Propaganda Techniques: Twisting Facts

• Exception to the Rule. What is “News” is generally the extraordinary and not the commonplace events. The one labor strike will receive more coverage then the 99 peacefully negotiated contract settlements. The one indicted labor leader or the one disputed union election will receive front page coverage. In strike stories, the wages of the highest paid worker is often used, instead of the average, to give the impression of greed. Over time, the public begins to think the exception is what happens all the time—so unions are equated with strikes and labor leaders are corrupt.

• Selective Coverage. Selective coverage is covering one story to the exclusion of others or reporting one side of the story to the exclusion of others. Most stories on strikes focus on the disruption and inconvenience to consumers and little on the issues that give rise to the strike. There may be an illusion of giving both sides by interviewing the CEO and a worker on the picket line. There is an abundance of bad business climate stories on Hawaii, but few on how Hawaii is the most successful economy of any Pacific Island.

• Selective Omissions or Card Stacking. This is the process of choosing from a variety of facts only those which support the propagandist’s purpose. Facts are selected and presented which most effectively strengthen and authenticate the point of view of the propagandist. For example, a story on a “good” contract settlement emphasizes the gains made by the union and minimizes the takeaways.

There are two phases of “card stacking.” First, only favorable facts are presented in a manner as to obtain a desired reaction. Second, these facts are used as a basis for conclusions, leading the audience into accepting the conclusions by accepting the facts presented.

• Guilt by Association or Transfer. Guilt by association links a person, group, or idea to other persons, groups, or ideas repugnant to the target audience. The implication is that the connection is not accidental or superficial. Transfer is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, etc.) to another in order to make the second more acceptable or to discredit it. This technique is generally used to transfer blame from one member of a conflict to another.

Name Calling or Substitutions of Names or Moral Labels. This technique attempts to arouse prejudices in an audience by labeling the object of the propaganda campaign as something the target audience fears, hates, loathes, or finds undesirable.

• Pinpointing the Enemy. This is a form of simplification in which a complex situation is reduced to the point where the “enemy” is unequivocally identified. The enemy is often dehumanized and blamed for everything.

Propaganda Techniques: Twisting Logic

• False Dilemma - Two choices are given when in fact there are other options. “Either you’re with us, or you’re against us.” “Either cut government spending or lay off government workers.” Other choices are to raise taxes, increase productivity, or cut services.

• Complex Question - Two points that appear to be related are joined and treated as a single point. The reader is expected to accept or reject both, when in reality there may not be a direct relationship between the two points. Some examples are: If you vote the union in, the company will be forced to shut down; If you punish workers for workers compensation fraud, work comp prices will go down.

• False Analogy - Two objects, A & B are shown to be similar. It is argued that object A has property P so object B must also have property P. “Government is like business. Business must compete to be successful, so must government.” This is a false analogy as government is not like business in many important ways.

• More Fallacies - A fallacy is: A false notion; A statement or an argument based on a false or invalid inference; Incorrectness of reasoning or belief; Erroneousness; The quality of being deceptive. Following are logical fallacies often used in propaganda: Logical Distractions; Appeals to Emotions; Attacking the Person; Inductive Fallacies; Statistical Generalizations; Casual Fallacies; Missing the Point; Ambiguity; Category Errors; Invalid Arguments; Deductive Fallacies; Faulty Explanations; Faulty Definitions.

Propaganda Techniques: Twisting Identity

• Plain Folks or Common Man. The “plain folks” or “common man” approach attempts to convince the audience that the propagandist’s positions reflect the common sense of the people. It is designed to win the confidence of the audience by communicating in the common manner and style of the audience. Propagandists use ordinary language, mannerisms, and dress in attempting to identify their point of view with that of the average person.

Errors. Perfect pronunciation and polished 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.

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.

Humanizing leaders. This technique paints a more human portrait of 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.

• Testimonials. Testimonials are quotations, in or out of context, especially cited to support or reject a given policy, action, program, or personality. The reputation or the position of the individual giving the statement is exploited. The testimonial places the official sanction of a respected person or authority on a propaganda message. This is done in an effort to cause the target audience to identify itself with the authority or to accept the authority’s opinions and beliefs as its own.

• Bandwagon and Inevitable Victory. Bandwagon-and-inevitable-victory appeals attempt to persuade the target audience to take a course of action “everyone else is taking.” “Join the crowd.” This technique reinforces people’s natural desire to be on the winning side. This technique is used to convince the audience that a program is an expression of an irresistible mass movement and that it is in their interest to join.

“Inevitable victory” invites those not already on the bandwagon to join those already on the road to certain victory. Those already, or partially, on the bandwagon are reassured that staying aboard is the best course of action.

• Insinuation or Divide and Rule. Insinuation is used to create or stir up the suspicions of the target audience against ideas, groups, or individuals in order to divide and rule. The propagandist hints, suggests, and implies, allowing the audience to draw its own conclusions. Latent suspicions and cleavages within the opponent’s camp are exploited in an attempt to structure them into active expressions of disunity which weaken the opponent. Malicious rumors are a potentially effective form of insinuation. A photograph, picture, or cartoon can often insinuate a derogatory charge more effectively than words.