In late Latin, propaganda meant “things to be propagated.” In 1622, shortly after the start of the Thirty Years’ War, Pope Gregory XV founded the Congregatio de Propaganda Fide (“Congregation for Propagating the Faith”), a committee of Cardinals to oversee the propagation of Christianity by missionaries sent to non-Christian countries. Originally the term was not intended to refer to misleading information. The modern political sense dates from World War I, and was not originally pejorative.
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Propaganda techniques were first codified and applied in a scientific manner by journalist Walter Lippman and psychologist Edward Bernays (nephew of Sigmund Freud) early in the 20th century. During World War I, Lippman and Bernays were hired by the United States President, Woodrow Wilson to participate in the Creel Commission, the mission of which was to sway popular opinion to enter the war on the side of Britain.
The war propaganda campaign of Lippman and Bernays produced within six months so intense an anti-German hysteria as to permanently impress American business (and Adolf Hitler, among others) with the potential of large-scale propaganda to control public opinion. Bernays coined the terms “group mind” and “engineering consent,” important concepts in practical propaganda work.
The current public relations industry is a direct outgrowth of Lippman and Bernays’ work and is still used extensively by the United States government. For the first half of the 20th century Bernays and Lippman themselves ran a very successful public relations firm.
World War II saw continued use of propaganda as a weapon of war, both by Hitler’s propagandist Joseph Goebbels and the British Political Warfare Executive.
In the early 2000s, the United States government developed and freely distributed a video game known as America’s Army. The stated intention of the game is to encourage players to become interested in joining the U.S. Army. According to a poll by I for I Research, 30% of young people who had a positive view of the military said that they had developed that view by playing the game. Though not everyone agrees that this game is propaganda, it’s certainly a recruitment advertisement.
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The United States and the Soviet Union both used propaganda extensively during the Cold War. Both sides used film, television and radio programming to influence their own citizens, each other and Third World nations. The United States Information Agency operated the Voice of America as an official government station. Radio Free Europe and Radio Liberty, in part supported by the Central Intelligence Agency, provided grey propaganda in news and entertainment programs to Eastern Europe and the Soviet Union respectively. The Soviet Union’s official government station, Radio Moscow, broadcast white propaganda, while Radio Peace and Freedom broadcast grey propaganda. Both sides also broadcast black propaganda programs in periods of special crises. In 1948, Britain’s Foreign Office created the IRD (Information Research Department) which took over from wartime and slightly post-war departments such as the Ministry of Information and dispensed propaganda via various media such as the BBC and publishing. Records are listed here (external link) (http://www.catalogue.nationalarchives.gov.uk/displaycataloguedetails.asp?CATID=7100&CATLN=3&Highlight=&FullDetails=True) and reports here (external link) (http://www.catalogue.nationalarchives.gov.uk/displaycataloguedetails.asp?CATID=6965&CATLN=3&Highlight=&FullDetails=True). George Orwell had worked in propaganda and his anti-Stalinist book Animal Farm was promoted in translations abroad by the IRD.
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Techniques of propaganda generation
A number of techniques which are based on social psychological research are used to generate propaganda. Many of these same techniques can be found under logical fallacies since propagandists use arguments that while sometimes convincing are not necessarily valid.
Some time has been spent analyzing the means by which propaganda messages are transmitted. That work is important but it is clear that information dissemination strategies only become propaganda strategies when coupled with propagandistic messages. Identifying these messages is a necessary prerequisite to study the methods by which those messages are spread. That is why it is essential to have some knowledge of the following techniques for generating propaganda:
Appeal to fear: Appeals to fear seek to build support by instilling fear in the general population, for example, Joseph Goebbels exploited Theodore Kaufman’s Germany Must Perish! to claim that the Allies sought the extermination of the German people.
Appeal to authority: Appeals to authority cite prominent figures to support a position idea, argument, or course of action.
Bandwagon: Bandwagon and inevitable-victory appeals attempt to persuade the target audience to take the course of action that “everyone else is taking.”
Join the crowd: This technique reinforces people’s natural desire to be on the winning side. This technique is used to convince the audience that a program is an expression of an irresistible mass movement and that it is in their best interest to join.
Inevitable victory: invites those not already on the bandwagon to join those already on the road to certain victory. Those already or at least partially on the bandwagon are reassured that staying aboard is their best course of action.
Obtain disapproval: This technique is used to persuade a target audience to disapprove of an action or idea by suggesting that the idea is popular with groups hated, feared, or held in contempt by the target audience. Thus if a group which supports a certain policy is led to believe that undesirable, subversive, or contemptible people support the same policy, then the members of the group may decide to change their original position.
Glittering generalities: Glittering generalities are intense, emotionally appealing words so closely associated with highly valued concepts and beliefs that they carry conviction without supporting information or reason. They appeal to such emotions as love of country, home; desire for peace, freedom, glory, honor, etc. They ask for approval without examination of the reason. Though the words and phrases are vague and suggest different things to different people their connotation is always favorable: “The concepts and programs of the propagandist are always good, desirable, virtuous.”
Rationalization: Individuals or groups may use favorable generalities to rationalize questionable acts or beliefs. Vague and pleasant phrases are often used to justify such actions or beliefs.
Intentional vagueness: Generalities are deliberately vague so that the audience may supply its own interpretations. The intention is to move the audience by use of undefined phrases, without analyzing their validity or attempting to determine their reasonableness or application.
Transfer: This is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it. This technique is generally used to transfer blame from one member of a conflict to another. It evokes an emotional response, which stimulates the target to identify with recognized authorities.
Oversimplification: Favorable generalities are used to provide simple answers to complex social, political, economic, or military problems.
Common man: The “plain folks” or “common man” approach attempts to convince the audience that the propagandist’s positions reflect the common sense of the people. It is designed to win the confidence of the audience by communicating in the common manner and style of the target audience. Propagandists use ordinary language and mannerisms (and clothe their message in face-to-face and audiovisual communications) in attempting to identify their point of view with that of the average person.
Testimonial: Testimonials are quotations, in or out of context, especially cited to support or reject a given policy, action, program, or personality. The reputation or the role (expert, respected public figure, etc.) of the individual giving the statement is exploited. The testimonial places the official sanction of a respected person or authority on a propaganda message. This is done in an effort to cause the target audience to identify itself with the authority or to accept the authority’s opinions and beliefs as its own. See also, damaging quotation
Stereotyping or Labeling: This technique attempts to arouse prejudices in an audience by labeling the object of the propaganda campaign as something the target audience fears, hates, loathes, or finds undesirable. For instance, reporting on a foreign country or social group may focus on the stereotypical traits that the reader expects, even though they are far from being representative of the whole country or group; such reporting often focuses on the anecdotal.
Scapegoating: Assigning blame to an individual or group that isn’t really responsible, thus alleviating feelings of guilt from responsible parties and/or distracting attention from the need to fix the problem for which blame is being assigned.
Virtue words: These are words in the value system of the target audience which tend to produce a positive image when attached to a person or issue. Peace, happiness, security, wise leadership, freedom, etc. are virtue words.
Slogans: A slogan is a brief, striking phrase that may include labeling and stereotyping. If ideas can be made into slogans, they should be, as good slogans are self-perpetuating.
See also doublespeak, meme, cult of personality, spin.
