Appendix E: Propaganda techniques

Appendix E: Propaganda techniques

People are inherently social creatures, and which makes us suggestible. Being open to the influence of others lies at the very heart of what it is to be human. Even for those among us who identify as introverts and claim not to need people, it is still a question of degree as to how suggestible we are.

An essential skill of the ethical technologist, and indeed the self-aware citizen of the world, is to recognise when attempts are being made to manipulate us by playing on our emotions.

This appendix outlines the seven principal ways that you can recognise an attempt to manipulate or brainwash you. The advertising industry and politicians have been using them for a long time. If you know what they are, you can avoid being unduly influenced. Forewarned is forearmed. If you know what propaganda looks and sounds like and how to deal rationally with it, you can then make an informed decision about whether to go along with it.

The techniques outlined here were developed by the Institute of Propaganda Analysis (IPS), a U.S.-based organization set up in 1937 by Mather, Filene and Miller. These techniques are as true today as they were then and will still be true in the future. Why? Because they are rooted in human social psychology, and we do not evolve very quickly. We are innately susceptible to these techniques. It is not culturally defined.

The techniques include the following:

• Name Calling
• Glittering Generalities
• Transfer
• Testimonial
• Plain Folks
• Card Stacking
• Band Wagon

The techniques have one thing in common; they are designed to appeal to our emotions rather than to reason. Neuroscience tells us that our emotions are an aspect of our primitive brain, the part we have in common with animals. Reason is a function of our evolved brain, the part that developed in more recent times. A normally reasonable person becomes unreasonable when their emotions are inflamed.

The best defence against any of these techniques is to stay rational and gather enough information from independent sources to make an informed decision. The IPS suggests specific defences for each technique, as seen in italics below.

Name calling

Name calling is declaring something is bad without any real evidence. No further discussion or investigation is required. The matter is closed. The bad name is the conclusion that we should all accept and start repeating. It works to create fear and loathing towards the target, and it can be applied against individuals, groups, belief systems, religions, institutions and nations. Name calling is a substitute for a reasoned weighing up of the merits of something. It is characterised by a tone of scorn, sarcasm and ridicule.

The best way to deal with this technique is to calmly ask yourself what does the name really mean? Is there a real connection between the idea and the name being used? Does the idea have merit if the name is left out?

Glittering Generalities

Propagandists as well as charismatic leaders are adept at using catchphrases that connect with deeply held values and beliefs in the audience. Little or no supporting evidence is given. Glittering generalities appeal to abstract ideas like honour, glory, love of country, desire for peace, security, freedom and family values. The words used are vague enough to mean what people want them to mean, but the implication is always favourable. No-one can prove it wrong because it says very little in concrete terms.

The best defence is to calmly ask yourself what does the slogan or catch-phrase mean? Is there a real connection between the idea and the slogan being used? Does the idea have merit if the slogan is left out?

Transfer

The Transfer technique tries to extend the authority and approval of something or someone we respect to something the propagandist would have us believe. Symbols play an important role with this technique, for example flag waving or idealised images of womanhood or manhood, anything that can stir the emotions and win our approval.

The best defence is to calmly ask yourself what exactly is the speaker trying to pitch? What does it mean? Is there a legitimate connection between the suggestion and the person or product? Does the proposal have any merit by itself? Try to do this independently of the convictions you already have about other persons or ideas.

Testimonial

Testimonials are an implementation of the Transfer technique, but where the respected or authoritative person themselves seeks to make the transfer rather than a third person. The respected person gives something their stamp of approval, essentially making an ethical appeal based on their authority as an expert to encourage the audience to follow their example.

The best defence is to calmly ask yourself who exactly is this authority figure? Is there a good reason we should believe they are qualified to make this recommendation? Is there any merit to what is being proposed? The technique falls apart if you can see that the person is not actually an authority but somebody with a secret agenda, or show that other experts disagree with them.

Plain Folks

The Plain Folks technique presents a spokesperson from humble origins, a simple, decent, good-natured person who has our best interests at heart. The spokesperson uses common, everyday speech and mannerisms to get people to identify with them and so accept their point of view.

The best defence is to calmly ask yourself is this person believable and trustworthy when removed from the situation being discussed? Are they trying to cover up anything? What are the facts of the situation? Try to consider the ideas contained in the proposal separately from the personality of the presenter.

Bandwagon

The Bandwagon technique aims to get you to follow the crowd. It creates the impression that something has widespread support, and plays on the instinct to be on the winning side. It also plays on feelings of loneliness or social isolation if these are present. The message simultaneously encourages those not on the bandwagon to join, and for those already on the bandwagon to stay on board.

A variation is to say if you do not join now, you will be left behind, abandoned. Either way, a person is encouraged to get with the strength on-board the bandwagon.

The best defence is to calmly ask yourself what exactly is the propagandist’s program? What are the pro’s and con’s of the program? Others might be supporting it, but is there a good reason for me to do so?

Card Stacking

In the Card Stacking technique, the propagandist cherry-picks only those facts that strongly support their case, while presenting their opponent’s case in the worst possible light. It is dishonest because we are being urged to accept a carefully selected sub-set of the truth as the whole truth.

The technique is difficult to detect because it does not present all the information necessary to make an informed decision, while implying that this is the whole truth.

The best defence is to calmly ask yourself are the facts being distorted, or are they missing altogether? Does anyone else independently support this point of view?

The ethical technologist

Propaganda techniques like these have been successfully used in organisations to shape culture and instil values. Most of the time, there is nothing unethical about this. Sometimes though, the corporate culture is about profit above scruples. If you find yourself in such an environment, at the very least you should be aware of what kind of people you are associating with and becoming like. You would be well-advised to leave gracefully and as soon as possible.