Types of Propaganda
There are
many techniques commonly used in propaganda. Use this handout to help you
identify different types of propaganda.
BANDWAGON: The basic idea behind the bandwagon
approach is just that, "getting on the
bandwagon."
The propagandist puts forth the idea that everyone is doing this, or everyone
supports
this person/cause, so should you. The bandwagon approach appeals to the
conformist
in all of us: No one wants to be left out of
what is perceived to be a popular trend.
EXAMPLE:
Everyone in Lemmingtown is behind Jim Duffie for Mayor. Shouldn't you be part
of this
winning team?
TESTIMONIAL: This is the celebrity endorsement
of a philosophy, movement or candidate. In
advertising,
for example, athletes are often paid millions of dollars to promote sports
shoes,
equipment
and fast food. In political circles, movie stars, television stars, rock stars
and athletes
lend a great
deal of credibility and power to a political cause or candidate.
EXAMPLE:
"Sam Slugger", a baseball Hall of Famer who led the pros in hitting
for years,
appears in a
television ad supporting Mike Politico for U.S. Senate. Since Sam is well known
and
respected in his home state and nationally, he will likely gain Mr. Politico
many votes just
by his
appearance with the candidate.
PLAIN
FOLKS: Here the
candidate or cause is identified with common people from everyday
walks of
life. The idea is to make the candidate/cause come off as grassroots and
all-American.
EXAMPLE:
After a morning speech to wealthy Democratic donors, Bill Clinton stops by
McDonald's
for a burger, fries, and photo-op.
TRANSFER: Transfer employs the use of symbols
to convey a message not necessarily
associated with them. In the use of transfer,
the attempt is to persuade us through the indirect
use of something we respect, such as a patriotic or religious image, to
promote his/her ideas.
Religious
and patriotic images may be the most commonly used in this propaganda technique.
.
FEAR:
The idea is to present a dreaded circumstance and usually follow it up
with the
kind of behavior needed to avoid that horrible event.
GLITTERING
GENERALITIES: This
approach is closely related to what is happening in
TRANSFER
(see above). Here, a generally accepted virtue is usually employed to stir up
favorable
emotions. The problem is that these words mean different things to different
people
and are
often manipulated for the propagandists' use. The important thing to remember
is
that in this
technique the propagandist uses these words in a positive sense. They often
include
words like: democracy, family values (when
used positively), rights, civilization, even the word
"American."
EXAMPLE: An ad
by a cigarette manufacturer proclaims to smokers: Don't let them take your
rights away!
("Rights" is a powerful word, something that stirs the emotions of
many, but few
on either
side would agree on exactly what the 'rights' of smokers are.)
NAME-CALLING:
Name-calling
ties a person or cause to a largely perceived negative image.
