How to Detect Propaganda

Source: Bulletin of the American Association of University Professors (1915-1955), Vol. 24,
No. 1 (Jan., 1938), pp. 49-55
Published by: American Association of University Professors
Stable URL: https://www.jstor.org/stable/40219502
Accessed: 31-10-2019 17:21 UTC

JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide
range of content in a trusted digital archive. We use information technology and tools to increase productivity and
facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.

Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at
https://about.jstor.org/terms

American Association of University Professors is collaborating with JSTOR to digitize,

preserve and extend access to Bulletin of the American Association of University
Professors (1915-1955)

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
 COLUMBIA UNIVERSITY CATALOGUE 49

Radio City, Staten Island, Palisades, etc., etc. Class

cussions and quizzes will ensure the teacher that the
sights are fully appreciated and enjoyed. A similar co
fered in the Berkshire Hills at Interlaken Inn, Lakeville
cut (enrolment limited), for those who do not like the cit
Miscellaneous courses for which I hope to be able to r
some time include: Biology Applied to Physiology, Pu
Libraries, Choral Speaking, Rhythmics, Atmosphere an
Study for Teachers, Internal Statistics.
I have suggested a number of courses to my wife (of late
had some slight culinary and budgetary differences of
Art and Science of Cookery (lectures and discussions);
Its Management and Organization; Family Social Relat
Economics of Clothing Consumption; Clothing Rec
She sharply resented my well-intentioned suggestions.
ing Reclamation course she kept recalling to me for l
wards.

However, she was interested in Sugar Cookery;

Hospitality, and Social Usage, Table Service and De
Cookery for Simple Entertainment; Costume Selection
Appreciation, Home Decoration and Furnishing. Natur
would not take the course in Household Employment; o
is still too simple. Last night, when I blew out a fuse tryi
pair our bedroom lamp she suggested that I enrol in t
ment of Household Engineering for: Introductory
Engineering, Simple Tests of Household Appliances, A
Household Engineering, Research in Household Engine
was kind enough to omit the one-year course, Househ
neering 225-226 - Research in Housewifery.

How to Detect Propaganda1

We are fooled by propaganda chiefly because we don't

it when we see it. It may be fun to be fooled but, as th
ads used to say, it is more fun to know. We can more easi
1 Reprinted from Propaganda Analysis, Vol. 1, No. 2, Nov., 193
by the Institute for Propaganda Analysis, 132 Morningside Drive, New

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
5O AMERICAN ASSOCIATION OF UNIVERSITY PROFESSORS

nize propaganda when we see it if we are familiar with the seven

common propaganda devices. These are:
1 . The Name Calling Device
2. The Glittering Generalities Device
3. The Transfer Device
4. The Testimonial Device
5. The Plain Folks Device
6. The Card Stacking Device
7. The Band Wagon Device
Why are we fooled by these devices? Because they appeal to our
emotions rather than to our reason. They make us believe and do
something we would not believe or do if we thought about it calmly,
dispassionately. In examining these devices, note that they work
most effectively at those times when we are too lazy to think for
ourselves; also, they tie into emotions which sway us to be "for"
or "against" nations, races, religions, ideals, economic and political
policies and practices, and so on through automobiles, cigarettes,
radios, toothpastes, presidents, and wars. With our emotions
stirred, it may be fun to be fooled by these propaganda devices,
but it is more fun and infinitely more to our own interests to know
how they work.
Lincoln must have had in mind citizens who could balance their
emotions with intelligence when he made his remark: ". . . but
you can't fool all of the people all of the time."

Name Calling
"Name Calling" is a device to make us form a judgment with-
out examining the evidence on which it should be based. Here
the propagandist appeals to our hate and fear. He does this by
giving "bad names" to those individuals, groups, nations, races,
policies, practices, beliefs, and ideals which he would have us con-
demn and reject. For centuries the name "heretic" was bad.
Thousands were oppressed, tortured, or put to death as heretics.
Anybody who dissented from popular or group belief or practice
was in danger of being called a heretic. In the light of today's
knowledge, some heresies were bad and some were good. Many
of the pioneers of modern science were called heretics; witness the

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
 HOW TO DETECT PROPAGANDA 5 I

cases of Copernicus, Galileo, Bruno. (See "A History of th

fare of Science with Theology," Andrew Dickson White,
ton & Co.) Today's bad names include: Fascist, dema
dictator, Red, financial oligarchy, Communist, muck-rak
outside agitator, economic royalist, Utopian, rabble-
trouble-maker, Tory, Constitution wrecker.
"Al" Smith called Roosevelt a Communist by implicatio
he said in his Liberty League speech, "There can be o
capital, Washington or Moscow." When "Al" Smith was
for the presidency many called him a tool of the Pope, s
effect, "We must choose between Washington and Rom
implied that Mr. Smith, if elected President, would take his
from the Pope. Recently, Mr. Justice Hugo Black has b
sociated with a bad name, Ku Klux Klan. In these cas
propagandists have tried to make us form judgments wit
amining essential evidence and implications. "Al Sm
Catholic. He must never be President." "Roosevelt is a Red.
Defeat his program." "Hugo Black is or was a Klansman. Take
him out of the Supreme Court."
Use of "bad names" without presentation of their essential
meaning, without all their pertinent implications, comprises per-
haps the most common of all propaganda devices. Those who
want to maintain the status quo apply bad names to those who
would change it. For example, the Hearst press applies bad names
to Communists and Socialists. Those who want to change the
status quo apply bad names to those who would maintain it. For
example, the Daily Worker and the American Guardian apply bad
names to conservative Republicans and Democrats.

Glittering Generalities

"Glittering Generalities" is a device by which the propagandist

identifies his program with virtue by use of "virtue words."
Here he appeals to our emotions of love, generosity, and brother-
hood. He uses words like truth, freedom, honor, liberty, social
justice, public service, the right to work, loyalty, progress, democ-
racy, the American way, Constitution defender. These words sug-
gest shining ideals. All persons of good will believe in these ideals.
Hence the propagandist, by identifying his individual group, na-

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
52 AMERICAN ASSOCIATION OF UNIVERSITY PROFESSORS

tion, race, policy, practice, or belief with such ideals, seeks to win
us to his cause. As Name Calling is a device to make us form a
judgment to reject and condemn, without examining the evidence,
Glittering Generalities is a device to make us accept and approve,
without examining the evidence.
For example, use of the phrases, "the right to work" and "social
justice" may be a device to make us accept programs for meeting
the labor-capital problem which, if we examined them critically,
we would not accept at all.
In the Name Calling and the Glittering Generalities devices,
words are used to stir up our emotions and to befog our thinking.
In one device "bad words" are used to make us mad; in the other
"good words" are used to make us glad. (See "The Tyranny of
Words," by Stuart Chase, in Harpers Magazine for November,
1937).
The propagandist is most effective in use of these devices when
his words make us create devils to fight or gods to adore. By his
use of the "bad words," we personify as a "devil" some nation,
race, group, individual, policy, practice, or ideal; we are made
fighting mad to destroy it. By use of "good words," we personify
as a god-like idol some nation, race, group, etc. Words which are
"bad" to some are "good" to others, or may be made so. Thus, to
some the New Deal is "a prophecy of social salvation" while to
others it is "an omen of social disaster."
From consideration of names, "bad" and "good," we pass to
institutions and symbols, also "bad" and "good." We see these
in the next device.

Transfer

"Transfer" is a device by which the propagandist carries over

the authority, sanction, and prestige of something we respect and
revere to something he would have us accept. For example, most
of us respect and revere our church and our nation. If the propa-
gandist succeeds in getting church or nation to approve a campaign
in behalf of some program, he thereby transfers its authority, sanc-
tion, and prestige to that program. Thus we may accept some-
thing which otherwise we might reject.
In the Transfer device symbols are constantly used. The cross

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
 HOW TO DETECT PROPAGANDA 53

represents the Christian Church. The flag represents t

Cartoons like Uncle Sam represent a consensus of publi
Those symbols stir emotions. At their very sight, with
of light, is aroused the whole complex of feelings we have
spect to church or nation. A cartoonist by having Uncl
approve a budget for unemployment relief would have us f
the whole United States disapproves relief costs. By d
Uncle Sam who approves the same budget, the cartoon
have us feel that the American people approve it.
Transfer device is used both for and against causes and
Testimonial

The "Testimonial" is a device to make us accept anything from

a patent medicine or a cigarette to a program of national policy.
In this device the propagandist makes use of testimonials. "When
I feel tired, I smoke a Camel and get the grandest 'lift/ " "We be-
lieve the John Lewis plan of labor organization is splendid; C. I. O.
should be supported." This device works in reverse also; counter-
testimonials may be employed. Seldom are these used against
commercial products like patent medicines and cigarettes, but
they are constantly employed in social, economic, and political
issues. "We believe that the John Lewis plan of labor organiza-
tion is bad; C. I. O. should not be supported."
Plain Folks

"Plain Folks" is a device used by politicians, labor leaders,

business men, and even by ministers and educators to win our con-
fidence by appearing to be people like ourselves - "just plain folks
among the neighbors." In election years especially do candidates
show their devotion to little children and the common, homey
things of life. They have front porch campaigns. For the news-
paper men they raid the kitchen cupboard, finding there some of
the good wife's apple pie. They go to country picnics; they at-
tend service at the old frame church; they pitch hay and go fishing;
they show their belief in home and mother. In short, they would
win our votes by showing that they're just as common as the rest
of us - "just plain folks" - and, therefore, wise and good. Busi-
ness men often are "plain folks" with the factory hands. Even dis-

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
54 AMERICAN ASSOCIATION OF UNIVERSITY PROFESSORS

tillers use the device. "It's our family's whiskey, neighbor; and
neighbor, it's your price."

Card Stacking
"Card Stacking" is a device in which the propagandist employs
all the arts of deception to win our support for himself, his group,
nation, race, policy, practice, belief, or ideal. He stacks the cards
against the truth. He uses under-emphasis and over-emphasis
to dodge issues and evade facts. He resorts to lies, censorship,
and distortion. He omits facts. He offers false testimony. He
creates a smoke-screen of clamor by raising a new issue when he
wants an embarrassing matter forgotten. He draws a red herring
across the trail to confuse and divert those in quest of facts he does
not want revealed. He makes the unreal appear real and the real
appear unreal. He lets half-truth masquerade as truth. By the
Card Stacking device, a mediocre candidate, through the "build-
up," is made to appear an intellectual titan; an ordinary prize
fighter a probable world champion; a worthless patent medicine
a beneficent cure. By means of this device propagandists would
convince us that a ruthless war of aggression is a crusade for right-
eousness. Some member nations of the Non-intervention Com-
mittee send their troops to intervene in Spain. Card Stacking
employs sham, hypocrisy, effrontery.

The Band Wagon

The "Band Wagon" is a device to make us follow the crowd, to
accept the propagandist's program en masse. Here his theme is:
"Everybody's doing it." His techniques range from those of medi-
cine show to dramatic spectacle. He hires a hall, fills a great
stadium, marches a million men in parade. He employs symbols,
colors, music, movement, all the dramatic arts. He appeals to the
desire, common to most of us, to "follow the crowd." Because he
wants us to "follow the crowd" in masses, he directs his appeal to
groups held together by common ties of nationality, religion, race,
environment, sex, vocation. Thus propagandists campaigning
for or against a program will appeal to us as Catholics, Protestants,
or Jews; as members of the Nordic race or as Negroes; as farmers
or as school teachers; as housewives or as miners. All the artifices

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms
 HOW TO DETECT PROPAGANDA 55

of flattery are used to harness the fears and hatreds, prejudic

biases, convictions and ideals common to the group; thus e
is made to push and pull the group on to the Band Wa
newspaper articles and in the spoken word this device is also f
"Don't throw your vote away. Vote for our candidat
sure to win." Nearly every candidate wins in every ele
before the votes are in.

Propaganda and Emotion

Observe that in all these devices our emotion is the stuff with
which propagandists work. Without it they are helpless;
with it, harnessing it to their purposes, they can make us glow with
pride or burn with hatred, they can make us zealots in behalf of the
program they espouse. As we said in our first letter, propaganda
as generally understood is expression of opinion or action by in-
dividuals or groups with reference to predetermined ends. With-
out the appeal to our emotion - to our fears and to our courage, to
our selfishness and unselfishness, to our loves and to our hates -
propagandists would influence few opinons and few actions.
To say this is not to condemn emotion, an essential part of life,
or to assert that all predetermined ends of propagandists are "bad."
What we mean is that the intelligent citizen does not want propa-
gandists to utilize his emotions, even to the attainment of "good"
ends, without knowing what is going on. He does not want to be
"used" in the attainment of ends he may later consider "bad."
He does not want to be gullible. He does not want to be fooled.
He does not want to be duped, even in a "good" cause. He wants
to know the facts and among these is included the fact of the
utilization of his emotions. . . .

For a Fearless Faculty1

One of the traditional attitudes assumed at Cornell, as well as
at many other large universities, is that a professor ought not inter-
ject much of his personal interpretation into a lecture or a class-
room discussion. No belief could be more fallacious, or more op-
posed to the immediate purpose of education.
1 An editorial reprinted from The Cornell Daily Sun, March 4, 1937.

This content downloaded from 128.122.149.96 on Thu, 31 Oct 2019 17:21:09 UTC
All use subject to https://about.jstor.org/terms