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What is Propaganda?
Propaganda comes in many forms, but it always has the following
characteristics:
persuasive function
sizeable target audience
representation of a specific group’s agenda
use of faulty reasoning and/or emotional appeals
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What is Propaganda?
Propaganda is a kind of persuasive and widespread message designed to represent
the interests of a particular group.
It attempts to bypass logic through faulty reasoning and emotional appeals.
The same approach that convinces us to buy a certain brand of
toothpaste one day may be used the next day to incite nuclear war. That
is why it is important to know how to recognize and analyze
propaganda.
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Part 1: Assertion
Assertion is the simplest form of propaganda. It consists of simply stating a debatable
idea as a fact, with no explanation
George Orwell’s fictional study of propaganda and mind control, 1984,
contains an example of the assertion technique. In the novel, the
following three slogans of “the Party” are emblazoned on the walls of
the Ministry of Truth building:
WAR IS PEACE
FREEDOM IS SLAVERY
IGNORANCE IS
STRENGTH
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Part 2: Bandwagon
The phrase “jumping on the bandwagon” was used to describe this
phenomenon, and eventually the term was used outside the political
realm.
In modern usage, the term “bandwagon effect” refers to any situation
in which people attempt to be part of a successful or popular endeavor
merely for the sake of its popularity.
Five million members and growing!
Thousands of satisfied customers can’t be wrong.
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Part 3: Card Stacking
This poster illustrates the card-stacking technique. It emphasizes the travel
and adventure involved in serving in the Marine Corps, while de-emphasizing
the considerable sacrifice required.
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Part 3: Card Stacking
In this example, in addition to revealing the woman’s weight loss, the “after”
photograph also reveals card-stacking efforts. In the second photo, the
subject’s hair is styled differently, and she is wearing makeup and jewelry.
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Part 4: Glittering Generalities
Glittering generalities is a colorful term for the appealing but vague
words that often appear in propaganda.
This World War I poster requests billions of
dollars in the name of “Liberty.” Here,
“liberty” is a glittering generality—a pleasant
term that is used in an overly vague manner.
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Part 5: False Dilemma
In this kind of propaganda:
One product always works, and the other never works.
One group intends to save the country, and the other
is trying to ruin it.
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Part 6: The Lesser of Two Evils
In order to make the choice more appealing, an even worse alternative
is presented as the only other option. It is argued that an imperfect
option is, at any rate, better than the horrendous alternative.
You don’t want to drive a fuel-efficient automobile?
Try living under a terrorist regime!
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Part 6: The Lesser of Two Evils
The lesser of two evils technique is most effective when one of the possible
choices is truly awful, as in this poster, which pits frugality against fascism.
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Part 7: Name-Calling
PIG!
EGGHEAD!
REDNECK!
Consider the words above, each of which is used as a derogatory term
for a certain type of person. Do any of the words evoke an emotional
response?
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Part 8: Pinpointing the Enemy
This 1854 painting by William Holman Hunt, “The Scapegoat,” illustrates
the origins of the term—the ancient Hebrew tradition of driving a goat into
the wilderness on Yom Kippur to carry away the people’s sins.
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Part 9: Plain Folk
Common techniques include:
using colloquial phrases or dialects
expressing emotion or sentimentality
using words such as “home,” “children,” or “dinner table” that
evoke the idea of the average family
taking on an appearance of shyness, or a seeming reluctance to
take the spotlight or a position of leadership
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Part 10: Testimonials
Testimonials are a form of propaganda that is familiar to nearly
everyone. Almost everything that is advertised comes with some sort
of testimonial, from music to hair gel to politicians.
Testimonials take advantage of the fact that there are certain people
we tend to trust—even if that trust is based on mere recognition, rather
than true credibility.
An Olympic gold medalist claims that she eats Golden Flakes
every morning.
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Part 10: Testimonials
Movie stars and models are often paid to give testimonials in which they
attribute their beauty or success to a given product.
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Part 11: Transfer
Also known as “association” and “false connection,” transfer is closely
related to the testimonial technique.
In this method, the propagandist encourages the transfer of feelings and
associations from one idea, symbol, or person to another.
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Part 11: Transfer
Some symbols are fairly straightforward.
The Democratic Donkey and the Republican Elephant represent
the ideologies of their respective parties.
The symbol of the skull and crossbones warns the viewer of
danger or calls to mind the violent pillaging of a pirate raid.
A dove signals peace.
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