http://home.att.net/~bob.wallace/how...andaworks.html


It's not hard to understand how propaganda works. You don't need a college degree, or to read any of those thick textbooks everyone hates. Everything relevant can be explained in one not-particularly-long article. And, I guarantee you, you must understand how propaganda targets you, to immunize yourself against the attempts.

Propaganda works by appealing to our most base, animalistic instincts. It does not appeal to our better nature, although one of the purposes of it is to convince us it does. It pretends to appeal to our reason, when in fact it appeals to our most primitive emotions. There is good reason for this: perception travels through the emotional brain first, to the rational brain last.

Specifically, propaganda works by appealing to three things: emotionalism, tribalism and narcissism.

I just mentioned perception travels first to the emotional brain, then the rational brain. This happens to everyone, including people who con themselves they are the most rational and intelligent of intellectuals.

As for tribes, we share with every nearly every animal in the world the instinct to form tribes, arranged in a hierachy, with a leader. We are group animals. The fact we look to a leader to take care of us is one of the most firmly established principles in psychology (if you don't remember anything else, remember that).

When anyone transgresses the taboos of a tribe, they can, and often are, ostracised or even expelled. An example? Say some people oppose a war. What happens? They are often called cowards and told to leave the country. Who hasn't heard the insult, "You're a coward! If you don't like it here, get out!" People who say such things think they're being patriotic; in reality they're acting like animals. Emotional, irrational, herd animals, prone to the fear and flight activated by propaganda. Individuals think; groups do not, and cannot.

Narcissism is our inborn tendency to see everything as grandiose or devalued, good or bad, with nothing in-between. It's why nearly every tribe in the world -- and nations are just tribes writ large -- called itself "the People," "the Humans," "the Chosen," "the Motherland," "the Fatherland," or "the greatest nation on earth," relegating everyone outside the tribe to a devalued non-people, non-human status (aka "collaterial damage"). No wonder it's so easy to kill the outsiders -- they're just not quite human.

When you combine those three concepts, you have the basis for all propaganda. If a leader of a tribe tells the people their goodness is under attack by insane, evil people who want to destroy them, they will react just like animals and attack. The Nazi propagandist Joseph Goebbels noticed all you had to do to get people to march off to war is for the leaders to tell them they were under attack, denounce protestors as traitors exposing the tribe to danger, and the people would slander, ostracize and expell the protestors, and then tramp straight off to be slaughtered. He said this technique worked in every country of the world.

The Bush administration used exactly this technique to start two wars. Essentially they told the public that our goodness was under attack by insane and evil people who wanted to destroy us. See how it works? Tribalism, emotionalism, and narcissism.

Supporter of the war responded by attacking protestors as traitors -- trying to expell them from the tribe -- and marching off to war. It's altogether too simple, and too easy.

One man everyone should know is Edward L. Bernays, the American disciple and nephew of Sigmund Freud. He was for all practical purposes the founder of modern propaganda techniques.

Bernays despised most people and regarded them as his inferiors, especially because of intellectual or social claims. (See how it works? I just appealed to your emotions, and convinced you Bernays was attacking you. You fell for it, right?)

Bernays not only pretty much founded modern propaganda techniques, but was also the father of modern PR. Although, you could say they are same thing, and that there's really no difference between them.