The Sinister Side of Rhetoric

As you learned in the previous module, historical figures have studied the precision and purpose of language to advance ideas that have improved society; however, what separates propaganda from this is the fact that it often misleads an audience. Sometimes propaganda is used to advance financial interests, as is the case with advertisements. Other times it is utilized by political figures for nefarious reasons, as was the case with the Nazi party in Germany in the 1930s and 1940s. Regardless of the reason, it is vital for you as an educated individual to recognize the elements of propaganda, especially in our hyper-online modern world.

Propaganda in Recent History

Propaganda, while often used by politicians, has made its way into debates within the fields of science. For example, according to NOAA scientists, 2010 tied with 2005 as the warmest year for global surface temperature, dating back to 1880. This was the 34th consecutive year with global temperatures above the 20th-century average. For the contiguous United States alone, the 2010 average annual temperature was above normal, resulting in the 23rd warmest year on record. Based on continuing data, these above-average temperatures have continued through 2021. Though all facts should be subject to scrutiny and skepticism, there is a consensus that this upward trend exists.

Yet the term global warming sparks a wide array of reactions. Some assume that the results of this trend will lead to apocalyptic changes on our planet. Others argue that the data is flawed and that global warming is a nefarious ploy to influence policy. Somewhere the truth must exist, yet language always allows for wiggle room and interpretation. Even science, which adheres to the strictest standard of objectivity, relies on words to communicate results. Lawyers and politicians alike practice the craft of manipulating language to bring about an advantage. As you will also see, advertisers have made an art of using language to evoke desire in consumers. Propagandists take a step beyond these practices and utilize language and images to persuade the audience with information that is questionable or simply not true. Our task is to explore the mechanisms that make meaning from what is otherwise false.

Elements of Propaganda

The elements of propaganda prove numerous – but most of them fall under the following:

Bandwagon: Persuading people to do something by letting them know others are doing it
Loaded words: Using words that will make people feel strongly about someone or something
Testimonial: Using the words and images of a "famous person" or expert to persuade
Transfer: Using images to bring up positive feelings in order to persuade
Repetition: Using repeated messages or pictures to persuade

Practice Activity

Below is an activity with a series of images. Can you match up the image to the element of propaganda being demonstrated?

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