Propagandam. English version. Ilia Mikhailovich Margolin
and the basis for new political and social structures. These myths were actively supported through literature, art, and state events, shaping mass consciousness and nurturing civic virtues.
The 20th Century
The 20th century became the era of large-scale use of propaganda as a tool to consolidate power in totalitarian regimes such as Nazi Germany. Joseph Goebbels, the Minister of Propaganda in Nazi Germany, extensively used radio, cinema, and press to create the image of Hitler as the savior of the German nation and spread the idea of Aryan supremacy. Propaganda materials instilled in citizens that the state was a single organism defending them from external and internal enemies.
In the Soviet Union, propaganda was a key element in creating the “new Soviet man” and maintaining Stalin’s image as the “father of the nation.” Posters, films, and mass events cultivated patriotic spirit and loyalty to the state. Soviet propaganda also created images such as the “enemy of the people,” used to suppress opposition and manipulate public opinion.
After World War II, the Cold War began, marking an ideological struggle between East and West. Propaganda became a global weapon in the contest between capitalism and socialism. The U.S. and the USSR used radio, television, newspapers, and film to spread their ideals. Radio stations like “Voice of America” and “Radio Liberty” broadcasted in Eastern Europe, promoting Western values like “freedom” and “democracy.” The USSR, in turn, used propaganda to create enemy images and spread narratives critical of the West, accusing it of imperialism and threatening the socialist system.
The Age of the Internet and Digital Media
In the 21st century, digital media has become a powerful channel for spreading propaganda. With the advent of the internet and social media, traditional state structures lost their monopoly over information flows, and today anyone can disseminate information or disinformation. Social media enables the creation and promotion of content that can reach millions within a short time frame. Platforms also allow targeted messaging using algorithms that select the most relevant content, making manipulation of consciousness more effective.
The emergence of the internet also gave rise to the phenomenon of post-truth, where subjective opinions and emotions become more influential than objective facts. Fake news and conspiracy theories spread globally, causing social unrest and undermining trust in traditional media and experts. This environment creates favorable conditions for propaganda, as people increasingly rely on information that aligns with their views and reject information that contradicts their beliefs.
Modern social movements and activist groups use the internet to organize, spread ideas, and mobilize mass support. Cyber activism covers various topics – from human rights to political campaigns – and uses both the internet and traditional forms of propaganda. Platforms like YouTube allow direct access to millions, enabling activists to control the message and interact with the audience, avoiding traditional media.
In the modern world, with the development of artificial intelligence, deepfakes, and neural networks, propaganda faces new technological possibilities for manipulating public consciousness.
Mechanisms and Techniques of Propaganda
In this chapter, we delve into the tools and strategies that make propaganda so effective and resilient. Propaganda is more than just the dissemination of information; it comprises an entire arsenal of methods to manipulate perception, elicit certain emotions, and shape people’s thinking. The main tools of propaganda include carefully crafted language and narrative, the use of emotional triggers, and influence through mass media. Let’s examine each of these elements, with illustrative examples, to understand how they impact public consciousness.
How Propaganda Language is Constructed
Language is one of the most powerful tools through which propaganda penetrates people’s minds. It affects emotions and the subconscious, influencing perception. Propagandists know how to choose words that evoke trust, fear, admiration, or hostility in the audience. For example, during wartime, negative terms like “aggressor,” “occupier,” or “terrorist” may be used to describe the enemy, creating a sense of hatred and threat.
In Nazi Germany, specific terminology was used to degrade and demonize certain population groups, labeling them as “subhumans” or “enemies of the people.” This fostered a negative attitude among the masses, perpetuated at the level of mass consciousness.
Another important element is the use of simple, short slogans and simplified narratives that are easy to remember. These slogans are “repeated so often that they become part of everyday language.” A classic example is the Soviet slogan, “Peace to the peoples, war to the enemies!” Slogans act as anchors, making propaganda more accessible to the general public by minimizing the complexity of information and making it more predictable in its reception.
Repetition is crucial in spreading propaganda, as the same message, repeated multiple times, is perceived as truth. This framing mechanism is actively used to cement a particular interpretation of events. For example, during the Cold War, Western media often described the Soviet Union as the “Evil Empire,” using this phrase to create a general image of threat and danger associated with the socialist bloc. Constant repetition established a lasting image that masses came to believe.
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