LEAP 1: Propaganda In My Life
The brand Dove uses people of all sizes, ages, and backgrounds to represent their brand and are shown in the commercials using the product. This would be considered positive and encouraging propaganda because the average woman can identify with the women in the advertisement; Dove is presenting their product in a way that makes all women feel included and like they can use the product. This way of advertising is responding to the audience needs and values by effectively conveying the message that they don’t want to use only tall, skinny models in their advertisements because they want to relate to each type of body shape, skin color, hair texture, etc. This way of advertising is systematically attempting to shape the perceptions and cognitions of the audience, ultimately directing their behavior to achieve the desire of the propagandist (purchasing Dove’s product).
Celebrities often have the upper hand when it comes to propaganda because they have millions of people who admire them, look up to them, and strive to be like them. Miley Cyrus actively uses social media to push out propaganda, often times relating to politics, equal rights, and social problems occurring in the world. An example is a picture from her Instagram that she posted stating that she stands with immigrants. In a time where President Trump is excluding, stereotyping, and judging certain groups of people, Miley Cyrus is stating her opinion in hopes that people will see her opinion and agree with her. With an Instagram following of 60.1 million people, this message is guaranteed to impact someone’s way of thinking about this subject and possibly persuade them to her way of thinking. Her posting on Instagram is a form of purposeful persuasion that is attempting to influence the attitudes and opinions of her social media followers and perhaps even people that aren’t following her, for political purposes.
Propaganda was used in the women’s march in several cities when thousands of people came out to march and stand up for equality, diversity, and inclusion. Thousands of signs were made with short, powerful, and concise sayings on them in order to represent the rights and voices of progressive people around the world. On the website for the women’s march organization, it is clear that it doesn’t end at just that one march, the organization is encouraging people to create huddles for positive and action-oriented group in order to “win back the country and world we want”. This group is portraying propaganda because they are activating strong emotions with their signs and marching. They are directing the audience toward the desired goal by playing on emotions. The topics that they are marching for (women’s rights, immigration reform, healthcare reform, racial equality, etc.) can be sensitive, complex, and difficult topics for many people. However, as many people that are sensitive to these topics, just as many feel empowered and strong when talking about these topics. This march is an example of effective propaganda because it conveys messages, themes, and language that appeal directly to specific and distinct groups. The women’s march also was an attack on an opponent, Donald Trump and received a lot of public and media attention.
www.womensmarch.com