In essence, the term propaganda is common in the contemporary world, especially in the political and business advertisement sectors. There are several propaganda techniques that are used with the aim of persuading the reader, viewer, or listener to accept a certain concept or person (Dennis, 2019). However, propaganda techniques are widely used in politics to influence people to support a particular agenda or to vote for a certain person or party. We are living in an age of hyper propaganda and digital media where all the various propaganda techniques can be identified. In this paper, we discuss the glittering generalities technique, as demonstrated by Vice President Joe Biden in his speech delivered on September 2, 2012. A link address to the speech is attached at the end of this paper.
The glittering generalities technique has been used by so many politicians to win the support of the electorate. Essentially, the source of information portrays the subject of the message in a positive way but provides little or no information at all. Politicians using the techniques use clever slogans that appeal to the peoples' emotions, although the slogans may not offer any facts. For example, in the Vice President Biden speech, he says, "America is coming back" and "downsizing the American dream." These phrases appeal to the public, and they are easy to remember, but they cannot be verified since they do not offer any facts. What do you think is the meaning of the phrase, "America is coming back?" I have no idea either, although as an American the statement sounds good to my ears. The main aim of these statements is to make the American people feel very positive about themselves and hold their country with high regards. This technique catalyzes an emotional eruption within them, thus making them susceptible to the communicated agenda or concept. This is basically the agenda of any propaganda.
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Reference
Dennis, D. (2019). Public Intellectuals, Information Politics, and the Manichean Moment. Fast Capitalism, 1(2).
https://youtu.be/fgOzNEB1l_U
