misinformed
perceptions that have
the weight of established facts.

FEMALE STEREOTYPES

Despite social progress for women in the 1960s and beyond, media
stereotypes of women in news, entertainment and advertising context constantly remind viewers of society’s male-dominated view.

Since the early days of the slave trade, pictorial stereotypes
have been used to maintain the dominant culture’s power.

Although African Americans are more fairly represented in the media today,
the most common pictures still relate to crime, sports, and entertainment.

AFRICAN-AMERICAN RACIAL STEREOTYPES

MEDIA COVERAGE AND PREJUDICIAL THINKING
Few practicing journalists are from diverse cultural groups.
Only 5.8% of all media personalities identify themselves as a member of a culture other than the dominant Anglo one.

Gays and lesbians are one of the few groups that can still be discriminated against “legally.”

The nation’s leading gay rights group, The Gay & Lesbian Alliance Against Defamation (GLAAD), asked the studio heads behind Sacha Baron Cohen’s movie Bruno to
add a tolerance message at the end of the film. GLAAD activists fear the Golden Globe-winning star’s stereotypes of gays in the film go too far. The group insists that Cohen uses every negative depiction of homosexuals in his portrayal of the materialistic Austrian fashion journalist Bruno. A statement from the studio’s press office reads, “Bruno uses provocative comedy to powerfully shed light on the absurdity of many kinds of intolerance and ignorance, including homophobia.”

GAY & LESBIAN STEREOTYPES

The objectification of men as sexual beings is also becoming increasingly common in advertising.

Images in magazine ads and television
commercials show women as sexual objects to attract the attention of potential customers.

SEXISM IN ADVERTISING

Portrayed as bloodthirsty savages, alcoholic indigents,
romantic princesses, and silent but wise sidekicks, Native Americans have long been a staple of paperback, movie and television stereotypes.

NATIVE AMERICAN STEREOTYPES

OTHER PICTORIAL STEREOTYPES IN THE MEDIA
Full transcript