Media literacy 101: Advertising and Persuasion Techniques - Bandwagon Plain Folks Techniques

What This Is

The Bandwagon and Plain Folks techniques are two forms of social influence used to shape public opinion and sway decision-making. By leveraging emotions and social norms, these tactics bypass rational scrutiny and create a sense of consensus around a particular idea or product. For example, during the 2016 US presidential election, the Trump campaign used the Plain Folks technique by presenting Donald Trump as a relatable, down-to-earth candidate who "tells it like it is." This approach helped to create a sense of authenticity and connection with voters, despite Trump's actual policies and behavior.

Key Theories & Models

• Propaganda Model (Herman & Chomsky): Five filters (ownership, funding, sourcing, flak, anti-communism/ideology) shape news into pro-establishment narratives, explaining why some stories are systematically marginalised.
• Inoculation Theory (McGuire, Compton): Pre-exposing people to weakened versions of misinformation can build resistance, basis for pre-bunking games like "Bad News".
• Social Identity Theory (Tajfel & Turner): People derive a sense of self from group membership, making them more susceptible to social influence and groupthink.
• Framing Effect (Kahneman & Tversky): The way information is presented (framed) influences how it is perceived and processed, with some frames more persuasive than others.
• Agenda-Setting Theory (McCombs & Shaw): The media sets the public agenda by deciding what issues to cover and how to frame them, influencing what people think about and how they think about it.
• Bandwagon Effect (Asch): People are more likely to adopt a behaviour or opinion if they see others doing so, even if it goes against their own judgment.
• Plain Folks Technique (Lasswell): Presenting oneself as a relatable, down-to-earth person to create a sense of authenticity and connection with others.
• Bandwagon Fallacy (Kahane): Assuming that because many people believe something, it must be true, ignoring the possibility of groupthink or manipulation.

Step-by-Step Application

1. Identify the technique: Recognise the use of Bandwagon or Plain Folks techniques in a given message or campaign.
2. Analyze the context: Consider the social and cultural context in which the message is being presented, including the audience and the power dynamics at play.
3. Evaluate the evidence: Assess the quality and quantity of evidence supporting the message, looking for any inconsistencies or flaws.
4. Consider alternative explanations: Think critically about alternative explanations for the message or campaign, including the possibility of manipulation or spin.
5. Look for red flags: Be aware of common red flags, such as emotional appeals, logical fallacies, and inconsistencies in the message.

Common Misconceptions

• Misconception: "Propaganda is just lies."
• Correction: Propaganda can be subtle and nuanced, using techniques like framing and social influence to shape public opinion without necessarily presenting outright falsehoods.
• Example: The tobacco industry's campaign to create doubt about the link between smoking and cancer, which used scientific-sounding language and expert testimony to create a sense of uncertainty.
• Misconception: "Smart people can't be fooled."
• Correction: Intelligence and education are no guarantee against manipulation, as people can be influenced by social norms, emotions, and cognitive biases.
• Example: The Cambridge Analytica scandal, in which sophisticated data analysis and psychological manipulation were used to influence voters in the 2016 US presidential election.
• Misconception: "The news is completely objective."
• Correction: While some news outlets strive for objectivity, all media is subject to some degree of bias and influence, whether intentional or unintentional.
• Example: The way in which some news outlets framed the 2014 Ukrainian crisis, with some presenting a more pro-Russian perspective and others a more pro-Ukrainian one.

Exam / Case Interview Tips

• Be aware of tricky distinctions: Distinguish between disinformation and misinformation, framing and agenda-setting, and astroturfing and grassroots movements.
• Use theory to frame answers: Ground your answers in relevant theories and models, such as the Propaganda Model or the Framing Effect.
• Consider the context: Think critically about the social and cultural context in which the message or campaign is being presented.
• Look for red flags: Be aware of common red flags, such as emotional appeals, logical fallacies, and inconsistencies in the message.

Quick Practice Scenario

A news outlet repeatedly pairs the word "crisis" with images of migrants. What framing technique is being used and what is its likely effect?

Answer: The news outlet is using the Bandwagon technique, presenting a sense of urgency and crisis to create a sense of consensus around a particular issue. This is likely to influence public opinion and shape the agenda, with the goal of creating support for a particular policy or solution.

Last-Minute Cram Sheet

• Bandwagon technique: Presenting a sense of consensus or urgency to influence public opinion.
• Plain Folks technique: Presenting oneself as a relatable, down-to-earth person to create a sense of authenticity and connection with others.
• Propaganda Model: Five filters (ownership, funding, sourcing, flak, anti-communism/ideology) shape news into pro-establishment narratives.
• Inoculation Theory: Pre-exposing people to weakened versions of misinformation can build resistance.
• Social Identity Theory: People derive a sense of self from group membership, making them more susceptible to social influence and groupthink.
• Framing Effect: The way information is presented (framed) influences how it is perceived and processed.
• Agenda-Setting Theory: The media sets the public agenda by deciding what issues to cover and how to frame them.
• Bandwagon Fallacy: Assuming that because many people believe something, it must be true, ignoring the possibility of groupthink or manipulation.
• Propaganda is not just for totalitarian regimes – democracies use it too; Bernays called it "engineering consent."
• The news is not always objective – all media is subject to some degree of bias and influence.