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Propaganda Or Persuasion: a Multisite Case Study Analysis of the Impact of Museum Communications on American Public Trust Seton Hall University eRepository @ Seton Hall Seton Hall University Dissertations and Theses (ETDs) Seton Hall University Dissertations and Theses Spring 5-8-2021 Propaganda or Persuasion: A Multisite Case Study Analysis of the Impact of Museum Communications on American Public Trust Devon Anna Mancini Seton Hall University, [email protected] Follow this and additional works at: https://scholarship.shu.edu/dissertations Part of the Museum Studies Commons, and the Speech and Rhetorical Studies Commons Recommended Citation Mancini, Devon Anna, "Propaganda or Persuasion: A Multisite Case Study Analysis of the Impact of Museum Communications on American Public Trust" (2021). Seton Hall University Dissertations and Theses (ETDs). 2923. https://scholarship.shu.edu/dissertations/2923 Propaganda or Persuasion: A Multisite Case Study Analysis of the Impact of Museum Communications on American Public Trust Devon Mancini Seton Hall University Master’s Project Primary Adviser: Gregory Stevens, MAT Submitted in partial fulfillment of the requirements for the Master of Arts in Museum Professions Seton Hall University South Orange, NJ 07079 2021 © 2021 Devon Mancini SETON HALL UNIVERSITY COLLEGE OF COMMUNICATION AND THE ARTS GRADUATE STUDIES APPROVAL FOR SUCCESSFUL PRESENTATION Master’s Candidate, Devon Mancini, has successfully presented and made the required modifications to the text of the master’s project for the Master of Arts degree during this Spring semester, 2021. ADVISER(S) COMMITTEE Primary Adviser: Gregory Stevens_______________________________________________________________________ Name (printed) Signature Date Adviser: Renee Robinson_______________________________________________________________________ Name (printed) Signature Date Adviser: McKenna Schray______________________________________________________________________ Name (printed) Signature Date Adviser: Ruth Tsuria__________________________________________________________________________ Name (printed) Signature Date The adviser and any other committee members who wish to review revisions will sign and date this document only when revisions have been completed. Please return this form to your Academic Adviser, where it will be placed in the candidate’s file and submit a copy with your final project to be bound as page number two. PROPAGANDA OR PERSUASION Dedication I dedicate this work to my Mom, who taught me that women fight for what they love and what they deserve. To my Dad, who makes me believe I can achieve all that I reach for. To Sophat, for bringing me laughter, courage, and support at my lowest moments. To my family and friends that have held me up along the way. I would not have made it this far without you all, thank you. i PROPAGANDA OR PERSUASION Abstract According to the Edelman Trust Barometer (2021), public trust in information sources has drastically decreased in America, except for museums. Since museums have historically spread propaganda through their communications, this multisite case study analysis of three American museums, the Smithsonian National Museum of African American History and Culture, the American Museum of Natural History, and the Creation Museum, investigated how museum propaganda impacts public trust. After examining Twitter posts and responses to the three cases, findings showed that even when museums did not intentionally spread propaganda, audience interpretations still led to a fracturing of trust. Recommendations for the field were developed from this conclusion, emphasizing the need for museums to have propaganda awareness, maintain authenticity, take action, and practice accountability. Keywords: propaganda, persuasion, public trust, museum communication, public engagement, audience interpretation, audience meaning-making, case study ii PROPAGANDA OR PERSUASION Table of Contents Chapter 1 Statement of the Problem ............................................................................................ 1 Purpose of the Study ....................................................................................................... 5 Summary......................................................................................................................... 6 Chapter 2 Literature Review ....................................................................................................... 7 History and Historiography of Propaganda ...................................................................... 7 Difficulties in Defining Propaganda and Persuasion ...................................................... 12 History and Purpose of Museums .................................................................................. 20 Propaganda and Persuasion in Museums ....................................................................... 22 Museum Audience Interpretations ................................................................................. 25 Summary....................................................................................................................... 26 Chapter 3 Methods................................................................................................................... 28 Introduction .................................................................................................................. 28 Method Description and Rationale ................................................................................ 29 Limitations of the Study ................................................................................................ 35 Summary....................................................................................................................... 36 Chapter 4 Findings................................................................................................................... 38 Introduction .................................................................................................................. 38 Theme 1: Museum Communications ............................................................................. 40 Theme 2: Audience Interpretations ................................................................................ 46 Summary....................................................................................................................... 57 Chapter 5 Conclusion............................................................................................................... 58 Introduction .................................................................................................................. 58 Conclusions/Discussion ................................................................................................ 59 Recommendations ......................................................................................................... 62 Strengths and Limitations .............................................................................................. 65 Summary....................................................................................................................... 66 References ................................................................................................................................ 68 iii PROPAGANDA OR PERSUASION 1 Chapter 1 Statement of the Problem From a 2021 global study analyzing levels of public trust in information sources, the Edelman Trust Barometer (ETB) (2021) has reported that the world is currently battling an infodemic. In an infodemic, the majority of the public loses trust in information sources because of the presence of propaganda and misinformation. Edelman’s (2021) study included 27-market global averages for the general population, mass population, and informed public from 28 countries. The study received 33,000 online survey responses from global citizens, ages 25-64, who were college educated and in the top 25% of household income per age group in their country. Of these respondents, only 56% reported trusting search engines as information sources. 53% reported trusting traditional media sources (e.g., television, film, print media), 41% trusted in owned media (e.g., owned by a brand, such as a blog or a website), and only 35% trusted in information found on social media sites (Edelman, 2021). Additionally, Edelman (2021) found that only one in four respondents practice good information hygiene, meaning that they validate information and sources and ensure that only credible information is shared. Based on these results, Edelman (2021) has declared a worldwide information bankruptcy, or a shortage of trustworthy information and information sources. Despite this infodemic, according to a number of American studies analyzed by Dilenschneider (2017, 2019, 2020) and the American Alliance of Museum’s Center for the Future of Museums (CFM) (2019), Americans consider museums as one of the most trustworthy sources of information. Reviewing data from a National Awareness, Attitudes, and Usage (NAAU) study, which gathers market perceptions of visitor-serving organizations, Dilenschneider (2019) found that public trust in museums existed even with respondents that were not regular museum visitors. Another NAAU study showed that during the COVID-19 PROPAGANDA OR PERSUASION 2 pandemic and subsequent closure of museums, Americans still considered museums as a valued source of information, even when they were not physically open due to COVID-19 quarantine procedures (Dilenschneider, 2020). Based on this, trust in museums is not dependent on physical visitation to institutions
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