How we change what others think, feel, believe and do |
Six Tools for Managing Perception
Techniques > Propaganda > Six Tools for Managing Perception Atrocity accusations | Hyperbolic inflations | Demonization and dehumanization | Polarization | Divine sanction | Meta-propaganda | See also
In their excellent 'War and Anti-War', Alvin and Heidi Toffler describe six methods that are used in wartime propaganda (and sometimes in other circumstances). These principles, toned down perhaps, can be used in more everyday propaganda situations. Atrocity accusationsAccuse the other side of committing acts of gross indecency and atrocities that will shock and show the enemy to be sub-human. When values are broken badly, then this legitimizes extreme punishment and revenge. Examples
Hyperbolic inflationsExaggerate the things they believe or have done to make them particularly terrible. Use generalization to turn one instance into something that happens all the time, or that one person is representative of everyone in their group. Use emphasis to make key things stand out. Examples
Demonization and dehumanizationMake them appear as wholly bad in all ways, without hope of redemption or conversion. Frame them as evil animals who seek only to destroy that which we hold dear. Examples
PolarizationContrast what we and they believe, say and do. Show that they are not like us, putting them and us at opposite poles. Paint our people as glorious heroes, in sharp contrast to their evil villains. Examples
Divine sanctionClaim that what you are doing is either required or aligned with higher powers. Show you are more religious and that the holy people are on your side (especially if both sides are of the same faith). Examples
Meta-propagandaUse propaganda about propaganda. Show how they make things up and are deliberately trying to deceive, whilst our messages are based on clear evidence. If you can destroy one piece of propaganda then you shake belief in anything else they say. Meta-propaganda is hence particularly powerful. Examples
See alsoAmplification principle, Deception principle, Contrast principle
|
Site Menu |
| Home | Top | Quick Links | Settings | |
Main sections: | Disciplines | Techniques | Principles | Explanations | Theories | |
Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help | |
More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes | |
Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate | |
You can buy books here |
And the big |
| Home | Top | Menu | Quick Links | |
|
Site Menu |
| Home | Top | Quick Links | Settings | |
Main sections: | Disciplines | Techniques | Principles | Explanations | Theories | |
Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help | |
More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes | |
Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate | |
| Home | Top | Menu | Quick Links | |
|