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An Interview with David Fenton

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An Interview with David Fenton Propaganda Review Summer 1989 Number 5 1 Editorial: 2 Letters by Claude Steiner 3 Resources Kinder? Gentler? More subtle perhaps! We explain why we focus 4 Propaganda Watch our attention on propaganda from the right and we wonder whether Red Scare hype; Third Reich’s PR men; Subliminal messages; “Red propaganda is alive and well in our kinder, gentler nation. Scorpion”; Propaganda films in EI Salvador; Batwoman in Atlanta. Features 6 What is Propaganda, Anyway? - DIALOGUE 26 Oil and the Cold War by Marcy Darnovsky, Claude Steiner & Charles Rappleye, and Frederic by Peter Dykstra Stout Debate over the Valdez disaster underscores how energy companies Is propaganda necessarily a conscious conspiracy or does it encompass use Cold War strategies to profit- and to hamstring the public interest. a much larger set of media and cultural phenomena? A three-way debate attempts to shed light on the nature of propaganda. 29 How Business Ethics Became “Issues Management” by Loretta Graziano 14 Interview with David Fenton, Public Relations Consultant The business ethics movement, spawned by major corporations in the by Claude Steiner ‘60s, has gone through an interesting metamorphosis. Meet its ‘80s David Fenton tells PR how present-day media campaigns are run and reincarnation; “Issues management.” the special problems a progressive propagandist has to deal with. 32 White Hats, Black Hats, and Red Scares 20 Spin Control, Nazi-Style by Stephen Ducat by Brian J. McGinn Why is itthat we are willing to believe government propaganda that When Rudolf Hess decided to fly to Scotland in the thick of WW II, makes demons of countries like Nicaragua? Ducat theorizes that it may Joseph Goebbels employed modern methods of issues management. be a way of exorcising our own demons. 22 Images of the Enemy on Children’s TV by Petra Hesse and Ted Stimpson 36 The Strange Origin of the Pledge of Allegiance by John W. Baer Children’s TV is replete with heroes and villains which implant powerful The Pledge of Allegiance, one of George Bush’s favorite campaign streotypes in young minds. issues, was actually written by a socialist and designed to sell flags. Departments 38 Adwatch - Commercials in the Classroom 43 Mini-Book Reviews by Kathleen Tyner by Hannah Silver and Frederic Stout If Whittle Communications has its way our children may be fed sanitized news in the classroom and be rewarded for their attention by being Boxed In: The Culture of TVby Mark Crispin Miller; Deception: The subjected to state of the art advertising. Invisible War Between the KGB and the CIA by Edward Jay Epstein; Radio Warfare: OSS and CIA Subversion by Lawrence C. Soley. 41 Book Review - Steal This Urinalysis by Abbie Hoffman by Johan Carlisle 45 Dazibao Hoffman’s last book reveals numerous propaganda techniques used in by Simon Loekle the “War on Drugs.” Holy Cow, it’s Dazibao! Chinese “large-character posters” are alive and well in the “Yupper West Side.” 42 Book Review - Propaganda and Persuasion by Alfred McClung Lee Communications historian Garth Jowett and rhetorician Victoria 48 Index to PR Issues #1 - #4 O’Donnell were “intrigued with how poorly propaganda had fared in 49 No Comment recent years as part of general communication studies.” E d i t o r i a l Kinder, Gentler? More Subtle. Perhaps. By Claude Steiner Frequently we are asked: “Can you assure were being subjected to by the Reagan us that you are not, merely and finally, administration. propagandists for the Left posing as Some might argue that Reagan was propaganda analysts?” exposed and is safely retired in California. It is true that we have been critical Some might further argue that with George of right-of-center propaganda activities, Bush things are quite different in the exclusively, so far. We have done this propaganda environment; that the media for two reasons: First we believe that, at is not supine, the photo opportunities not this time, right-leaning propaganda is so effective, the spin controllers not as active, massive as to overwhelm what little may in short, that the average citizen can again be coming from the Left. Which probably believe what he reads in the papers and is the cause for the second reason; we have views on the TV. Perhaps propaganda not received any articles that address the analysis is no longer an important activity disturbing aspects of leftist propaganda. in this kinder, gentler nation; we can It has been taken for granted by relax. some that we are awash in left-leaning Would that it were true. Reagan Is propaganda analysis no propaganda. But we insist that if you launched the propaganda age and just compare leftist propaganda with the because Bush is cruising comfortably volume of propaganda that inundates us high above Reagan’s clouds (his approval longer an important from the Right it is practically negligible. rating at 70 percent) does not mean that Estimates of US government propaganda propaganda is anything but alive and expenditures place it at 3 billion dollars per well on the hard ground. More than ever, activity in this kinder, year. The USIA alone spends one billion because so subtle, propaganda and its yearly increased from 300 million in 1981. effects guide our awareness and actions. Corporate PR budgets, a large portion of Where Reagan lied even as people gentler nation? which support conservative, rightwing knew he was lying, today’s government ideology and effectively limit political continues to manage our consciousness, debate in the mass media, are in the tens feed our cynicism’ dull our senses and our of billions. The disproportion between critical abilities. If you think otherwise right and left propaganda dollars spent think again; look at yourself in the mirror just on issues management alone is easily and give yourself a smart, wake-up slap. a thousand fold; that is to say, for every It might be easy to see the crude tactics Censored” selected Peter Kornbluh’s dollar spent by a progressive cause on of Chinese government propaganda in the article, “Reagan’s Propaganda Ministry,” propaganda campaigns such as we describe wake of the Tiananmen square massacre; PR# 2, Summer, 1988, as one of the in this issue, (See Fenton Interview, p. the propaganda that engulfs us is not as runner-ups in the “Most Censored 14), one thousand dollars are spent by the obvious. Stories of 1988 Awards.” Kornbluh, an political opposition to neutralize it. We can We at PR will continue to keep up analyst at the Washington-based National therefore be forgiven if we don’t apply an with the postmodern era of propaganda. Security Archive, wrote about the State “even-handed” approach to the issue. Show us to your friends, subscribe or re- Department’s Office of Public Diplomacy Three years ago, Propaganda Review subscribe and attend our conference in San and its domestic propaganda operations on was conceived in the heat of the Reagan Francisco on August 11-13. behalf of Reagan’s war against Nicaragua. presidency as a cry of protest against P.S. - Propaganda Review recently • the obvious mind-twisting that people won its first journalism award. “Project P R O P A G A N D A R E V I E W Summer 88 1 Letters Where’s Leonard Peltier? Recycled Paper? demand is increasing partially because of a better print quality. Ward Churchill is one of the most When working with fellow union members If anyone is interested in using knowledgeable and respected scholars and discussion leads us to politics and the recycled paper products at home or in the of recent Native American oppression. environment, as it often does, I always ask office, Earth Care Paper publishes a 24- Unfortunately his skeletel essay in PR them if they recycle their garbage. The page catalog. The Wisconsin company #4, Spring 1989, barely touched on issues awarness that we all share the responsibility sells stationery, bond paper, envelopes, potently relevant today. of the condition of the world around us and note and greeting cards, gift wrap, mailing Leonard Peltier remains in prison 13 that there really is no boogey man needs labels, plus books on recycling and the years after being falsely tried and sentenced to become universal. Direct action as an environmentfor children and adults. The to two consecutive lifetimes in the deaths expression of public outrage needs to start catalog is $1 and is available from: Earth of two FBI agents onJune26, 1975. at home. A common thread of not only Care Paper Co., 100 South Baldwin, Dept. Richard Marshall is still imprisoned on awareness but of committment is beginning 274, Madison, WI 53703; phone (608) similarly conjured charges, convicted and to form which will change the face of the 256-5522. Ed.] sentenced by a trial tainted with fabricated planet. Each time I start my car or use a evidence, perjured testimony and coerced plastic container I look for an alternative, “Hitler’s Last Laugh?” witnesses. just as I scan the horizon for political Native Americans generally continue choices and look for an alternative. As to Martin A. Lee’s “Hitler’s Last to be killed, harrassed, cheated, and Congratulations on providing us with Laugh,” both the Reds and participating otherwise abused by government and an excellent alternative to our industry “Free World” countries that defeated corporate interests, including factions of serving media. Propaganda Review lies Germany, selectively saved and sponsored their own people intent on the white man’s along side Zeta, Open Road, the Earth prominent Nazis for various reasons at way. Islandlournal ,and the Monthly Planet on war’s end. That these newcomers never Last winter I participated in collecting my coffee table.
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