| Summary: | <p>Modern socio-religious controversies involving the scientific theory of biological evolution and Darwin-scepticism, described collectively as the “Evolution Wars,” appear to be spreading unremittingly across the globe. Due to the potential impact of these skirmishes, numerous scholars have endeavoured to answer exactly why these so-called wars have continued to flourish. This dissertation seeks to help answer this question by uniquely considering a crucial piece of the modern Evolution Wars puzzle: <em>propaganda</em>. Specifically, this study contends that propaganda is a decisive element of this science-religion controversy, and that its sociological significance is not merely derived from the merits of its communicated arguments, but by the degree of its media persuasiveness. To assess this premise, a robust amalgam of propaganda analysis methodologies are employed to examine mass communications produced from 2009-2011 by three of the Evolution Wars’ leading Darwin-sceptic organisations. These groups include the Institute for Creation Research, Answers in Genesis, and Center for Science and Culture.</p>
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<p>While a number of studies have polemically deconstructed various antievolutionist arguments, and briefly identified the populist nature of many Darwin-sceptic organizations, there has remained a substantial need to examine Evolution Wars communications as media for mass persuasion. In order to do so, this study develops a neutral, non-normative definition of propaganda, and methodologically triangulates communication studies, persuasion research, and the sociology of knowledge for its analysis. This methodology is employed to systematically identify, examine, and consider the significance of persuasive elements exhibited throughout Darwin-sceptic mass media. Importantly, the project moves beyond an evaluation of the intrinsic merits of antievolutionist arguments, to concentrate instead on the persuasive attributes of Evolution Wars communications. The study thus focuses on sets of persuasive cues, or cognitive mental shortcuts, that function in media as subtle but effective methods of influencing public opinion and behaviour. This analysis also investigates how these persuasive characteristics serve to cultivate Evolution Wars brands and fortify antievolutionists constructions of reality. What results is an important perspective on Darwin-sceptic mass media and its ability to persuade audiences. This perspective reveals the persuasive constituents of antievolutionist propaganda, and divulges how it may influence audiences regardless of whether researchers have unanimously concluded that there should be no evolution-religion conflict, or if scholars have argued that such Darwin-sceptic communications are philosophically, scientifically, or theologically fallacious.</p>
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