Persuasive techniques, codes and conventions

Example Questions/dot points:

• Discuss how media producers use persuasive techniques in a media work to create meaning

• Discuss how media producers use codes and conventions in a media work to persuade audiences

Short Answer: How Media Producers Use Persuasive Techniques in Fahrenheit 9/11 to Create Meaning

Introduction
Fahrenheit 9/11, directed by Michael Moore and released in 2004, is a documentary that explores the presidency of George W. Bush, the events leading up to the September 11th attacks, and the subsequent War on Terror. The film is known for its strong political stance and its use of various persuasive techniques to convey its message. Moore, as the media producer, carefully crafts the documentary to influence the audience's perception of the Bush administration and to provoke critical thinking about the United States’ foreign policy. This essay will discuss how Michael Moore uses persuasive techniques in Fahrenheit 9/11 to create meaning and drive his point home.

Use of Emotional Appeal (Pathos)
One of the most powerful persuasive techniques Moore uses in Fahrenheit 9/11 is emotional appeal, or pathos. The documentary includes scenes designed to evoke strong emotions from the audience, such as footage of grieving families who lost loved ones in the 9/11 attacks and the Iraq War. By focusing on the human cost of these events, Moore creates a deep emotional connection between the audience and the subjects of the film. This emotional appeal is intended to make the audience empathize with the victims and, in turn, question the decisions made by the Bush administration. For example, the scenes of Iraqi civilians suffering as a result of the war are juxtaposed with images of American leaders making decisions in comfort, highlighting the disparity between those who suffer the consequences of war and those who wage it.

Use of Irony and Satire
Moore also uses irony and satire as persuasive techniques to create meaning in Fahrenheit 9/11. By employing these techniques, he is able to critique the Bush administration in a way that is both engaging and thought-provoking. For instance, Moore often uses ironic juxtapositions, such as showing footage of Bush making seemingly light-hearted or frivolous comments while discussing serious issues like terrorism or war. This use of irony serves to undermine the credibility of the administration and to highlight the absurdity of certain actions and decisions. Satire is further employed through the use of humorous voiceovers and editing, which mock the administration’s policies and actions, making them appear out of touch or even hypocritical. These techniques not only entertain but also sharpen the film's critique of the government.

Manipulation of Visuals and Editing
The manipulation of visuals and editing is another key persuasive technique used in Fahrenheit 9/11. Moore carefully selects and edits footage to guide the audience’s perception of events. For example, the film uses slow-motion footage of Bush’s reaction when he is first informed of the 9/11 attacks while reading to children at an elementary school. This prolonged scene is meant to suggest indecision or confusion on Bush’s part, subtly influencing the audience to view him as ineffective in a crisis. Additionally, the film frequently uses stark contrasts between images of American prosperity and the devastation caused by the wars in the Middle East, reinforcing the idea that the policies of the Bush administration were not only misguided but also deeply harmful. Through strategic editing, Moore shapes the narrative in a way that directs the audience’s interpretation.

Use of Selective Sound and Music
Sound and music play a crucial role in Fahrenheit 9/11 as persuasive tools. Moore uses music to set the tone for various scenes and to influence the audience’s emotional response. For example, the use of patriotic music during scenes that critique American foreign policy adds a layer of irony, making the audience question the values that are being represented. Similarly, Moore uses silence effectively, particularly in moments that are intended to be reflective or somber, allowing the weight of the images to resonate more deeply with the viewer. The careful selection of sound and music throughout the film helps to reinforce Moore’s arguments and to create a more immersive and persuasive experience for the audience.

Conclusion
In conclusion, Michael Moore uses a variety of persuasive techniques in Fahrenheit 9/11 to create meaning and to influence the audience’s perception of the Bush administration and the War on Terror. Through the use of emotional appeal, irony and satire, manipulation of visuals and editing, and selective sound and music, Moore crafts a powerful narrative that not only informs but also persuades. These techniques are essential in shaping the film’s message and in encouraging the audience to critically engage with the content. Fahrenheit 9/11 serves as a compelling example of how media producers can use persuasive strategies to convey their viewpoints and to impact public opinion.

Extended Answer: How Media Producers Use Codes and Conventions in The Cove to Persuade Audiences

Introduction
The Cove, directed by Louie Psihoyos and released in 2009, is a powerful documentary that exposes the brutal practice of dolphin hunting in Taiji, Japan. The film follows a group of activists, led by former dolphin trainer Ric O'Barry, as they work to reveal the hidden slaughter of dolphins and raise global awareness about the issue. The Cove is not just a documentary; it is a carefully constructed piece of media designed to persuade audiences to take action against the dolphin hunts. Through the use of various documentary codes and conventions, the film effectively engages viewers emotionally and intellectually, urging them to join the cause and demand change.

Relevance to the Question
The Cove serves as an excellent example of how media producers use specific techniques to influence audience perceptions and actions. The film combines elements of investigative journalism, environmental activism, and cinematic storytelling to create a compelling narrative that resonates with viewers. By employing conventions such as hidden cameras, interviews, and suspenseful music, the filmmakers are able to convey a sense of urgency and moral outrage. This makes The Cove not only a documentary but also a persuasive tool aimed at galvanizing public opinion and inciting action against the practice of dolphin hunting.

Critical Interpretations and Audience Reactions
Critics widely praised The Cove for its gripping narrative and its ability to raise awareness about an important issue. The film was lauded for its use of suspense and its emotional impact, with many reviewers noting that it felt more like a thriller than a traditional documentary. For instance, Roger Ebert called it "a thriller in which the mission to save dolphins becomes a matter of life and death." This reaction shows how effectively the film’s codes and conventions were used to engage audiences on an emotional level. On the other hand, some critics and viewers in Japan perceived the film as culturally insensitive, arguing that it oversimplified a complex issue and unfairly demonized the people of Taiji. This diversity in interpretation highlights how different audiences may respond to the same media work in varying ways based on their cultural background and personal beliefs.

Diverse Audience Interpretations
The varying interpretations of The Cove reveal a lot about how different audiences perceive and respond to media. Western audiences, who are generally more sympathetic to animal rights causes, were more likely to view the film as a necessary exposé that brought an urgent issue to light. The film's use of suspense, emotional appeal, and shocking imagery resonated strongly with these viewers, many of whom were motivated to take action by signing petitions or participating in activism. Conversely, Japanese audiences, particularly those from Taiji, might have interpreted the film differently, seeing it as an attack on their cultural practices and a one-sided portrayal of a complex issue. This suggests that while media producers can use codes and conventions to shape the narrative and persuade audiences, the effectiveness of these techniques can vary depending on the cultural and ideological perspectives of the viewers.

Use of Documentary Conventions to Establish Credibility
One of the key ways The Cove persuades its audience is by establishing credibility through the use of established documentary conventions. The film incorporates interviews with experts, activists, and locals to provide a range of perspectives on the issue of dolphin hunting. These interviews are framed in a way that lends authority to the film’s message, particularly when Ric O'Barry, who has firsthand experience with dolphins, speaks about his guilt and determination to stop the hunts. The inclusion of expert testimony and on-the-ground reporting helps to convince the audience that the information presented is reliable and well-researched, which is crucial for the film’s persuasive impact.

Manipulation of Visual Codes
Visual codes play a significant role in how The Cove persuades its audience. The film uses hidden cameras and night-vision footage to reveal the secretive nature of the dolphin hunts, creating a sense of intrigue and urgency. The grainy, often shaky footage captured by the hidden cameras adds to the authenticity of the film, making viewers feel as though they are witnessing something truly forbidden and dangerous. This technique not only heightens the suspense but also reinforces the idea that the filmmakers are exposing a hidden truth that the public needs to see. Additionally, the film frequently contrasts the beauty of the dolphins swimming freely in the ocean with the horrific scenes of them being slaughtered in the cove, creating a powerful emotional impact that persuades viewers to see the hunts as an atrocity.

Conventions of Editing and Pacing
The editing and pacing of The Cove are crucial to its persuasive power. The film is edited in a way that builds tension, much like a thriller, with quick cuts between scenes of preparation, danger, and action. This fast-paced editing style keeps the audience on the edge of their seats, while also emphasizing the urgency of the mission to expose the dolphin hunts. Slow-motion sequences and dramatic pauses are used during moments of emotional intensity, allowing the gravity of the situation to sink in for the viewer. This manipulation of pacing helps to guide the audience’s emotional responses, making them more likely to feel a sense of urgency and outrage.

Use of Sound and Music
Sound and music are also used strategically in The Cove to evoke emotions and reinforce the film’s message. The film’s score, composed by J. Ralph, is haunting and suspenseful, underscoring the tension of the activists’ mission. The music swells during key moments of action, such as when the hidden cameras capture the slaughter of the dolphins, amplifying the emotional impact of these scenes. The use of natural sounds, such as the eerie silence of the cove before the hunt, adds to the sense of foreboding and sadness. By carefully selecting and timing the music and sound effects, the filmmakers are able to manipulate the audience’s emotions, making them more receptive to the film’s call to action.

Use of Symbolism and Metaphor
Symbolism and metaphor are other persuasive tools used in The Cove to create meaning and influence the audience. The cove itself becomes a powerful symbol of secrecy and violence, representing the hidden atrocities that the film seeks to expose. The dolphins, often seen as symbols of innocence and freedom, are contrasted with the brutality of the hunters, creating a clear moral dichotomy that positions the audience on the side of the activists. These symbols are used throughout the film to reinforce the message that the dolphin hunts are not just a local issue, but a moral crisis that demands international attention.

Addressing Audience Emotions Through Visual Storytelling
The Cove also employs visual storytelling to address the audience’s emotions directly. The filmmakers use close-up shots of the activists’ faces during moments of tension, allowing the audience to see their fear, determination, and resolve. These close-ups create a sense of intimacy and connection between the audience and the characters, making the viewer feel as though they are part of the mission. The filmmakers also use wide shots of the cove and the surrounding environment to highlight the contrast between the natural beauty of the area and the violence that takes place within it. This visual storytelling technique helps to create a strong emotional response in the audience, making them more likely to be persuaded by the film’s message.

Impact of Audience Reception on the Film’s Message
The way audiences received The Cove had a significant impact on the effectiveness of its message. In Western countries, where animal rights movements are more prevalent, the film’s message was generally well-received, leading to increased activism and awareness about dolphin hunting. The film’s persuasive techniques were effective in mobilizing viewers to take action, whether by signing petitions, donating to organizations, or participating in protests. However, in Japan, the film’s reception was more mixed, with some viewers feeling that it unfairly targeted their culture and way of life. This difference in reception highlights the importance of understanding the cultural context in which a media work is viewed, as it can greatly influence how the audience interprets and responds to the film’s message.

Conclusion
In conclusion, The Cove effectively uses a variety of codes and conventions to persuade its audience to take action against dolphin hunting. Through the use of documentary conventions, visual codes, editing and pacing, sound and music, and symbolism, the filmmakers create a powerful narrative that resonates emotionally and intellectually with viewers. The film’s ability to persuade is also influenced by the cultural context of its audience, with different demographics responding to the film’s message in different ways. Overall, The Cove serves as a compelling example of how media producers can use established techniques to create meaning and influence public opinion on important social issues.