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Source credibility is one contributing factor that seems to influence change. People have a tendency to look up to authority figures for knowledge and direction. Expert opinion is effective in establishing the legitimacy of change and is tied to information control. Once a source is accepted on one issue, another issue may be established as well on the basis of prior acceptance of the source. The analyst looks for an audience's perceived image of the source. How does the audience regard the source? Are the people deferential, and do they accept the message on the basis of leadership alone? Is the propaganda agent a hero? Does the audience model its behavior after the propagandist's? How does the propagandist establish identification with the audience? Does she or he establish familiarity with the audience's locality, use local incidents, and share interests, hopes, hatreds, and so on?
Garth S. Jowett Quotes: Source credibility is one contributing
Culture includes the social-historical context. We have depicted culture within the social-historical context only for purposes of clarifying the concepts presented here. In the model, the elements of culture are depicted as a rim surrounding the flow of propaganda, with canals leading to and from the process and the cultural rim. The cultural rim is the infrastructure
that provides the material context in which messages are sent and received. How propaganda is developed, used, and received is culture-specific. The elements of a culture - its ideologies, societal myths, government, economy, social practices, and specific events that take place - influence propaganda.
Garth S. Jowett Quotes: Culture includes the social-historical context.
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