Tactics that manipulate minds. The goal isn’t to label everything propaganda. It’s to build awareness. Because once you see the moves, you can resist the manipulation.
Change perceptions – Change worldview – Change behaviour
Propaganda is possible because people have problems with cognition:
● Imperfection of perception tools (5 imperfect senses)● Cognitive limitations – imperfection of the human brain● Lack of education● Media that misinforms, distracts● Environment that approves/disapproves certains ways of thinking● Prejudices, stereotypes (personal expereince, upbringing, religion, country etc)● Unwillingness to know the truth
Carrot vs. Stick
Basic methods of controlling people. Carrot – always better, more effective
Brain vs. heart
● propagandist evokes an emotional response● he attacks the heart, bypassing the brain. ● If human were a purely rational being, propaganda would lose its meaning
● To take possession of the heart, bypass the brain by all available means● Love, hate, fear, courage are essential● Propaganda is about reaching an emotional turning point, when the defense of reason breaks under the weight of emotional uncertainty
Hide (censorship) vs. distort (manipulation)
● Censorship often leads to the Streisand Effect● Over time, censorship becomes less effective due to easier access to information
Propagandist: open vs. invisible
The most successful propaganda is when the audience does not realize that they are being manipulated
Channels
● Visual channel (TV, video) – combines different channels, produces strong images – the most effective tool of persuasion● Audio channel (music, radio, public speech) has a narrower functionality● Written word – the least suitable method of manipulation
Tendential truth – half-truth – lie
● Factological lie – the worst and most primitive in propaganda, because it is easy to reveal and to refute● Half-truth (95% truth, 5% lie, minimum of lie) – when one cannot do without true facts – much stronger than pure lie● Tendential, selective truth – the best format, because such propaganda cannot be refuted. A good propagandist will always squeeze a lie out of the purest fact.
Lies only work in limited doses and for a limited period of time. The worse the quality of the lie, the shorter its term of its relevance.
Information
● Information – reporting true facts● Disinformation – reporting false facts● Misinformation – reporting true facts with the intention of harming
Sources of propaganda
● White propaganda – propaganda with a correctly stated source● Gray propaganda – propaganda with an unstated source● Black propaganda – propaganda with a falsely stated source
Colors of PR
● White PR – true praising based on the expectation that the audience will accept an idea or a person without going into details● Black PR – false accusations based on the expectation that only the accusers’ arguments will be heard
Call for Action
● Gives reality to what would otherwise remain empty chatter● The best kind of propaganda is the one provoking to ACT.● Actions: rituals, rallies, demonstrations, pogroms, terrorist attacks
The Semmelweis Effect: the more we believe in something, the more difficult is to accept any point against our beliefs
Tell people what they already know
● Meet people’s expectations● Know and consider the hopes, fears, dreams, and desires of the target audience● People interpret events according to what they want to see● There is little chance of imposing an opinion on a person that does not agree with their worldview
Cultural factors of successful propaganda
● Conformity with the spirit of the times● Conformity with education, pop culture, family life, religion● You should not expect your campaign to be successful by going against the flow
Social factors of successful propaganda:
● In accordance with surroundings, family, close friends● In accordance and with influencers, stars, idols, trendsetters;
Bad propaganda
● Looks like propaganda● Goes against dominant trends● Is not convincing● Is not aesthetic● Does not look just● Becomes a mouthpiece for the enemy’s propaganda, if uses quotes from his content too much.
● Time to think, to learn about the world
● Personal independenсe (psychological, financial etc)
● The ability to pick proper and diverse sources of information
● The courage to go against the majority, when it comes to views
● The will to know the truth, even if it’s not comfortable