Propaganda Analysis in the Movie Che: The Argentine

Abstract

Nowadays, public opinion can form in quickly and with a vast reach due to the advancement of technology. One way to sway public opinion is through propaganda. One of the mainstream media that the public enjoys is the film. The the film is also a media of propaganda that have a big impact on the public. Ever since its discovery, the film has been used as a tool of propaganda. This research aims to analyze how propaganda techniques used in the movie Che: The Argentine by one of Hollywood director Steven Soderbergh. The theory that is used is propaganda theory. This research also used a qualitative approach with the Sara Mill’s discourse analysis method. In this research, the researcher dismantles the realities of the discourse and conclude the subject-object position along with the public position towards the discourse. After dismantling realities of the discourse, the researcher discovered that the reality of the discourse is being presented through the point of view of the subject that is Ernesto Guevara that held the position of the pinnacle of truth. The propaganda technique that are used in this the film includes card stacking, glittering generalities, plain folk, and the bandwagon effect. Those propaganda message delivered through the view of the subject only by precepting surrounding situation through their view of the pinnacle of truth.