“By clever and persevering use of propaganda even heaven can be represented as hell to the people, and conversely the most wretched life as paradise.”—ADOLF HITLER, MEIN KAMPF.
AS MEANS of communicating have expanded—from printing to the telephone, radio, television, and the Internet—the flow of persuasive messages has dramatically accelerated. This communications revolution has led to information overload, as people are inundated by countless messages from every quarter. Many respond to this pressure by absorbing messages more quickly and accepting them without questioning or analyzing them.
The cunning propagandist loves such shortcuts—especially those that short-circuit rational thought. Propaganda encourages this by agitating the emotions, by exploiting insecurities, by capitalizing on the ambiguity of language, and by bending rules of logic. As history bears out, such tactics can prove all too effective.
A History of Propaganda
Today the word “propaganda” has a negative connotation, suggesting dishonest tactics, but originally that was not the meaning intended for the term. “Propaganda” apparently comes from the Latin name of a group of Roman Catholic cardinals, the Congregatio de Propaganda Fide (Congregation for the Propagation of the Faith). This committee—called Propaganda for short—was established by Pope Gregory XV in 1622 to supervise missionaries. Gradually, “propaganda” came to mean any effort to spread a belief.
But the concept of propaganda was not born in the 17th century. From ancient times, men have used every available medium to spread ideologies or enhance fame and power. For example, art has served propagandistic ends since the days of the Egyptian pharaohs. These kings designed their pyramids to project an image of power and durability. Similarly, the architecture of the Romans served a political purpose—the glorification of the state. The term “propaganda” took on a generally negative connotation in World War I when governments began playing an active role in shaping the war information spread by the media. During World War II, Adolf Hitler and Joseph Goebbels proved themselves to be master propagandists.
Following World War II, propaganda increasingly became a major instrument to promote national policy. Both the Western and the Eastern blocs waged all-out campaigns to win the great masses of uncommitted people to their side. Every aspect of national life and policy was exploited for propagandistic purposes. In recent years the growing sophistication of propaganda techniques has been evident in election campaigns, as well as in advertising by tobacco companies. So-called experts and other leaders have been employed to portray smoking as glamorous and healthful and not as the threat to public health that it actually is.
Lies, Lies!
Certainly, the handiest trick of the propagandist is the use of outright lies. Consider, for example, the lies that Martin Luther wrote in 1543 about the Jews in Europe: “They have poisoned wells, made assassinations, kidnaped children . . . They are venomous, bitter, vindictive, tricky serpents, assassins, and children of the devil who sting and work harm.” His exhortation to so-called Christians? “Set fire to their synagogues or schools . . . Their houses [should] also be razed and destroyed.” A professor of government and social studies who has studied that era says: “Antisemitism has fundamentally nothing to do with the actions of Jews, and therefore fundamentally nothing to do with an antisemite’s knowledge of the real nature of Jews.” He also notes: “The Jews stood for everything that was awry, so that the reflexive reaction to a natural or social ill was to look to its supposed Jewish sources.”
Making Generalizations
Another very successful tactic of propaganda is generalization. Generalizations tend to obscure important facts about the real issues in question, and they are frequently used to demean entire groups of people. “Gypsies [or immigrants] are thieves” is, for instance, a phrase frequently heard in some European countries. But is that true?
Richardos Someritis, a columnist, says that in one country such perceptions caused a kind of “xenophobic and very often racist frenzy” against foreigners. It has been shown, however, that when it comes to delinquent acts, the culprits in that country are just as likely to be native-born as foreign. For example, Someritis notes that surveys have shown that in Greece, “96 out of 100 crimes are perpetrated by [Greeks].” “The causes of criminal activity are economic and social,” he observes, “not ‘racial.’” He blames the media “for systematically cultivating xenophobia and racism” by a slanted coverage of crime.
Name-Calling
Some people insult those who disagree with them by questioning character or motives instead of focusing on the facts. Name-calling slaps a negative, easy-to-remember label onto a person, a group, or an idea. The name-caller hopes that the label will stick. If people reject the person or the idea on the basis of the negative label instead of weighing the evidence for themselves, the name-caller’s strategy has worked.
For example, in recent years a powerful antisect sentiment has swept many countries in Europe and elsewhere. This trend has stirred emotions, created the image of an enemy, and reinforced existing prejudices against religious minorities. Often, “sect” becomes a catchword. “‘Sect’ is another word for ‘heretic,’” wrote German Professor Martin Kriele in 1993, “and a heretic today in Germany, as in former times, is [condemned to extermination]—if not by fire . . . , then by character assassination, isolation and economic destruction.”
The Institute for Propaganda Analysis notes that “bad names have played a tremendously powerful role in the history of the world and in our own individual development. They have ruined reputations, . . . sent [people] to prison cells, and made men mad enough to enter battle and slaughter their fellowmen.”
Hatred is a strong emotion exploited by propagandists. Loaded language is particularly effective in triggering it. There seems to be a nearly endless supply of nasty words that promote and exploit hatred toward particular racial, ethnic, or religious groups. Some propagandists play on pride. Often we can spot appeals to pride by looking for such key phrases as: “Any intelligent person knows that . . .” or, “A person with your education can’t help but see that . . .” A reverse appeal to pride plays on our fear of seeming stupid. Professionals in persuasion are well aware of that.
Slogans and Symbols. Slogans are vague statements that are typically used to express positions or goals. Because of their vagueness, they are easy to agree with.
For example, in times of national crisis or conflict, demagogues may use such slogans as “My country, right or wrong,” “Fatherland, Religion, Family,” or “Freedom or Death.” But do most people carefully analyze the real issues involved in the crisis or conflict? Or do they just accept what they are told?
In writing about World War I, Winston Churchill observed: “Only a signal is needed to transform these multitudes of peaceful peasants and workmen into the mighty hosts which will tear each other to pieces.” He further observed that when told what to do, most people responded unthinkingly.
The propagandist also has a very wide range of symbols and signs with which to convey his message—a 21-gun salvo, a military salute, a flag. Love of parents can also be exploited. Thus, such symbolisms as the fatherland, the mother country, or the mother church are valuable tools in the hands of the shrewd persuader.
So the sly art of propaganda can paralyze thought, prevent clear thinking and discernment, and condition individuals to act en masse.
Yes, propaganda can be displayed openly by the use of such emblems of hate as the swastika or subtly by the telling of a tasteless joke. Its persuasive techniques are regularly applied by dictators, politicians, clergymen, advertisers, marketers, journalists, radio and TV personalities, publicists, and others who are interested in influencing thought and behavior. Of course, propagandistic messages can be used to accomplish positive social ends, as in campaigns to reduce drunk driving. But propaganda may also be used to promote hatred for ethnic or religious minorities or to entice people to buy cigarettes. “Every day we are bombarded with one persuasive communication after another,” point out researchers Anthony Pratkanis and Elliot Aronson. “These appeals persuade not through the give-and-take of argument and debate, but through the manipulation of symbols and of our most basic human emotions. For better or worse, ours is an age of propaganda.”
Playing on the Emotions
Even though feelings might be irrelevant when it comes to factual claims or the logic of an argument, they play a crucial role in persuasion. Emotional appeals are fabricated by practiced publicists, who play on feelings as skillfully as a virtuoso plays the piano.
For example, fear is an emotion that can becloud judgment. And, as in the case of envy, fear can be played upon. The Canadian newspaper The Globe and Mail, of February 15, 1999, reported the following from Moscow: "When three girls committed suicide in Moscow last week, the Russian media immediately suggested they were fanatical followers of the Jehovah's Witnesses." Note the word "fanatical." Naturally, people would be fearful of a fanatic religious organization that supposedly drives young people to suicide. Were these unfortunate girls really connected with Jehovah's Witnesses in some way?
The Globe continued: "Police later admitted the girls had nothing to do with [Jehovah's Witnesses]. But by then a Moscow television channel had already launched a new assault on the sect, telling viewers that the Jehovah's Witnesses had collaborated with Adolf Hitler in Nazi Germany—despite historical evidence that thousands of their members were victims of the Nazi death camps." In the mind of the misinformed and possibly fearful public, Jehovah's Witnesses were either a suicidal cult or Nazi collaborators!
The sly art of propaganda can paralyze thought and prevent clear thinking
Hatred is a strong emotion exploited by propagandists. Loaded language is particularly effective in triggering it. There seems to be a nearly endless supply of nasty words that promote and exploit hatred toward particular racial, ethnic, or religious groups.
Some propagandists play on pride. Often we can spot appeals to pride by looking for such key phrases as: "Any intelligent person knows that . . ." or, "A person with your education can't help but see that . . ." A reverse appeal to pride plays on our fear of seeming stupid. Professionals in persuasion are well aware of that.
Slogans and Symbols
Slogans are vague statements that are typically used to express positions or goals. Because of their vagueness, they are easy to agree with.
For example, in times of national crisis or conflict, demagogues may use such slogans as "My country, right or wrong," "Fatherland, Religion, Family," or "Freedom or Death." But do most people carefully analyze the real issues involved in the crisis or conflict? Or do they just accept what they are told?
In writing about World War I, Winston Churchill observed: "Only a signal is needed to transform these multitudes of peaceful peasants and workmen into the mighty hosts which will tear each other to pieces." He further observed that when told what to do, most people responded unthinkingly.
The propagandist also has a very wide range of symbols and signs with which to convey his message—a 21-gun salvo, a military salute, a flag. Love of parents can also be exploited. Thus, such symbolisms as the fatherland, the mother country, or the mother church are valuable tools in the hands of the shrewd persuader.
So the sly art of propaganda can paralyze thought, prevent clear thinking and discernment, and condition individuals to act en masse.
Watch Tower
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