Propaganda and It's Implications

The understanding and definition of “propaganda” has been transformed and manipulated since it was first created and explored in 1622. Not only has the meaning itself been transformed, but it has changed the way in which it influences mass communication. Most recently, propaganda can be explained as, “a form of persuasion distinguished by a mass persuasion campaign, often one-sided and fear-based, that distorts or attempts to hide or discredit relevant evidence, disguise sources, and discourage rational thought”. When thinking about propaganda, we tend to associate it with its usage in World War I and II, advertising, religion, or education.

Although propaganda has been previously tied to negative connotations, in the world of communications, it actually can be explained and used in beneficial ways. Some forms of propaganda involve the use of fear and deception, but mostly all forms of propaganda include the use of factual information to achieve the end result of influencing others. When understanding the impact that propaganda has, it is important to keep in mind how the audience will interpret the message, how most effectively we can get the message to reach them, and what platforms or outlets people can find the message.

Propaganda is used in everyday life whether it is obvious to the human eye or not. An example of propaganda is advertising. One strategy that a company may use to advertise their product is by portraying how their product/brand is better than a specific competitor’s. Verizon has launched multiple commercial advertisements on why people should switch to them and stray away from AT&T. One of their claims was how Verizon has 5 times more 3G coverage than AT&T and this was presented to consumers by showing a side by side map of the United States comparing both companies' 3G coverage. This is an example of propaganda because Verizon is presenting information, in a biased manner, to promote their service and draw business away from their leading competitor.

Another real-life example of propaganda is through political signs, commercials, and campaigns. Candidates running for a political position will come out with statements on why they are the more qualified choice for the job than their competitors. In the most recent presidential campaign leading up to the 2020 election, Mike Bloomberg has come out with multiple 30-second commercials explaining why he would be a better president than Donald Trump. In addition, at the end of the commercials, he makes a claim that Trump is scared of Mike because Mike can “get it done”. This is a form of propaganda because Mike Bloomberg is putting out these commercials as a political strategy to sway the voter’s political point of view.

Propaganda is a powerful tool that can persuade or change people's minds. In the wrong hands, it can have a negative outcome. However, as a student studying strategic communications, it can prove to be quite useful in advancing knowledge on how to persuade and communicate to the masses.

Sources:

http://historymatters.gmu.edu/d/4970/
https://www.historians.org/about-aha-and-membership/aha-history-and-archives/gi-roundt

Cultural Apparatus: Lasswell & Lippmann on Propaganda. (n.d.). Retrieved from culturalapparatus.wordpress.com/walter-lippmann/propaganda/.