مرکز منطقه ای اطلاع رساني علوم و فناوري

Abstract :

Propaganda, which is a method of public relations, is based on a unidirectional model and is accepted without the interpretation of the target group. Propaganda, which attempts to rapidly transmit messages in a unidirectional manner to individuals and to create change in their thoughts, can be handled as a process of persuasion since individuals accept the messages transmitted to them without interpreting them. Propaganda which is varying as black, white and gray, has the intention of manipulating individuals to predetermined point of view can achieve this aim via some images and slogans. As a result of these efforts it is aimed to change the target group’s attitudes and behaviours. Emotional, behavioral and cognitive processes are effective in persuading the target group and creating a change in attitude in these individuals. In this study, the elaboration likelihood model, which deals with cognitive processes and falls within the persuasive communication models and one of the most important of these models, will be explained in detail and its relationship with propaganda will be approached within a conceptual framework.