LESSON - 2: PUBLIC OPINION AND PROPAGANDA

B A (JMC) (3-YDC), SEMESTER SYSTEM

SEMESTER –IV

SEC III: PUBLIC RELATIONS AND EVENT MANAGEMENT

Unit -1: PUBLIC RELATIONS

LESSON - 2: PUBLIC OPINION AND PROPAGANDA

       

Objectives:

Learn what is Public Opinion and its role in Public Relations

Understand Propaganda with reference to Public Relations

Differentiate Propaganda from other communication disciplines.

Explain how propaganda can influence public opinion.

 

Introduction:

Public opinion is the opinion of public. Attitudes become opinions and active attitudes when publicly expressed become public opinion. Thus, public opinion is the collective attitude on a topic held by a part of the total population. Although the concept is said to have originated in the 16^th century, it has its roots in ancient Indian “Prajabhipray” and Latin “Vox populi”. The term public opinion is a slippery one. It is difficult to describe, elusive to define, hard to measure, impossible to see, but all the same its force is perceptible. In short, public opinion is but the concert of individual opinion. It plays a very important role in a democracy.

Propaganda is a form of communication that aims to shape people's beliefs and behaviors and meant for promoting an agenda. Propaganda is to propagate some information, especially of a biased or misleading nature, used to promote a nationalist or political or religious cause or point of view. Propaganda too has a recorded evidence in Persian history and also in Kautilya’s Arthasasthra with reference to warfare. Propaganda can take many forms, including political speeches, advertisements, news reports and social media posts. The term propaganda has acquired a strongly negative connotation by association with its most manipulative examples.

Public Opinion and Propaganda are the important things to be understood while studying public relations. These two are the interesting aspects to understand people and their attitudes in the given situations. Propaganda is capable of influencing the public opinion. In this lesson, the meaning of the public opinion and the agencies that influence public opinion are discussed. Also the nature and techniques of propaganda, its impact in the formation of public opinion is discussed. 

Public Opinion – Meaning

Public from the standpoint of public opinion is a group of people with similar interests who have a common opinion on a controversial subject.

Opinion is a view, judgement or appraisal formed in the mind about a particular matter – Webster’s seventh new collegiate Dictionary.

Public Opinion is the predominant attitude of a community: the collective will of the people. It is a summation of public expression regarding a specific issue or event – Merriam Webster Dictionary.

The collective opinion of many people on some issue, problem, etc., especially as a guide to action, decision, or the like. – Thesaurus.com

The collective opinion of many people on some issue, problem, etc., especially as a guide to action, decision, or the like. – Dictionary.com

Public opinion is the opinion or attitude of the public regarding a particular matter. – Collins Dictionary

The attitude of the public, esp as a factor in determining the actions of government – TheFreeDictionary.Com

The expression of all members of a group, who are giving attention to a given issue. The process starts with an interaction of individual attitudes, mind-sets and beliefs concerning an issue – The dictionary of mass communication.

 

Public Opinion - Definitions

After having understood the two terms ‘Public’ and ‘Opinion’, we may now take up the definitions of public opinion.

 

According to John Dewey, “Public opinion is judgement which is formed and entertained by those who constitute the public and is about public affairs.”

Morris Ginsberg says, “By public opinion is meant the mass of ideas and judgements operative in a community which are more or less definitely formulated and have certain stability and are felt by the people, who entertain or hold them to be social in the sense that they are a result of many minds acting in common.”

Kuppuswamy defines public as “a spontaneous collection of people in response to a certain kind of situation”. According to him, “Public opinion consists of opinions held by people of a smaller or larger community about a particular problem at a certain time.”

 

According to Bryce, “Public opinion is commonly used to denote the aggregate of the views men hold regarding matters that affect or interest the community,”

 

Thus, an opinion is stronger than an impression and weaker than positive knowledge. It implies a conclusion thought out, yet open to dispute. A more or less settled opinion is a sentiment and if held firmly, a conviction. A view is an opinion more or less colored by bias.

 

Agencies of Public Opinion

The following are some of the agencies that help formation of public opinion:

Press: The main agency for the formation of public opinion is press. Newspapers can be called ‘the book of democracy’ and ‘a Light house for democracy’. A free press crticises the government severely and creates a sound public opinion fearlessly. The newspapers give us information about everybody’s problems and create political consciousness. The press acts as an important link between the people and the government. But if the press is controlled by some selfish party, community or the capitalists, formation of genuine public opinion suffers.

Public Meetings: Public Meetings are an important agency creating public opinion. The ministers and the legislators of the ruling party support the policy of the government in the public and the opposition parties criticise the government bitterly and expose its shortcomings. This process gives political education to the people. The views of the people are molded in public meetings. But all this is possible only at a place where the people are completely free to express their views.

Political Parties: Political parties, electioneering and political literature play an important role in the formation of public opinion. Generally, there are three types of people in public. In the first category leaders of many political parties are included. The second category is that of the elite and the third category is that of the majority of the illiterate persons. Though the number of people in the first category is very small, yet they wield a great influence in society. Political parties undertake programmes and deliver impressive speeches in order to propagate their ideology. Thus, political parties play an important role in molding, developing and strengthening the public opinion.

Radio, Television and Cinema: These mass media influence the views and opinions of the people. They not only serve the purpose of entertainment but also convey the news and views of many public leaders to the masses. The people establish their contact with the people who were present in the meetings addressed by the public leaders could listen to them, but now through these media, millions of people can listen to them simultaneously at far flung places. Therefore, this is a good medium for the molding of public opinion.

Social Media: After the technological revolution and with the advent of the internet and social media, they have become a major component of the environment that constitutes and affects human awareness, inclinations, opinions, and even behaviors. It has also become the easiest way to communicate with different people from all over the world, access information from various sources in the easiest and fastest way and learn the diverse ideologies of different cultures. That is how social media influences public opinion and moves the audience towards the desired behavior.

Educational Institutions: The views of the students are formed in educational institutions. Usually, the students adopt the views of their teachers. Subjects like Economic, Civics, Political Science, History, etc. are taught which help in the formation of political views. These teachings help a lot in the formation of public opinion. In dictatorship, Nazi Hitler and Russian leaders made special efforts to win over public opinion. They appointed teachers of their own choice in schools and colleges and prescribed text books in order to propagate their ideology.

Religious Associations: India is a country of religious-minded people with a great impact on politics. If religion means morality, its effect may be useful, but many a time, certain political parties use religious places for political propaganda. It has an adverse effect on politics, because religious places become a forum for propaganda by selfish leaders and their sanctity is destroyed.

Two-step flow of information

Opinion leaders and Opinion followers, in other words Information leaders and Information dependents are the two steps in information flow.  Most people form their opinions under the influence of opinion leaders. According to the two-step flow model, ideas flow from mass media to opinion leaders, and from them to a wider population. Opinion leaders pass on their own interpretation of information in addition to the actual content. Opinion leaders infiltrate their opinions through the general public who become "opinion followers". Opinion leaders can be politicians, social workers, teachers, Govt servants, health workers, shop keepers, hawkers, drivers, students etc who will have access to the sources of information.

Numerical majority and effective majority

Public opinion is measured in two ways. One is numerical majority. Elections is the touchstone of democracy. 51 over 49 is numerical majority. In an Election if A gets 51 votes in a constituency of 100 votes and his opponent B gets 49 votes, A is declared as victorious. On the other hand, there is something called effective opinion which has nothing to do with the numbers. An opinion of one single expert or a subject matter specialist or a small section of elite people is more valued than the opinion of a majority. It is something like a tip of an ice berg. Best example for this situation is the utterances of a common man against Queen Sita that was seriously taken into consideration by King Rama in the epic Ramayana.

Propaganda - Meaning               

Information, ideas, opinions, or images, often only giving one part of an argument, that are broadcast, published, or in some other way spread with the intention of influencing people's opinions: - Cambridge Dictionary

 

Information or ideas that are spread by an organized group or government to influence people’s opinions, esp. by not giving all the facts or by secretly emphasizing only one way of looking at the facts – American Dictionary

 

Information, often inaccurate information, which a political organization publishes or broadcasts in order to influence people. – Collins Dictionary

 

Dissemination of information—facts, arguments, rumours, half-truths, or lies—to influence public opinion. It is often conveyed through mass media. – Britannica

 

Propaganda - Definitions

 

"The expression of opinions or actions carried out deliberately by individuals or groups with a view to influencing the opinions or actions of other individuals or groups for predetermined ends and through psychological manipulations." - Harold Lasswell

 

“Propaganda and persuasion are linked as humans use communication as a form of soft power through the development and cultivation of propaganda materials. - Garth Jowett and Victoria O'Donnell

 

"Propaganda is making puppets of us. We are moved by hidden strings which the propagandist manipulates." - Everett Dean Martin

 “Propaganda is the attempt to influence others to some predetermined end by appealing to their thought and feeling.” - Clyde R Miller

 

“Propaganda is the deliberate use of communication to induce people to favour one predetermined line of thought or action over another.” - Anderson and Parker

 

Thus, Propaganda is the spreading of information in support of a cause. It’s not so important whether the information is true or false or if the cause is just or not — it’s all propaganda.

 

Propaganda Techniques

 

Alfred M. Lee and Elizabeth B. Lee classified the propaganda techniques into the following seven major categories: These devices may not be used singly but in combination.

 

Name-calling: This technique consists in giving a bad name to a person, a group, an idea or an event. The name so given arouses an emotional attitude of hostility and rejection. The terms “capitalist,” “fascist,” war-monger”, “right-reactionary” create an emotional attitude of hatred toward the person.

 

Glittering Generally: Under this technique the propagandist uses some attractive or impressive words or ideas which mislead the people. He may call his party “the protector of Hinduism” or the “saviour of dalits” or use the words like secularism, equality, justice, democracy to influence the public.

 

Transfer Device: In this technique, the propagandist presents his cause as an integral part of a larger cause by identifying himself and his cause with the collective representation acceptable to the public at large. Thus, to safeguard “people’s democracy” the communists condemn all non-communists as “counter- revolutionaries.” The Congress invokes the name of Gandhi in order to bolster its position. The opposition parties use the word ‘secularism’ to defeat BJP

 

Testimonial Device: Under this technique the propagandist advertises a thing with the name of some distinguished person. Thus the name of some famous film actors may be used for selling ‘Paan Parag’ and tobacco products or liquor in the guise of mineral water or soda brands.

 

Plain-folk Device: This device is used extensively by politicians. The politician professes that he is just like others, with their common virtues and vices. Thus a leader may embrace a child in a slum area or take his lunch sitting with the slum dwellers on a mat to impress upon them that he is one of them.

 

Card Tactics: This device requires skill and ingenuity. The true facts are twisted and coloured by the propagandist to suit his interest and impress his listeners. Thus, a politician may weave a story and present it as a true event.

 

Band-wagon: Under this technique the propagandist advertises that since everybody is doing a thing, therefore, you may as well do it. Thus, the advertisement, “10 crores of people in India are using this brand so you also should have it today” is a band-wagon technique.

 

Propagandists firstly, repeat their idea persistently and systematically. Even falsehood, when presented incessantly, begins to appear as truth. So they never be tired of repeating the same thing, time and again. Secondly, they do not admit, do not even suggest that there is any side to the question but that one they represent. In other words, they distort the evidence. Thirdly, cast their cause in the role of the hero, and their opposition in the role of the villain. Resort to generalities, emotionalised symbols and stereotypes. Prove the high-mindedness, nobility and humaneness of their cause, and at the same time, demonstrate the low motives, unworthy deeds and self-seeking activities.

 

Propaganda is not Public Relations

 

To propagandize is to spread biased information that supports a particular political viewpoint. Most governments have been known to propagandize in an attempt to influence the behavior of their citizens. A government might propagandize at the start of a war to rally support, and political protesters may propagandize to raise awareness of an issue or inspire others to get involved with their cause. Corporations sometimes propagandize to influence buyers and investors. These groups could print posters and flyers or run Radio and TV ads spreading their message.

 

Though propaganda is one of the tools of communication like publicity and advertising, it is referred to as disinformation, hype, indoctrination and brainwashing. Propaganda is mainly associated with 3 aspects. They are War propaganda, Political propaganda and Religious propaganda. The religious propagandizing was done by eighteenth century Catholic cardinals whose mission was to "propagate the faith." Propaganda is thus a deliberate attempt to persuade people to think and then behave in a manner desired by the source. It is not an ethical thing in public relations which is a process that intends to enhance relationships by means of truthful and honest communication by presentation of facts.

 

Propaganda, Public Opinion and Public Relations

 

We have learnt how public opinion is formed and what is propaganda and how it moulds public opinion. It is important for public relations students to learn to distinguish public relations from propaganda and not confuse the two as they operate at different levels and have different motives. Public Relations is not Propaganda. Propaganda is defined as an expression of opinion by individuals and groups which is deliberately designed to influence opinion or action by other individuals or groups with reference to pre-determined end. In its broadest sense, propaganda intends to advance a cause i.e. a religious faith or a war strategy or a political motive and considers itself as a legitimate persuasion. But it has come to acquire a negative image because it has been used to unleash hatred and fear during wars, blind belief in religion and trust in political parties. It is still being used by suppressing facts. Propaganda has therefore gained notoriety as brainwashing and barbarity. It is characterised by one or more of the following:

1.   Use of words with double meanings

2.   Appeals to prejudices of people and arousal of negative emotions like fear, hatred etc

3.   Evasion of truth, suppression of facts, distortion

4.   Provocation, playing up things of little value

5.   Presentation of only one sided arguments

6.   Repetition

Thus propaganda manipulates public opinion. Even though public relations attempts to influence public opinion, it is vastly different from propaganda. Public relations is an honest, straight forward, long term effort to create favourable image based on facts and performance. It has no malicious, short term selfish gains to make by suppressing facts to mislead people. Unlike propaganda, public relations is based on two-way communication.

 

Summary

Public Opinion to Public Relations is as important as the lungs are for breathing, ears for hearing, eyes for seeing and nose of smelling. If the public opinion is in favour nothing will perish. If public opinion is against nothing will cherish. This is applicable to not only Governments but also Organisations and Individuals. “Vox populi - Voice dei” means voice of the people is the voice of God. Legislations are the outcome of the consensus of public opinion. Thus the adage “today’s public opinion is tomorrow’s legislation.”. It tells about the power of peoples’ voice.

Propaganda is the more or less systematic effort to manipulate other people’s beliefs, attitudes, or actions by means of symbols namely words, gestures, banners, music, clothing, insignia, hairstyles, designs on coins and postage stamps and so forth. Deliberateness and a relatively heavy emphasis on manipulation distinguish propaganda from other forms of communication. Propagandists have a specified goal or set of goals. To achieve these, they deliberately select figures, arguments and displays of symbols and present them in ways they think will have the most effect. To maximize the effect, they may omit or distort pertinent facts or simply lie and they may try to divert the attention of the people from the point. Propaganda is not public relations though it is used as one of the tools of public relations. It is a negative aspect in the practice of public relations. Propaganda affects the process of formation of genuine public opinion.

 

Model Questions

1.    What do you understand about public opinion?

2.    What agencies can influence public opinion?

3.    What is Propaganda?

4.    How can propaganda affect public opinion?

5.    Why Propaganda is not Public Relations?

 

 

Model Answers

1. Public opinion is popular opinion. It is the collective opinion on a specific topic or issue. It is the people’s views on matters affecting them. This term originates from the French ‘opinion publique’ first used in 1588 but it is as old as human knowledge. There are two kinds of public opinion. They are majority opinion and elite opinion. The influence of public opinion is not restricted to politics and elections. It is a powerful force in other areas such as culture, fashion, literature, arts, marketing and public relations.   

 

2. Public opinion is influenced by the agencies like Media that is print and electronic media like Newspapers, Radio, Television, Social Media instruments, Public meetings, Political Parties, Elections, Election literature, Educational institutions, Religious institutions, Information leaders i.e. Opinion Leaders as also the propagandists.

 

3.   Propaganda is the dissemination of information – facts, arguments, rumours, half-truths or lies to persuade people and influence public opinion. Propaganda is misleading by hype, disinformation, indoctrination. Propaganda is used to promote a particular agenda or a point of view. Propaganda is mainly associated with War, Politics and Religion where there is scope for suppression of truth. Propaganda is a tool of communication like Advertising and Publicity. Propaganda is negative in Public relations practice.

 

4.   Propaganda can be used to influence people’s opinions or to control their behaviour. Propaganda often relies on disinformation and misinformation which can be very effective in shaping people’s opinions. In marketing, advertisers always use persuasive techniques and try to convince people to buy their products. There will be more creativity and less truth in every advertisement. Yet people see them and form a kind of opinion on the products and services advertised. A lie repeatedly told will have its effect in the formation of opinion.

 

5. Propaganda is not public relations. Public Relations is presentation of facts and persuasion thereby seeking goodwill for the mutual benefit. Public relations is based on truth, ethics and morals. Public relations is a two-way communication whereas Propaganda is one-way. It is more about pushing an ideology and making the audience accept it. Its intention is to give misleading information and make people believe it.  

 

Glossary:

Publics: Groups of people, segmented for communication and maintaining relations.

Opinion: belief, feeling, attitude, value, judgment on something.

Propaganda: propagating something with biased and misleading information

Dissemination: Giving out something widely, especially information.

Disinformation: False information intended to mislead people.

 

Y. BABJI

Academic Counsellor, Public Relations (since 1989)

AP Open University/Dr BR Ambedkar Open University

Editor, Public Relations Voice