Michelle Obama Campaign Using Propaganda Techniques Paper i want it as a word document use the same propaganda Technic. make it similar to the attachment b

Michelle Obama Campaign Using Propaganda Techniques Paper i want it as a word document use the same propaganda Technic. make it similar to the attachment but do not copy it use you one word and avoid plagiarism and make it about smoking campaign also i want 8-10 pages APA style use at lest 15 refrains. Running head: THE MICHELLE OBAMA CAMPAIGN
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The Michelle Obama Campaign using the Propaganda Techniques
Public Opinion, Propaganda and Mass Media class
Abstract
Obesity is not only an American health crisis but a worldwide issue which needs proper
health initiatives to help in curbing the obesity menace. The campaign was aimed at promoting
healthier eating and physical activity among the American children. Most of the health experts and
medical practitioners encourage physical exercises. Physical exercises advocate for reduced
obesity rates in children and even in the cases of adults suffering from the obesity epidemic. For
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the American people to choose the fresh and nutritious foods, these foods must be readily available.
Accessing readily available fresh and nutritious meals reduces the chances of obesity and other
health complications among the people. This paper examines the effectiveness of the campaign by
employing the ten techniques of propaganda put forth by Jowett and O’Donnell (2017). The Let’s
Move campaign has successfully reached a broader and more substantial number of people in
America. Different campaign and media strategy are also a contributory factor which made the
journey a success. The use of alliances was a clear indication that Michelle Obama was a
determined woman, who was willing to bet against all the odds to achieve positive outcomes.
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Introduction
The United States is among the worst hit countries with obesity cases. Children as young
as ten years fall victims to the obesity menace. The former first lady Michelle Obama announced
the ‘let’s move campaign.’ Between 1974 and 2008, the rates of children with obesity had
increased from 5% to 17. (CDC, 2017). According to the statistics and data from the CDC, the
national crisis of childhood obesity had tripled since the last thirty years. The Let’s Move
Campaign by Michelle Obama involved the federal worked in conjunction with the local officials
to provide nutrition support by encouraging the integration of physical exercises into the school
programs and support extra curriculum activities like games and sports. Michelle Obama in a move
which can be termed as the political strategy was determined to support the positive visions of her
husband’s administration. This paper intends to use the propaganda techniques to analyze the
effectiveness of Michelle Obama, Let’s Move campaign.
Literature Review
In the United States, obesity has become a dreaded health concern among many parents
and the entire nation as well. According to the CDC, the data and statistical information showing
that the obesity rates in children from 2-19 years are at 18.5% (Skinner et al., 2018). It is not
uncommon to affirm that, obesity rates increase with age. As a child gets older, the obesity kicks
in. As of recently, however, the obesity rates in more than 31 states in America have witnessed a
substantial decline in the obesity rates. This is attributed to the fact that, the media, relevant
stakeholders and the government is in support of nutrition programs for women, infants, and young
persons as well. Many of the obese children have low self-esteem and low self-confidence because
of their obesity. It’s a menace which affects the mental, physical and psychological status of the
affected individuals.
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It is considered accurate that being overweight undermines and restricts the physical
activities of the children in America. Obesity is most often associated with severe health risk for
instance chronic disease. It’s not a fun fact being obese, and this is because it constrains the
capability of the body to fight off infection. Cardiovascular health problems, blood pressure
elevated, asthma, and type 2 diabetes are just but a few of the chronic ailments associated with
obesity (Skinner et al., 2018).
The data from the Center for Disease Prevention Control reveals that almost 5.5% of girls
and 7.3% of boys are incredibly obese and this is in the case of the research conducted among the
children in the U.S (CDC, 2017). The figures which indicate the obesity rates are quite
disheartening and this makes the government, caregivers, parents and even doctors responsible for
establishing nutrition programs and support which would destabilize the obesity rates from
increasing any further. Propaganda techniques and persuasive strategies are the most effective
tools which can be used to fight off the obesity menace in America. Propaganda techniques,
therefore, will come in handy in trying to explain whether the anti-obesity campaign by Michelle
Obama was active or if it was not. There are essential propaganda techniques which include the
bandwagon, loaded words, testimonial, name calling, everyday folks, snob appeal, misuse of
statistics and transfer. Propaganda techniques are useful communication tools which try to
convince people into believing what the propagandists claim (Morrow, 2018). Governments,
media houses, politicians, organizations and even ordinary citizens at some point have used
propaganda to pass across their claim or argument.
The Ideology and Purpose of the Propaganda Campaign
The aim of any campaign be it political, or social is to feed the audience with a
comprehensive conceptual framework for dealing with political and social realities in any given
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country to (Jowett & O’Donnell, 2015). The CDC affirms that the propaganda techniques they
used aimed to reduce the number of obese cases and to reduce the deaths and diseases associated
with a person being overweight. The propaganda campaign was also aimed at educating people
about the many types of ailments that emerge as a result of obesity. The attack also targeted
minority groups and the most vulnerable people from low-income families. As a result of the CDC
campaigns, the numbers of deaths and diseases related to obesity have substantially been reduced.
Michelle Obama has been using this approach to reach a broader audience. Despite her status quo,
she was determined to reach as many people as she could, and she was so much up to the task that
she would do anything to pass on her real message. The task force initiated by Michelle Obama
majorly put their focus on the physical exercise, marketing, gardening, school feeding program,
the media and the advertisement and any other thing which would be beneficial towards sensitizing
people on the dangers of obesity (Morrow, 2018). The many ideologies that Michelle Obama used
in her anti-obesity campaign are a justification that her campaign approaches are indeed valid.
Michelle Obama in one of her meetings in regard to obesity was quoted encouraging the
media and all food companies across American soil to process and advocate for healthy eating
amongst the children. The healthy diet and keeping fit contribute towards a clean and obesity free
nation. Food marketing plays a significant role in ensuring that the obesity campaign is successful.
This is because it encourages clean and healthy eating which reduced the obesity rates among the
American children. While an advertisement is being run on the television about healthy diet, a
child may see and note the importance of the message being put across. This would make them,
ask their parents to provide them with foods which are healthy and fit for the wellness of the body.
Another advertisement may advertise foods which are not healthy, and the children may develop
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the urge to get hold of those foods (Ludwig, 2018). Therefore, food marketing strategy contributes
towards the risk of obesity.
If the marketing strategy used is negative then, the chances of children eating unhealthy
food are increased. Consequently, should the marketing strategy be positive then the children and
the parents would be encouraged to observe clean and healthy eating? The former first lady
emphasized that cultural change has been witnessed in school canteens which offer vegetables,
broccoli and whole wheat pasta in children’s menu was an effective way which contributed
towards eating healthy and reducing the likelihood of obesity cases. Since there has been a slight
reduction in the obesity cases among the children especially in the U.S, Michelle Obama thinks
that more still needs to be done to ensure that every parent observes clean eating among the
children (Puhl, Peterson & Luedicke, 2013). Diabetes rates among the children struggling with
obesity are evident high. Statistics show that one out of three children is on track regarding
avoidance of diabetes. Therefore the remaining obesity children need to be brought on board to
ensure that diseases like diabetes have no room in their lives. This can indeed be achieved if only
every person decides to start eating healthy and keeping fit. Physical exercises and engaging in
sports and game are among the most advised activities which improve the performance of the
body. These activities make a person sweat, and the sweat is believed to get rid of the toxic
substances in the body. While inaugurating the first meeting in the White House, Michelle Obama
was heard saying that, everyone has to provide food responsibly to the children (Ludwig, 2018).
In attendance were the prominent media personality, research institutions, government agencies
and representatives from the food industry as well as parent groups. The children eat what is given
to them. Therefore giving them healthy foods would make them adopt the strategy even when they
are older and the trend would be passed on from generation to the next. Michelle Obama approach
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of reaching the audience can be termed as being conceptual and holistic too. When choosing food
for their families, the parents need support instead of undermining their effort. Michelle Obama is
in total agreement with the sentiments of the above sentence because she was quoted saying that
the goal of the anti-obesity approach was to ‘empower parents instead of undermining them.’
Food advertisements aimed at reaching children can either create the missed opportunities
or can directly threaten their health. For this reason, the marketing strategy should be structured in
a way that is effective and efficient I advocating against obesity cases in children and young adults.
The former first lady was in her Let’s move campaign speech was heard praising the Walt Disney
Company for its refusal to market and advertised junk foods on their channels, theme parks and
also on their websites (Ferrara, 2013). This move by Walt Disney was positively received by
people since it was a significant step it made towards ensuring that media houses are at the
forefront of advocating for clean and healthy eating among children. The frozen food company
Bird’s Eye also caught the attention of Michelle Obama. The food company was showered with
praises for its efforts in campaigning for healthy eating. The food company used characters from
the iCarly television series to advertise healthy foods like vegetables. The advertisement must have
caught the eyes of many young television observers, and this is because, the characters used are
well known and loved by the children (Puhl, Peterson & Luedicke, 2013). Apart from the
mentioned campaign strategies, there are multiple of another approach she used in her anti-obesity
campaigns which shows the effectiveness of her campaign. The existing evidence reveals that the
ideologies the former first lady has been using have proved appropriate for the obesity campaign.
The Context in Which the Propaganda Occurs
The propaganda techniques from the CDC emerged at the time when the obesity menace
was at the forefront of the national crisis in America. The campaign came at a time when the
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audiences were believed to be receptive. When it comes to propaganda, context is considered as
an imperative factor which is useful in passing the intended message (Jowett & O’Donnell, 2015).
Propaganda techniques hold the notion that if done in the right context; advertisements are most
likely to be effective. Michelle Obama initiated the Let’s Move campaign in the wake of the
obesity crisis. The campaign was received positively even by the critics because it was initialized
at the time when, junk and unhealthy foods like pizzas, hamburgers, fries and sugary foods. These
junk foods were almost served in all restaurants including the children menu. Therefore it is
believed that this was a contributory factor which facilitated the movement to be more effective in
the United States. Michelle Obama started the campaign when the obesity rates in America had
tripled since the last three decades. The obesity percentages at the time had reached 17%. The 17%
was the obesity rates among children only (Jahz, Butner & Pate, 2013). At the time her campaign
was initiated, one out of every three children had overweight problems. In this light, she started
her campaign to encourage clean and healthy eating amongst the children in the American
population. Michelle Obama was and still is a famous person in the history of America. The
influence she had and her popularity acted as an appropriate context within which she established
her anti-obesity campaign. Michelle Obama and her entire household carried out an anti-obesity
campaign in 2009, to encourage healthy eating especially in schools (Hafekost et al., 2013). The
motto of the campaign was “If Obama’s daughters eat healthy at school, why do not I?” poor diet
was a factor which contributed to many children being overweight. Medical Committee for
Responsible Medicine was the non-profit organization which sponsored the movement at the time.
The posters used in the campaign, notwithstanding generated a lot of controversy since a black
girl’s image was used. In the wake of child obesity, there was a need for a healthy campaign that
would resonate with people and appeal to their senses into realizing the effects associated with
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obesity. Although a reduction in the obesity cases had been observed, Michelle Obama the issue
is still concerned about the preventable diseases related to child obesity.
Identification of the propagandist
Per the propaganda techniques, it is believed that for the propaganda to be effective, then
it must involve a prominent person. In this context, the propagandist is the former first lady,
Michelle Obama. At the time of the when the campaign was initialized, she was still the first lady
of the United States of America. In the political history of America, first ladies have always tried
to use their position to do something beneficial for the American people. For first ladies, this trend
has been in action for the past four decades. For instance, Nancy Reagan initiated the ‘Say NO to
drugs’ campaign (Georgiadis, 2013). At the time of the campaign and up to date, drug and
substance abuse cases have been on the rise. Man young individuals indulge themselves in such
actions, which eventually harm their lives of render them helpless in society. Therefore the ‘Say
NO to drugs’ campaign was following the plights affecting the general U.S population. Laura Bush
at the time of her husband’s reign supported the campaign which advocated for reading and writing
in the first years of children’s development.
The former first lady, Hillary Clinton is recognized for initiating the health reforms in
America. Together with Senator Ted Kennedy and Orrin Hatch in 1997 received the go-ahead of
the State Children’s Health Insurance Program. The efforts were successful when the federal
government facilitated medical coverage for all American children whose families were incapable
of providing healthcare coverage (Butler-Wall, 2018). Among the most notable accomplished of
Hillary Clinton as a first lady is the Adoption and the Safe Families Act, a campaign which she
initiated and actively supported. Then, there is Michelle Obama and the anti-obesity campaign.
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The attack is believed to appeal to the forms of persuasion which are the ethos, logos and the
pathos. Her popularity and her soft-spoken nature facilitated the effectiveness of the campaign.
The structure of the propaganda operation
It is considered accurate that the Michelle Obama campaign was highly structured in its
nature. It is highly structured in that; it consists of different categories of people involved in various
activities which benefit the community. The former president Obama himself at the time of his
presidency formed a special task force in 2010 (Hawkers, Jewel &Allen, 2013). The task force
was focused on childhood obesity in America. The task force was mandated to develop and
maintain institutional plans and strategies which would be taken up by the first lady to coordinate
her efforts in fighting the obesity tragedy. The highly structured nature of Michelle’s campaign
was designed in a way that it deals with all sorts of discrepancies and differences regarding the
information being passed across. The head of the task force was Michelle Obama, and an action
plan was formulated to eradicate the problem of childhood obesity. Michelle Obama in
coordination with Kathleen Sibelius the secretary of the Department of Health and Human Services
(HHS) and Regina Benjamin who by then held the position of the U.S Surgeon General announced
an action plan which was focused towards ensuring proper and healthy eating habits. The healthy
eating habits were possible through the availability of better and healthy nutrition programs.
The three promoted the effectiveness of healthier decision so that the American people can
lead a healthier life by use of effective nutrition programs. Michelle Obama, the first lady at the
time emphasized on the need of observing healthy eating. Healthy eating leads to a healthy life
which in turn reduces the chances of contracting diseases related to obesity. She often talked about
the health benefits of eating fruits and vegetation. Cultivation of vegetables and fruits would to a
great extent reduce the chances of high rates of obesity among the American children. To facilitate
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the public knowledge about the movement, Michelle sparked a nationwide debate about healthy
eating and the necessity of eating fruits and vegetables. The motivation behind Michelle Obama’s
campaign was the need to sensitize the American people on the lack of eating healthy and
incorporating physical exercises into their daily aspects of life.
The Let’s Move campaign was aimed at improving the lives of the American people most
especially the children. When children eat a healthy diet, the wellness of the future generation is
safeguarded. The increasing rates of obesity are considered a nationwide health crisis which needs
immediate intervention. This is because; the younger generation and the adults are all
indiscriminately affected by the obesity tragedy. Most medical practitioners determine that, with
the obesity rates being alarmingly high, the lives of the younger generations might be cut short.
The doctors predict that the obesity menace could hamper the lives of the children. It is anticipated
that the in the current age, parents may live much longer than their obese children (Esposito et al.,
2013). Therefore Michelle Obama decided to try to consolidate the efforts of as many people as
possible to try and overcome the obesity epidemic. In one of her many speeches, she was quoted
saying ‘we don’t have time to waste, let’s move, let’s move.’ Her sentiments echoed the sentiments
of parents and other stakeholders who were ready to deal fairly with the epidemic of obesity in
children and even in adults.
Michelle Obama’s anti-obesity campaign was dedicated to reducing the chances of obesity
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