Basics of propaganda

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.

The general propaganda approach

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.

To minimize the effect of propaganda: