[NOTE from Modemac: Take a look at the theorems below and see how many

of them can be applied to allegedly "unbiased" TV news shows. For that

matter, ask your self how many of these ideas are used in *political

campaign commercials.* Is it any wonder we get a government of idiots,

because the public elects the person who runs the BEST TELEVISION

COMMERCIALS? And people say the Conspiracy doesn't exist. Yeah, RIGHT!

You're so independent that the next conversation you have about the Hot

New Story of the Day (such as the Olympics bombing) isn't going to be

just an echo of what you last saw on television...]

 

[ Article crossposted from alt.religion.scientology ]

[ Author was A.J. ]

[ Posted on Tue, 30 Jul 1996 21:11:26 +0000 ]

 

It occurs to me, reading this newsgroup day in and day out, that people may

benefit from this piece of research that I am currently refining.

 

The following is a document on the 40 main tools of propaganda, which I

have adapted from the Institute of Propaganda analysis. It can be used as

a checklist when reading/viewing/listening to any argumentitive messages

typically used to state only one side of a story and persaude the reader

to take up that viewpoint. You know, propaganda and mind control.

 

Have fun. I apologise for the shitty line breaks...

 

PROPAGANDA ANALYSIS CODING SCHEDULE GLOSSARY ver.0.92, 30/7/96

 

No. TECHNIQUE

 

GLITTERING GENERALITIES

 

1 Scientific/statistical assertion - Any ³scientific² or ³statistical²

assertion made without sourcing the data and analysis.

 

2 Unsubstantiated argumentative assertion - Any assertion made without

proof, sourcing data.

 

3 multiple meaning words/catchwords - democracy, freedom, etc, etc...

NAME-CALLING

 

4 Negative Labelling - individual/group - implied or outright abuse of an

individual/group, or negative associative language (see examples from

Prop. Anal. document)

 

5 Negative Labelling - argument/policy - implied or outright abuse of an

argument or policy (usually held by someone else), or negative

associative language

 

6 Positive Labelling - individual/group - implied or outright

endorsement or positive associative language of an individual or group.

 

7 Positive Labelling- argument/policy - implied or outright endorsement of

an argument or policy (usually held by someone else), or positive

associative language

 

8 Negative Labelling - audience - implied or outright abuse of possible

audience characteristics in order to produce reaction

 

9 Positive Labelling - audience - implied or outright endorsement of

possible audience characteristics in order to produce reaction

TRANSFER

 

10 Negative incidental (background) images - Backgrounds (not primary

focus) designed to produce negative reaction from audience, (ie. brutal

traffic accident.)

 

11 Positive incidental (background) images - Backgrounds (not primary

focus) designed to produce positive reaction from audience, (ie.

beautiful landscape.)

 

12 Negative Primary images - Primary (focus of attention) images designed

to produce negative reaction from audience, (ie. brutal traffic

accident.)

 

13 Positive Primary images - Primary (focus of attention) images designed

to produce positive reaction from audience, (ie. beautiful landscape.)

 

14 Negative implied (language) images - Vivid emotion-provoking language

designed to produce a negative reaction from audience (ie. ³reds under

the bed². Also see labelling, above, and fear, below.)

 

15 Positive implied (language) images - Vivid emotion-provoking language

designed to produce a positive reaction from audience (ie. ³kiwis

can fly²)

 

16 Negative background aural transfer - Unpleasant background noise or

music that is designed to produce negative emotional reaction from

audience

 

17 Positive background aural transfer - Pleasant background noise or music

that is designed to produce positive emotional reaction from audience

 

 

TESTIMONIAL

 

18 Explicit primary character - Testimonial from a recognised individual

or celebrity, playing themselves, OR an authority figure such as

scientific ³white coat² or similar, as primary character of

advertisement.

 

19 Implicit primary character - Implied or association of testimonial

from a recognised individual or celebrity, playing themselves, OR an

authority figure such as scientific ³white coat² or similar, as primary

character of advertisement.

 

20 Explicit secondary character - Testimonial from a recognised

individual or celebrity, playing themselves, OR an authority figure

such as scientific ³white coat² or similar, as secondary character of

advertisement (ie. ³special guest² in infomercial.

 

21 Implicit secondary character - Implied or association of testimonial

from a recognised individual or celebrity, playing themselves, OR an

authority figure such as scientific ³white coat² or similar, as

secondary character of advertisement (ie. rugby players in the ³Chef²

butter advertisement)

PLAINFOLKS/AUTHORITY APPEAL

 

22 Primary plainfolks images - Primary character appears in ³just like a

normal person² working-class surroundings or causal clothing, etc.

 

23 Primary Authority images - Primary character appears in ³authoritative²

business surroundings or business/ ²scientific² clothing, etc.

 

24 Secondary plainfolks images - Secondary characters appear in ³just like

a normal person² working-class surroundings or causal clothing, etc.

 

25 Secondary authority images - Secondary character appear in

³authoritative² business surroundings or business/³scientific²

clothing, etc.

 

26 Plainfolks language/voice - Voiceover/primary character¹s

language/accent is colloquial, ³everyday² in tone.

 

27 Authority language/voice - Voiceover/primary character¹s

language/accent is elevated, ³severe², authoritative in tone.

LOGIC TRAPS/ARGUMENTS

 

28 Rationality trap - ³You believe/behave ³x², you believe/behave ³y²,

therefore, you must believe/behave ³z², or else you are inconsistent.

 

29 Personality trap - ³You are ³x² type of person, or want to be ³x²

type of person. To be ³x² type of person, you should do ³y².

 

30 Incomplete argument - ³w² is true, ³y² is true, therefore ³z² is

true. (Ignoring countering ³x² clause...)

 

31 False logic argument - ³w² is true, ³y² is true, therefore ³z² is

true. (Ignoring required ³x² clause. ie. w= Christians must in god, y=

all Muslims believe in god, therefore z= all Muslims are

Christian...ignoring the obvious...)

 

32 Fact Statement - statement of common knowledge fact to built

credibility with audience. (Be careful - often fact statements are in

fact unsubstantiated assertions, in which case code as above.)

FEAR APPEALS

 

33 Fear/Uncertainty argument/statement - Statement or argument designed to

elicit a response of uncertainty or fear from audience or part of

audience.

 

34 Combined with name-calling - Fear/uncertainty statement, as above,

combined with name-calling/labelling of group either as cause or simply

associating group with fear statement (ie. ³Asian invasion²)

 

35 Combined with images/sounds - Fear appeal as per ³no. 33² combined with

negative primary or secondary images or sounds to enhance fear reaction

from audience.

 

36 Classic Fear argument: attack-solution - any of 33-35, combined with an

explicit or implicit suggestion of how to ³solve² the problem or

³remove² the fear.

BAND WAGON

 

37 Explicit images - Images showing large numbers of people supporting or

endorsing advertised product.

 

38 Implicit images - Images showing few desirable image role-models (non-

celebrity) supporting or endorsing advertised product, directly or

associatively.

 

39 Explicit language - Language specifically expressing large numbers of

people supporting or endorsing advertised product, (ie. ³1,000,000

people served...why not you?²)

 

40 Implicit language - Language associating desirable image role-models

with advertised product. (ie. ³Real men wear Wrangler jeans².)

 

 

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A.J.

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Lots of small animals were harmed in the production of this e-mail: Rare white

Tigers,penguins, cute baby fur seals, puppies, horses, and my neighbours cats.

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a.johnson@student.canterbury.ac.nz "D'oh!" - Homer.

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Reverend Modemac (modemac@netcom.com)

First Online Church of "Bob" "There is no black and white."

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