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The Magic Bullet – from the cylinder to the target,[object Object],Presented by:,[object Object],Juby John Eipe,[object Object],Tuesday Talks,[object Object]
The Premise,[object Object],[object Object]
Immigrants, Culture, Politics and Conflict
Mass mediated propaganda
Mass Society theories – Media, one of the many disruptive forces,[object Object]
Media Effects and influence,[object Object],Propaganda Vs Democracy (1930s),[object Object],Censorship as a way out but one would hamper freedom to communicate,[object Object],Education and awareness generation as options,[object Object],Propaganda – lies and deception used to persuade,[object Object],The optimism of education as the way out fades with the spread of Nazism and Communism,[object Object],The great depression,[object Object],The Premise,[object Object]
“White Propaganda”,[object Object],Intentional suppression of potentially harmful information and ideas, combined with deliberate promotion of positive information or ideas to distract attention from “problematic” events.,[object Object],The technique spills over to the post World War II era in the arenas of Advertising and Public Relations.,[object Object],The Premise,[object Object]
Black Propaganda,[object Object],Deliberate and strategic transmission of lies,[object Object],Grey Propaganda,[object Object],Transmission of information and ideas that might or might not be false.,[object Object],The Premise,[object Object]
Propaganda,[object Object],The term propaganda comes from the Roman Catholic Congregation de Propaganda Fide (Committee for the Propagation of the Faith) – founded in an effort to suppress the Protestant Revolution.,[object Object],- To change the way people act and to leave them believing that those actions are voluntary, that the newly adopted behaviours are their own.,[object Object]
The secret of effective propaganda:,[object Object],Simplify a complex issue,[object Object],Repeat that simplification over and over again,[object Object],Fritz Hippler, Head, Nazi Germany’s film propaganda division,[object Object],Effective propaganda is covert and it –,[object Object],Persuades people without seeming to do so,[object Object],Features massive orchestration of communication and,[object Object],Emphasises tricky language designed to discourage reflective thought,[object Object],J. Michael Sproul,[object Object],Propaganda,[object Object]
Propagandists held elitist and paternalistic views about their audiences. They saw mass media as an effective mass manipulation tool for controlling large populations so that the dominant majority came to have and act on certain beliefs and attitudes. They thought people to be so irrational, so illiterate and so inattentive that it was necessary to coerce, seduce or trick them into learning bits of misinformation.,[object Object],Propaganda,[object Object]
The theories that influenced Propaganda Theories,[object Object],Behaviourism – John B. Watson,[object Object],Argues that all human action is merely a conditioned response to external environmental stimuli.,[object Object],Behaviourists rejected the ‘mentalist’ views which assumed that higher mental processes ordinarily control human action. They argued that the only purpose served by consciousness was to rationalize behaviours after they are triggered by an external stimuli. ,[object Object]
The theories that influenced Propaganda Theories,[object Object],Freudianism – Sigmond Freud,[object Object],Notion that human behaviour is the product of the conflict among individuals’ Id, Ego and Super Ego,[object Object],Id –Rational Mind,[object Object],Ego – The egocentric pleasure-seeking part of the mind,[object Object],Super ego – The internalised set of cultural rules,[object Object]
The theories that influenced Propaganda Theories,[object Object],Freudianism – Sigmond Freud,[object Object],Propaganda would be most effective if it could directly appeal to the Id and overwhelm the ego.,[object Object],If the Superego could be influenced to move the self in the direction of the Id, people’s darker impulses would become normal.,[object Object]
The Magic Bullet Theory,[object Object],[object Object]
Media stimuli were assumed to operate like magic bullets that penetrated people’s minds and instantly created associations between strong emotions and specific concepts.
The theory views people as powerless to consciously resist manipulation; as ones who could be conditioned in whatever way a master propagandist wanted.,[object Object]
Orson Wells and Magic Bullet - 1938,[object Object]
Other Propaganda Theories,[object Object],Harold Lasswell’sPropaganda Theory,[object Object],Argued that the economic depression and escalating political conflict had induced widespread psychosis and this made people susceptible to even crude forms of propaganda.,[object Object],Master Symbols and Scientific Technocracy,[object Object],Walter Lippmann’s Theory of Public Opinion Formation,[object Object],The average citizen – a deaf spectator sitting in the back row without knowing what is happening, why it is happening and what ought to happen.,[object Object]
Plato and the Bullet,[object Object],In Plato's The Phaedra, Theuth, the Egyptian god of invention, explains the features of his new technology - the written word:,[object Object],	"This invention, O King," said Theuth, "will make the Egyptians wiser and will improve their memories; for it is an elixir of wisdom and memory that I have discovered.",[object Object],Thamos, the Pharaoh, responds:,[object Object],	"Most ingenious Theuth, one man has the ability to beget arts, but to judge of their usefulness or harmfulness to their users belongs to another; and now you who are the father of letters may have been led by your affection to ascribe to them a power the opposite of that which they really possess. For this invention will produce forgetfulness in the minds of those who learn to use it, because they will not practice their memory.",[object Object]

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The magic bullet – tueday talks