Propaganda and Persuasion Fifth Edition
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Propaganda and Persuasion Fifth Edition To Ada and May, who lived through two world wars and who, in another time and place, took me to the movies. Garth S. Jowett I continue to dedicate this book to the memory of my mother, Helen A. O’Donnell, a very special woman. Garth S. Jowett Victoria O’Donnell University of Houston Victoria O’Donnell Montana State University SAGE Los Angeles, London, New Delhi, Singapore, Washington DC Propaganda and Persuasion Fifth Edition To Ada and May, who lived through two world wars and who, in another time and place, took me to the movies. Garth S. Jowett I continue to dedicate this book to the memory of my mother, Helen A. O’Donnell, a very special woman. Garth S. Jowett Victoria O’Donnell University of Houston Victoria O’Donnell Montana State University SAGE Los Angeles, London, New Delhi, Singapore, Washington DC FOR INFORMATION: Copyright © 2012 by SAGE Publications, Inc. SAGE Publications, Inc. All rights reserved. No part of this book may 2455 Teller Road be reproduced or utilized in any form or by Thousand Oaks, California 91320 any means, electronic or mechanical, including E-mail: [email protected] photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. SAGE Publications Ltd. 1 Oliver’s Yard 55 City Road Printed in the United States of America London EC1Y 1SP United Kingdom Library of Congress Cataloging-in-Publication Data Propaganda and persuasion/edited by Garth S. Jowett, SAGE Publications India Pvt. Ltd. Victoria O'Donnell.—5th ed. B 1/I 1 Mohan Cooperative Industrial Area Mathura Road, New Delhi 110 044 p. cm. Rev. ed. of: Propaganda and persuasion / Garth S. Jowett India and Victoria O'Donnell. 4th ed. 2006. Includes bibliographical references and index. SAGE Publications Asia-Pacific Pte. Ltd. 33 Pekin Street #02-01 ISBN 978-1-4129-7782-1 (pbk.) Far East Square 1. Propaganda. 2. Persuasion (Psychology) Singapore 048763 I. O’Donnell, Victoria. II. Jowett, Garth. Propaganda and persuasion. Executive Editor : Diane McDaniel HM1231.J68 2012 303.3′75—dc22 2010045885 Associate Editor : This book is printed on acid-free paper. Editorial Assistant : 12 13 14 15 16 10 9 8 7 6 5 4 3 2 1 Production Editor : Astrid Virding Copy Editor : Terri Lee Paulsen Permissions Editor : Typesetter : C&M Digitals (P) Ltd. Proofreader : Helen Salmon Indexer : Helen Salmon Cover Designer : Helen Salmon Marketing Manager : Brief Contents Preface to the First Edition xiii Preface to the Second Edition xvii Preface to the Third Edition xxi Preface to the Fourth Edition xxiii Preface to the Fifth Edition xxv Acknowledgments xxix 1. What Is Propaganda, and How Does It Differ From Persuasion? 1 2. Propaganda Through the Ages 51 3. Propaganda Institutionalized 97 4. Propaganda and Persuasion Examined 165 5. Propaganda and Psychological Warfare 211 6. How to Analyze Propaganda 289 7. Propaganda in Action: Four Case Studies 307 8. How Propaganda Works in Modern Society 359 References 369 Author Index 000 Subject Index 000 About the Authors 395 Detailed Contents Preface to the First Edition xiii Preface to the Second Edition xvii Preface to the Third Edition xxi Preface to the Fourth Edition xxiii Preface to the Fifth Edition xxv Acknowledgments xxix 1. What Is Propaganda, and How Does It Differ From Persuasion? 1 Propaganda Defined 2 Jowett and O’Donnell’s Definition of Propaganda 6 Forms of Propaganda 17 Subpropaganda/Facilitative Communication 27 A Model of Propaganda 29 Communication Defined 30 Propaganda and Information 31 Propaganda and Persuasion 32 Persuasion Defined 32 Persuasion Is Transactional 33 Responses to Persuasion 33 Beliefs 35 Values 35 Attitudes 36 Behavior 37 Group Norms 37 Resonance 38 Persuasion Seeks Voluntary Change 38 Misleading and Manipulating an Audience 39 Rhetorical Background and the Ethics of Persuasion 39 Rhetoric and Propaganda 43 Propaganda as a Form of Communication 44 Concealed Purpose 45 Concealed Identity 45 Control of Information Flow 45 The Management of Public Opinion 47 The Manipulation of Behavior 48 Overview of the Book 49 2. Propaganda Through the Ages 51 Ancient Greece and Alexander the Great 53 Alexander the Great 54 Imperial Rome 56 Propaganda and Religion 58 The Rise of Christianity 63 The Crusades 65 The Reformation and Counter-Reformation 69 The Counter-Reformation 74 The Emergence of Propaganda 76 The American Revolution 79 The French Revolution and Napoleon 88 Propaganda in the 19th Century: The American Civil War 94 3. Propaganda Institutionalized 97 The New Audience 98 The Emergence of Mass Society 101 The Emergence of the Propaganda Critique 102 The New Media 106 Print Media 106 Movies 110 Radio 128 U.S. Government Propaganda Agencies 137 Radio and TV Marti 142 Television 143 Advertising: The Ubiquitous Propaganda 151 Institutional Propaganda 152 Internet Advertising 153 The Science of Advertising 153 The Role of Advertising 156 Propaganda and the Internet: The Power of Rumor 158 4. Propaganda and Persuasion Examined 165 The Modern Study of Propaganda and Persuasion 165 Propaganda in World War I 166 The Aftermath of World War I and the Growing Concern About Propaganda 167 The Social Sciences and the Study of Propaganda 169 Research in Propaganda and Persuasion 170 The Study of Attitudes 170 World War II and Research in Communication 171 The Yale Studies 176 Consistency Theories 177 Theory of Exposure Learning 179 Social Judgment Theory 179 Resistance to Persuasion 180 McGuire’s Model of Persuasion 180 Diffusion of Innovations 181 Recent Research on Attitudes 181 Research on Persuasion and Behavior 182 The Influence of the Media 186 Violence and the Media 186 Cultivation Studies 188 Prosocial Behaviors and Television 189 The Agenda-Setting Function of the Media 189 Uses and Gratifications Theory 191 Uses and Dependency Theory 192 The Internet 192 Limitations of Effects Research 193 Cultural Studies 194 Collective Memory Studies 197 Summary 208 Generalizations About Propaganda and Persuasion Effects 208 5. Propaganda and Psychological Warfare 211 World War I and the Fear of Propaganda 216 British Propaganda 217 German Propaganda 219 American Propaganda 222 Atrocity Propaganda 225 Reaction to World War I Propaganda 227 The Interwar Years, 1920 to 1939 228 The Emergence of Communist Propaganda 229 American Isolationism 232 Fr. Charles Coughlin, S.J. 234 The Institute for Propaganda Analysis 236 Hitler and Nazi Propaganda 239 World War II 252 Post–World War II Conflicts 255 The Korean War, 1950 to 1953 257 The Vietnam War 263 The 1991 Gulf War: Mobilization of World Public Opinion 270 Using Metaphor and Imagery in the Gulf War 274 The “Nayirah” Incident 277 The Aftermath (2005): The Invasion of Afghanistan and Iraq 278 The Cold War, 1945 to 1998 280 Public Diplomacy 287 6. How to Analyze Propaganda 289 The Ideology and Purpose of the Propaganda Campaign 291 The Context in Which the Propaganda Occurs 292 Identification of the Propagandist 293 The Structure of the Propaganda Organization 293 The Target Audience 295 Media Utilization Techniques 296 Special Techniques to Maximize Effect 299 Predispositions of the Audience: Creating Resonance 299 Source Credibility 300 Opinion Leaders 300 Face-to-Face Contact 301 Group Norms 301 Reward and Punishment 301 Monopoly of the Communication Source 302 Visual Symbols of Power 302 Language Usage 303 Music as Propaganda 304 Arousal of Emotions 304 Audience Reaction to Various Techniques 305 Counterpropaganda 305 Effects and Evaluation 306 7. Propaganda in Action: Four Case Studies 307 Women and War: Work, Housing, and Child Care 308 The Context, Ideology, and Purpose of the Propaganda Campaign 310 Identification of the Propagandist and the Structure of the Propaganda Organization 312 The Target Audience 315 Media Utilization Techniques 316 Special Techniques to Maximize Effect 316 Audience Reaction to Various Techniques 317 Effects and Evaluation 318 Smoking and Health: Corporate Propaganda Versus Public Safety 318 The Ideology and Purpose of the Propaganda Campaign 319 The Context in Which the Propaganda Occurs 320 Identification of the Propagandist 325 The Structure of the Propaganda Organization 326 The Target Audience 327 Media Utilization Techniques 329 Special Techniques to Maximize Effects 331 Audience Reaction to Various Techniques 332 Counterpropaganda 333 Effects and Evaluation 333 The Aftermath (2005): The Controversy Continues 336 The Battle Continues 339 Big Pharma: Marketing Disease and Drugs 340 Ideology and Purpose of the Propaganda Campaign 341 The Context in Which the Propaganda Occurs: The Medicalization of Society 342 Identification of the Propagandist and Structure of the Organizations 343 The Target Audience 343 Media Utilization Techniques 344 Special Techniques to Maximize Effects 344 Counterpropaganda 352 Effects and Evaluation 353 Pundits for Hire: The Pentagon Propaganda Machine 353 The Propagandists 354 The Audience 355 The Various Techniques Employed 355 Counterpropaganda 356 The Consequences 357 8. How Propaganda Works in Modern Society 359 A Model of the Process of Propaganda 359 Social-Historical Context 360 Cultural Rim 361 The Process of Propaganda 363 The Institution 363 Propaganda Agents 363 Media Methods 363 The Social Network 365 The Public 365 Generalizations 366 References 369 Author Index 000 Subject Index 000 About the Authors 395 Preface to the First Edition his book grew out of the discovery that both authors were interested in T the study of propaganda; however, we come to this interest from the perspectives of different academic disciplines: Professor Jowett from that of communication history and Professor O’Donnell from persuasion and rheto- ric. To any discerning reader, this will make the primary authorship of the individual chapters obvious, but to keep the record straight, Professor Jowett wrote Chapters 2, 3, and 5; Professor O’Donnell wrote Chapters 1, 4, and 6. Chapters 7 and 8 are the result of the joint exchange of ideas. We were both intrigued with how poorly propaganda had fared in recent years as part of general communication studies, and further informal inves- tigations revealed that few students were being given the opportunity or encouragement to examine this subject in a systematic manner.