Propaganda Techniques

Propaganda can be most simply defined as any information that is used to shape what people think, feel, or what they do. Reason and evidence are rarely provided to support the ideas, as propaganda seeks to manipulate the audience, not provide the most substantive argument. The information presented can be true or false, and the motives could be good or bad.

The first step is to identify the propaganda, and then to understand its purpose so that we are not blindly manipulated by its use.

The following techniques are strategies used to communicate the message of the propaganda.

 Appeal to fear: seeks to build support by causing the audience to be scared so they follow promoted ideas to protect themselves, others, society, nation, etc.  Bandwagon: argues for support based on the idea that the audience should “join the crowd” because “everyone else is doing it”; sometimes presented as a binary choice (you’re either on one side or the other side) that ignores other possible choices. Effective because people desire to be on the winning side or part of a “movement” or group.  Card-stacking: attempt to show the idea as better or worse than it really is, often by omitting facts so the information provided only supports one side.  Glittering generality: use of virtue or emotionally appealing words that associate an idea with highly valued concepts and beliefs; usually an appeal to patriotism, desire for peace, freedom, or justice. The audience also wants to be connected with the positive idea, so they are more likely to believe the propaganda. (similar to name-calling, except this seeks to promote ideas through positive connections to a group or idea)  Name-calling: use of negative words or ideas that associate an idea with disrespected beliefs so that the audience connects an idea or person/group with what is bad. Examples include leftist, right-wing, racist, commie, etc. As a result, the audience does not want to be connected with the negative idea. (similar to glittering generalities, except this seeks to promote ideas through negative connections to a group or idea)  Plain Folks: convinces the audience that the idea is of the people or the common man and reflects the common sense of average people instead of authority figures or celebrities. Uses ordinary language or slang and mannerisms to communicate the idea is on the level with average person  Slogans: use of brief phrase that is memorable and attaches emotion or idea with what is being promoted.  Testimonial: cites quotations that may be in or out of context to support or reject an idea based on the opinion of a well-known person with a good reputation; connects that person’s opinion to the idea being promoted. Examples include statements from doctors, scientists, or celebrities, and may include technical jargon. (similar to transfer, but propaganda connects individual to what is being promoted).  Transfer: linking the authority or high level of respect of one group to an idea so that the audience also respects the idea. Examples include use of a flag or symbols, victims that suffer in some way, or use of guilt-by-association. (similar to testimonial, but propaganda connects a group to what is being promoted)

In addition to these propaganda techniques, logical fallacies (flawed reasoning) can be made in an argument. The main distinction is the intent and whether the information is deliberately manipulated to control or direct the audience.