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46 Cards in this Set
- Front
- Back
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language and persuasion
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words are the most powerful drug used by mankind persuasion uses symbols to transmit meaning (cognitive), arouse feelings (affective), and move people to action(behavioral) language carries a world view |
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functions of symbols
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define evaluate organize think reflect relate |
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functions of language
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informative, expressive, directive form and understand identities, create relationships, organize social units, formulate ideologies, create social realities |
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General Semantics
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the study of the relationships between language, thought and behavior the word is not the thing, the map is not the territory the relationship of how we talk, how we think, and how we act |
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polysemy
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audience members each individually will interpret the message differently based on their own maps and experiences
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Terministic Screens (Burke)
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direct people's attention away from some things and towards others frames argument so logic seems utterly sound ex. unborn child v. fetus v. parasite |
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Symbolic interactionism
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looking glass self particular and generalized others people are motivated to act based on the meanings they assign to people, things, and ideas |
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metaphor
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-powerful, persuasive, artistic -the vehicle(comparison) must be readily and repeatedly mapped back to the tenor(concept) -frame argument, create reality -colors the entire truth we create about the narrative |
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language and resistance
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rename, re-envision, and reimagine the world change through creative power black is beautiful |
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Visual rhetoric
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created methodology for acts of resistance beyond linguistic components nondiscursive |
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image events
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public discourse beyond elites, beyond rational, propositional, linguistic roots
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Examples of Visual Rhetoric
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Vietnam Memorial: controversial, scar Fergusson: laying down, handsupdontshoot AIDs: cuts kill |
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analysis of visual rhetoric
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nature function evaluation NOT artists intent |
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Propaganda
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the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist
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characteristics of propaganda
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ideological circumvents reason/logic mediated seeks uniformity conceals source/goal/ techniques/success |
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powerful effects
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magic bullet/ hypodermic needle media are a cancer prop is a subtle instrument which has the power to weld the public into a solitary mass of hate, will, and hope |
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two step flow
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established the importance of opinion leaders media -> human -> audience |
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Yale Studies
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lab experiments studied effects, personality, order of arguments, fear appeals |
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limited effects
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media functions in a social environment reinforcement of pre-existing conditions |
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limited effects theories
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ELM, cultivation, agenda-setting, uses and gratification
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shortcomings of administrative research
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larger context ignored emphasis on context, not techniques lab studies/experiments don't reflect reality human interpretation is complicated and often contradictory |
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critical propaganda research
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humanistic meanings are not in messages, but in people investigate the production and exchange of meaning between a representation and the recipient many meanings can be made by different viewers |
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Generalizations about Propaganda
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greatest effects are simply reinforcements change occurs as a result of multiple variables(social context, credibility, opinion leaders) selective perception- make logic fit people fake it- spiral of silence those who control media maintain power |
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Analysis of Propaganda
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1. ideology and purpose 2. historical context 3. identification of propagandist 4. structure of organization 5. target audience 6. media techniques 7. special techniques 8. audience reaction 9. counter propaganda 10. effects and evaluation |
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plain folks
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common man, little man, I am one of you |
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testimonials
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credibility by association Got Milk ads |
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bandwagon
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herd mentality
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cardstacking
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manipulate emphasize good, downplay bad |
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transfer
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surrounding qualities will rub off politicians speaking in front of flag with soldiers |
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glittering generalities |
abstract values hope, freedom, democracy, liberty |
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name calling
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ad hominem attacks tree hugger, feminazi |
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Interplay of influence
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government influences us, but we also influence the government political campaigns package and sell candidates there is a interrelationship between media, politics, and people |
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Visual Rhetoric and Politics
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biopic videos posters film attack ads |
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Reagan A New Beginning |
presented the rhetorical myth of American rebirth collage of all that is right in America testimonials, interviews, news clips |
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posters
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Chinese: sun, obedient flowers, communist diversity WWII America: Rosie the Riveter, Loose Lips, Recruitment |
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Film
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Jim Kerry and Hollywood directors meet to discuss ISIS counterpropaganda
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Attack Ads
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play on fear Willie Horton- scary black man Daisy Girl |
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Watchdog
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keep an eye on the government for the people adversarial to government expose misdeeds symbiotic relationship between gov and people |
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4th Estate
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media are a fourth arm of the government to represent the people symbiotic relationship between gov and media |
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Themes of Religious Discourse
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Conversion Discernment (in/outgroup, differentiation) Exile (modernity hostile toward faith) Praise (music, relics) |
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Apocalyptic rhetoric
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-either/or, promise - disillusionment leads to expectations - extension of present, cause-effect, end of life as we know it' Jim Jones KoolAid |
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Utopian rhetoric
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believers have great faith that a new order will come and they will be transformed Puritans- God will establish a new world order in the new land |
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Burke on Religious Discourse
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guilt(sin) --> purification(process) --> redemption(change) victimage and mortification confession and forgiveness |
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ISIS case study
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record # of convertssophisticated social mediavisual rhetoricEnglishTwitterviolence -> softer sideUtopian rhetoric, heroesproblem with refugees
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four realms of language Burke |
1. natural, physiological 2. socio-political, right/wrong 3. logology, words about words 4. supernatural, ineffable |
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