Thursday, November 09, 2006
A Word About Wal-Mart
As we explained in a previous blog, the very notion of propaganda implies deceptive manipulation. The art of political persuasion, forged over the centuries, predictably contains three salient features: Rhetoric, symbols, and myths. Politicians continue to use them precisely because they are so effective at stimulating an emotional response and mitigating the need for empirical proof, the ultimate means of propaganda.
Rhetorical tactics such as powerful speaking skills and a careful choice of language serve to delight us and brand us with a memorable image. Who can forget the passionate soliloquy, the closing arguments in the Scopes Trial, or Lincoln’s Gettysburg Address? These memories live on in the collective consciousness of mankind, their evocative power still formidable long after the events. Through effective speaking, one can make a factually weak argument appear sound. The better the speaker, the more he/she can get away with.
A myth, in its strictly scientific definition, refers to the cherished stories and values of a group, whether true or not. Compared to our current surroundings, the myths tend to be comforting, warm, and pristine. Ronald Reagan was a pro at weaving in classic American imagery into his vision for the future (Watch some of Reagan’s ads from the 1984 election and you’ll see what I'm getting at).
A symbol is a speech or event distilled down to a single word or phrase. They evoke the intended emotional response immediately, though they should be used sparingly. Just mention the word “Munich” or “Vietnam” as an apt comparison to the Iraq War, and the message is clear.
One example of rhetoric, symbol and myth in propaganda is the opposition to Wal-Mart. The long-beleaguered labor unions have cast Wal-Mart is the new face of greedy corporatism. Finding or creating an arch villain is a popular rhetorical device, for people have a greater capacity for hate then for affection. The symbol of Wal-Mart’s disregard for local distinctiveness has become the Aztec pyramid of Theotihuacan, a Mexican source of pride being eclipsed by a giant Wal-Mart. Finally, any good critique of Wal-Mart will invoke a popular myth that Wal-Mart has eradicated the Main Street commercial centers of America. They will wax nostalgia about the Mom & Pop stores and the vibrancy of civic activity that was lost forever.
As we explained in a previous blog, the very notion of propaganda implies deceptive manipulation. The art of political persuasion, forged over the centuries, predictably contains three salient features: Rhetoric, symbols, and myths. Politicians continue to use them precisely because they are so effective at stimulating an emotional response and mitigating the need for empirical proof, the ultimate means of propaganda.
Rhetorical tactics such as powerful speaking skills and a careful choice of language serve to delight us and brand us with a memorable image. Who can forget the passionate soliloquy, the closing arguments in the Scopes Trial, or Lincoln’s Gettysburg Address? These memories live on in the collective consciousness of mankind, their evocative power still formidable long after the events. Through effective speaking, one can make a factually weak argument appear sound. The better the speaker, the more he/she can get away with.
A myth, in its strictly scientific definition, refers to the cherished stories and values of a group, whether true or not. Compared to our current surroundings, the myths tend to be comforting, warm, and pristine. Ronald Reagan was a pro at weaving in classic American imagery into his vision for the future (Watch some of Reagan’s ads from the 1984 election and you’ll see what I'm getting at).
A symbol is a speech or event distilled down to a single word or phrase. They evoke the intended emotional response immediately, though they should be used sparingly. Just mention the word “Munich” or “Vietnam” as an apt comparison to the Iraq War, and the message is clear.
One example of rhetoric, symbol and myth in propaganda is the opposition to Wal-Mart. The long-beleaguered labor unions have cast Wal-Mart is the new face of greedy corporatism. Finding or creating an arch villain is a popular rhetorical device, for people have a greater capacity for hate then for affection. The symbol of Wal-Mart’s disregard for local distinctiveness has become the Aztec pyramid of Theotihuacan, a Mexican source of pride being eclipsed by a giant Wal-Mart. Finally, any good critique of Wal-Mart will invoke a popular myth that Wal-Mart has eradicated the Main Street commercial centers of America. They will wax nostalgia about the Mom & Pop stores and the vibrancy of civic activity that was lost forever.
# posted by Jonathan Noble @ 11:55 PM 
