Propaganda.ppt

Propaganda Ph.D., Li-Chuan Evelyn Mai University of Westminster Professor, Beijing Normal University, Zhuhai Contemporary Theorists The Propaganda Theory by Lasswell 1934, The Public opinion Theory by Lipmann’s 1922, Dewey’s criticism on propaganda, 1927. The Bullet Theory by Schramm 1971; The Hypodermic Needle Theory by Berlo, 1960; Stimulus –Response Theory by DeFleur Ball-Rokeach, 1989; Media or Technological Determinism Theory  Mc Luhan (1964) Media or Technological Determinism Theory What is Propaganda?? Propaganda refers to the use of communication messages to propagate specific beliefs expectations (Baran Davis, p.71) ??? Early Development? By 1920s, Freudianism Behaviorism attempts to produce a simplistic propaganda theory. For the Behaviorism theorists they had the notion that all human action is a conditional response to external , environmental stimuli. For the Freudianism theorists, they had the notion that human behavior is the product of the conflict between individuals’ id, ego superego. Fulfilling these needs allow them to be persuaded. In the Magic Bullet Theory – the rationale (基本原因) was that the media penetrate （渗透）people’s mind and instantly create effects. The external stimuli (mass media) are able to condition anyone to behave whatever way a propagandist wants. E.g. by controlling these media messages propagandist’s felt that could condition people to associates with good or bad emotions, fear or loyalty emotions etc. The propagandists saw that the average people are powerless to consciously resists this influence or be manipulated. No matter what their social status, how well educated they are the magic bullet of propaganda penetrates their defenses transform their thoughts and actions. The advocates of Magic Bullet Theory argued in support that the power of the media to influence the audience are great. An average audience therefore cannot resist media manipulation. Lasswell’s (1927) classic work “Propaganda Technique