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In 1939, the Harcourt, Brace and company of New York at the
Institute of Propaganda Analysis commenting on the propaganda analysis
noted that “It is essential in a democratic society that young people
and adults learn how to think, learn how to make up their minds. They
must learn how to think independently, and they must learn how to think
together. They must come to conclusions, but at the same time they must
recognize the right of other men to come to opposite conclusions. So
far as individuals are concerned, the art of democracy is the art of
thinking and discussing independently together.”
Propaganda Techniques – A Discussion
From the above, one may duly
observe that propagandists have been using various techniques either to
influence or to avoid the truth. However, an insight into the
techniques used shows that irrespective of the technique used, there is
always some element of censorship or manipulation with the objective of
deliberately leaving out information, or presenting it in a distorted
manner. The negative aspect of using such techniques is that most if
not all are ‘indistinguishable’, except for the techniques employed for
the purpose of social benefit, religious and commercial affairs.
However, the persuasion technology has been one that has gained the
most popularity, as it is one of the techniques which are equally used
in mediums including the digital imaging, persuasive presentation,
persistent telemarketing, to as complex as repetitive techniques, thus
making them practically unavoidable.
Persuasion technology is just one of the many techniques used for
election campaigning, as it has gained immense popularity. This has
perhaps been due to the equally huge sums spent on scientific research,
the use of proprietary databases, audience response measurement,
sociological research as well as an increased understanding of
biological basis for human behavior. Thus, one may observe that
persuasion technology is employed, to a large extent, to change the
minds on commercial or political matters by each presidential
candidate. Some of the common tools used for utilizing persuasion
technology include 'Disinfopedia, Wikipedia, consumerism,
Greenpeace.org, and crit.org.
Aside from the propaganda techniques, that is perhaps in its infancy
and has yet to mature in comparison to the more rhetorical techniques
used as a propaganda purposes. A brief into some of the rhetorical
techniques, as outlined by the now-defunct Institute for Propaganda
Analysis (IPA) during the era between the two World Wars shows that it
included such techniques as "bandwagon, euphemisms, fear, glittering
generalities, name-calling, plain folks, testimonial, and transfer.
Propaganda Technique of “Bandwagon” The example of the ‘Bandwagon
technique’ and ‘fear’ are briefly described to show how rhetorical
techniques were and are still used to attract and elicit public
opinion, irrespective of the fact that the candidate have chosen a
right course of action or not.
In the 'bandwagon technique', the famous slogan, "you are either
with us, or against us" is commonly used. This is done largely to
influence the audience as well as attract public opinion and activity
simply because every body else is joining the race. The purpose of
applying the 'bandwagon technique' is to nurture feelings of loyalty
and nationalism, but more so for the desire to join the winning side.
This particular technique has been widely used as it successfully
obscures the ethics of the activity, at the expense of victory. Thus,
one could also take it to imply that it would be far better to be on
the winner's side, rather than focus on the rightness of the means to
accomplish the same. Another common slogan which is used in the
'bandwagon technique' is the famous "4 out of 5 doctors
recommend.......” thus somewhat forcing the larger population to follow
suit and accept the status quo, simply because everybody else is doing
the same thing. Present day example of the use of 'bandwagon technique'
can be found in the US war against terrorism. Thus, one may observe
that is practically no one to comment, let alone criticize against the
Bush Administration’s foreign policies, which strongly assert their
fight against terrorism, axis of evil, the makers of weapons of mass
destruction, and those against freedom. However, one cannot obscure the
fact that this set of powerful propaganda was disguised to cover up
realities, such as the fact that the United States was and still is the
world's largest arms dealer. The US also has more weapons of mass
destruction than any other single nation on the face of the earth.
One may observe that techniques such as 'bandwagon technique' truly
suit countries such as the United States. This is true for both,
whether in their empty slogans of targeting poverty-stricken nations,
or winning an election at home. Yet, everybody is simply listening to
and watching and doing nothing because the larger populations have
chosen not to pursue the ethical, moral, or for that matter political
aspects. Instead, our choice is to follow the heard, and that is
exactly what we are doing today.
Propaganda Technique of Fear
In this respect, even if one were to take testimonials and
anti-testimonials as an effective means to elicit populations, these
too are severely obscured behind the facade of 'fear', which is yet
another very strong propaganda technique. Thus, the propaganda
technique of 'fear' by warning members of the consequences of a failed
action on their part will lead to disaster, in effect leads them to
adopt a particular proposal. One that has a tendency to reduce that
fear, while in reality, it is an excellent exercise to redirect the
attention of the audience from the true merits of the particular
proposal.
Examples of the various types of 'fear' propaganda include fear of
foreigners, fear of terrorism, crime, economic hardships, ecological
disaster, disease, invasion of privacy or even discrimination.
Propaganda techniques such as 'fear' can be easily multiplied with
conditions of uncertainty and doubt, such as the case with the present
day crisis in Iraq.
The US lead invasion of Iraq was unjustified. Yet propagandists were
successful in portraying Iraq as a nation in possession of weapons of
mass destruction, a reality unfolded long after much of the poor nation
had been devastated both physically (through armed invasion), as well
as economically (through international embargo on its imports and
exports).
Thus, propaganda whether in the form of 'bandwagon', or that of
'fear' as instilled on entire nations is a common practice, including
one that is used for selecting (not electing) a US President, and will
perhaps continue as a vital aspect of our daily lives.
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