Is Propaganda a Technique or a Phenomenon?

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Table of Contents

Introduction
The Principles of Propaganda
Analysis
Conclusion
Works Cited

Introduction

The question about the nature of propaganda is profound and multisided. However, first, it is necessary to properly understand the essence of this question to continue the discussion on that matter. Generally speaking, a phenomenon is a situation that occurred for no clear reason. Sometimes this term might refer to something that occurred naturally and spontaneously. On the other hand, a technique always involves certain preparation and systematization. The main goal of this paper is to analyze the nature of propaganda to answer the question of whether it is a phenomenon or a technique.

The Principles of Propaganda

To understand the term propaganda, it is crucial to review some of its principles. The first one is organization. Propaganda is a complicated system that requires much support. It also needs high investment to run a successful campaign. Although there is an opinion that an individual does propaganda, it is only partially true. People can try to convince a person, but that is not propaganda itself (Jowett and O’Donnell 6). It always requires the leader to control and guide the whole process. One of the most famous propagandists was Josef Goebbels, the minister of propaganda in Nazi Germany. His system was built on several principles, and one of them stated, “Propaganda must be planned and executed by only one authority” (Doob 423). This authority had clear functions. First, it had to give instructions to all propaganda organizations. The whole propaganda system was restructured several times. It was implemented through various directives that were sent by Goebbels. Second, the authority had to make instructions clear to high-rank officials and cultivate their moral beliefs. The enthusiasm of executives and their genuine will to develop the system were rewarded. Goebbels preferred personal contacts as they helped him manipulate people. Third, it had to supervise other organizations that could serve purposes of propaganda. The example of Goebbels’s propaganda machine clearly shows the totalitarian nature of propaganda and highlights the necessity of leadership to maintain such a system.

Another highly significant characteristic of propaganda is time. This aspect has two sides. Propaganda might be timely. It occurs immediately as a response to some event when actions have to be taken right away. Pisistratus, the ancient Greek politician, used a specific method to manipulate people (Marlin 36). That method is called victim hegemony. The main principle of this technique is to present a group as a victim of an unfair attitude in order to receive its support. Pisistratus injured himself and his livestock, blaming his enemies for that. He used the people of Athens to attack and occupy Acropolis. A similar technique was applied many times after it and showed ominously impressive results. The occupation of Poland during the Second World War was preceded by a conflict allegedly provoked by the Polish military. Germany’s invasion was presented as a response to the insidious assault.

Also, propaganda has to be timeless. It should correspond to the society’s traditions, history and mentality. The information given to the public should be well-known because the purpose of propaganda is to make people accept certain narratives. Hence, every message should be deeply rooted in the community’s past. Otherwise, it will not be effective. For example, the speech by Abraham Lincoln appealed to the nation’s integrity and highlighted the historical specialties of the American people. The ideas he presented were highly appreciated as they were already known and popular among the general public. To unite and galvanize individuals, it is important to present familiar for them themes.

Credibility is one of the prominent characteristics of propaganda. People that give life to propaganda trust what they hear or see. For example, Goebbels emphasized the importance of visual images as they “possessed greater credibility than spoken or written words” (Doob 427). The prestige of a propaganda leader ensures public confidence. The Nazi leader believed that truth is not too important for a propaganda campaign. However, he underlined the necessity to avoid providing fake news. Otherwise, his credibility might have been damaged. Lies were widely used in cases when it was less likely to prove the falseness of presented information. He was concerned about the credibility of certain sources. Goebbels issued special bulletins only for significant events and used ordinary channels to pass on routine information. Also, he was against censorship. Goebbels supposed that it might diminish credibility. However, he limited news that came to Germany, but he sent it abroad as his propaganda machine worked internationally. For example, the news about cannibalism in the Soviet Union was not spread in Germany (Doob 428). However, it was widely transferred to many foreign countries.

Another example is PR companies. They employ famous actors, sportsmen and scientists to endorse their products. These people are considered to be icons. Hence, the general public is convinced that celebrities express their sincere opinions. John D. Rockefeller Jr. invested $26 million in the church of Harry Fosdick because the preacher’s ideology served the interests of Rockefeller’s oil companies (Marlin 202). Therefore, the credibility of sources always played the most crucial role.

Analysis

Propaganda is a comprehensive system that involves a great deal of management, leadership and investment. It has a very complicated structure with strict rules due to the problem of over-population (Huxley 8). Therefore, it is not correct to call it a phenomenon. Generally, the term phenomenon implies something that happens unintentionally. However, the mentioned above examples demonstrate that propaganda is a highly organized and controlled structure. Hence, it is better to say that it refers more to the term technique rather than a phenomenon.

Conclusion

Propaganda has a long history that describes the different roles of the people involved in this process. In spite of the fact that it always requires guidance and supervision, the main job is done by the general public. People pass on ideas that give understandable explanations on really questionable subjects. It leads to simplification. Hence, certain issues remain unresolved as the main purpose of propaganda is to make people think less.

Works Cited

Doob, Leonard. “Goebbels’ Principles of Propaganda”, Public Opinion Quarterly, vol. 14, 1950, pp. 419-442.

Huxley, Aldous. Brave New World Revisited. Bantam Books, 1960.

Jowett, Garth S., and Victoria O’Donnell. Propaganda & Persuasion. Sage, 2014.

Marlin, Randal. Propaganda and the Ethics of Persuasion, 2nd ed., Broadview Press, 2013.

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Is Propaganda a Technique or a Phenomenon?

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