Abstract
Objectives. The purpose of presented study is to discuss the chosen theories, mechanisms and tools of social impact, which allow influencing individuals and groups, in reference to Polish election campaigns 2015. The effectiveness of media content influence on the recipient is considered with view to achieving the expected results, such as changes in behaviour, attitudes, etc. This issue is relevant in Poland and there is a need to analyse it. Methodology. This study is both theoretical and empirical. Theoretical background includes considering the concept of social impact and the origins of shaping public opinion, inspired by the John Zaller’s classic work “The Nature and Origins of Public Opinion” (1992). The empirical contribution involves the content analysis of the set of examples from Polish presidential and parliamentary election campaigns of 2015. Results and Conclusions. The techniques described and classified by the American Institute for Propaganda Analysis in the far 1937, were broadly used in Polish media within the 2015 presidential and parliamentary election campaigns. Referring to the classic examples of media impact, the author considers the relevance of the propaganda tools. Based on the analyses of the concrete election cases, a conclusion is substantiated that such old propaganda techniques as word games, false connections, special appeals, name calling and glittering generalities are still effectively used in the contemporary communication, despite the improving of people’s media literacy and competence.
Highlights
The XXth century was called “the century of propaganda” [1, 9]
Propaganda and persuasive statements used in Polish election campaigns in 2015 Information, access to information and use of information are the valuable resources
I would like to pay attention to the set of mechanisms and instruments distinguished by the American Institute of Propaganda Analysis (IPA), and to demonstrate how these mechanisms and instruments are successfully used today
Summary
The XXth century was called “the century of propaganda” [1, 9]. The propaganda developed into a large-scale mechanism of influencing individuals and societies. The aim of propagandist is to change people's behaviour while making them believe that this change results from their free will. The multiple communication techniques are used in order to control the people’s will [2, 87]. The process that changes behaviour, attitude, emotion or motivation is called “social impact”. There are various techniques of the social impact including the persuasion, propaganda, advertising, media manipulation, education (symbolic violence), media influence and etc. According to E.Aronson and A.Pratkanis, the social impact results from the real or imagined behaviour and/or opinion expressed by another person or group [1, 10]
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