THE THEORY OF PROPAGANDA BY LEONARD DOOB
Journal Title: Наукові праці. Серія "Політологія" - Year 2016, Vol 284, Issue 272
Abstract
The article is devoted to the reconstruction of the Leonard Doob’s theory of propaganda. The aim of the article is to reveal the peculiarities of the theory of propaganda by Leonard Doob to determine his contribution to researching of propaganda. The study allowed the author to reconstruct the theoretical and conceptual provisions of the heritage of the American scientist regarding the propaganda. It is established that American scientist Leonard Doob created the original concept of propaganda, which, for his time, was pretty groundbreaking. Undoubted positive aspects of this concept is that propaganda acts as value-neutral, objective and universal phenomenon. It is proved that propaganda, according to the concept of the American scholar, is a tool to overcome the difficulties of the individual, in particular, while one make decisions, the choice in favor of a certain political force or a politician as well those or those social values. The author argues that according to L. Doob, propaganda should be determined by social values. They can only justify its existence. To L. Doob, the main role in the functioning and management of the psychological mechanism of propaganda belongs to attitudes, depending on the situation, social environment of the individual, his stereotypes and values should be aroused by propagandist. It is pointed out that L. Doob cites and analyzes the principles of propaganda, which are actually propagandist tools by which it achieves its goals. Such principles-tools include repetition, simplification, pleasure, and the suppression of unwanted attitudes through the fabrication and distortion of messages.
Authors and Affiliations
D. Pavlov
Keywords
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