Download Propaganda Technique Definitions

Propaganda Technique Definitions
According to the Institute for Propaganda Analysis there are seven main forms of
propaganda.
1. Name Calling: The use of negative names to create an emotional response in
the audience. A propagandist will use names to discredit an enemy. This
type of propaganda is used most often by governments during wartime or
political campaigns (mudslinging.)
*The most obvious type of name calling involves bad names. For
example, consider the following:
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Commie
Pig
Bum
Queer
Terrorist
Racist
Of course, not all name calling words will be so obvious. A smarter
propagandist will use subtle words such as:
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Coward
Liberal/Conservative
Radical
ineffective
These words have caused a reaction for you. Consider the power they
have when used by a propagandist.
2. Bandwagon: This technique tries to convince the audience to join a cause,
group, or consume a product because everybody else is doing it. This is a
very sneaky technique because it appeals to the competitive side in each of
us. If one side of an issue clearly has a lot more support than the other
most people will want to join. We all want to be on the “winning” side. Today
this manifests (shows up) as a feeling of not wanting to be left behind, or
“Keeping up with the Jones family.” If you feel you NEED that new pair of
Air Jordan’s or a video Ipod you have fallen victim the BANDAGON!
3. Glittering Generalities: This is the opposite of name calling. Instead of
using negative imagery to create a reaction the propagandist will use positive
associations to do the same thing. The propagandist will try to cause you to
automatically approve of his or her product or concept by using words you
already value. Some words that could be used to cause positive emotional
reactions are:
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Patriotism
Honor
Health
Mother
Home
Someone might ask you to do something, “In defense of democracy” and
your reaction will be positive, before even knowing what the thing is you
are being asked to do, because democracy is something you already value.
4. Transfer: Under this technique the propagandist will try to transfer the
authority of a group you already respect and believe in to his or her own cause.
For example, if your church approves of a political leader you might be more
likely to vote for him because you believe in your church. Transfer is also used
for negative connotations, especially during wartime. The government may try
to associate the enemy with something you already hate.
5. Testimonial: This is one of the oldest types of propaganda; celebrity
endorsements. A celebrity face plugging an idea or product makes that product
seem more valuable than others. If Lance Armstrong tells you he drinks
Gatorade while racing you will think it is the best sports drink because he is the
best cyclist in the world. The celebrities we see in advertising can range from
athletes to movie stars to politicians and beyond. All that is required is
celebrity.
6. Plain Folks: The concept that the person or product being supported by the
propaganda is a regular person. The idea behind this is that people will feel
more comfortable when they feel a connection or common bond. An example of
this is President Bush publishing the contents of his Ipod, or images of him
running with his dog.
7. Card Stacking: This is where facts are given, but only those that support
the propagandist cause. Anything contrary to this cause is omitted. Card
stacking is often used by the media to sway public opinion. Card stacking can
make it very difficult for audiences to get actual accounts of events.
This final technique has been identified after the original seven because it has
become more frequent.
8. Fear: Fear can be a very useful tool for propagandists in all arenas. You may
have seen a television commercial with a woman home alone or possibly with
small children, when an armed man breaks in. What do you think this commercial
is for? You got it, a home alarm system. The advertisers have used your fear,
either as a woman or as a husband who might fear for his wife’s safety when he
is not there, to sell their systems!
Politicians use fear all the time; either fear of what will happen if an opponent
gets elected during campaigns, or fear of an enemy in wartime. You might be
familiar with the “Threat Level” chart in the United States in which color
corresponds with threat. This image uses fear in American propaganda.
"The streets of our country are in turmoil. The universities are filled with students
rebelling and rioting. Communists are seeking to destroy our country. Russia is
threatening us with her might, and the Republic is in danger. Yes - danger from
within and without. We need law and order! Without it our nation cannot survive."
- Adolf Hitler, 1932 (the year before he became chancellor)