Introduction
Without a doubt, propaganda is one of the most powerful forms of advertisement. It operates with the sole purpose of influencing the beliefs and opinions of a large group of individuals. Merriam-Webster Online (2007) operationally defines it as “the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person.” Propaganda can take several different forms. There can be truth in propaganda or it can be a blatant attempt at deception. Its importance does not lie in its truth value. What is important for propaganda is that it provides clearly biased information as a way of influencing the actions and beliefs of a large group of individuals.
In keeping with the goal of propaganda—to be a social influencer, propaganda operates to present a message which dictates a change in behavior or attitude. In order for it to be effective, the message has to be received by the individuals it is aiming at influencing. In so doing, it has to utilize a medium for mass communication. This medium can be television, newspapers, books, flyers, posters or the Internet. Whatever the medium utilized, the message must be powerful enough to persuade the receivers and it has to be capable of being incorporated an individual’s conscious thought process. When the message is incorporated within the individual’s thought processes, it causes a change in beliefs or may cause a change in behavioral patterns (McDonald & Palmer, 2003).
Main Text
Rutherford (2000, p. 260) delineates the difference between propaganda and intellectual forms of persuasion as one which is based on the truth value of claims made. He is of the opinion that lies comprise the lion’s share of propaganda and describes it as a very powerful tool utilized in the arena of politics. He feels that the only aim of propaganda is to benefit the sponsor. In benefiting the sponsor, many individuals may be harmed. The fact that it may harm innocent individuals is not a concern in propaganda.
Propaganda can further be differentiated from intellectual forms of persuasion in that the goal of intellectual forms of persuasion is to provide individuals with the knowledge necessary to make intelligent and informed decisions. In presenting the information to individuals, they make a powerful statement that can be supported by a body of empirical research or other grounded facts. It is the aim of intellectual forms of persuasion to inform not to deceive.
The true power of propaganda can be seen in the WWII mass media campaigns aimed at women. The circumstances were such that the United States government was faced with an unprecedented problem. That problem involved the recruitment efforts aimed at benefiting the economy and the government by the enticing women to enter the workforce. The government faced a monumental challenge which was facilitated, to a large degree, by the massive deployment of troops during the war.
This caused a great economic problem in that the men who previously held factory jobs were now forced to fight in the war. This left the government in a precarious position—how are they to fill those positions and ensure economic viability? As a direct result, the government engaged in propaganda by mass distributing posters which depicted women in non-traditional work and engaging employment outside of the home (See Figures, 1, 2 & 3). Additionally, wartime propaganda for women flourished everywhere, and within a relatively short time, the female war worker was given a new place of honor in the media (See Figure 4).
Although when the war began, 95% of the women who went to work planned to relinquish their jobs, women quickly acclimated to their new roles in industry. They liked the work and the pay, and they were not eager to revert to their prewar lifestyles. (Hartman & Wood, 1995). As a result, when the end of the war was in sight, new “reversed” propaganda campaigns were created and deployed to convince this same group of women to leave their jobs and instead make a post war vocation of homemaking and consumerism for the good of their country. (Lewis, 2000). In addition, during WWII, conserving material resources was imperative.
Campaigns to garner and maintain public support in these conservation efforts were spearheaded by the U.S. government. In this state of emergency, the government relied heavily upon propaganda campaigns to quickly instill new habits in the American public. After the war, however, an unprecedented high level of mass consumerism was required to support the economy. To help America successfully convert to a peacetime economy, media campaigns were again created to actively encourage consumption by equating this new lifestyle with patriotic ideals. The American housewife was required to make several diametrically opposed changes in her lifestyle, values and habits in a very short period of time, and the U.S. Government needed to utilize the media to full effect to make this happen.
Propaganda holds a very powerful place in American society. It has been utilized as a tool for political persuasion and to influence the masses. It is extremely crucial when the nation is engaged in a war. Historically, it has been used to bring about systematic changes such as those witnessed during WWII wherein there was a dire need for women in the workforce. It was utilized to entice the women to enter into the workforce as well as to encourage them to return to their traditional roles as homemakers at the end of the war. The fact that it can be utilized for very contradictory reasons illustrates its very powerful and dangerous nature. Realizing its inherent power, it should be used responsibly and very sparingly.
Each time I see the Army recruitment posters depicting Uncle Sam and stating that “Uncle Sam Wants You!!!” I am reminded of the deceptive nature of propaganda utilized by the Armed forces to recruit so many of the nation’s young people. It is truly enraging when one realizes that the deception present in this propaganda is blatant and there are still individuals who believe it.
References
Hartman, H. & Wood, L. (1995). Women and World War II. Web.
Lewis, C. (2001). American Studies 2010: American Studies 1865- The Present. Web.
Merriam Webster Online (2007). Propaganda. Web.
McDonald, A. & Palmer, L. (2003). The purpose of Propaganda. Web.
Rutherford, P. (2000). Endless Propaganda: The Advertising of Public Goods. Toronto: University of Toronto Press.