FEEDBACK TUTORIAL LETTER

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1 FEEDBACK TUTORIAL LETTER 2 ND SEMESTER 2016 ASSIGNMENT 2 PERSUASION AND PROPAGANDA PAP312S 1

2 Persuasion and propaganda (PAP312S) Feedback tutorial letter for Assignment 2, 2016 Question 1 25 marks Define psychological welfare and explain how it has been used against the continent of Africa over the years. In your view, how can this onslaught be reversed? Introduction Firstly you needed to define psychological warfare. The following are examples: Paul M.A. Linebarger (1954) defined psychological warfare as comprising the use of propaganda against an enemy, together with such other operational measures of a military, economic, or political nature as may be required to supplement propaganda (in Garth O Donnell, 2006: 202). Lasswell (1951), a propaganda scholar, indicated that it is an old strategy used to wage a successful war. Remember: Lasswell s (1948) definition Communication is who says what? To whom? With which channel? To what effect? Secondly, you needed to briefly highlight how the question is tackled. In addition the question expected you to proceed to show how it was/is used to cause and precipitate conflict in Africa. Going forward the following information could have helped: This image of Saddam Hussein was designed as a wanted poster, on light weight paper, for airdrop distribution. What was its purpose? This piece of propaganda was created to redirect the guilt, if any, felt by Iraqi soldiers, and to encourage them to blame everything bad on Saddam Hussein since he is a criminal. Thus, they might not fight with as much enthusiasm or determination. 2

3 Another clever way of blaming everything that happened on Saddam Hussein. It shows the blood splashed flag of Kuwait with Hussein saying, in Arabic, that he didn't know how this happened. What else might this imply? How about: Is he a thoughtless leader? Does he take responsibility for his actions? Does he realize what he's doing to his people, and to other people? Does he care? 3

4 This cartoon shows Saddam Hussein cutting off his own head with his sword. This image shows how Iraq would suffer because of Hussein's warlike and thoughtless actions. What else might this imply? This cartoon uses the propaganda technique of name-calling through pictures. It implies that Hussein is a showboat, a fool. He's such an idiot that he cut off his own head. This is your leader. Do you really think he has any idea of what he is doing? There's more! Look at the use of shadows around Hussein's feet. This cartoon implies that he has been a fool more than once. Look at the body shape, especially the arms. What does this imply? This piece of propaganda is loaded! Yet, it is deceptively simple in appearance, as if its only purpose is to make you laugh. Book of Judges Chapter 7 Gideon created panic in the numerically superior Midianite army. He equipped each of his 300 men with a torch and a trumpet each. In those days one such equipment was carried by one man within a group of 100 soldiers. So, Gideon created an impression that he had 30, 000 soldiers thereby causing the Midianites to panic. Each of the 300 men then surrounded the Midianite camp in the middle of the night. Each man lit his torch and blew his trumpet. The enemy became confused. They started fighting one another. They eventually fled. Other examples: 4

5 Horses were used in war as an instrument of terror e.g during the liberation wars in Southern Africa. Chinese used rockets not as weapons but to intimidate their enemies. Boers used commando units to attack British soldiers far beyond their line in SA s Anglo- Boer war. Wartime posters showing Japanese soldiers as barbaric, apelike subhuman e.g the sneak attack on Pearl Harbour. Beating of drums during war in traditional societies was a form of psychological warfare. Propaganda uses symbols. It is shaped by the environment. Each communication channel is a potential propaganda medium: Internet, books, journals, videotapes, cassettes, cell phone, radio, newspapers, television. How can it be reversed? The following are examples of points: 1. Through reverse propaganda which seeks to show that Africa is full of talent, resources, good schools, hospitals, airports etc. 2. Through sound education of young Africans particularly on issues to do with relevant African knowledge systems. 3. Through meaningful partnerships with people from other parts of the world. In the conclusion, you were expected to argue that Africa continues to experience Psychological warfare. It is on- going. QUESTION 2 25 marks Identify six (6) persuasion and propaganda techniques and show their use in the contemporary world. How can these techniques be used to aid development in the SADC region? Introduction You were expected to highlight the techniques used and proceed to give an outline of how the discussion unfolds. 5

6 Body The following techniques were supposed to be explained showing how each becomes a persuasive technique and a propaganda technique. The difference was supposed to be clear from the examples that you gave on each. Below I explain each technique. Name Calling: This technique uses derogatory language or words that carry a negative implication when describing an enemy. This type of propaganda tries to arouse discrimination. An example of Name Calling Standler explains is when a "politician who disagrees with a judge can label him/her as a 'liberal activist judge'. You were expected to give relevant examples from various contexts in life. Bandwagon: Bandwagon is one of the most widespread techniques in both wartime and peacetime and plays an important part in modern advertising. "Bandwagon is also one of the seven main propaganda techniques identified by the Institute for Propaganda Analysis in Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as well." Bandwagon propaganda is trying to convince people that one side is the winning side, because a lot of people have joined it. Card stacking: This is one of the seven techniques identified by the Institute for Propaganda Analysis (IPA). This technique involves only presenting information that is positive to an idea or proposal and leaving out information that is different to it. This technique is used in almost all forms of propaganda, and it is extremely useful in convincing the public. Although the majority of information presented by the card stacking approach is true, it is dangerous because it omits important information. Plain folks: The plain folk device is an attempt by the propagandist to convince the public that his views reflect those of the common person that they are also working for the for the benefit of the common person. The propagandist will often attempt to use the accent of a specific audience as well as using specific idioms or jokes. Also, the propagandist, especially during speeches, may attempt to increase the illusion through imperfect pronunciation, stuttering, and a more limited vocabulary. Errors such as these help add to the impression of sincerity and spontaneity. 6

7 This technique is usually more effective when used with glittering generalities, in an attempt to convince the public that the propagandist views about highly valued ideas are similar to their own and therefore more valid. When confronted with this type of propaganda, the subject should consider the proposals and ideas separately from the personality of the presenter. Other techniques were accepted on merit including the use of scientific terms and testimonials. Conclusion The conclusion was supposed to highlight the importance of persuasion and propaganda techniques in communication. I encourage you to work hard as you prepare for examinations. Compiled by, Dr. R. Makamani Senior Lecturer & Deputy Head of Department Department of Communication 7