Media & Mass Communication, Volume 2, 2013

Rezumat: Propaganda which has begun to make its presence felt has been one of the most significant political and cultural tools of these days. The underlying economic interests broadened the effectiveness and field of propaganda. With the developing technology, the widespreading technology increased the effectiveness of propaganda in daily life. With this increase, propaganda has been used in every field of life somehow. Clearly or unclearly, all the people are exposed to some propaganda activities. The efforts of controlling the thoughts of the masses accompanied the need of propaganda techniques for showing itself. Propaganda which manifests itself in the battlefield has been making its presence felt especially with the globalization process. In the field of communication, especially, the cinema which is developing in the form of an industry is currently used as the most significant propaganda tool. Generally, the cinema shows its effects through addressing feelings and sub-consciousness. Thus, it not only affects the senses of the society but also changes the values. In the study, the use of cinema as a propaganda tool from the point of its effects on huge masses was evaluated and the propaganda elements were discussed on the film Avatar. The film Avatar was criticized and the existence of propaganda was introduced.