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“The School of the Future”
Propaganda Devices
A number of propaganda techniques based on social psychological research are used to generate propaganda.
Many of these same techniques can be classified as logical fallacies, since propagandists use arguments that,
while sometimes convincing, are not necessarily valid. Propaganda techniques emerge from abusive power and
control tactics.
General Character Definition
In their book Propaganda and Persuasion, authors Garth S. Jowett and Victoria O'Donnell define Propaganda as
the "deliberate, systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a
response that furthers the desired intent of the propagandist". Harold D. Laswell's definition targets even more
precisely the technical aspect:
"Propaganda in the broadest sense is the technique of influencing human action by the manipulation of
representations. These representations may take spoken, written, pictorial or musical form.”
Manipulation can be organized or unorganized, conscious or unconscious, and politically or socially motivated.
The concept reaches from systematic state propaganda to manipulate public opinion (Edward Bernays) to
"sociological propaganda" (propaganda of integration), where the unconscious desire to be manipulated and
self-manipulation leads the individual to adapt to the socially expected thoughts and behaviors (Jacques
The transition from non-propaganda to propaganda is fluid. Effective manipulation presupposes non-
manipulative embedding in order to unfold its effect, which is why the reference to these contexts is not yet a
refutation of the manipulative character of an act of communication.
Classification
Propaganda is understood as a form of manipulation of public opinion. The semiotic manipulation of signs is
the essential characteristic ("Propaganda is a major form of manipulation by symbols" ).
Thus, propaganda is a special form of communication, which is studied in communication research, and
especially in media impact research, focusing on media manipulation. Propaganda is a particular type of
communication characterized by distorting the representation of reality.
Manipulation and media
Common media for transmitting propaganda messages include news reports, government reports, historical
revision, junk science, books, leaflets, movies, social media, radio, television, and posters. Less common
nowadays are the cow post envelopes, examples of which have survived from the time of the American Civil
War. (Connecticut Historical Society; Civil War Collections; Covers.) In the case of radio and television,
propaganda can exist on news, current affairs or talk-show segments, as advertising or public-service
announcement "spots" or as long-running advertorials. Propaganda campaigns often follow a strategic
transmission pattern to indoctrinate the target group. This may begin with a simple transmission such as a leaflet
dropped from a plane or an advertisement. Generally, these messages will contain directions on how to obtain
more information, via a website, hotline, radio program, etc. The strategy intends to initiate the individual from
information recipient to information seeker through reinforcement, and then from information seeker to opinion
leader through indoctrination.

Information dissemination strategies only become propaganda strategies when coupled with propagandistic
messages. Identifying these messages is a necessary prerequisite to studying the methods by which those
messages are spread.
 TECHNIQUES OF PROPAGANDA
1. Transfer
The act of relating something or someone we like or respect with a product. Symbols are constantly used in this
form.
2. Testimonial
The use of well-known, respected people to endorse a product or service.
3. Glittering Generalities
The act of referring to words or ideas that evoke a positive emotional response from an audience. Virtue words
are often used.
4. Plain Folks
The use of everyday people to sell a product or service. Speakers in ads appear to make the person to be one of
the people.
5. Bandwagon
Attempts 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.
6. Name Calling
The use of names evokes fear or hatred in the viewer. This technique links a person or idea to a negative
symbol.
7. Card Stacking
The strategy of showing the product's best features. Telling half-truths and omitting or lying about its potential
problems.
8. Plain folks
it is a form of propaganda and a logical fallacy. A plain folks argument is one in which the speaker presents
themselves as an average Joe — a common person who can understand and empathize with a listener's
concerns.
The most important part of this appeal is the speaker's portrayal of themselves as someone who has had a
similar experience to the listener and knows why they may be skeptical or cautious about accepting the
speaker's point of view. In this way, the speaker gives the audience a sense of trust and comfort, believing that
the speaker and the audience share common goals and that they thus should agree with the speaker. Also using
an "ordinary background," such as a park or a building, depending on the item you are advertising, will usually
give it a higher possibility of more customers.