| How the Media Persuade:
Verbally and Visually
Terms
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A bias is a set of lenses through which
we view the world. Everyone has biases or preferences.
Example: If you prefer to buy American cars,
rather than European or Japanese cars, then it can be said that you have
a bias towards American cars. At the basic level a bias is an inclination
or a predisposition towards something.
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Biases can grow into prejudices. A
prejudice is a preconceived opinion for or against something; sometimes
based on irrational reasons or assumptions.
Example: If your friend relates to you:
"I'd never buy an Italian car, the Italians don't know how to make cars,"
he is displaying a prejudice. Prejudice comes from the word, 'prejudge'
which means that a decision is made before facts are assembled, or a proper
inquiry enacted.
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Prejudices can grow into unbridled
hatred for a group based on ethnicity. Racists believe their own group
to be superior.
Example: If your friend extends his concept
for Italian-made cars to using statements such as: "I'd never buy a Ferrari.
I wouldn't want to think of all those spaghetti-stained fingers putting
my car together .Besides, their all connected to the Mafia and you don't
know what you're getting." These would be racist statements.
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Jingoism is not as readily discussed
as racism, but it is equally as dangerous. A jingoist is a person who professes
patriotism excessively. This person usually favors an aggressive foreign
policy and readiness for war.
Example: If you buy American cars because
you believe completely in the "Buy American" campaign and view Japanese
and European automakers as subversive and attempting to undermine the American
economy, then you might be a jingoist. If someone will only buy
American cars or products because they want to support our national steel
companies, and national interest so that we are ready to go to war, they
are definably a jingoist.
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