Other TechniquesModern communication constantly assails us with thirty to sixty second messages and images designed to catch our attention and influence us. Catchy slogans and phrases are substituted for well-reasoned arguments. Audiences become so overwhelmed with these messages that they begin to automatically accept the explanation offered without taking the time or good judgment to notice what is being directed towards them or how it might be influencing them. Propagandists employ these other techniques, including them logical fallacies, to influence our opinion and behavior (Hacker 44).Fear: Propagandists play on an audience's fear that something bad will happen to them unless they do what has been suggested to them. Humor: Humor is another powerful tool of persuasion. If you can make people laugh you can persuade them. Repetition: Propagandists use this technique to drum the message into the target audience's subconscious by repeating keywords or phrases over and over until resistance to the message weakens. The target audience eventually accepts the message often without even realizing it. Adolph Hitler emphasized the need for repetition in propaganda. "Now the purpose of propaganda is not continually to produce interesting changes for the few blasé little masters, but to convince; that is, to convince the masses. The masses, however, with their inertia, always need a certain time before they are ready even to notice a thing, and they will lend their memories only to the thousand fold repetition of the most simple ideas" (qtd. in Rhodes 139). Return to Top Red Herring: Propagandists use this diversionary tactic to draw one's attention away from the real subject. Guard against this technique by showing how the argument has gotten off track and bring it back to the issue at hand. Symbols: Propagandists use words, designs, place, ideas and music to symbolize ideas and concepts with emotional content. Faulty Cause and Effect: Propagandists claim that the use of a product creates a positive result without providing any supporting evidence. Compare and Contrast: Propagandists lead the audience to believe that one product is better than another without offering real proof. This technique is similar to Faulty Cause and Effect. Return to Top Loaded Words: Propagandists use powerful words like peace and patriotism because they arouse a strong emotional response. Hyperbole: Propagandists use exaggeration or "hype" to create impressive sounding words that are nonetheless meaningless and vague. Slogans: Propagandists use catchy slogans or phrases that are easily remembered in place of a complicated and perhaps more accurate explanation. Simple Solution: Propagandists use this technique to provide simple solutions for complex answers. Facts are reduced to right and wrong, good or evil. Propagandists attempt to get people to accept information because it appears to be concise and goes straight to the heart of the matter. This makes it easy for people to make a decision without having to have to think about important issues or verify the facts. In both techniques pages, we have outlined the most common methods used by propagandists to influence their audience. We believe that the best way to guard against persuasive techniques is to be aware of these methods and how they work. In other words, information is the best defense. The more we know about propaganda techniques and how they work the better we can resist its influence. To paraphrase, if it sounds too simplistic, too one-sided, or too slanted to be true, it probably is. Return to Top |