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PROPAGANDA TECHNIQUES

"Propaganda Techniques" is based upon "Appendix I: PSYOP Techniques" from "Psychological Operations Field Manual No.33-1" published by Headquarters; Department of the Army, in Washington DC, on 31 August 1979
(from http://www.zoehouse.com/is/sco/proptech.html)

SELF-EVIDENT TECHNIQUE

• Types of name calling:

-Direct name calling is used when the audience is sympathetic or neutral. It is a simple, straightforward attack on an opponent or opposing idea.
-Indirect name calling is used when direct name calling would antagonize the audience. It is a label for the degree of attack between direct name calling and insinuation. Sarcasm and ridicule are employed with this technique.
-Cartoons, illustrations, and photographs are used in name calling, often with deadly effect.
• Dangers inherent in name calling: In its extreme form, name calling may indicate that the propagandist has lost his sense of proportion or is unable to conduct a positive campaign. Before using this technique, the propagandist must weigh the benefits against the possible harmful results. It is best to avoid use of this device. The obstacles are formidable, based primarily on the human tendency to close ranks against a stranger. For example, a group may despise, dislike, or even hate one of its leaders, even openly criticize him, but may (and probably will) resent any non group member who criticizes and makes disparaging remarks against that leader.

• Presenting soldiers as plain folks. The propagandist wants to make the enemy feel he is fighting against soldiers who are "decent, everyday folks" much like himself; this helps to counter themes that paint the opponent as a "bloodthirsty" killer.


• Presenting civilians as plain folks. The "plain folks" or "common man" device also can help to convince the enemy that the opposing nation is not composed of arrogant, immoral, deceitful, aggressive, warmongering people, but of people like himself, wishing to live at peace.


• Humanizing leaders. This technique paints a more human portrait of US and friendly military and civilian leaders. It humanizes them so that the audience looks upon them as similar human beings or, preferably, as kind, wise, fatherly figures.


Categories of Plain Folk Devices:


• Vernacular. This is the contemporary language of a specific region or people as it is commonly spoken or written and includes songs, idioms, and jokes. The current vernacular of the specific target audience must be used.


• Dialect. Dialect is a variation in pronunciation, grammar, and vocabulary from the norm of a region or nation. When used by the propagandist, perfection is required. This technique is best left to those to whom the dialect is native, because native level speakers are generally the best users of dialects in propaganda appeals.


• Errors. Scholastic pronunciation, enunciation, and delivery give the impression of being artificial. To give the impression of spontaneity, deliberately hesitate between phrases, stammer, or mispronounce words. When not overdone, the effect is one of deep sincerity. Errors in written material may be made only when they are commonly made by members of the reading audience. Generally, errors should be restricted to colloquialisms.


• Homey words. Homey words are forms of "virtue words" used in the everyday life of the average man. These words are familiar ones, such as "home," "family," "children," "farm," "neighbors," or cultural equivalents. They evoke a favorable emotional response and help transfer the sympathies of the audience to the propagandist. Homey words are widely used to evoke nostalgia. Care must be taken to assure that homey messages addressed to enemy troops do not also have the same effect on US/friendly forces.

• Accomplishment. People have confidence in an authority who has demonstrated outstanding ability and proficiency in his field. This accomplishment should be related to the subject of the testimonial.


• Identification with the target. People have greater confidence in an authority with whom they have a common bond. For example, the soldier more readily trusts an officer with whom he has undergone similar arduous experiences than a civilian authority on military subjects.


• Position of authority. The official position of authority may instill confidence in the testimony; i.e., head of state, division commander, etc.


• Inanimate objects. Inanimate objects may be used in the testimonial device. In such cases, the propagandist seeks to transfer physical attributes of an inanimate object to the message. The Rock of Gibraltar, for example, is a type of inanimate object associated with steadfast strength.

• Enemy leaders. The enemy target audience will generally place great value on its high level military leaders as a source of information.


• Fellow soldiers. Because of their common experiences, soldiers form a bond of comradeship. As a result, those in the armed forces are inclined to pay close attention to what other soldiers have to say.


• Opposing leaders. Testimonials of leaders of the opposing nation are of particular value in messages that outline war aims and objectives for administering the enemy nation after it capitulates.


• Famous scholars, writers, and other personalities. Frequently, statements of civilians known to the target as authoritative or famous scholars, writers, scientists, commentators, etc., can be effectively used in propaganda messages.

• Plausibility. The testimonial must be plausible to the target audience. The esteem in which an authority is held by the target audience will not always transfer an implausible testimonial into effective propaganda.


• False testimonials. Never use false testimonials. Highly selective testimonials? Yes. Lies (fabrications)? Never. Fabricated (false) testimonials are extremely vulnerable because their lack of authenticity makes them easy to challenge and discredit.

• When the psychological operator is certain that a vitally important event will take place.
• A catastrophic event, or one of significant tactical or strategic importance, unfavorable to the enemy has occurred and the news has been hidden from the enemy public or troops.
• The enemy government has denied or glossed over an event detrimental to its cause.

• Exploitable vulnerabilities. Potential cleavages which may be exploited include the following:


- Political differences between the enemy nation and its allies or satellites.

- Ethnic and regional differences.

- Religious, political, economic, or social differences.

- History of civilian animosity or unfair treatment toward enemy soldiers.

- Comforts available to rear area soldiers and not available to combat soldiers.

- People versus the bureaucracy or hierarchy.

- Political differences between the ruling elite, between coalitions members, or between rulers and those out of power.

- Differences showing a few benefiting at the expense of the general populace.

- Unequal or inequitable tax burdens, or the high level of taxes. The audience should be informed of hidden taxes.

- The scarcity of consumer goods for the general public and their availability to the various elites and the dishonest.

- Costs of present government policies in terms of lost opportunities to accomplish constructive socially desirable goals.

- The powerlessness of the individual. (This may be used to split the audience from the policies of its government by disassociating its members from those policies.) This technique could be used in preparing a campaign to gain opposition to those government policies.

• Insinuation devices. A number of devices are available to exploit these and similar vulnerabilities:


- Leading questions: The propagandist may ask questions which suggest only one possible answer. Thus, the question, "What is there to do now that your unit is surrounded and you are completely cut off?" insinuates that surrender or desertion is the only reasonable alternative to annihilation.

- Humor: Humor can be an effective form of insinuation. Jokes and cartoons about the enemy find a ready audience among those persons in the target country or military camp who normally reject straightforward accusations or assertions. Jokes about totalitarian leaders and their subordinates often spread with ease and rapidity. However, the psychological operator must realize that appreciation of humor differs among target groups and so keep humor within the appropriate cultural context.

- Pure motives. This technique makes it clear that the side represented by the propagandist is acting in the best interests of the target audience, insinuating that the enemy is acting to the contrary. For example, the propagandist can use the theme that a satellite force fighting on the side of the enemy is insuring the continued subjugation of its country by helping the common enemy.

- Guilt by association: Guilt by association links a person, group, or idea to other persons, groups, or ideas repugnant to the target audience. The insinuation is that the connection is not mutual, accidental, or superficial.

- Rumor: Malicious rumors are also a potentially effective form of insinuation.

- Pictorial and photographic propaganda: A photograph, picture, or cartoon can often insinuate a derogatory charge more effectively than words. The combination of words and photograph, picture, or cartoon can be far more effective. In this content, selected and composite photographs can be extremely effective.

- Vocal: Radio propagandists can artfully suggest a derogatory notion, not only with the words they use, but also by the way in which they deliver them. Significant pauses, tonal inflections, sarcastic pronunciation, ridiculing enunciation, can be more subtle than written insinuation.

• Increase prestige. In time of armed conflict, leading personalities, economic and social systems, and other institutions making up a nation are constantly subjected to propaganda attacks. Card stacking is used to counter these attacks by publicizing and reiterating the best qualities of the institutions, concepts, or persons being attacked. Like most propaganda techniques, card stacking is used to supplement other methods.


• The technique may also be used to describe a subject as virtuous or evil and to give simple answers to a complicated subject.


• An intelligent propagandist makes his case by imaginative selection of facts. The work of the card stacker in using selected facts is divided into two main phases:

- First, the propagandist selects only favorable facts and presents them to the target in such a manner as to obtain a desired reaction.
- Second, the propagandist uses these facts as a basis for conclusions, trying to lead the audience into accepting the conclusions by accepting the facts presented.

• It thinks for others: Some people accept information which they cannot verify personally as long as the source is acceptable to them or the authority is considered expert. Others absorb whatever they read, see, or hear with little or no discrimination. Some people are too lazy or unconcerned to think problems through. Others are uneducated and willingly accept convenient simplifications.


• It is concise: Simplification gives the impression of going to the heart of the matter in a few words. The average member of the target audience will not even consider that there may be another answer to the problem.


• It builds ego: Some people are reluctant to believe that any field of endeavor, except their own, is difficult to understand. For example, a layman is pleased to hear that '"law is just common sense dressed up in fancy language," or "modern art is really a hodgepodge of aimless experiment or nonsense." Such statements reinforce the ego of the lay audience. It is what they would like to believe, because they are afraid that law and modern art may actually be beyond their understanding. Simple explanations are given for complex subjects and problems.

CHARACTERISTICS OF CONTENT WHICH MAY BECOME EVIDENT WHEN NUMEROUS PIECES OF OUTPUT ARE EXAMINED

REPETITION

• The audience is not familiar with the details of the threat posed. Ignorance of the details can be used to pose a threat and build fear.


• Members of the audience are self-centered.


• The target can take immediate action to execute simple, specific instructions.

Section Index

accomplishment_technique additional_info_needed animosity_technique appeal_to_authority assertion authority_technique bandwagon card_stacking_techniques card_stacking_to_increase_prestige celebrity_testimonial change_of_pace_technique characteristics_of_simplification civilians_as_plain_folks common_bond_technique concise_technique conclusion_based_on_favorable_facts_technique dangers_of_name_calling demonization_technique direct_name_calling disapproval_technique ego_technique enemy_leader_testimonal ethnic_difference_technique evident_over_time exploitable_vulnerabilities false_testimonial fear_of_change_technique fellow_warrior_testimonial few_gain_many_suffer_technique glittering_generalities guilt_by_association_technique hide_info_technique homey_words humanizing_leaders_technique ignorance_of_threat_technique illustration_technique inanimate_object_technique incredible_truth_technique indirect_name_calling individual_powerlessness_technique insinuation_devices insinuation_technique lacks_naturalness leading_question_technique least_of_evils_technique lost_opportunity_technique lying

malicious_rumor_technique name_calling_technique native_dialect_technique nonpersonal_testimonial official_sanction_technique only_favorable_facts_technique opposing_leader_testimonial other_side_technique oversimplification_technique people_vs_bureaucracy_technique photo_technique pinpointing_enemy_technique plain_folks planned_spontaneous_error_technique plausible_testimonial political_difference_technique pure_motives_technique rationalization_technique repetition_technique ridicule_technique ruling_elite_difference_technique scarcity_technique selective_omission_technique self-centered self_evident_technique shift_of_scene_technique simplification_technique slogan_technique social_difference_technique social_disproval_technique sources_of_testimonials special_favor_technique stalling_technique stereotyping_technique take_action terror_photo_technique terror_technique testimonal_technique think_for_others_technique transfer_technique types_of_name_calling types_of_plain_folk_techniques unequal_taxes_technique vagueness_technique vernacular_technique virtue_words vocal_technique warriors_as_plain_folks