Propaganda Is Not a Thing of the Past
When most people hear "propaganda," they think of black-and-white wartime posters or Soviet-era broadcasts. But the techniques developed in those contexts are alive and well — refined, modernised, and deployed across social media feeds, cable news, political campaigns, and advertising every single day.
The Institute for Propaganda Analysis, founded in the 1930s, identified seven core propaganda techniques that remain remarkably relevant. Here's how each one works and what it looks like in the modern world.
1. Name-Calling
Attaching negative labels to people, ideas, or groups to provoke rejection without rational examination. The label does the emotional work so the audience doesn't have to think critically.
Modern examples: Political opponents labelled as "traitors," "extremists," "snowflakes," or "fascists." Once a label sticks, it becomes a substitute for engaging with the person's actual arguments.
Counter it by: Asking what specifically the label is meant to convey, then evaluating that specific claim on its merits.
2. Glittering Generalities
The opposite of name-calling — using vague, emotionally positive words to make something sound virtuous without providing specifics. Words like "freedom," "values," "integrity," and "the people" are glittering generalities.
Modern examples: Political slogans built entirely on feel-good abstractions. Products marketed as "natural," "authentic," or "for families."
Counter it by: Asking what the term actually means in concrete terms. What specific policy does "freedom" refer to here?
3. Transfer
Borrowing the authority, prestige, or symbols of something respected (a flag, a religious institution, a scientific body) to make an unrelated idea seem more legitimate.
Modern examples: Politicians speaking in front of national symbols to borrow their authority. Brands using scientific-sounding names without actual scientific backing.
4. Testimonial
Using endorsements from respected (or disrespected) figures to transfer their credibility (or discredit) onto a cause, product, or idea.
Modern examples: Celebrities endorsing health products outside their expertise. "Experts agree..." with no named experts. Conversely, associating a policy with an unpopular figure to discredit it.
5. Plain Folks
A leader or spokesperson presents themselves as an ordinary person to build trust and relatability — even when they're not.
Modern examples: Wealthy politicians photographed at diners or in manual labour settings. Corporate executives speaking in folksy, unpolished language to seem accessible.
Counter it by: Separating likeability from competence and policy. Whether someone feels relatable is separate from whether their positions are sound.
6. Card-Stacking
Presenting only the facts that support one side of an argument while omitting contradictory evidence — technically accurate, but selectively so.
Modern examples: Statistics presented without context (crime is up 30% — from a historically low baseline). Product marketing that highlights benefits while burying side effects in fine print.
Counter it by: Always asking: "What would the other side say? What information might be missing?"
7. Bandwagon
Appealing to the desire to belong — suggesting that "everyone" is doing or believing something, so you should too.
Modern examples: "Join millions who have already switched." Social media manufactured consensus. Election messaging about inevitable outcomes.
Counter it by: Remembering that popularity is not proof of truth or correctness.
Propaganda Techniques at a Glance
| Technique | Core Mechanism | Modern Context |
|---|---|---|
| Name-Calling | Negative labelling | Political attacks, online discourse |
| Glittering Generalities | Vague positive words | Slogans, advertising |
| Transfer | Borrowed authority | Symbols, institutions |
| Testimonial | Endorsement credibility | Celebrity ads, expert claims |
| Plain Folks | False relatability | Political campaigns |
| Card-Stacking | Selective evidence | Statistics, news framing |
| Bandwagon | Herd pressure | Social media, marketing |
Awareness Is Your Best Defence
Recognising these techniques doesn't make you immune to them — emotional appeals work even when we know what they are. But awareness slows the process down enough to engage your critical faculties. When you notice a propaganda technique being used, treat it as a prompt to seek out the substance behind the rhetoric.