Résumé
The first lecture will develop the notion of ideologies as folk scientific theories, the institutionalization of those ideologies, and how propaganda supports the principles and values of ideologies so construed through aesthetic and linguistic expression. The central thesis we will explore is that propaganda derives its power of persuasion by expressing ideological content, which may be semantically asserted or pragmatically implied. Propaganda as ideological language may be used approvingly to signal virtue, or pejoratively, to signal vice; which it is will depend upon the normative value of the ideological principle that is expressed. This language will be particularly evocative when those values pertain to moral worth, to those who have it, and to those who do not, as per the ideology.
