COM4884 – PUBLIC OPINION &
PROPAGANDA
PROPAGANDA DEFINED
WHAT IS PUBLIC OPINION
MASS MEDIA

DEFINING PROPAGANDA
• Basically means to disseminate or promote a particular
idea
• From Latin word “PROPAGARE”, to propagate or to sow
• Originally instituted by Pope Gregory to spread the faith
and Christianize the world “ Sacra Congregatio de
Propaganda Fide” ( sacred congregation for propagating
the faith of the Roman Catholic Church)
• To identify a message as propaganda is to suggest
something negative & dishonest

WHAT IS PROPAGANDA?
• Propaganda is a form of communication a
deliberate, systematic attempt to shape
perceptions, manipulate cognitions, and direct
behavior to achieve a response that furthers the
desired intent of the propagandist (Jowett and
O’Donell, 2019)
• Propaganda is manipulation of the rational will to
close off debate (Stanley, 2015)

Example – Aggressive “Propaganda” through
Advertising Campaign
• https://youtu.be/JrMVU_o6rOs
Pfizer Valentine Ads Skit (Jimmy Kimmel Talk Show) – Feb, 2021
https://youtu.be/wjP6os8lBdM
Growing recognition for Russia’s Sputnik V COVID-19 vaccine – CBC
(Feb 13, 2021)

PROPAGANDA DEFINED
• Strategically devised messages that are disseminated to masses of
people by an institution for the purpose of generating action benefiting
its source (Parry-Giles, 2002)
• The organized attempt through communication to affect belief or action
or inculcate attitudes in a large audience in ways that suppress an
individual’s adequately informed, rational, reflective judgment (Marlin,
2013)
• Besides being associated with unethical, harmful and unfair tactics ,
propaganda is also commonly known as “organized persuasion” (Jowett
& O’Donnel, 2019)

WORKING DEFINITION
• Propaganda is ideological
• Propaganda uses Mass Media
• Propaganda conceals (especially
the sources)

PROPAGANDA DURING WORLD WAR
https://www.youtube.com/watch?v=pT8Y_Ok5
V54

PROPAGANDA & PERSUASION
Persuasion is interactive and
attempts to satisfy the needs of
both persuader and persuadee
(Jowett, G. & O’Donnel, V. 2019)
Propaganda employs persuasive
strategies but it differs from
persuasion in purpose (mainly
furthers the desired intent of the
propagandist)

TACTICS OF PROPAGANDA
PLAIN FOLKS
Normally used by politicians, a convincing method
to show they are just common people
https://youtu.be/8OpdUcYxpEU
TESTIMONIALS
For example; Persons held captive by terrorist
relating their experience. Reliable source of
information?
Social Influencer testimony anyone?

TACTICS OF PROPAGANDA
BANDWAGON
Everyone is doing it , you should too!
CARD STACKING
Manipulating information to make a product appear better than it is
often by unfair comparison or omitting facts (eg; milo as healthy drinks)
https://youtu.be/Ibtwp52lpCU (MILO® | 70 Years Of Goodness
#MILO70Tahun, Aug 2020)

TACTICS OF PROPAGANDA
TRANSFERENCE
Also known as association when propagandist carries
over the authority, sanction and prestige of something
we respect and revere to something he would have us
accept. Eg , the use of religion or Celebrity
endorsement in advertisement
https://youtu.be/h4s0llOpKrU (Dior commercial)

TACTICS OF PROPAGANDA
GLITTERING GENERALITIES
Abstract language, highly charged with emotion
and cultural values. Words such as “freedom”,
“dignity”, “equality”, “patriot”, “integrity”,
“wisdom”
https://youtu.be/DZ4rQa61MnI
NAME CALLING
The other side of glittering generalities. Using
words that have highly negative connotations to
smear another person, group or product
(terrorist?)

PUBLIC OPINION
• Propaganda is most often associated with the management of Public
Opinion (Jowett, G. & O’Donnell, V., 2019)
• Public opinion refers to the collective beliefs, judgements or views held
by majority of citizens of a country about public policy or actions of
government (Udeuhele, 2011)
• Determine by the literacy level in a country to see whether people will
be interested in public issues as to express their views
• When there is consensus of opinion, it is easier for the government to
take a policy stand because the majority share the same view on an
issue

MASS MEDIA

MASS MEDIA

WHAT DO YOU THINK?

SUMMARY & TOPIC FOR NEXT WEEK
We have discussed :
• Definition of Propaganda & Persuasion and Tactics of Propaganda
• What is public opinion
• Understanding Mass Media
Next week :
• Characteristics of Public Opinion
• Measurement of Public Opinion
• Advantages & Disadvantages
• Impediments to Public Opinion