Propaganda and Persuasion

Chapter 1 What Is Propaganda, and How Does It Differ From Persuasion?

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The study of contemporary propaganda in both oppressed and free soci eties is a complex endeavor. We acknowledge that one's perception of a form of communication determines what is self-evident and what is controversial. One person's propaganda may be another person's education. In our definition, the elements of deliberate intent and manipulation, along with a systematic plan to achieve a purpose that is advantageous to the propagandist, however, distinguish propaganda from a free and open exchange of ideas. Forms of Propaganda Although propaganda takes many forms, it is almost always in some form of activated ideology. Sometimes propaganda is agitative, attempting to rouse an audience to certain ends and usually resulting in significant change; sometimes it is integrative, attempting to render an audience passive, accepting, and nonchallenging (Szanto, 1978, p. 10). Propaganda is also described as white, gray, or black, in relationship to an acknowledgment of its source and its accuracy of information. White propaganda comes from a source that is identified correctly, and the information in the message tends to be accurate. This is what one hears on Radio Moscow and VOA during peacetime. Although what listeners hear is reasonably close to the truth, it is presented in a manner that attempts to convince the audience that the sender is the "good guy" with the best ideas and political ideology. White propaganda attempts to build credibility with the audience, for this could have usefulness at some point in the future. National celebrations, with their overt patriotism and regional chauvinism, can usually be classified as white propaganda. International sports com petitions also inspire white propaganda from journalists. During the 1984 Summer Olympics, many complaints were voiced about "biased" coverage by the American reporters, particularly from the British Broadcasting Corporation (BBC). The absence of the Soviet Union's athletes in Los Angeles provoked a less than enthusiastic reaction to the multiple victories of Americans from non-American news sources. Although gold medalists of past games lauded American performances, the home countries of other athletes exclaimed "unfair." Daley Thompson, the decathlon winner from Great Britain, appeared on television wearing a T-shirt that read, "But what about the coverage?" Coverage by the American Broadcasting Company (ABC) was accurate reporting of the events and white propaganda. It appeared to stir up American patriotism deliberately while being genuinely excited about the American athletes' achievements. Doubtless, this was also intended to convey a message to the Soviet government: "We do not need you at the Games."