PAP721S - PROPAGANDA AND PERSUASION - 1ST OPP - NOVEMBER 2023


PAP721S - PROPAGANDA AND PERSUASION - 1ST OPP - NOVEMBER 2023



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n Al m I B, IIA U 1nI V E R S I TY
OF SCI En CE Ano TECH nOLOrGY
FACULTYOF COMMERCEH, UMANSCIENCEAND EDUCATION
DEPARTMENT OF COMMUNICATION AND LANGUAGES
QUALIFICATION: BACHELOROF COMMUNICATION
QUALIFICATION CODE: 07BCMM
LEVEL: 7
COURSE CODE: PAP721S
COURSE: PROPAGANDA AND PERSUASION
SESSION: NOVEMBER, 2023
DURATION: THREE HOURS
PAPER: (PAPER 1)
MARKS: 100
EXAMINER
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
DR C PEEL
MODERATOR MR. I. HAMATA
INSTRUCTIONS
1.
Answer TWO questions only.
2.
Indicate whether you are a FT, PT, or DE student.
3.
Number your questions correctly.
THIS EXAMINATION QUESTION PAPER CONSISTS OF _12_PAGES (Including this front page)
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Question 1
{PAP)
50 marks
(a) In your own words, distinguish between the scholarly interpretations of the
terms "persuasion" and "propaganda". Illustrate your understanding with a
different example for each term.
(b) Critically analyse your definitions of propaganda and persuasion, showing how
they conform to the definitions of Jowett and O'Donnell and Steinberg in the
PAP 721S Study Guide.
Candidates are required to follow the order and substance of the marking scheme
below in addressing the above questions:
1. Define propaganda in your own words, with one example ...........................5 mks
2. Define persuasion in your own words, with an example ...............................5 mks
3. Distinguish between persuasion and propaganda in your own words ...... 5 mks
4. Incorporate and interpret Jowett & O'Donnell's definition of propaganda.Sm ks
5. Critically analyse any variation between your definition of propaganda and
that of Jowett & O'Donnell. If, in your view, there is no variation between the
definitions, state that fact, and describe how your own learning has helped you
to appreciate the explanation by Jowett & O'Donnell. ................................10 mks
6. Incorporate and interpret Steinberg's definition of persuasion .................. 5 mks
7. Critically analyse any variation between yours and Steinberg's definition of
persuasion. If, in your view, there is no variation between the definitions, state
that fact, and describe how your own learning has helped you to appreciate
Steinberg's definition ......................................................................................1.0 mks
8. In the campaigns for SWAPO's vice-president and central committee positions
at the end of last year, which, in your opinion, was the predominantly used
technique: persuasion or propaganda? Give reasons for your answer .........5 mks
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Question 2
PAP 721S
50 marks
(a) Define subliminal messaging and its use in advertising.
{2 marks}
(b) Identify, and critically assess, eight different cases of subliminal
advertising in the posters attached to this question paper (see
Appendices 1-8 ).
{8x4=32 marks)
(c) For each case, demonstrate evidence of how audiences are 11primed"
to accept the messages positively and negatively.
{8x2=16 marks)
(d) Use the order of sub-questions above to format your answer.
Question 3
50 marks
Use your own practical examples to apply Josef Goebbels' ideas in the following
aspects of propaganda practice:
1) "In a propaganda campaign, your message must reach the audience ahead of
competing propaganda" ..................................................................................... 10 marks
2} "Information about the enemy's operations, customer base, and suppliers must be
available to implement a propaganda campaign" .............................................. 10 marks
3} "Propaganda may be facilitated by leaders with prestige" ............................ 10 marks
4} "A propaganda theme must be repeated, but not beyond the point of diminishing
effectiveness" ..................................................................................................... 10 marks
5} Propaganda must label events and people with distinctive phrases or slogans.
Slogans must be capable of being easily learned" ............................................. 10 marks
Question 4
50 marks
Robert Cialdini's six principles of persuasion may be useful in a campaign to get the
Government of the Republic of Namibia to reinstate the death penalty for murder
offences. Identify all six principles, and explain how each might be useful in such a
campaign.
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Question 5
SO marks
Faith messages may be used manipulatively to bring about a change in other
people's thinking and behaviour. Defend this statement, using one historical
example, and an observation of contemporary use of persuasion and propaganda in
religion. How might you convey a faith message differently from your examples?
N.B. Use the following format to answer this question.
(a) Defence of the manipulative effect of faith messages................................1. 0 marks
(b) One historical example of such manipulation ...............................................1.0 marks
(c) One or more contemporary examples of faith message manipulation ......10 marks
(d) Discuss the implications of manipulative faith messages for the integrity of
public persuasion ...................................................................................................1..0. marks
(e) How might one convey faith statements without manipulation ..................10 marks
End of examination question paper
Total: 100 marks
N.B. Appendices 1-8 attached ...
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