Propaganda techniques are methods used in propaganda to convince an audience to believe what the propagandist wants them to believe. Many propaganda techniques are based on socio-psychological research. Many of these same techniques can be classified as logical fallacies or abusive power and control tactics.
In their book Propaganda and Persuasion, authors Garth S. Jowett and Victoria O'Donnell define propaganda as the "deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist". [1] Harold D. Laswell's definition targets even more precisely the technical aspect:
"Propaganda in the broadest sense is the technique of influencing human action by the manipulation of representations. These representations may take spoken, written, pictorial or musical form." [2]
Manipulation can be organized or unorganized, conscious or unconscious, politically or socially motivated. The concept reaches from systematic state propaganda to manipulate public opinion (Edward Bernays) to "sociological propaganda" (propaganda of integration), [3] where the unconscious desire to be manipulated and self manipulation leads the individual to adapt to the socially expected thoughts and behaviours (Jacques Ellul). [4]
The transition from non-propaganda to propaganda is fluid. Effective manipulation presupposes non-manipulative embedding in order to unfold its effect, which is why the reference to these contexts is not yet a refutation of the manipulative character of an act of communication. [3]
Propaganda is understood as a form of manipulation of public opinion. The semiotic manipulation of signs is the essential characteristic ("Propaganda is a major form of manipulation by symbols" ). [5]
Thus, propaganda is a special form of communication, which is studied in communication research, and especially in media impact research, focusing on media manipulation. [6] Propaganda is a particular type of communication characterized by distorting the representation of reality and manipulation. [4]
Common media for transmitting propaganda messages include news reports, government reports, historical revision, junk science, books, leaflets, movies, social media, radio, television, and posters. Less common nowadays are the cow post envelopes, examples of which have survived from the time of the American Civil War. (Connecticut Historical Society; Civil War Collections; Covers.) In the case of radio and television, propaganda can exist on news, current-affairs or talk-show segments, as advertising or public-service announcement "spots" or as long-running advertorials. Propaganda campaigns often follow a strategic transmission pattern to indoctrinate the target group. This may begin with a simple transmission such as a leaflet dropped from a plane or an advertisement. Generally these messages will contain directions on how to obtain more information, via a web site, hot line, radio program, etc. The strategy intends to initiate the individual from information recipient to information seeker through reinforcement, and then from information seeker to opinion leader through indoctrination. [7]
Information dissemination strategies only become propaganda strategies when coupled with propagandistic messages.[ citation needed ] Identifying these messages is a necessary prerequisite to study the methods by which those messages are spread.
Some techniques are categorized, analyzed and interpreted psychologically, within political psychology, especially mass psychology, [8] social psychology, and cognitive psychology, which includes the study of cognitive distortions.
With regard to political and military conflicts, propaganda is seen as part of psychological warfare and information warfare, which gain particular importance in the era of hybrid warfare and cyberwarfare. [9]
Some techniques are classified as logical fallacies, because propaganda uses arguments which may have psychological effects but which are logically invalid. [10] [11] [12] [13] [14]
In rhetoric and dialectic, they are viewed as sophisms, ruses, and eristic stratagems.
Scholars[ who? ] have identified many standard techniques used in propaganda and persuasion. [15]
Ad hominem, short for argumentum ad hominem, refers to several types of arguments that are fallacious. Often nowadays this term refers to a rhetorical strategy where the speaker attacks the character, motive, or some other attribute of the person making an argument rather than the substance of the argument itself. This avoids genuine debate by creating a diversion often using a totally irrelevant, but often highly charged attribute of the opponent's character or background. The most common form of this fallacy is "A" makes a claim of "fact", to which "B" asserts that "A" has a personal trait, quality or physical attribute that is repugnant thereby going off-topic, and hence "B" concludes that "A" has their "fact" wrong – without ever addressing the point of the debate. Many contemporary politicians routinely use ad hominem attacks, some of which can be encapsulated to a derogatory nickname for a political opponent used instead of political argumentation.
Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded language to produce an emotional rather than a rational response to the information that is being presented. Propaganda can be found in a wide variety of different contexts.
Public relations (PR) is the practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities.
Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours.
A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, or other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group. The Oxford Dictionary of English defines a slogan as "a short and striking or memorable phrase used in advertising". A slogan usually has the attributes of being memorable, very concise and appealing to the audience.
Poisoning the well is a type of informal fallacy where adverse information about a target is preemptively presented to an audience, with the intention of discrediting or ridiculing something that the target person is about to say. Poisoning the well can be a special case of argumentum ad hominem, and the term was first used with this sense by John Henry Newman in his work Apologia Pro Vita Sua (1864).
Media manipulation refers to orchestrated campaigns in which actors exploit the distinctive features of broadcasting mass communications or digital media platforms to mislead, misinform, or create a narrative that advance their interests and agendas.
An appeal to fear is a fallacy in which a person attempts to create support for an idea by attempting to increase fear towards an alternative. An appeal to fear is related to the broader strategy of fear appeal and is a common tactic in marketing, politics, and media (communication).
Appeal to emotion or argumentum ad passiones is an informal fallacy characterized by the manipulation of the recipient's emotions in order to win an argument, especially in the absence of factual evidence. This kind of appeal to emotion is irrelevant to or distracting from the facts of the argument and encompasses several logical fallacies, including appeal to consequences, appeal to fear, appeal to flattery, appeal to pity, appeal to ridicule, appeal to spite, and wishful thinking.
The association fallacy is a formal logical fallacy that asserts that properties of one thing must also be properties of another thing if both things belong to the same group. For example, a fallacious arguer may claim that "bears are animals, and bears are dangerous; therefore your dog, which is also an animal, must be dangerous."
Cherry picking, suppressing evidence, or the fallacy of incomplete evidence is the act of pointing to individual cases or data that seem to confirm a particular position while ignoring a significant portion of related and similar cases or data that may contradict that position. Cherry picking may be committed intentionally or unintentionally.
In rhetoric, a glittering generality or glowing generality is an emotionally appealing phrase so closely associated with highly-valued concepts and beliefs that it carries conviction without supporting information or reason. Such highly valued concepts attract general approval and acclaim. Their appeal is to emotions such as love of country and home, and desire for peace, freedom, glory, and honor. They ask for approval without examination of the reason. They are typically used in propaganda posters/advertisements and used by propagandists and politicians.
The following outline is provided as an overview of and topical guide to public relations:
Proof by assertion, sometimes informally referred to as proof by repeated assertion, is an informal fallacy in which a proposition is repeatedly restated regardless of contradiction and refutation. The proposition can sometimes be repeated until any challenges or opposition cease, letting the proponent assert it as fact, and solely due to a lack of challengers. In other cases, its repetition may be cited as evidence of its truth, in a variant of the appeal to authority or appeal to belief fallacies.
Owing to its origin in ancient Greece and Rome, English rhetorical theory frequently employs Greek and Latin words as terms of art. This page explains commonly used rhetorical terms in alphabetical order. The brief definitions here are intended to serve as a quick reference rather than an in-depth discussion. For more information, click the terms.
Persuasive writing is a form of writing intended to convince or influence readers to accept a particular idea or opinion and to inspire action. A wide variety of writings, such as criticisms, reviews, reaction papers, editorials, proposals, advertisements, and brochures, utilize different persuasion techniques to influence readers. Persuasive writing can also be employed in indoctrination. It is often confused with opinion writing; however, while both may share similar themes, persuasive writing is backed by facts, whereas opinion writing is supported by emotions.
Flag-waving is a fallacious argument or propaganda technique used to justify an action based on the undue connection to nationalism or patriotism or benefit for an idea, group or country. It is a variant of argumentum ad populum. This fallacy appeals to emotion instead to logic of the audience aiming to manipulate them to win an argument. All ad populum fallacies are based on the presumption that the recipients already have certain beliefs, biases, and prejudices about the issue.
Crowd manipulation is the intentional or unwitting use of techniques based on the principles of crowd psychology to engage, control, or influence the desires of a crowd in order to direct its behavior toward a specific action. This practice is common to religion, politics and business and can facilitate the approval or disapproval or indifference to a person, policy, or product. The ethicality of crowd manipulation is commonly questioned.
In argumentation theory, an argumentum ad populum is a fallacious argument which is based on claiming a truth or affirming something is good or correct because many people think so.
Counterpropaganda is a form of communication consisting of methods taken and messages relayed to oppose propaganda which seeks to influence action or perspectives among a targeted audience. It is closely connected to propaganda as the two often employ the same methods to broadcast messages to a targeted audience. Counterpropaganda differs from propaganda as it is defensive and responsive to identified propaganda. Additionally, counterpropaganda consists of several elements that further distinguish it from propaganda and ensure its effectiveness in opposing propaganda messages.
Propaganda is the deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist.
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