#lecture9

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Lecture Nine

Unintended Effects of Health Communication Campaigns by Hyunyi Cho Charles T. Salmon (2007)

It was interesting to read an analysis on the effects of health campaigns, as a layman would not have considered the subject matter in such depth.

I feel that the findings of this paper are highly applicable to not only health campaigns, but to all campaigns in general. Besides applying the findings to merely health-related campaigns, organisations could also consider intended and unintended consequences of policies/systems and processes that they roll out.

Unintended effects should be conjectured and taken into consideration when crafting a campaign. However, even when campaign blueprints incorporate all possible intended and unintended scenarios, things may just go off tangent in ways we cannot fathom. 

Even though the paper spelt out a non-exhaustive list of possible unintended effects (including analysing the time frame, valence, etc.), it, however, does not provide suggestions or methods to combat them. Therefore the reader is left clueless on how to react to those undesirable unintended effects.

A qualm that I had while reading the paper is that whether an effect is desirable or undesirable is audience-specific, For example, when an anti-meat eating campaign successfully convinces a substantial proportion of people a community to be vegetarian, the campaign achieves its desirable intended consequence. However, the businesses of butchers and farm owners may suffer, causing people to lose their livelihoods. Every “positive” action could have a flip side. Hence when rolling out a campaign, we may want to consider from whose angle are we evaluating the pros and cons from. 

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Lecture Nine

Design Research 1

Week 9

11.5.2016

Selling Ideology, Ideology and Propaganda

Question: Is Communication Design Manipulative?

Types of communication

- Information

- Opinion

- Argument

- Persuasion

- Propaganda

Degrees of manipulation

- Information when you get it you expect it to be neutral, as a consumer, we have to be careful of this

- Opinion is not neutral, but manipulative- a statement

- Argument, what is used when writing the paper, aimed to be balanced

- Persuasion aims to convince, genuinely believe it is in their best interests

- Propaganda, always involved manipulation, often exerted of large parties exerted over smaller parties

Question: Is Communication Design about persuasion?

Another term: Visual rhetoric

Has a long history, goes back to the ancient greeks. Very Important in the early days of democracy. Some people were trained to convince people that their opinion was best. The renaissance picked up on this as they showed this in paintings from c.1460

Rhetoric is not right or wrong. A device used when you’re meant to draw people into your argument. How we persuade

Democracy gives the context as to why

Public sphere

- Once this had come in then wide-scale manipulation was then needed to persuade people.

Ideology

- A system or a collection of ideas that shows a coherent worldview, political or economic is common. There are many types of this ideology.

Liberalism

- Freedom, choice, individual responsibility.

- This was important when there were slaves, in the 19th century, moved from slavery to women's rights. This was also applied to trade, this became a debate that continues today. There are propaganda posters arguing both ways. The Warehouse is a good example today as everything is taken away from New Zealand, this means that barely anything is made in New Zealand.

Liberal Propaganda used in Social Psychology

- First war allowed liberals and republicans to apply Walter Dill Scott’s 1903 “Psychology of Advertising in Theory and Practice” established that consumer choices were not made rationally, and that ideas could be suggested through advertising techniques like ‘direct address’

- Discussed that it was not about getting a product know, rather it was about a company walking to you directly. This was understood after the first world war, it made people feel needed and important. Has the effect of making people much more likely to respond, as you feel they’re bigger and more important. Direct suggestion.

- Propaganda relies on having an enemy, inhuman as possible, often implied and not shown. A beast carrying off a fair maiden,  a positive desire to be sympathetic toward things makes us easy to manipulate as we would not usually do this.

- An example of this is American posters showing signing up to the navy, the key idea is a perceived ‘choice’. Propaganda needs something to stir up emotions. Trying to draw on positive associations, although it is not in your best interest you do it anyway. Another technique. The ‘good ol’ England’ makes people feel as though the cottage and country are worth fighting for.

Patriotism

- Something that makes you want to sacrifice yourself for the greater good

- Often related to propaganda

- Your country is your ‘father’- not the church

- Posters in 1918 relied on poster conveying these ideas heavily while George Washington did not like the English he is shown to support them

- Two people clasping hands and someone in the middle has huge historical background

Marxism

- Emphasis on class struggle, prioritising society's collective requirements

- Communism is a system that applies to Communism

- This is applied in posters, shown as the enemy being laughable, caricature, not direct address, storytelling and involving people in communism taking over the world

- Giant red fist smashing through stock exchange makes the viewer feeling empowered, making them feel as though it is is a fight they are a part of

- Literary figures went around Russia and spread the world that communism is now a thing

- A strong sense of heroic- similar to western propaganda

- A direct address is not done to the same extent

- Communism ‘iron grip’ shows it as a ‘bad’ iron fist

- An image of communism showing Stalin as an octopus

Social Democracy

- A social welfare working within an individualist capitalist framework to achieve socialism (collective) ends. The state aims to limit imbalances of wealth and opportunity.

- Relies on people wanting to display their intelligence, not trying to manipulate, informs the reader

The reader becomes the personification of the idea

Nationalism

- Modern concept, during 19th cent, NZ immigrants would come from Britain, they would not say they were British (cornish, Yorkshire etc)

- An imagined community of a nation

- Up until this point, it was a lot more fluid

- The nation is the fundamental group

- Protectionists, they do not like free trade, selfish in their wants

- New Zealand First is the nationalist party of NZ

- The idea that outsiders will make you unemployed

Fascism

- Nazis

- Amimed to create a great nation based around a single leader and creating a great pure ethnic group

- The idea of the leader coming out of the people, the leader is at the bandguard, the Swastika used to be a Buddhist sign and good luck sign

- Hitler makes himself look like god

- American democracy was not counted on by Hitler, America hit back at this

J. Howard Miller  ‘we can do it’

- ‘We can, we will, we must’ during the second world war the propaganda is ‘softer’

- Showing the things that they are fighting for such as freedom of speech, freedom of worship, freedom from want, freedom from fear. Norman Rockwell

- Take the American eagle

- Abram Games

- Henry Koerner using the idea of guilt

- We get a lot in our media of countries who don’t have freedom wanting freedom, Louis Althusser has a different view that ideology is the process whereby we give systems a sense of being unified and natural.

- There is a ‘natural process’ for the ideas of free speech and ideas

- Propaganda is now used on the internet, between individuals, corporations and governments

Question: What ideological approach informs our desire to have creative freedom? Why do we think grids are limiting?

Postscript: did I notice that Peter had used the words ‘our’ or ‘we’

- How much of what I do is propaganda?

- When is it right to use propaganda? When it is something that we believe in?

Follow up reading:

- Hahner, Leslie A. "The National Committee of Patriotic Societies and the Aesthetics of Propaganda." Rhetoric & Public Affairs 17, no. 1 (2014): 35-65.

- O'Shaughnessy, Nicholas. "The Death and Life of Propaganda." Journal of Public Affairs 12, no. 1 (2012): 29-38.

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Instagram is a platform for people who, if not actively happy, are at least moderately invested in aggregating the happier moments of their life.

Keiles, 2015

Ripper quote from the lecture yesterday