Propaganda theory. Chapter 3

This time I will try to dissect two strategies that are based on the mechanisms I’ve already discussed in the previous two chapters of my improvised textbook.

When I started with the subject I was mostly moved by the avalanche of disinformation and the complete inability to filter the fake news from the real data. That was not just the result of the intentionally promoted propaganda, but also the defect of the contemporary media. That traditional journalism that we used to see in the movies and TV shows up till now doesn’t exist anymore as a standard. We live in the time when newsrooms create infotainment. And that form of the information delivery is pre-set with the moment of public attention manipulation. That is the subject for another time. But quite concrete media I will use as an example of the propaganda strategy today. 

Framing

To describe the mechanisms behind any shaping public opinion strategy I need to introduce you to such a term as “framing”. Though Dr. Guebbels was unaware of it when he used it in his work. In contemporary social science framing is used to define schematic and simplified range of stereotypes and commonly used stories that popup in our minds when we are addressed to different facts, events or things. Before actual learning about the subject of our attention we rely on our collected mental experience around it, including cultural, religious background. So first of all the information is filtered through those quite solid concepts - our moral values among those, all sorts of principles.

We choose whether we want to correct those filters for better use, or just leave those as they are. So it’s up to us how those filters are constructed, but the whole informational environment is there, outside us, our influence on it is passive if we don’t create it. We mostly consume. There are multiple frames for every subject - from things such as milk as a source of calcium in a diet to the status of LGBT+ culture, definition of good and bad, all sorts of views on the major problems in the world. To understand the sense of the term is enough to analyse your own thoughts when you hear for example “Lady Gaga”. All the visuals, memories about something heard or seen, your opinion about the singer or the phenomenon - that is frame. Then any additional information that plays against the settled opinion will be either accepted or rejected by you, depending on the frame structure.

Framing is widely used by mass media, political or social movements, leaders, brands. Through the symbols, stereotypes, and commonly used ideas we are influenced by all sorts of manipulators but also by real facts and information, exchange of the thoughts inside communities. For example, Elon Musk introduces the switch into the acceptance of artificial intelligence in our everyday life and questions if it’s something good for the human’s future.

Promotion in marketing is about the “harmless” kind of such influence. It uses the language and visuals that are weaponised to hit the target audience and either precisely use old “filters” or change the particular frames to the desired new norm. Shein - the brand I mentioned yesterday - is a great example of such manipulation. Through the popular view on diversity and inclusivity and the idea of fashion as an endless circle of new things for any occasion every day they use the existing frame among so called lifestyle influencers and their followers.

The strategy of two evils and Overton window