Age of Propaganda: The Everyday Use and Abuse of Persuasion [Paperback]

Anthony R. Pratkanis (Author), Elliot Aronson (Author)

Book Description

Publication Date: October 1991

The public awareness crusade to fight the spread of AIDS - The party political broadcast - The sportsman's product endorsement - No matter how insidious or noble these endeavours are, their success relies on the tactics of mass persuasion and the susceptibility of people to being persuaded. Today, we are targets of an overwhelming barrage of mass persuasion efforts seeking to influence how we think, what we buy, how we vote, and what we value. "Age of Propaganda" gives the reader an analysis of the patterns, motives, and effects of these efforts. Drawing on the history of propaganda and modem research in social psychology, Pratkanis and Aronson show us mass persuasion in action-not just the tactics, but why they often work, and how we can protect ourselves from manipulation. "Age of Propaganda shlould be of interest to any reader who wants a revealing look at the powerful, often subtle, often unethical forms persuasion takes in our everyday lives.

Editorial Reviews

Amazon.com Review

Drawing on the history of propaganda and modern research in social psychology, this book reveals mass persuasion in action -- not just the tactics, but why they work so well, and how we can protect ourselves from manipulation.

From Library Journal

Psychologists Pratkanis and Aronson present a thorough overview of how individuals and the mass media manipulate us using devious persuasive techniques. In order to understand how and why we are persuaded, the authors analyze the various tactics people use to get us to comply; point out ways we might deal sensibly and effectively with propaganda; and examine persuasion in a context of argument and debate. The authors' quarrel with persuasive communication today is that, rather than using logical argument, it uses emotional symbols to manipulate us. Advertisers, for example, use short, catchy, visually oriented messages to get us to buy things we might not need. Pratkanis and Aronson skillfully summarize research findings from the field of social psychology to illustrate their points. While a large portion of the book is devoted to advertising techniques, the authors also examine media coverage of the Gulf War, cult leaders, and political elections. Highly recommended for public and academic libraries.
- Gary D. Barber, SUNY at Fre donia Lib.
Copyright 1991 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 304 pages
• Publisher: W H Freeman & Co (Sd) (October 1991)
• Language: English
• ISBN-10: 0716722119
• ISBN-13: 978-0716722113
• Product Dimensions: 9.1 x 6 x 0.8 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (28 customer reviews)
• Amazon Best Sellers Rank: #1,033,890 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

54 of 58 people found the following review helpful:

5.0 out of 5 stars Instructive and entertaining, November 12, 2002

By 

Alexei Proussakov (Russia) - See all my reviews

This review is from: Age of Propaganda: The Everyday Use and Abuse of Persuasion (Paperback)

Peoples' data-processing capabilities are limited. In the information-dense world people are unable to critically review all the information they receive. In order to be adequate to the situation, they resort to so-called heuristics, simple cues or rules for solving the problem. Heuristics are based on peoples' previous experience in similar situations. Although relying on heuristics is sometimes a useful way of dealing with the onslaught of the decision-rich environment, basing our decisions primarily on heuristics can present some problems. First, heuristic cues that we possess may be false. Furthermore, a rule may be appropriate in certain situations but be misapplied in others. Another serious problem is that heuristics can be easily faked and manipulated. Knowledge of heuristics enables propagandists to control peoples' course of action.

The authors did a research of propaganda techniques and set four stratagems of persuasion:
1. You create favorable climate for the massage (called pre-persuasion). You subtly outline what picture has to be drawn in the end. Here you decide what way thoughts and perceptions of the audience will be shaped and channeled. Having established right basis for further discourse you secure the results you seek. At this stage you should identify some statements as axioms, i.e. `what everyone takes for granted' and `what everyone knows'. You attribute labels (positive or negative) to objects of further discussion, put black-or-white colors in non-disputable way. You use generalities to depict the situation - they are usually so ambiguous that you may change their meanings in the future. You use rumors and gossips.
2. You create a `source credibility', i.e. establish a favorable image in the eyes of the audience. The message must come from `experts' or `unbiased' and, of course, personally attractive communicators. Try to switch on the self-persuasion mechanism of the audience.
3. You create a message that focuses the target's attention and thoughts on exactly what you want them to think about. Research has identified at least five conditions that are likely lead to heuristics. Heuristics are most likely to be used when people do not have time to think carefully about the issue, when they are so overloaded with information that it becomes impossible to process it fully, or when they believe that the issues at stake are not very important. Heuristics are also used when people have little other knowledge or information on which to base a decision and when a given heuristics comes quickly to mind as they are confronted with a problem.
4. You create an emotion of the target that will help you channel thoughts of audience in right direction. Fear appeals are most effective when they raise high levels of fear and suggest a doable and effective responses (the authors also explain why sometimes fear does not work). Guilt: once we are filled with guilt, our thoughts and behavior are directed towards ridding ourselves of this feeling that's where propagandists take advantage of us. Feeling of obligation and indebtedness: large initial request and immediate concession by the requester invokes the norm of reciprocity -we concede. Feeling of commitment based on our desire to be self-consistent. For example, to `soften up' the target you make him involved in a much smaller aspect of the action. This serves to commit the individual to `the case'. Once people are thus committed, the likelihood of their complying with the larger request increases. Another way is to show uniqueness of the offer (scarcity sells). Use the `minimum group paradigm': You are on my side (never mind that I created the terms); now act like it and do what we say. Etc.

The book can be used by target audience to learn persuasion techniques and withstand or organize propaganda tricks. The book is entertaining, rich in vivid examples, and ... has everything to be a success in conveying authors' ideas. Instructive. Great read overall.

40 of 43 people found the following review helpful:

5.0 out of 5 stars Age of Propaganda: The Everyday Use and Abuse of Persuasion, March 1, 2000

By 

[e-mail] (University of Alabama-Birmingham) - See all my reviews

This review is from: Age of Propaganda: The Everyday Use and Abuse of Persuasion (Hardcover)

This is an excellent book which explains how the media, demagogues, politicains and marketers are able to gain compliance from their various publics. The use of lab studies and real world examples bring both theory and practice together. I have used this book for a class in propaganda since its first edition, and without fail students rave about the book in their course evaluations. It is a well-written book devoid of educationalese. This is an important book that provides the reader with genuine insight into a world of total propaganda and how as "cognitive misers" we allow ourselves to be manipulated.

41 of 46 people found the following review helpful:

4.0 out of 5 stars Consumers and Citizens, Beware!, February 2, 2000

By 

Eric H. Roth "English teacher/conversationali... (Venice Beach, CA USA) - See all my reviews
(REAL NAME)   

This review is from: Age of Propaganda: The Everyday Use and Abuse of Persuasion (Paperback)

This insightful book explores the profound differences in decision-making over the last 2,500 years. Despite a penchant for social science jargon, the authors successfully translate a tremendous amount of current communications research on the creation and maintainance of belief systems into an accessible book. "Age of Propaganda" documents the rise of advertising, the decline of genuine public discourse, and the inherent dangers of ten second soundbites in determining our desires, needs, and goals. Further, they detail the unique difficulties in making a "rational" decision in a fast-paced, message-dense, mass-media culture. This provocative and disturbing book also paints a potentially bleak picture for America's democratic traditions. Fortunately, the authors provide readers with "an arsenal" of intellectual tools to decode messages and protect ourselves. As the authors conclude, "we must depend on our own knowledge of propaganda tactics and our own efforts to treat important issues as if they were truly important."