Examines the 1992 presidential campaign and its use of manipulative
political messages, easily construed as propaganda. Overdose of past
electoral propaganda activated voters' gag reflex; Innuendos and
factoids; Fighting innuendo and slander with inoculation; Analogies and
metaphors; Fear tactics; Classic examples; More.
By
PT Staff, published on September 01, 1992
Propaganda
Please pass the propaganda. As presidential candidates whip their
campaigns into high gear, America's voters will unwittingly wolf down
trucker-size portions of manipulative political messages with their daily
dinner of national news.
So far into the 1992 campaign, such fare has not gone down very
well, says psychologist Anthony Pratkanis, of the University of
California at Santa Cruz. Perhaps an overdose of propaganda in past
elections activated voters' gag reflex. A perpetually stalled economy and
the Los Angeles riots may have also overshadowed candidates' latest
attempts to shape a political agenda.
Meanwhile, presidential wannabees will undoubtedly dish out another
propaganda favorite: innuendos and factoids-tidbits of incriminating
information about an opponent that often blocks out discussion of other
issues. Both are often served right before an election, giving a
candidate no time to counterattack, says Pratkanis.
Democratic hopeful Bill Clinton fights innuendo and slander with a
classic counter-propaganda technique: inoculation. When he senses
trouble, he calms the public by doling out a drop of the innuendo and
hoping voters will develop immunity when a big slur comes along.
Analogies and metaphors help politicians peddle ideas by framing an
issue in easily understood terms. Politicians who called Saddam Hussein
another Hitler, for example, tilted the public to intervention.
Fear works because voters don't like being scared. They'll do
anything to escape it quickly-usually vote for a candidate who says he
can get rid of it. Newspaper and television ads featuring paroled convict
Willie Horton, for instance, are classic examples. Placed by opponents of
Michael Dukakis in the 1988 presidential election, they prompted voters
to respond to their emotions rather than eval uate the issues.
Ross Perot hopes to succeed by eschewing the propaganda menu
entirely. With plans for electronic "town meetings" and lengthy
television programs about national issues, he's trying to pull away from
the pack of 30-second soundbite, innuendo candidates.
Photo: Scene from the movie Citizen Kane.
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