Propaganda method

Publicity is a systematic project. In the process of propaganda, a series of strategic, tactical and methodological issues run through it. Its strategy is formulated in two ways: psychological motivation persuasion and social and cultural persuasion. Psychological dynamic persuasion is to change people's psychology through publicity, leading to changes in their behavior; Social and cultural persuasion is to establish new values by propagating the values that affect social culture, thus changing the behavior of society and individuals. The tactics in the propaganda process can be designed from the attitude of propagandists, the strength of propaganda content and the flexibility of propaganda form.

Proletarian propagandists also pay attention to the research of propaganda methods. Lenin once compared "indoctrination" and "agitation" as two different propaganda methods. Proletarian propaganda does not allow cheating, but repeatedly emphasizes the principles of scientificity, authenticity and reality.

The strategy and tactics of propaganda also include the control and management in the macro field. It can be divided into positive and negative aspects. Active macro-control management, such as the control of propaganda environment, the organization of propaganda team and the coordination of propaganda media, uses the principle of feedback adjustment to make propaganda activities constantly change according to the changes of environment and audience. Negative macro-control management is to suppress anti-propaganda organizations and media by legal means and prohibit the emergence of anti-propaganda, such as closing external propaganda channels and implementing news censorship. Effective macro-control and management is a moderate combination of positive and negative aspects, while positive control and management are the main ones.

After World War I, the first academic propaganda research institution "Propaganda and Analysis Institute" was established (1937). The Art of Propaganda, published in this book, summarizes seven commonly used propaganda methods:

1, abusive method: put a bad label on an idea and let us refuse to condemn it without checking the evidence. Abuse law is not often used in advertising, but it is generally used in political activities and public activities in other fields. For example, "terrorism" and "freedom fighters" are based on the views of the people who label them, or on which side the people who label them support them.

2. Brilliant generalization: also known as halo effect and halo effect, that is, linking something with beautiful words makes us agree or accept it without confirmation. Such as Roosevelt's "New Deal", product names and promotions in advertisements.

3. Transfer method: transfer the authority, influence and prestige of a respectable thing to another thing to make the latter more acceptable. The transfer method works through the contact process, such as "implicated appreciation". The purpose of a communicator is to connect an idea, product or cause with what people appreciate. For example, celebrity advertisements in business.

4. Testimony: Comment on an idea, project, product or person through some respectable or annoying people, and influence the public's attitude. Such as celebrity advertisements and political propaganda.

5. Common people law: refers to that a speaker calls himself and his ideas "people's" or "ordinary people's" to gain wider trust. For example, Clinton was portrayed as "just an ordinary person".

6. Deception and deception: refers to the selection and application of facts or fallacies, examples or distractions, as well as reasonable statements or unreasonable statements, in order to explain a certain point of view, project, person or product as well as possible. Like the Tokyo Bay incident.

7. Band Float Law: The propagandist told people that "everyone-at least all of us-is doing it". The propagandist uses this propaganda technique to try to convince people that all members of the People's League accept its plan, so everyone must follow everyone to "jump on the band float" and accept the propagandist's plan.