Paid+Expert+Opinions+By+Chris+Murphy

Question/Rationale-

How are paid experts used to spread inaccurate information to consumers in order to promote a product or political message?

Research method- · Using databases and search engines to find examples of controversies associated with using paid experts. · Using advertising resources like __Crystallizing Public Opinion__ to find the theory behind why paid experts are used. · Apply the 5 questions of media literacy to our data.

Proposal- In many advertisements we see experts of a field quoted for the sake of promoting or endorsing a product or service. As consumers, this second opinion is often the extra information needed to push us into a sale which makes consumers put great trust in these expert opinions. But, would consumers put the same faith that they have in these expert opinions if they knew that the experts were paid to say their pieces? This called using a “paid expert” in an advertisement.

By researching the topic of paid experts, I aim to uncover how paid experts are used to spread inaccuracies to the public. To do this, I present a 4 Phase plan.

Phase 1- Identify additional research opportunities.

Phase 2- Start research. -Utilize resources available in the library, focusing on analyzing advertisements for **pharmaceuticals and appliances** from the 1920's to the present. This time period is appropriate because it starts at the time of Bernays' propaganda revolution and goes into the present, which we know is rife with propaganda. -Find examples of any testimonials regarding paid experts taking back their claims using the library's database. Possibly collaborate with the Law school's library. -Using examples of current advertising, trace the source of the propaganda and attempt to schedule an interview with one of the PR workers there.

Phase 3- Begin discussing our research and apply 5 questions of media literacy.

Phase 4- Collaborate with other students to create a multimedia presentation displaying our findings.

Most of the most interesting propaganda from the pharmaceutical industry focuses on the "paid expert" theme--- but not necessarily as they appear in advertising. Sometimes these paid experts get paid for publishing research studies favorable to the drug they're promoting. Of course the white-coated doctor in advertising is a well-established trope. Don't lose focus on this AMAZING IDEA. Melody Peterson book could be your primary source here that gets you to lots of other good stuff. You're ready for the next phase: You have the greenlight!