How propaganda works

By HowStuffWorks, adapted by Newsela staff  01/04/2018 Word Count 1181

---

We're constantly bombarded with messages by advertisers, politicians and advocacy groups that all have the same idea in mind: convince us to agree with their message and adopt it as our own. Often, these messages are referred to as propaganda, a term used commonly to describe deceptive persuasive techniques.

Historically, however, true propaganda hasn't been full of outright lies or deception, as many people believe. Rather, it's the statement of facts and beliefs to influence a particular audience, omitting any details that might tell a different story.

Propaganda is very similar to advertising — in fact, it is often carried out through the use of political ads. However, while advertising only has the aim of getting people to buy a specific product, propaganda attempts to change people's attitudes and beliefs.

Propaganda has been around for many centuries, although the term itself wasn't coined until Pope Gregory XV established the Congregation of Propaganda in 1622. The pope created this group to limit the spread of Protestantism and convert people back to Catholicism. Later, propaganda became widely known not only as a technique for religious conversions but also for political campaigns and wartime.

Today, propaganda is used by special interest groups, such as anti-smoking groups and safe-driving campaigns, businesses, political groups, government organizations and political candidates. Typically, it is spread through a variety of media, including posters, television and radio broadcasts, and brochures. The Internet has also made it much easier for special interest groups to get their messages on a worldwide scale.

Propaganda Techniques

Image 2. A drawing from 1911 that criticizes the economic system of capitalism. Words like "rule," "fool," and "shoot" drive the point that the majority of the people are being oppressed by a privileged few. Image from public domain.

Propagandists, or the creators of propaganda, use a variety of techniques to communicate messages and influence others. A commonly used technique is name-calling, which takes its cue from playground behavior. Often, it is used to divert attention when someone is trying to avoid answering a question or providing hard facts. Name-callers frequently use negatively charged labels or words, like terrorist, traitor or coward.

The bandwagon technique plays to the human desire to be on the winning team. It encourages people to join the crowd by siding with the most popular, successful side of an issue.

Glittering generalities combine words that have positive connotations with a concept that is particularly beloved. Few people are willing to denounce an idea that claims to defend democracy or preserve freedom or protect the family. The idea is that by using these terms, people will accept the message and avoid looking for proof.

Card stacking presents only information that will positively impact public opinion, while the bad aspects are left out entirely. Although the information is usually true, it presents a lopsided view that is dangerously deceptive.

The plain folks technique is designed to get ordinary citizens to identify with someone that they may have nothing in common with. For example, many politicians come from wealthy backgrounds and sport hefty bank accounts. However, they often present themselves as ordinary people by doing "ordinary Joe" activities, like hunting, fishing or kissing babies.

Image 3. Cover of the propaganda comic book "Is This Tomorrow" from 1947. Fear-based propaganda was very common during the Cold War. The economic system of communism, which opposed capitalism, was depicted as the greatest threat to Western society and values. Image from public domain. [click to enlarge]

Propaganda based on fear scares people into choosing sides or taking action. Often, it relies on worst-case scenarios or the threat that horrible things will happen. Special interest groups use this technique to encourage people to avoid smoking or drinking alcohol and driving.

Image 4. In a speech from 2001, President George W. Bush pledges to defend America's freedom against the fear of terrorism. Photo from public domain. [click to enlarge]

The transfer technique is more subtle. With this method, a group or person attempts to be associated with a beloved symbol, so the two become connected in a person's mind. An example of this is when the U.S. president stands in front of the U.S. flag, so as to transfer the notion of patriotism from the symbol to the person.

All propaganda seeks to manipulate the message to portray an issue or person in the most favorable light and make the other side look bad.

Propaganda Mediums

According to M. Lane Bruner, a professor of rhetoric and politics at Georgia State University, propaganda broadcast through television, radio and film is the most dangerous kind. Since the audience has little or no opportunity to respond to or challenge a message, that message becomes fact in the minds of many.

Types of Propaganda

Political propaganda has been around as long as there have been politicians. The Bible recounts the story of how an Assyrian king used fear to persuade the Kingdom of Judah to surrender to him. However, religious propaganda was actually the first official type of propaganda. Missionaries have been working for centuries to recruit others to their faiths. Religious propaganda is also used to spread the word about moral issues, such as abortion and teaching religion in schools.

To be truly informed on any given topic, background research using credible, reliable sources is necessary. It's important to study who created and paid for a given message, and what words and images are playing on your sentiments and sympathies. Only then can a person make an informed decision about whether the message is true or has a secret agenda.

War Propaganda

War propaganda debuted during World War I and was considered critical to the success of the war effort. Both Great Britain and Germany used propaganda to win U.S. support. Germany had been trying to gain the sympathies of Americans of German descent, but Britain was able to cut off direct communications between Germany and the United States. As a result, sympathy for Great Britain took over, and support for the war effort followed suit.

Later, under Hitler's Nazi regime, propaganda was used to its fullest extent. Germans were only exposed to information that cast the Nazis in a favorable glow, and books that went against Nazi ideology were burned.

Image 5. Anti-Nazi propaganda poster circulated in the U.S. to encourage the conservation of gas. Image from public domain. [click to enlarge]

Propaganda posters particularly played to people's emotions on both sides during World War II. They were effective because they could be placed anywhere, and people tend to remember images more than words. Posters made war seem glamorous, depicting men as heroes and the people at home as the backbone of the country. Because food and other items were in short supply during the war, posters encouraged people to ration. One read, "Waste Helps the Enemy," and another advocated carpooling claiming, "When You Ride Alone You Ride with Hitler."

Wartime propaganda didn't die with the end of World War II, though. Today, militant groups in Iraq commonly use the Internet to recruit new members, plan attacks, and raise money for their cause.