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Propaganda techniques

Bandwagon: Pump up the value of 'joining the party'. The Big Lie: So large it must be true. Card-stacking: Build a highly-biased case for your position. Character Assassination: Destroy the person. Glittering Generalities: Use power words to evoke emotions. Information Management: Knowledge is power. Name-calling: Denigrating opponents. Plain Folks: Making the leader seem ordinary increases trust and credibility. Slogans: impactful catchphrases. Stereotyping: Classify the other side negatively. Testimonial: The testimony of an independent person is seen as more trustworthy. Transfer: Associate the leader with trusted others. Six Tools for Managing Perception: Toffler's methods.

What is Propaganda?
Propaganda is an evocative word that brings to mind images of dictatorships and wartime misinformation. Although not as widespread as conspiracy theorists might have us believe, it is still in use daily in virtually every country.

The ideological goal

The basic defining goal of propaganda is that it seeks to control what people believe - that is, the ideas they consider to be unquestionably true. Hence propaganda is about ideology, which may be political, religious, philosophical. In some senses, all ideologies use propaganda when they promote their ideas as being the only real truth and denigrate other belief systems as bad, evil or just plain wrong.

The hidden quality

Another defining quality of perfect propaganda is that it is hidden, such that the recipients perceive it and communications about it as a simple truth. The subject matter just becomes what

is normal and the communicator of the message is not perceived as trying to persuade or manipulate. In brief, then, propaganda is covert persuasion of large groups of people. At the other end of the realization scale, if people perceive themselves as victims of manipulative machinations, then they will feel betrayed and hence rebel against the manipulator. This rebellion may be open or, if the manipulator has other power (such as military), then it may become subverted and covert.

Basic conditions
For propaganda to happen, there must be a person or persons in positions of power where they have significant control over mass-communication media. This can include presidents, governments and media moguls. At a smaller scale, it also includes company bosses, head teachers and parents. The person in control must have a need either that a significant group of people believe something to be true or perceive something in some way.

Bandwagon
Techniques > Propaganda > Bandwagon

Method
Make it appear that many people have joined the cause already, and that they are having lots of fun or getting significant advantage. Show that those who join early will get the better prizes, such as positions of authority or other advantages. Link it to morality and values, showing that those who join sooner are more moral and pretty much better people all around. Make a loud noise. Use bright colors. Play a fanfare. Become impossible to miss. Be in-yourface until they join up.

Example

A political party holds a rally with much flag-waving and razz-a-ma-tazz. A new religious group ensures all of its members attend services and become active participants in recruiting new members.

Discussion
The Bandwagon uses social evidence to legitimize itself and become attractive. It plays heavily on the need for belonging, making the group a desirable place to be. It may also use the scarcity principle, showing that it is better to join sooner or later. The term 'bandwagon' came from the Temperance movement, where an open wagon would literally have a band on it and drive around town picking up drunks who would symbolically 'get on the wagon' of alcohol-free (and religious) living.

Bandwagon Effect
Disciplines > Communication > Diffusion > Bandwagon Effect

Description
When people see some new idea or product and wonder if they should adopt it, evidence of others enjoying and having fun is highly influential. Numbers are important for the bandwagon effect to take hold. If we see three people on the bandwagon and know that hundreds have not joined, then the reverse effect will take place and we will be loathe to join. If, on the other hand, we see the wagon nearly full with lots of people we know or admire, then we will desperately try to grab the 'final' places. Once bandwagons have enough participants they are often self-sustaining and people get on board for social rather than ideological reasons. Bandwagons often have limited lifetimes and eventually run out of steam. People will quickly abandon the 'sinking ship' if they see others leaving.

Example

A company releases a new product and shows adverts with a big group of people having a good time using the product. A political party holds a rousing rally, with music, speeches and much cheering. Those who go are encouraged to 'keep the faith' and 'bring others on board' and otherwise keep the bandwagon going.

Discussion
Building the early bandwagon may require ideological appeals, but then when we see desirable others in a group we feel the pull of social proof and seek to join in. A deeper need that drives the bandwagon effect is the need to belong. When we see a desirable group, we want to join in. Expectations and promise are important in the assumption of being a 'winner' of some kind. To get people to adopt a new product or idea, show them how others are 'on board' and having a good time together. You can also highlight how not joining in means being left behind, left out and generally being in an undesirable state of rejection and loneliness. A bandwagon is a float or wagon in a parade that encourages people to jump aboard and enjoy the music that is being played. The principle was used from the 19th century in political campaigns to link candidates with the notion of having fun and to paint those who are not 'on the bandwagon' as missing out. This principle was extended to imply joining of any group, in particular those who are voting for a party. The term also has become overused and can be used as a pejorative, indicating that people are joining in just because of the bandwagon effect rather than from any real ideological conviction.