Propaganda and Persuasion

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

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Behavior Behavior can be used as an anchor not only because it is an overt expres sion of a way of being but also because behavioral patterns are fair predic tors of future behaviors. When a behavior is recurrent, a script for behavior develops to the point that a great deal of consciousness is not necessary to continue the same behavior. References to successful behavior can be moti vational. By reminding persuadees that their behavior has meant need fulfill ment in the past, a persuader can urge them to use the same or similar behavior in the future ("You contributed to the Humane Society in the past and helped save the lives of dogs and cats, so give to the present campaign to continue saving them"). Conversely, if a certain behavior has negative consequences, the persuader can urge persuadees to avoid the consequences by discontinuing the behavior ("Second-hand smoke can cause lung cancer, so stop smoking on campus"). Another successful motivational strategy is to show persuadees models of behavior. Modeling influences new behavior in persuadees because it offers new information about how to behave (Bandura, 1986). Albert Bandura's model of observational learning includes the necessity of symbolic represen tation in words and images for retention of a behavior and identification of the subject with the model. Powerful modeling can simultaneously change observers' behaviors, thought patterns, emotional reactions, and evaluations. Observational learning includes knowledge of the rules of thought, as well as behavior itself. Group Norms Group norms are beliefs, values, attitudes, and behaviors derived from membership in groups. Group norms can be used as anchors because people have a tendency to conform to the norms of the groups to which they belong. Psychologist Daryl Bern (1970, p. 75) said that the major influence on people is people. Peer pressure influences how people dress, talk, and behave. When they are uncertain about what position to take or what to do, people often adopt the attitudes and behaviors of their peers. They also succumb to peer pressure because it is easier to conform than to depart from the norms of their groups. Another form of group norm is derived from the norms of a reference group. Reference groups are groups admired or disliked by nonmembers who may be influenced in a positive or negative direction by those groups. People may admire the norms of a group such as Amnesty International or be repulsed by the norms of the Skinheads.