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L2 P2 7 Propaganda Devices & 6 Assumption of Mass Society Theory +…
L2 P2 7 Propaganda Devices & 6 Assumption of Mass Society Theory + Bullet Theory:
a) 7 Propaganda Devices:
4) Testimonial
Using fake info of the before and after differences after using the product.
Using an expert / celebrity to sell or to support.
5) Plain folks
Method used by a speaker to convince their audience that he and his ideas are good because they are "of the people" like others.
Etc : Politician and celebrities behave like other ppl in public to prove they are the same with others.
Use "ordinary people" to sound ordinary in order to sell something / persuade others to support / vote for an idea.
3) Transfer
Carries the authority, sanction, and prestige of something respected and revered over to something else in order to make the latter more acceptable.
Etc : Christmas and alcohol are related.
Relate something we like / respect with a product / idea to promote the product.
6) Card Stacking
A way to manipulate information so that one product looks better than another.
Etc : MCD fries (30% less oil), yet still content other 70% oil
Advertisers only include the facts that will make their product look good. And left out the negative facts.
2) Glittering generality（美化）
Used to make others accept and approve the thing without examining the evidence.
Etc : Imperial margarine, wonder bread
Associating something with virtue word. (virtue = something that are nice)
7) Bandwagon
Theme = Everyone is doing it, why not you?
Most people have this / doing this, so you should too.
1) Name Calling (Brain wash)
Used to make us reject and condemn the idea without examining the evidence.
Etc : Terrorist, Fat, Black
Giving an idea a bad label.(Discriminating)
Say bad things about your competitor.
b) 6 Assumptions of Mass Society Theory:
1) Media should be control.
2) Media can change mindset of people.
3) Media can cause bad consequences.
4) People will feel vulnerable due to isolation. (Feeling lonely)
5) Government control everything. (Propaganda, Gate-keeping)
6) Mass media are destroying civilization. ( Make users live in a virtual world.)
Mass Media theory:
View media as a powerful and influential tool but also shows the largely negative role of media.
Media have the power to shape our perceptions (social world) and manipulate our actions, often without conscious awareness.
Bullet Theory (Schramm, 1971) / Hypodermic Needle Theory (Berlo, 1960) / Stimulus-response theory (DeFleur and Ball-Rokeach, 1989)
People are extremely vulnerable to mass communication messages.
"If messages hits the target, it will have the desired effect".
Shown after World War 1, people believe lies without doubts.