Response #2: Social Network Propaganda.

Knowing what we discussed in class this week, I would change my three questions to incorporate the idea of agenda setting in today’s society. The compare/contrast of the different news sites’ versions of the same story really intrigued me and freaked me out at the same time. In this case, the agenda is definitely set by the media, but told in a way to please the specific reader of each site. If a reader of site A slips onto site B, he could be offended by the way the story is told, even though it’s the same news. From this, it seems like there will always be a left/right element of storytelling. You just have to find the one that fits your own views, because otherwise it becomes a sporting event.

As for my actual questions, I think it’s most fitting to answer my third based on our discussions in class this week. On Monday, I asked, “What are some ways we see propaganda being used in today’s social networking sites, such as on Facebook and Twitter?”

Even though we discussed this based mostly on news media, propaganda is all OVER these websites. Look at your Facebook page for example. Open your profile, and the right side is a column of advertisements that involve items and programs YOU are interested in (how do they DO that?).  MySpace has ad campaigns on every page you open, and YouTube ALWAYS has a current preview for a movie or message about a cause at the top of the page.

Why do they do this? They want you to get INVOLVED and spend your MONEY. The sites are free, and they have to pay for everything somehow.

Several aspects of the Institute for Propaganda Analysis’ “The Fine Art of Propaganda” are seen in the way these sites advertise. First off, bandwagon is EVERYWHERE. The movie trailers boast reviews and several of the ads (especially the fitness-based programs) claim to be “the #1 way to do whatever it is we’re advertising!” Well, if that’s the case, I better get on board! Twitter doesn’t directly advertise using this technique, but the feature of the “Trending Topic” makes it hard t o miss the most popular items and discussions of the day, making you feel left out if you don’t get involved.

Transfer/Testimonial are seen in MySpace ads involving celebrities and their interest. These often feature actors and musicians interviewing each other based on what they like, conveying the message of “I’m famous and I enjoy this, so you should check it out.” This occurs all over Twitter as well, but from the celebrity tweet as opposed to direct advertising.

Card-stacking is relevant as well, and mainly seen in before/after images of fitness program advertisements. By showing the after image, they say “this is how YOU could look if you got onboard with our program,” and it makes the idea of getting into better shape more appealing. Of course, they never mention the hard work and commitment that’s involved. They just want you to check it out.

We are definitely bombarded by propaganda every time we look at our social networking sites. Granted, it doesn’t mean we have to fall for the advertisements, and they’re not always in the foreground, but sometimes those random 80’s t-shirts look pretty darn cool.

Tags: advertising, facebook, propaganda, response, social network