Techniques of propaganda generation
A number of techniques are used to create messages which are persuasive, but false. Many of these same techniques, based on social psychology findings can be found under logical fallacies since propagandists use arguments which, although sometimes convincing, are not necessarily valid.
Some time has been spent analyzing the means by which propaganda messages are transmitted, and that work is important, but it's clear that information dissemination strategies only become propaganda strategies when coupled with propagandistic messages. Identifying these propaganda messages is a necessary prerequisite to studying the methods by which those messages are spread. That's 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 a course of action "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 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 partially, on the bandwagon are reassured that staying aboard is the best course of action.
Obtain disapproval: This technique is used to get the audience to disapprove an action or idea by suggesting the idea is popular with groups hated, feared, or held in contempt by the target audience. Thus, if a group which supports a policy is led to believe that undesirable, subversive, or contemptible people also support it, the members of the group might decide to change their position.
Glittering generalities: Glittering generalities are intensely 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."
Saddam Hussein pictured as a decisive war leader in an Iraqi propaganda picture
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 audience. Propagandists use ordinary language and mannerisms (and clothes in face-to-face and audiovisual communications) in attempting to identify their point of view with that of the average person.
A Romanian propaganda poster promoting Jewish settlement in Palestine, 1930s. The first line reads "Toward a New Life".
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 sloganized, they should be, as good slogans are self-perpetuating memes.
See also doublespeak, meme, cult of personality, spin.
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Techniques of propaganda transmission
Common methods for transmitting propaganda messages include news reports, government reports, historical revision, junk science, books, leaflets, movies, radio , television , and posters. In the case of radio and television, propaganda can exist on news, current-affairs or talk-show segments, as advertising or public-service announce "spots" or as long-running advertorials.
