(extracts from the book 'Decoding Communication' by N. Chandramouli)
When some political parties try to project the message 'What is the alternative choice?', they are subtly using this propaganda technique to negate the existence of any opposition.
Nature
of Propaganda
Propaganda can be defined as 'a debased system of
persuasion which boasts neither impartiality nor accuracy, substitutes
emotional catch-phrases for reasons, puts results before principles, and
success before truth'. Since the political rhetoric in India is rife with blatant use of negative propaganda, it will be relevant to understand these techniques to protect oneself from becoming a victim.
The use of propaganda in conflict and war has always been prominent, when
outcomes could mean a significant gain or loss of power, status, wealth and
life. Many nations, cultures and political parties have used propaganda to exercise a intense measure of influence over people. This blog becomes more relevant because of the government's reaction to the current Punjab farmer protests, and earlier CAA-NRC, and there has been an unprecedented use of propaganda in both cases to exercise a similar dominance public opinion.
Propaganda
achieves its result by altering the message content, context and association. Though
it is not intrinsically wrong or right, if it is used with wrong
intent, it can cause enormous harm. Knowing how to decipher propaganda is crucial to our understanding of the political bombast being used today, as it makes its way into the mainstream.
Propaganda techniques used in politics
Name Calling
Name Calling is more than just a form of expressing anger or dissent and is way of creating cognitive bias within a social environment. When derisive labels are used by political groups, it may be overtly stated as being done to preserve the ‘values’ or 'culture' of society, by expecting to ostracize the non-conformists.
Name Calling, however, is a two-edged sword in politics since society treats the use of derogatory language for any adversary with disdain. It may stain the object of Name Calling, but the subject also gets a highly negative shade. If a large number of the polity opposes the Name Calling , the negative colour of the those using this technique gets exposed and fully visible.
Pinpointing the Enemy
The foremost of learned behaviors is one which relates to enemies is that of community preservation - action against a 'common' enemy placed as the common responsibility of all the individuals in the community. Political propaganda users divide the sides into an enemy-friend situation and usually an 'invisible' enemy is presented.
Pinpointing the Enemy in politics can be seen when action is taken against a supposedly 'hostile' nation making citizens believe it is justified to vote to secure common interests like protecting one's country.
Pinpointing the Enemy in politics can be seen when action is taken against a supposedly 'hostile' nation making citizens believe it is justified to vote to secure common interests like protecting one's country.
Assertion
Assertion
is a simple propaganda technique when an enthusiastic or energetic statement is presented as a
fact, though it may not necessarily be true. It almost implies that the
statement requires no support and should be accepted without question. When it comes from authorities of power or stature, it gets believed and accepted by more readily. It goes with the assumption that if someone in power says something, then it should be believed.
In politics, though Assertion works to its end in some cases,
it also leaves the source more vulnerable, leaving them open to stringent scrutiny. The politician can often be a victim of his own Assertion as can be seen in the current election situation, when many a political personality who were accustomed to using Assertion with impunity, are now getting subject to inspection, checks and scrutiny.
Bandwagon
Humans tend to conform to the normative
group behavior. In Propaganda, this is used in a technique called Bandwagon, and subtly
appeals to the herd-survival instinct using the ‘or you’ll be left out’
argument. The closer the social group is to the person’s externally expressed views, the more effect the Bandwagon technique has.
Sometimes, selective deterrents
are used for non-conformist behavior to further strengthen the Bandwagon effect. When politicians ask citizens are asked to give up individual rights or benefits by showing a larger,
social betterment, Bandwagon effect can be seen in action. Even socially and morally unjust laws and statutes try to sell this idea for greater consensus using this argument.
Cardstacking
Cardstacking,
or selective omission, involves presenting information that is positive to an
idea and omitting information contrary, but critical to it. This technique is used in all
forms of political communication and when presented by a highly placed source, seems more believable.
The
most effective of political outcomes of Cardstacking are when a part of the information presented is
completely true and of unquestionable veracity. In such cases using political Cardstacking omits just a little something pertinent, the
disclosing of which may change the interpretation of the ‘facts’ presented. The partial truths regularly seen in election rhetoric, is an attempt at this omission by choice, which can make a voter take a wrong decision due to partial 'facts' absorbed.
Glittering
Generalities
In politics, Glittering Generalities technique uses words that appeal to highly valued social
concepts like security, collective pride, country, freedom, honor, glory, among others. Such words demand the citizen's approval
without thinking, simply because a meaningful and unquestionable social concept is involved.
Glittering
Generalities tries to build on concepts of self-sacrifice, loyalty, resolute faith to show
allegiance to the 'larger good' and are therefore get considered
worthy by unsuspecting voters. When some political parties of the day use nationalistic issues like 'saving the country from division' are attempting this propaganda technique on voters.
Lesser
of Two Evils
Research
on human choices shows that a smaller consideration set allows easier
understanding and simpler processing. The "lesser of the two evils"
technique uses ease of comparison as its base, and tries to convince the
voters of an idea by presenting it as the least offensive option. Also called
false-dilemma, this method presents only two either-or options, when in
truth there are several other options available.
When some political parties try to project the message 'What is the alternative choice?', they are subtly using this propaganda technique to negate the existence of any opposition.
Plain
Folks
The
Plain Folks technique is an attempt by the political propagandist to convince the public
that their life is similar to that of the common people and thus attempts to seeks their empathy. This sense of 'common man' approach of the politician is often used to hoodwink voters to seek their support.
Simplification
This technique is one of
stereotyping of a culture, gender, race, country, religious group, among others. The
propaganda technique of Simplification reduces a situation to
a choice on the basis of stereotypes. If you were asked to fill-in-the-blanks, you can see how stereotypes work and perhaps see what the debased persuasion technique of Simplification is capable of. Russians
are___________, Indians are___________, Jews are ___________, Hindus are ________, Muslims are __________.
Used most often in current political circles, this propaganda technique is also among the most dangerous and divisive.
Used most often in current political circles, this propaganda technique is also among the most dangerous and divisive.
Testimonials
We
always look to learn from those who inspire us. Society leaders,
achievers, actors; all those who inspire us, we also seek to endorse.
In politics, Testimonials
are endorsements which attempt to connect a 'inspiring' person with a political ideology, person or party. It is a process that leverages endorsers using their credibility to persuade voters towards a particular point-of-view. Considering the endorsers inspirational in one area of work, voters could sway towards their political alignment as well.
Transfer
Transfer is the technique of being seen in the the appropriate context, to give positive or negative attributes to the subject. A political personality using the technique of Transfer to project himself as technologically savvy may often be seen in the presence of scientists, or to transfer a negative connotation to the opposition may show morphed pictures of political opponents to spread falsehood and hate in an attempt to create doubt in the voter's mind.
This is not the first time, nor the last that propaganda will be used by the politician. More than ever, it is up to the citizen to not get swayed by their propaganda machinations, but instead to rely on their own true understanding of situations by delving deeper and knowing more rather than reacting first.
