Intensify/Downplay by Hugh Rank
Hugh Rank, professor of literature at Governors State University in Park Forest, Illinois, is a member of the Committee on Public Doublespeak(National Council of Teachers of English). His schema "Intensify/downplay" was developed to help people deal with public persuasion. As Rank explains, " 'Intensify/Downplay' is a pattern useful to analyze communication, persuasion, and propaganda. All people intensify (commonly by repetition, association, composition) and downplay (commonly by omission, diversion, confusion) as they communicate in words, gestures, numbers, etc. But, 'professional persuaders' have more training, technology, money, and media access than the average citizen. Individuals can better cope with organized persuasion by recognizing the common ways how communication is intensified or downplayed, and by considering who is saying what to whom, with what intent and what results."
The committee on Public Doublespeak gave Rank's schema the George Orwell Award for 1976.
Intensify
Repetition
Intensifying by repetition is an easy, simple, and effective was to persuade. People are comfortable with the known, the familiar. As children, we love to hear the same stories repeated; later, we have "favorite" songs, TV programs, etc. All cultures have chants, prayers, rituals, dances based on repetition. Advertising slogans, brand names, logos, and signs are common. Much education, training, indoctrination is based on repetition to imprint on memory of the receiver to identify, recognize, and respond.
Association
Intensifying by linking (1) the idea or product with (2) something already loved/desired by-or hated/feared by (3) the intended audience. Thus, need for audience analysis: surveys, polls, "market research," "consumer behavior," psychological and sociological studies. Associate by direct assertions or indirect ways: metaphoric language, allusions, backgrounds, contexts, etc. Terms describing common subject matters used to link: Flag-waving, God-on-Our-Side, Plain Folks, Band-Wagon, Testimonials, Tribal Pride, Heritage, Progress, etc.
Composition
Intensifying by pattern and arrangement uses design, variations in sequence and in proportion to add to the force of words, images, movements, etc. How we put together, or compose, is important: e.g. in verbal communication the choice of words, their level of abstraction, their patterns within sentences, the strategy of longer messages. Logic, inductive and deductive, puts ideas together systematically. Non-verbal compositions involve visuals (color, shape, size); aural (music); mathematics (quantities, relationships) time and space patterns.
Downplay
Omission
Downplaying by omission is common since the basic selection/omission process necessarily omits more than can be presented. All communication is limited, is edited, is slanted or biased to include and exclude items. But omission can also be used as a deliberate way of concealing, hiding. Half-truths quotes out of context, etc. are very hard to detect or find. Political examples include cover-ups, censorship, book-burning, managed news, secret police activities. Receivers, too, can omit: can "filter out" or be closed minded, prejudiced.
Diversion
Downplaying by distracting focus, diverting attention away from key issues or important things; usually by intensifying the side-issues, the non-related, the trivial. Common variations include: "hairsplitting," "nit-picking," "attacking a straw man," "red herring"; also, those emotional attacks and appeals (ad hominem, ad populum) plus things which drain the energy of others: "busy work," legal harassment, etc. Humor and entertainment ("bread and circuses") are used as pleasant ways to divert attention from major issues.
Confusion
Downplaying issues by making things so complex, so chaotic, that people "give up," get weary, "overloaded." This is dangerous when people are unable to understand, comprehend, or make reasonable decisions. Chaos can be the accidental result of a disorganized mind, or the deliberate flim-flam of a con man, or the political demagogue ( who then offers a "simple solution" to be confused.) Confusion can result from faulty logic, equivocation, circumlocution, contradictions, multiple diversions, inconsistencies, jargon or anything which blurs clarity or understanding.
Now, I'm sure many of you are saying right now, after reading this: "Well, duh! We know that's how they manipulate the news media!"
My intention is not to just give you something you "knew without really knowing." My intention for this is to give you this in a codified manner. Here is truly the actual meme, so to speak, for understanding what exactly it is the media is doing and how they do it. You will not find such a simple and concise explanation anywhere else.
After now, you should apply this technique to the next news program you watch and notice how the "script" fits the model presented here.
After now you will know how to Intensify your awareness of the techniques used against us in order to Downplay the desired effect. Not only will you be able to do this (which, most of you reading this, probably already do. . .), but you will be able to present this very concept in a simple, codified manner allowing you to speak very easily about this concept to the Average Joe. Most people do not understand, nor have they ever given a thought, to how media unconsciously persuades us. Often times most people will deny it flat out unless stiff evidence is presented to them. This effectively simple way of understanding Media Persuasion will help you to enlighten someone who previously had "blinders" on.
Just remember, once you alter a persons reality/perception, they become suggestible to new information, so choose your words wisely! Last thing we need is more people running around thinking that Lizard People are everywhere!!!
Pass this along and remember it well. You may have to use these very same techniques to reach your audience someday. These are the tools, use them to build.
