Speech 450

Propaganda

A Definition of Propaganda

Propaganda is a sustained effort by an institution to manage public opinion.

sustained effort: a campaign, not a single communication

institution: not an individual; could be an
    • organization (CPI, VOA) or a
    • movement (an anti-war movement) or
    • society as a whole (sociological propaganda)

manage: not (necessarily) reason with
not interact with (monologue)
includes reinforcement, conversion, etc.

public: mass audience (though it might be narrowly targeted)

opinion: expression of belief or attitude

Notes:

The definition avoids value judgments--applies to American Lung Association campaigns (white propaganda) and to Philip Morris (Altria) campaigns.
The definition is conventional. It does not try to identify the essential character of some thing, but says in effect, "Let's agree to use the word 'propaganda' to mean the following...."

sustained effort:	a campaign, not a single communication
institution:	not an individual; could be an • organization (CPI, VOA) or a • movement (an anti-war movement) or • society as a whole (sociological propaganda)
manage:	not (necessarily) reason with not interact with (monologue) includes reinforcement, conversion, etc.
public:	mass audience (though it might be narrowly targeted)
opinion:	expression of belief or attitude