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The Propaganda Model of Mass Communication

J3070 Jan 31 Dr. Shawn Powers

Shawn Powers

on 9 February 2011

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Transcript of The Propaganda Model of Mass Communication

The Propaganda Model of Mass Communication Roots Theory Trends Case Studies “Propaganda is the management of collective attitudes by the manipulation of significant symbols.” Different from education
From deliberation
Utilizes cultural symbols “Every cultural group has its vested values. These may include the ownership of property or the possession of claims to ceremonial deference. An object toward which it is hoped to arouse hostility must be presented as a menace to as many of these values as possible. There are always ambitious hopes of increasing values, and the object must be made to appear as the stumbling block to their realization. There are patterns of right and wrong, and the object must be made to flout the good. There are standards of propriety, and the object must appear ridiculous and gauche. If the plan is to draw out positive attitudes toward an object, it must be presented, not as a menace and an obstruction, nor as despicable or absurd, but as a protector of our values, a champion of our dreams, and a model of virtue and propriety.” “The ever-present function of propaganda in modern life is in large measure attributable to the social disorganization which has been precipitated by the rapid advent of technological changes. Impersonality has supplanted personal loyalty to leaders. Literacy and the physical channels of communication have quickened the connection between those who rule and the ruled. Conventions have arisen which favor the ventilation of opinions and the taking of votes. Most of that which formerly could be done by violence and intimidation must now be done by argument and persuasion. Democracy has proclaimed the dictatorship of palaver, and the technique of dictating to the dictator is named propaganda.” Fundamentals:
The media help manufacture consent among the masses in support of issues and policies that the political and business elite support
Media reflect a state-corporate nexus
“The media” serve anti-democratic ends
What does this say about "the masses" (think Plato and The Republic)
Elite-mass gaps
Theory of media behavior, not effects
Deliberation is ..... limited
When can the media actually foster real deliberation? Five Filters Shaping the News
Result? Ownership?
Public broadcasting
Advertising revenue?
But what about new media?
Ideology (the communists are gone!)
Full transcript