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Propaganda

Komunikasi Politik
 The Early Stage of Propaganda

In 1622, Vatican
(Pope Gregory XV)
established the
Congregatio de
Propaganda Fide
Classic Definitions
Lasswell wrote, is the control of opinion by
significant symbols, or, so to speak, more
concretely and less accurately, by stories, rumors,
reports, pictures, and other forms of social
communications (1927, p. 627).
in 1842 W. T. Brande, propaganda is something
applied to modern political language as a term of
reproach to secret associations for the spread of
opinions and principles which are viewed by most
governments with horror and aversion
Education VS Propaganda
Education aims at independence of judgment.
Propaganda offers ready- made opinions for the
unthinking herd. Education and propaganda are directly
opposed both in aim and method. The educator aims at a
slow process of development; the propagandist, at quick
results. The educator tries to tell people how to think; the
propagandist, what to think. The educator strives to
develop individual responsibility; the propagandist, mass
effects. The educator fails unless he achieves an open
mind; the propagandist unless he achieves a closed
mind. (Everett Martin, 1929. p. 145)
Propaganda in Mass Media
Who says what to whom via which channels with
what effects? (lasswell, 1927)
NAZI PROPAGANDA
The Characteristics of Propaganda
(Uudelepp, 2008)

Altering attitudes/
Author Manipulating reality Target group
Behavior

Walter Lipmann Altering attitudes Forming social patterns People

Edward Bernays Altering attitudes Altering relations Public

Manipulation of
Harold Lasswell Altering both People
representations
Psychological
Jacques Ellul Altering both Organized group
manipulations
Garth Jowett & Victoria
Altering both Manipulate cognitions People
O Donnell
Model of
Contemporary
Propaganda,
(Uudelepp, 2005)
Strategy of Propaganda
Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Card Stacking
Bandwagon
 Propaganda Bases,
Instruments and Techniques
Bases of
instruments
Propaganda
instruments
Classic
propaganda Propaganda techniques
1
Possible indicators
devices

1. Ad hominem arguments Greedy, unintelligent etc

Name calling
Comparison with animal
2. Ridiculing
etc
3. Selection of emotionally appealing
Best, new, future etc
words
Cognitive
Symbols and propaganda Glittering 4. Selection of emotionally appealing Children, animals, sun
stereotypes instruments generalities images etc
(CPI)
Claiming that person is
5. Calls for altruism
good etc
University, church, flag
6. Referring to accepted symbols
etc
Transfer
Doctors, judges, teachers
7. Referring to accepted professions
etc
Propaganda Bases,
Instruments and Techniques
Bases of
Propaganda instruments
Classic propaganda
Propaganda techniques
2
Possible indicators
instruments devices
1. Emphasizing on Scientist, minister
authority etc
Testimonial
2. Emphasizing on Sports star, singer
celebrity etc
3. Image based on target
Influence of Social propaganda Clothing, haircut etc
audience
elite or social instruments Plain Folks
group (SPI) 4. Behavior based on Visiting same
target audience market etc
5. Creation of confident Lots of followers on
image image etc
Band wagon
Always, everybody
6. Utilization of absolutes
etc
Propaganda Bases,
Instruments and Techniques
Classic
3
Bases of Propaganda
propaganda Propaganda techniques Possible indicators
instruments instruments
devices

1. False inductivity Sample too small etc

Technological 2. False causality Switching cause and effect

Distortion of propaganda
Card stacking
reality instruments
(TPI) 3. Oversimplification Creating false dichotomy

4. Manipulating with
Mixing percentages etc
numbers
Budaya Politik
Tingkahlaku individu dan orientasi terhadap
kehidupan politik yang dihayati oleh para anggota
suatu sistem politik.

Budaya yang melekat

pada individu atau Prilaku
Politik
masyarakat akan
memberikan orientasi
Orientasi
umum dalam diri Politik
inidividu tersebut untuk
menentukan sikap Budaya
politik (Mendukung,
apati, tidak peduli,dll)
Tipe Budaya Politik

Budaya Politik Parokial

Budaya Politik Kaula

Budaya Politik Partisipan

Budaya Politik Parokial
Cenderung bersifat Tradisional
Orientasi peminatan Terbatas pada wilayah
Tidak tertarik pada obyek-obyek politik yang lebih luas
bahkan tidak secara holistik.
Pemusatan kekuasaan dan kewenangan lebih terasa
bagi masyarakat.
Apatis;
Pengetahuan politik rendah;
kesadaran dalam berpolitik rendah;
Tidak peduli dan menarik diri dari kehidupan politik.
Budaya Politik Kaula
Berorientasi pada keseluruhan sistem hingga
outputnya,
Tetapi berorientasi lemah dalam merefleksikan
dirinya sebagai aktor politik aktif.
Sangat pasif dalam sirkulasi sistem politik
Memiliki pengetahuan dalam bidang politik yang
cukup
Partisipasi politik minim
Kesadaran dalam berpolitik rendah.
Budaya Politik Partisipan
Berperan aktif dalam sistem politik
Berorientasi pada keseluruhan sistem
Pengetahuan tentang politk tinggi;
kesadaran dalam berpolitik tinggi;
Partisipasi dalam berpolitik aktif;
Kontrol Politik aktif.
Referensi
Brian Mcnair. (2011). An Introduction to Political
Communication. Routledge. London & New York.
Dan Nimmo. (2011). Komunikasi Politik; Komunikator,
Pesan, dan Media (terjemahan). Pengantar; Jalaluddin
Rakhmat. PT. Remaja Rosdakarya. Bandung.
Henry Subiakto & Rahmah Ida. (2012). Komunikasi
Politik,Media,dan Demokrasi. Kencana Prenada Media
Grup.Jakarta.
Prof.Hafied Canggara.(2011). Komunikasi Politik; Konsep,
Teori dan Strategi. Rajawali Pers.
Richard West & Lynn H.Turner. (2008). Pengantar Teori
Komunikasi; Analisis dan Aplikasi. Terjemahan. Salemba
Humanika.Jakarta.