Propaganda - Institute for Propaganda Analysis

The Institute for Propaganda Analysis

The Institute for Propaganda Analysis existed from 1937 to 1941; it closed down because, with war approaching, they couldn't maintain a dispassionate analysis of all propaganda. Their premise was a concern about increasing amounts of propaganda being used on the public. Their goal was to educate the public about propaganda and help them recognize and deal with it. Their concern was that increasing amounts of propaganda would weaken the peoples' ability to analyze and think rationally about issues. Their propaganda devices, listed below, were useful in 1939 but would be considered simplistic now.

One of their efforts involved identifying "seven common propaganda devices" that were commonly used in propaganda materials. These devices appear to be well known even now; they appear in an exhibit at the National Museum of Nuclear Science and Technology in Albuquergue, NM. We'll present them as the IPA did, then expand a bit.

The Seven Devices

• Bandwagon: "Has as its theme 'everybody - at least all of us - is doing it!' and thereby tries to convince the members of a group that their peers are accepting the program and that we should all jump on the bandwagon rather than be left out." "Everybody is doing this." You've heard that before. The idea here is to convey the notion that if you don't get aboard you will be left out. This can also appear as news organizations jump on a "story" so as not to be left out.
• Card Stacking: "Involves the selection and use of facts or falsehoods, illustrations or distractions, and logical or illogical statements to give the best or the worst possible case for an idea, program, person, or product."
  • Facts or falsehoods: In propaganda, the use of truth or lie is governed only by its credibility. If you are not familiar with the subject, you might not be able to detect a lie.
  • Illustrations or distractions:
  • Logical or illogical statements: The various reasoning fallacies fall in here.
  You might also include Cherry-Picking. The propagandist uses only those facts and details that support their argument. The selected reasons are used to support the conclusion. You will get misled if you do not notice that important details are missing. The worst part of card-stacking is that it can be very difficult to detect if you are not really knowledgable about the subject.
• Glittering Generalities: "Associating something with a "virtue word" and creating acceptance and approval without examination of the evidence." These are vague, broad statements that will connect with the audience's beliefs and values. They really don't say anything substantive. Slogans make great examples. The vagueness means that the implications, though varying for different people, are always favorable. Think of peace, freedom, justice, family values, etc.
• Name-Calling: "Giving an idea a bad label and therefore rejecting and condemning it without examining the evidence." This is the use of negative words or labels to create prejudice against some person, group or idea. If you fall for this you have been driven to reach a conclusion without examining the evidence.
• Plain Folks: "The method by which a speaker attempts to convince the audience that he or she and his or her ideas are good because they are 'of the people,' the 'plain folks.'" The person speaking will adopt a demeanor that makes them look like "everyman." They will appear to connect with the audience and their point of view. Careful choice of clothing, vocabulary, and mannerisms is necessary to make the identity connection. Hitler was quite good at this.
• Testimonial: "Consists in having some respected or hated person say that a given idea or program or product is good or bad." This technique has a well-known someone endorse, recommend or approve of a product, cause or program. Pop celebrities can work well here. Remember that testimonials aren't worth much, particularly if the endorser is not an authority in the field.
• Transfer: "Carries the respect and authority of something respected to something else to make the latter accepted. Also works with something that is disrespected to make the latter rejected." This is an effort to transfer your approval of something you respect and approve of to another something that the propagandist wants you to approve of. Using a flag as a background for photographs helps.

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