ISSN (Print) : 0974-6846 Indian Journal of Science and Technology, Vol 9(S1), DOI: 10.17485/ijst/2016/v9iS1/106841, December 2016 ISSN (Online) : 0974-5645 Emotion and Techniques of Propaganda in YouTube Videos Shamsiah Abd Kadir1, Anitawati Mohd Lokman2 and Toshio Tsuchiya3 1Centre for Media and Information Warfare Studies, University Technology MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia; [email protected] 2Centre of Information Technology Studies, University Technology MARA (UiTM), 40450 Shah Alam, Selangor, Malaysia; [email protected] 3Shimonoseki City University, Shimonoseki, Yamaguchi Prefecture 751-0831, Japan; [email protected] Abstract Objectives: This study aims to comprehend relationships between YouTube video elements—the techniques of propaganda Methods/Statistical Analysis: Kansei Engineering has been established as being compatible to be applied for the purpose of understanding humanand people’s emotions emotions, and psychology, and simultaneously thus this study discover employs influences this approach of video by elements using 30 in Kansei each emotion.Words, adopted from PANAS-X Findings: From the results obtained, it is evident that the techniques of propaganda element emotional descriptors. 10 YouTube videos were selected as stimulus, and Partial Least Square (PLS) analysis was executed to identify those relationships. in YouTube videos conjure people’s emotion that could affect unity. Firstly, in order to analyse design requirements, PLS was executed to identify relationships between emotion and video elements that could affect people’sRange unity. of eachIt is also emotion used to discover the influence of video elements in each emotion, the best and worst value for eachRange video element, and the kind of emotion elicited by each specimen, so as to counter such propaganda video. Secondly, the PLS was calculated to determine the influence of video elements to emotion. The calculation of allows the identification of element/design influence, the good element, as well as the bad element. Finally, the result from the PLSApplication/ scores are Improvements:used to compose Thethe propaganda result provides element/design insights to people’srequirement. emotional The propaganda response towards element/design propaganda elements videos included and how in the guideline are the components that have high influence (for each ‘Category’) in eliciting each Kansei/emotion. techniques affect the emotional responses. This could then be used as a guide to designing counter-propaganda videos that embed targeted responses by the people. Keywords: Emotion, Kansei, Techniques of Propaganda, Unity, YouTube 1. Introduction out a topic, the audience receiving the message will con- 1,2 Propaganda could be communicated and disseminated sider the topic to be important . via a variety of mediums, including print media and For instance, issues relating to ethnic unity seem to electronic media. Nowadays, the Internet also plays an be ever present in many countries, whether overtly or important role as one of the key tools that can be used to covertly. The conflicts of ethnicity and ethnic relations transmit propaganda. From this study’s perspective, the are of much concern because they continuously subsist involvement of social media on the Internet could be an in daily lives and are often regarded as threats to national 3 agent provocateur and third party in many issues, simul- unity and the welfare of the people . However, the conflict taneously complicating matters. This is for the reason would be more severe when users of new media try to that, when the media – social media in particular, point manipulate the issues. *Author for correspondence Emotion and Techniques of Propaganda in YouTube Videos The most popular social media – YouTube, could be objective was thus to educate the public about propaganda a powerful medium for manipulating the issues and dis- and assist them to recognise and deal with it. Of greater seminating propaganda because of its easy accessibility concern then was the possible weakening of the peoples’ by the audience. The rapid growth of YouTube provides ability to analyse and think rationally about issues due to an extra major factor contributing to the rise of radical the increasing amounts of propaganda2,5,6. media campaign of the extremist group, ‘netizens’, as well This study uses the seven techniques recognised by as political figures and parties, in the online sphere. In this the IPA as a guideline to classify the item/category for situation, the online media campaign, especially on vid- YouTube video elements because they are simple and eos – represent an ever-improving propaganda effort to commonly used in propaganda materials2,6. The seven appoint the ‘hearts and minds’ of their target audiences4. techniques of propaganda used are stated in the Table 1. This study aims to comprehend the relationships between YouTube video elements—the techniques of Table 1. Techniques of propaganda. propaganda and people’s emotions whilst concurrently Techniques Characteristics discovering influences of video elements in each emotion. Name Calling This technique is identified as giving Since Kansei Engineering has been established as being an idea as a bad label, which can make compatible to be applied for the purpose of understand- audiences reject and condemn the idea ing human emotions and psychology, this study will thus without examining the evidence. Also, it employ this approach by using 30 Kansei Words, adopted can be classified as the usage of insulting language or words, which bring a bad and from Positive Affective and Negative Affective Scale- negative implication when describing an Expanded (PANAS-X) emotional descriptors, which are enemy. rated by 30 participants, upon watching 10 video speci- Glittering Glittering generality is connecting mens during Kansei evaluation and Partial Least Square Generality something with a virtue word, which (PLS) analysis which are executed to identify those rela- could be used to make audiences accept tionships. Thenceforth, the result of Kansei evaluation the thing in question without examining and relationships between YouTube videos and people’s the evidence. It can be linked to highly emotion will be described at the end of the study, repre- valued concepts that have different positive meanings for some individuals in the senting the significance and conclusion of the study. specific subject matters. Transfer This technique tries to make the subject 2. Literature Review view a certain thing in the same way as they view another thing, by linking the two in the subject’s mind. Transfer can be used 2.1 Propaganda and Techniques of to describe something in a positive manner even though it is usually used to transfer Propaganda the negative, blame and bad feelings from Propaganda is designed to influence people’s thoughts one object to another. and actions, and could be regarded as being one-sided Testimonial When something consists in having or biased communication. For instance, the majority of some respected or hated person say that a given idea or program or product or advertisers and political campaigns work openly and even a person is good or bad that can be express their factual purpose. They could present any considered as the testimonial technique. combination of truths, half-truths, lies, and harassments Plain Folks This technique can be seen as the method they think are the most effective way to influence their by which a propagandist encourages audience2. their audience that his or her ideas are In any case, propagandists use a variety of propaganda good. In other words, this technique is techniques to disseminate information and influence oth- used to convince an audience that the propagandist’s view effectively reflects ers. Therefore, the Institute of Propaganda Analysis (IPA), those of the ordinary person and that they a United States based organisation, has identified seven are also operating for the benefit of the devices, which can transmit such propaganda. The IPA ordinary person. 2 Vol 9 (S1) | December 2016 | www.indjst.org Indian Journal of Science and Technology Shamsiah Abd Kadir, Anitawati Mohd Lokman and Toshio Tsuchiya Card Stacking This technique involves the selection and process images more quickly than text, making images use of facts or falsehoods, and logical or more emotionally visceral and responses to images fre- illogical statements in order to give the quently more immediate and powerful than responses to best or worst possible case for an idea, text. On the other hand, Winkler and Dauber4 claimed program, person or product. In addition, that experimental studies demonstrate that “viewers card stacking also involves only presented information, which is positive to an idea recall visual information at higher rates than information or proposal and omitting information that either auditory or textual channels deliver”. contrary to it. Bandwagon This technique appeals to the subjects who 2.3 Kansei Engineering follow the crowd, who will join simply In determining the success of a product design, it is essen- because others are doing so as well. Also, this technique generally tries to persuade tial to understand user satisfaction, as well as technical and convince the subject or audience aspects, such as ergonomics, functionality and comfort that one side is the winning side, simply because both are equally important9-13. because more people are on their side. According to Lokman14, “KE