The Mind Manager’s Craft
Black Propaganda doesn’t rely on merely floating a
rumor around. A reliable method is needed to put the public under its
influence. This is where advertising techniques come in. As much that the
principles of military strategy shaped the art of advertising, so it is with
waging propaganda.
Propaganda Techniques and Devices
Schiller’s presentation of his ideas was written for
his time, when the Internet didn’t exist. Nevertheless, what he wrote still
held resonance today. In fact, Schiller amalgamated all known advertising
techniques in his ideas. Unfortunately, he didn’t explicitly state them in his
book. To know them, another source was drawn upon for those unmentioned
techniques: Prof. Serafin E. Macaraig’s, “Sociology in the Philippine Setting”,
specifically the chapter on “Public Opinion, Propaganda and Mass Interaction”
(chapter 6, page 107). They’ll be combined here to give readers an idea how
manipulative messages influence them.
1)
Repetition
– commonly used for TV and radio ads, an idea is regularly replayed until it’s
permanently recorded in the public’s mind. As to why brands like “Jollibee” and
“McDonald’s” are so popular owes much to this technique. Even political
messages or ideas are disseminated using this. Speaking of which, repetition
isn’t limited to the style of canned advertisements. The essence of this
technique is the continuous replay of a core message – regardless of the means
employed.
2)
Name
calling - it’s putting a label to an idea or summarizes the idea in one word.
Calling someone “Mr. Suave” is one example of this. It evokes the idea of the
person being a debonair and dashing lover. On the other hand, when George W.
Bush called the countries of Iran, Iraq and North Korea as the “Axis of Evil”,
he desired to demonize the three as being a threat to the free world.
3)
Testimonial
– its use rests on the general human attitude that prominent people know what’s
good for everyone. This would be akin to the Filipino sociological trait of
deferring to authority. How a Filipino regards the wisdom of his elders is true
as well with figures of authority. Authority, especially here in the
Philippines, is seldom questioned. Thus, anything they say is immediately
accepted as gospel truth by the mere fact of authority alone. It’s for that
reason celebrities are tapped to promote an idea to the public. Case in point
is the commercial of Safeguard soap, where a representative from PAMET endorses
the product’s effectiveness.
4)
Plain
folks – this entails identifying an idea to ordinary people. The tagline,
“walang mahirap kung walang corrupt”, exemplifies this. But its use isn’t
limited to verbal messages. Schiller mentioned the use of “staged events”,
where prominent politicians or celebrities would enact much-publicized actions
or gestures. Ramon Magsaysay’s presidential campaigns made full use of this
technique, going to the most remote baranggay to mingle with voters – with the
media reporting them. Those events were meant to buttress his image as being
“the man of the masses”, aside from his verbal slogans.
5)
Card-stacking
– derived from gambling, where card cheats prepare a deck guaranteeing them
favorable odds. In this instance, only one side of the issue is forcefully
presented in the message: only partial truths are stated. This technique is
used in conjunction with the testimonial technique, so as to add force to the
psychological impact of the message. Since this also is (in essence) a form of
persuasive argument, it’s used by lawyers to influence the judge or jury to
accept their statements.
6)
Glittering
Generality – the idea is somewhat like sweeping generalization, only it’s
applied to an individual. It is a descriptive label appealing to emotion than
logic: akin to calling someone an “angel” but really isn’t. (Mortals may not be
perfect, but this technique makes them so…)
7)
Bandwagon
– the idea behind this is that the majority is always right. If anyone still
recalls the classic advertising ploy of the brand “Beer na Beer”, that is one
example (with the line, “7 out of 10 people…”). A recent development has been
the use of surveys and trust ratings, like those from Pulse Asia and Social
Weather Station. As again, the combination of this technique with another is
possible. In conjunction with Card-stacking and the use of testimonials, the
average citizen can be driven to easily embrace the message.
To these
techniques, Schiller is to add two more: fragmentation and immediacy &
overload.
8)
Fragmentation
– presenting a chunk of unrelated news items (be it on broadsheet or in
multi-segment TV shows) to confuse or divert the reader/audience from
controversial social issues of the moment.
9)
Immediacy
and overload – since a large volume of tomorrow’s news arrive so fast, the
average human mind is unable to process them all – a condition termed as
“information overload”. As a result, one’s attention to the news items is
lowered, skimming them instead and foregoing comprehension. Inadvertently, that
means disregarding truly vital news. And because the nature of news delivery
must be “always fresh”, would make a truly important news item instantly
irrelevant once tomorrow’s news arrive.
The last two
techniques are not consciously applied with conspiracy in mind, unlike the
others. In fact, it is an exploitation of a common process in presenting and
delivering news. Clumping unrelated news items in a newspaper layout is a
practice to infuse variety. Timeliness is also vital, as it will go against
journalism’s purpose if not done so. Nevertheless, the status quo has taken
full advantage of all these techniques to create a society passive and docile
to their aims. Either they use one technique or combine them all to gain
society’s acceptable social judgment towards their aims. Ultimately, a social
reality develops that is in the status quo’s favor.
But today’s Information Age has easily
neutralized that practice. Any related perspective, info or news item on an
issue can be searched and grouped together for an audience. That gives them a
clear picture of it. Even news that has been rendered stale by the immediacy
technique can still be called up to serve as sources, thus reviving its
relevance.