Propaganda and Persuasion Book Review - Dr Phil Harris

Book review‘Propaganda and Persuasion’Garth S. Jowett and Victoria O’Donnell,(Sage Publications, London, 1999; ISBN 0-7619-1146-4; 430pp; £38)The study of propaganda is an area ofresearch which has far too few comprehensiveworks of quality publishedin it. Garth Jowett and VictoriaO’Donnell and their third edition ofthe book ‘Propaganda and Persuasion’are a notable exception. It has becomealmost the standard text in the area andis certainly the one I would recommendto practitioners with an interestin the subject or for those who wish tostudy the topic at advanced level.The third edition has been extensivelyupdated in response to what theauthors see as the constant shift inpurpose, technology and ideology ofpropaganda. It has built in quality workfrom some of the newer studies, notablyHilmer Hoffman’s ‘The Triumphof Propaganda: Film and NationalSocialism, 1936–1945’, 1 which onecannot help but wonder whether JodieFoster has read yet as she contemplatesher own biopic on one of the greatfemale film makers of the period. It alsoincludes work covering the Gulf War 2,3and Caroline Page’s ‘Official Propagandaduring the Vietnam War, 1965–1973: The limits of persuasion’, 4 andwas strengthened by the publicationand ideas of the laudable ‘Munitions ofthe Mind: War propaganda from theancient world to the nuclear age’ byPhilip Taylor. 5The case studies have been strengthenedand developed to take account ofmodern developments and advancedstudent need. They reflect a diverse andimportant set of areas of potentialstudy: women and the war (WW2);the Gulf War; smoking and health andPremarin: a bitter pill to swallow. Theauthors thus show the operation of thestate propaganda machine in two warsand the use of propaganda aroundhealth and the tobacco industry and itsuse in the pharmaceutical business.The text is set out logically and interspersedwith good-quality illustrations,although one must wonder whetherSage cannot upgrade to colour for theinevitable fourth edition, as such postersas Bird’s ‘Careless Talk Costs Lives’and El Lissitzky’s famous propagandaposter ‘Beat the Whites with the RedWedge’ certainly lose something inblack and white. With recent exhibitionson the evolution of the iconographicposter in the Soviet bloc andthe rise of cause advertising, this isclearly an area of potential for brighteningup the text.The structure of the book is a goodone. The first chapter offers definitionsof the area and outlines how themodern study of propaganda cameabout after the First World War andled the way to the social scientific studyof persuasion. As Doob points out, 6propaganda as a word became less usedand was replaced by such words ascommunication, information and persuasionbecause they imply no valuejudgment and tend to embrace thedevelopment of new communicationtechnologies as well as the intricate per-Page 5

Book reviewplexities inherent in developing societiesand international diplomacy. Chapters2, 3 and 4 review the theories andresearch regarding persuasion and propaganda.Chapter 5 examines the use ofpropaganda in psychological warfare;then come the emerging fear of propagandamethods of analysis (Chapter 6),the four case studies (Chapter 7) andthe process model that depicts howpropaganda works in modern society(Chapter 8). It is extensively referencedand draws upon both North Americanand European literatures, which is bothpleasing to see and adds to its comprehensivenessas a text.Where this text is so good is in itsappreciation of propaganda throughouthistory and society. For instance, asGoebbels described Hitler’s propagandaprinciples, which he had extracted from‘Mein Kampf’:‘A carefully built up erection of statements,which whether true or false canbe made to undermine quite rigidly heldideas and to construct new ones that willtake their place. It would not be impossibleto prove with sufficient repetitionand psychological understanding of thepeople concerned that a square is in facta circle. What after all are a square and acircle? They are mere words and wordscan be molded until they clothe ideas indisguise.’ 6This gives insight both into the realityand evil of how propaganda can beused as a powerful communicationtool.The text allows the specialist and studentto assess the impact of propagandaand its place as part of modern communications.The final chapter presentsa model of propaganda and several premisesthat have evolved from theevents, ideas and concepts discussed inearlier chapters. The book is a musthave for anybody interested in modernmarketing communications work toput it in context and to learn from thepast.Dr Phil HarrisCentre for Corporate andPublic AffairsManchesteer MetropolitanUniversity Business SchoolREFERENCES1. Hoffman, H. (1996) ‘The Triumph ofPropaganda: Film and National Socialism,1936–1945’, Berghahn, Providence,RI.2. Kellner, D. (1992) ‘The Persian GulfTV War’, Westview, Boulder, CO.3. Taylor, P. M. (1992) ‘War and theMedia: Propaganda and persuasion inthe Gulf War’, Manchester UniversityPress, Manchester, UK.4. Page, C. (1996) ‘US Official Propagandaduring the Vietnam War,1965–1973: The limits of persuasion’,Leicester University Press, London.5. Taylor, P. M. (1990) ‘Munitions ofthe Mind: War propaganda from theancient world to the nuclear age’,Patrick Stephens, Wellingborough,UK.6. Doob, L. W. (1966) ‘Public Opinionand Propaganda’, 2nd edn, Archon,Handen, CT.7. Thomson, O. (1977) ‘Mass Persuasionin History’, Paul Harris, Edinburgh.Page 6