Mass Persuasion

The term is sometimes used interchangeably with propaganda, which has a more negative connotation and is more directly manipulative and often deceitful, largely due to its association with the rise of Nazism. The term is also associated with notions of mind control and large-scale brainwashing. From early in the 20th century, democracies of the world have expressed concern about the social and political power of mass communication. Topics that touch on human emotions, self-image, and self-esteem make audiences more susceptible to their message and are therefore most influential. The complex process of mass persuasion does not assume a passive public, as does the discredited hypodermic model. Individual responses vary depending on exposure to the message and selective attention and retention.

Historically, mass persuasion has been used to persuade groups to adopt ideologies that generally benefit some of the population and potentially harm others, the most infamous example being Adolph Hitler's propaganda techniques during World War II. Also during World War II, in a classic case study, the singer Kate Smith persuaded radio listeners to buy millions of dollars' worth of government war bonds during an 18-hour radio marathon. The endeavor was found to be effective due to the show format, the public's image of the singer as a sincere and patriotic person, and the social climate during wartime.

In modern society, the collective power of mass media— newspapers, film, radio television, advertising, the Internet—provides ample opportunity for mass persuasion on a more subtle but still socially significant scale. For further reading, see Merton, Fisk, and Curtis (1946) and Sproule (1997).