This assignment is worth up to 80 points and references TCO 4 as it applies to impression
management and TCO 6 as it applies to the role of social influence in shaping attitudes and
behaviors. We will apply course concepts from Myers Chapter 7 (Persuasion) to the following
case:
Case. Spin doctoring is form of impression management that has been in the repertoire of
public relations practitioners for four decades. The term refers to the tactic of shifting the
focus off of the negative and harmful aspects of something by substituting another issue
that has positive connotations. Spin doctors change the terms of public perception and
debate using the mass media, which today includes blogs and social media like Facebook.
Spin doctoring is an international phenomenon the serves the interests of organizations in
every sector of society.
The tobacco industry is considered to be the classic case of spin doctoring. After 1966 when
the Surgeon General of the U.S. pronounced that cigarette packages must carry a health
warning, the tobacco industry found a way to offset the damaging publicity by sponsoring
sports and arts events and giving grants for community development. By de-emphasizing
the dangers of smoking and emphasizing the positive contributions being made to
community life, Big Tobacco trivialized the health problems and turned attention instead to
its displays of corporate social responsibility.
A contemporary example of spin doctoring relates to the claim that Saddam Hussein had
weapons of mass destruction, which was the original rationale for the U.S. invasion of Iraq in
2003. When the intelligence about weapons of mass destruction proved to be faulty, the
debate was quickly and skillfully shifted by spin doctors to a humanitarian argument that the
Iraqi people must be freed from the clutches Saddam Hussein the ruthless dictator. While no
evidence of weapons of mass destruction could be found, mass graves of Iraqi citizens killed
at the behest of Saddam Hussein could be found and thus, legitimate the invasion.
The debate over climate change and global warming is very similar in some ways to the
tobacco example because it involves the efforts of hydrocarbons producers to debunk the
hypothesis that global warming is primarily caused by the high levels of CO2 emissions
associated with the consumption of fossil fuels. By spinning the argument away from CO2
emissions towards touting how technology is producing cleaner, greener fuels, the
hydrocarbon industry gives the appearance of being environmentally responsible at a time
when the pressure from environmental organizations like Greenpeace and the Suzuki
Foundation, and high-profile environmentalists like Al Gore cannot be denied.
Your Assignment: Use critical thinking to analyze the following three questions relating to
aspects of persuasion. Specifically utilized the particular course concept or concepts stated
in each question.
1
2
3 Which paths(s) to persuasion is/are present in the global warming case?
How does the tobacco industry example fit into our understanding of impression
management?
Is spin doctoring the same as propaganda or is it fundamentally different?
Address the weapons of mass destruction case in your answer. Expectations You will address each of the required questions in essay form, explaining the
reasoning behind your answer and identifying the course concept(s) explicitly; You will use subheadings so that each question clearly occupies its own section of the
paper;
Your name will appear on the first page of your paper;
You will use APA citations where appropriate in the text and include a References
Cited section at the end of your paper
You will spell and grammar check your paper
There is no set length for your paper although at least 500 words will likely to be
needed to earn a high mark. Grading: 20 points per question for quality of your answer to each of the required questions
(total 60 points) 15 points for orderly presentation in subsections
5 points for freedom from spelling and grammar errors
