> Some more info for the Suzana Tool Box ...
>
> the following is a repost (not authored my myself) from another
> newsgroup.
>
> it may be of interest to some of you
>
> ------------------------>
>
> As we are all aware, we increasingly live in an environment shaped by
> information.
> In this environment, conflicting forces hope to sway and shape our
> opinions.
> Several such campaigns have been launched recently in the Buddhist forums.
>
> I am posting this document on propaganda, with the intention of making
> available a means of critical evaluation.
>
> The document "Propaganda Techniques" is based upon
> "Appendix I: PSYOP Techniques" from "Psychological Operations
> Field Manual No.33-1" published by Headquarters;
> Department of the Army, in Washington DC, on 31 August 1979
>
> Although this document was published by the US Army, the techniques
> described are well known to those who practice propaganda. This is
> evident through reading the recent posts of ÔGuiÕ and others who
> ply their craft in the Buddhist newsgroups.
>
> "PROPAGANDA TECHNIQUES
>
> Knowledge of propaganda techniques is necessary to improve one's own
> propaganda and to uncover enemy PSYOP stratagems. Techniques,
> however, are not substitutes for the procedures in PSYOP planning,
> development, or dissemination.
>
> Techniques may be categorized as:
>
> (For those who are interested in the subject, download the following
> posts:)
>
> Propaganda Toolbox One:
>
> _Characteristics of the content self-evident_. No additional information
> is required to recognize the characteristics of this type of propaganda.
> "Name calling" and the use of slogans are techniques of this nature.
>
> Propaganda Toolbox Two:
>
> _Characteristics of the content self-evident_. (continued)
>
> Propaganda Toolbox Three:
>
> _Additional information required to be recognized_. Additional
> information is required by the target or analyst for the use of this
> technique to be recognized. "Lying" is an example of this technique. The
> audience or analyst must have additional information in order to know
> whether a lie is being told.
>
> Propaganda Toolbox Four:
>
> _Evident only after extended output_. "Change of pace" is an example of
> this technique. Neither the audience nor the analyst can know that a change
> of pace has taken place until various amounts of propaganda have been
> brought into focus.
> Nature of the arguments used. An argument is a reason, or a series of
> reasons, offered as to why the audience should behave, believe, or think in
> a certain manner. An argument is expressed or implied.
> Inferred intent of the originator. This technique refers to the effect
> the propagandist wishes to achieve on the target audience. "Divisive" and
> "unifying" propaganda fall within this technique. It might also be
> classified on the basis of the effect it has on an audience."
>
> SELF-EVIDENT TECHNIQUE (continued)
>
> Plain Folks or Common Man: The "plain folks" or "common man" approach
> attempts to convince the audience that the propagandist's positions reflect
> the common sense of the people. It is designed to win the confidence of the
> audience by communicating in the common manner and style of the audience.
> Propagandists use ordinary language and mannerisms (and clothes in
> face-to-face and audiovisual communications) in attempting to identify
> their
> point of view with that of the average person. With the plain folks device,
> the propagandist can win the confidence of persons who resent or distrust
> foreign sounding, intellectual speech, words, or mannerisms.
>
> The audience can be persuaded to identify its interests with those of
> the propagandist:
>
> * Presenting soldiers as plain folks. The propagandist wants to make the
> enemy feel he is fighting against soldiers who are "decent, everyday folks"
> much like himself; this helps to counter themes that paint the opponent as
> a
> "bloodthirsty" killer.
> * Presenting civilians as plain folks. The "plain folks" or "common man"
> device also can help to convince the enemy that the opposing nation is not
> composed of arrogant, immoral, deceitful, aggressive, warmongering people,
> but of people like himself, wishing to live at peace.
> * Humanizing leaders. This technique paints a more human portrait of US and
> friendly military and civilian leaders. It humanizes them so that the
> audience looks upon them as similar human beings or, preferably, as kind,
> wise, fatherly figures.
>
> Categories of Plain Folk Devices:
>
> * Vernacular. This is the contemporary language of a specific region or
> people as it is commonly spoken or written and includes songs, idioms, and
> jokes. The current vernacular of the specific target audience must be used.
> * Dialect. Dialect is a variation in pronunciation, grammar, and vocabulary
> from the norm of a region or nation. When used by the propagandist,
> perfection is required. This technique is best left to those to whom the
> dialect is native, because native level speakers are generally the best
> users of dialects in propaganda appeals.
> * Errors. Scholastic pronunciation, enunciation, and delivery give the
> impression of being artificial. To give the impression of spontaneity,
> deliberately hesitate between phrases, stammer, or mispronounce words. When
> not overdone, the effect is one of deep sincerity. Errors in written
> material may be made only when they are commonly made by members of the
> reading audience. Generally, errors should be restricted to colloquialisms.
> * Homey words. Homey words are forms of "virtue words" used in the everyday
> life of the average man. These words are familiar ones, such as "home,"
> "family," "children," "farm," "neighbors," or cultural equivalents. They
> evoke a favorable emotional response and help transfer the sympathies of
> the
> audience to the propagandist. Homey words are widely used to evoke
> nostalgia. Care must be taken to assure that homey messages addressed to
> enemy troops do not also have the same effect on US/friendly forces.
> If the propaganda or the propagandist lacks naturalness, there may be
> an adverse backlash. The audience may resent what it considers attempts to
> mock it, its language, and its ways.
>
> Social Disapproval. This is a technique by which the propagandist
> marshals group acceptance and suggests that attitudes or actions contrary
> to
> the one outlined will result in social rejection, disapproval, or outright
> ostracism. The latter, ostracism, is a control practice widely used within
> peer groups and traditional societies.
>
> Virtue Words. These are words in the value system of the target
> audience which tend to produce a positive image when attached to a person
> or
> issue. Peace, happiness, security, wise leadership, freedom, etc., are
> virtue words.
>
> Slogans. A slogan is a brief striking phrase that may include labeling
> and stereotyping. If ideas can be sloganized, they should be, as good
> slogans are self-perpetuating.
>
> Testimonials. Testimonials are quotations, in or out of context,
> especially cited to support or reject a given policy, action, program, or
> personality. The reputation or the role (expert, respected public figure,
> etc.) of the individual giving the statement is exploited. The testimonial
> places the official sanction of a respected person or authority on a
> propaganda message. This is done in an effort to cause the target audience
> to identify itself with the authority or to accept the authority's opinions
> and beliefs as its own. Several types of testimonials are:
>
> Official Sanction. The testimonial authority must have given the
> endorsement or be clearly on record as having approved the attributed idea,
> concept, action, or belief.
>
> Four factors are involved:
>
> * Accomplishment. People have confidence in an authority who has
> demonstrated outstanding ability and proficiency in his field.This
> accomplishment should be related to the subject of the testimonial.
> * Identification with the target. People have greater confidence in an
> authority with whom they have a common bond. For example, the soldier more
> readily trusts an officer with whom he has undergone similar arduous
> experiences than a civilian authority on military subjects.
> * Position of authority. The official position of authority may instill
> confidence in the testimony; i.e., head of state, division commander, etc.
> * Inanimate objects. Inanimate objects may be used in the testimonial
> device. In such cases, the propagandist seeks to transfer physical
> attributes of an inanimate object to the message. The Rock of Gibraltar,
> for
> example, is a type of inanimate object associated with steadfast strength.
>
> Personal Sources of Testimonial Authority:
>
> * Enemy leaders. The enemy target audience will generally place great value
> on its high level military leaders as a source of information.
> * Fellow soldiers. Because of their common experiences, soldiers form a
> bond
> of comradeship. As a result, those in the armed forces are inclined to pay
> close attention to what other soldiers have to say.
> * Opposing leaders. Testimonials of leaders of the opposing nation are of
> particular value in messages that outline war aims and objectives for
> administering the enemy nation after it capitulates.
> * Famous scholars, writers, and other personalities. Frequently, statements
> of civilians known to the target as authoritative or famous scholars,
> writers, scientists, commentators, etc., can be effectively used in
> propaganda messages.
>
> Nonpersonal Sources of Testimonial Authority:
>
> Institutions, ideologies, national flags, religious, and other nonpersonal
> sources are often used. The creeds, beliefs, principles, or dogmas of
> respected authorities or other public figures may make effective propaganda
> testimonials.
>
> Factors To Be Considered:
>
> * Plausibility. The testimonial must be plausible to the target audience.
> The esteem in which an authority is held by the target audience will not
> always transfer an implausible testimonial into effective propaganda.
> * False testimonials. Never use false testimonials. Highly selective
> testimonials? Yes. Lies (fabrications)? Never. Fabricated (false)
> testimonials are extremely vulnerable because their lack of authenticity
> makes them easy to challenge and discredit.
>
> PROPAGANDA TECHNIQUES WHICH ARE BASED ON
> CHARACTERISTICS OF THE CONTENT BUT WHICH REQUIRE
> ADDITIONAL INFORMATION ON THE PART OF AN ANALYST
> TO BE RECOGNIZED
>
> Incredible truths. There are times when the unbelievable (incredible)
> truth not only can but should be used.
>
> Among these occasions are:
>
> * When the psychological operator is certain that a vitally important event
> will take place.
> * A catastrophic event, or one of significant tactical or strategic
> importance, unfavorable to the enemy has occurred and the news has been
> hidden from the enemy public or troops.
> * The enemy government has denied or glossed over an event detrimental to
> its cause.
>
> A double-cutting edge. This technique has a double-cutting edge: It
> increases the credibility of the US/friendly psychological operator while
> decreasing the credibility of the enemy to the enemy's target audience.
> Advanced security clearance must be obtained before using this technique so
> that operations or projects will not be jeopardized or compromised.
> Actually, propagandists using this technique will normally require access
> to
> special compartmented information and facilities to avoid compromise of
> other sensitive operations or projects of agencies of the US Government.
> Though such news will be incredible to the enemy public, it should be given
> full play by the psychological operator. This event and its significance
> will eventually become known to the enemy public in spite of government
> efforts to hide it. The public will recall (the psychological operator will
> "help" the recall process) that the incredible news was received from
> US/allied sources. They will also recall the deception of their government.
> The prime requirement in using this technique is that the disseminated
> incredible truth must be or be certain to become a reality.
>
> Insinuation. Insinuation is used to create or stir up the suspicions
> of
> the target audience against ideas, groups, or individuals in order to
> divide
> an enemy. The propagandist hints, suggests, and implies, allowing the
> audience to draw its own conclusions. Latent suspicions and cleavages
> within
> the enemy camp are exploited in an attempt to structure them into active
> expressions of disunity which weaken the enemy's war effort.
>
> * Exploitable vulnerabilities. Potential cleavages which may be exploited
> include the following:
>
> -Political differences between the enemy nation and its allies or
> satellites.
> -Ethnic and regional differences.
> -Religious, political, economic, or social differences.
> -History of civilian animosity or unfair treatment toward enemy soldiers.
> -Comforts available to rear area soldiers and not available to combat
> soldiers.
> -People versus the bureaucracy or hierarchy.
> -Political differences between the ruling elite, between coalitions
> members,
> or between rulers and those out of power.
> -Differences showing a few benefiting at the expense of the general
> populace.
> -Unequal or inequitable tax burdens, or the high level of taxes. The
> audience should be informed of hidden taxes.
> -The scarcity of consumer goods for the general public and their
> availability to the various elites and the dishonest.
> -Costs of present government policies in terms of lost opportunities to
> accomplish constructive socially desirable goals.
> -The powerlessness of the individual. (This may be used to split the
> audience from the policies of its government by disassociating its members
> from those policies.) This technique could be used in preparing a campaign
> to gain opposition to those government policies.
>
> * Insinuation devices. A number of devices are available to exploit these
> and similar vulnerabilities:
>
> -Leading questions: The propagandist may ask questions which suggest only
> one possible answer. Thus, the question, "What is there to do now that your
> unit is surrounded and you are completely cut off?" insinuates that
> surrender or desertion is the only reasonable alternative to annihilation.
> -Humor: Humor can be an effective form of insinuation. Jokes and cartoons
> about the enemy find a ready audience among those persons in the target
> country or military camp who normally reject straightforward accusations or
> assertions. Jokes about totalitarian leaders and their subordinates often
> spread with ease and rapidity. However, the psychological operator must
> realize that appreciation of humor differs among target groups and so keep
> humor within the appropriate cultural context.
> -Pure motives. This technique makes it clear that the side represented by
> the propagandist is acting in the best interests of the target audience,
> insinuating that the enemy is acting to the contrary. For example, the
> propagandist can use the theme that a satellite force fighting on the side
> of the enemy is insuring the continued subjugation of its country by
> helping
> the common enemy.
> -Guilt by association: Guilt by association links a person, group, or idea
> to other persons, groups, or ideas repugnant to the target audience. The
> insinuation is that the connection is not mutual, accidental, or
> superficial.
> -Rumor: Malicious rumors are also a potentially effective form of
> insinuation.
> -Pictorial and photographic propaganda: A photograph, picture, or cartoon
> can often insinuate a derogatory charge more effectively than words. The
> combination of words and photograph, picture, or cartoon can be far more
> effective. In this content, selected and composite photographs can be
> extremely effective .
> -Vocal: Radio propagandists can artfully suggest a derogatory notion, not
> only with the words they use, but also by the way in which they deliver
> them. Significant pauses, tonal inflections, sarcastic pronunciation,
> ridiculing enunciation, can be more subtle than written insinuation.
>
> Card stacking or selective omission. This is the process of choosing
> from a variety of facts only those which support the propagandist's
> purpose.
> In using this technique, facts are selected and presented which most
> effectively strengthen and authenticate the point of view of the
> propagandist. It includes the collection of all available material
> pertaining to a subject and the selection of that material which most
> effectively supports the propaganda line. Card stacking, case making, and
> censorship are all forms of selection. Success or failure depends on how
> successful the propagandist is in selecting facts or "cards" and presenting
> or "stacking" them.
> * Increase prestige. In time of armed conflict, leading personalities,
> economic and social systems, and other institutions making up a nation are
> constantly subjected to propaganda attacks. Card stacking is used to
> counter
> these attacks by publicizing and reiterating the best qualities of the
> institutions, concepts, or persons being attacked. Like most propaganda
> techniques, card stacking is used to supplement other methods.
> * The technique may also be used to describe a subject as virtuous or evil
> and to give simple answers to a complicated subject.
> * An intelligent propagandist makes his case by imaginative selection of
> facts.The work of the card stacker in using selected facts is divided into
> two main phases:
> -First, the propagandist selects only favorable facts and presents them to
> the target in such a manner as to obtain a desired reaction.
> -Second, the propagandist uses these facts as a basis for conclusions,
> trying to lead the audience into accepting the conclusions by accepting the
> facts presented.
>
> Presenting the other side. Some persons in a target audience believe
> that neither belligerent is entirely virtuous. To them propaganda solely in
> terms of right and wrong may not be credible. Agreement with minor aspects
> of the enemy's point of view may overcome this cynicism. Another use of
> presenting the other side is to reduce the impact of propaganda that
> opposing propagandists are likely to be card stacking (selective omission).
>
> Lying and distortion. Lying is stating as truth that which is contrary
> to fact. For example, assertions may be lies. This technique will not be
> used by US personnel. It is presented for use of the analyst of enemy
> propaganda.
>
> Simplification. This is a technique in which the many facts of a
> situation are reduced so the right or wrong, good or evil, of an act or
> decision is obvious to all. This technique (simplification) provides simple
> solutions for complex problems. By suggesting apparently simple solutions
> for complex problems, this technique offers simplified interpretations of
> events, ideas, concepts, or personalities. Statements are positive and
> firm;
> qualifying words are never used.
> Simplification may be used to sway uneducated and educated audiences.
> This is true because many persons are well educated or highly skilled,
> trained specialists in a specific field, but the limitations of time and
> energy often force them to turn to and accept simplifications to
> understand,
> relate, and react to other areas of interest.
>
> Simplification has the following characteristics:
>
> * It thinks for others: Some people accept information which they cannot
> verify personally as long as the source is acceptable to them or the
> authority is considered expert. Others absorb whatever they read, see, or
> hear with little or no discrimination. Some people are too lazy or
> unconcerned to think problems through. Others are uneducated and willingly
> accept convenient simplifications.
> * It is concise: Simplification gives the impression of going to the heart
> of the matter in a few words. The average member of the target audience
> will
> not even consider that there may be another answer to the problem.
> * It builds ego: Some people are reluctant to believe that any field of
> endeavor, except their own, is difficult to understand. For example, a
> layman is pleased to hear that '"law is just common sense dressed up in
> fancy language," or "modern art is really a hodgepodge of aimless
> experiment
> or nonsense." Such statements reinforce the ego of the lay audience. It is
> what they would like to believe, because they are afraid that law and
> modern
> art may actually be beyond their understanding. Simple explanations are
> given for complex subjects and problems.
> Stereotyping is a form of simplification used to fit persons, groups,
> nations, or events into readymade categories that tend to produce a desired
> image of good or bad. Stereotyping puts the subject (people, nations, etc.)
> or event into a simplistic pattern without any distinguishing individual
> characteristics.
>
> SELF-EVIDENT TECHNIQUE
>
> Appeal to Authority. Appeals to authority cite prominent figures to
> support a position idea, argument, or course of action.
>
> Assertion. Assertions are positive statements presented as fact. They
> imply that what is stated is self-evident and needs no further proof.
> Assertions may or may not be true.
>
> Bandwagon and Inevitable Victory. Bandwagon-and-inevitable-victory
> appeals attempt to persuade the target audience to take a course of action
> "everyone else is taking." "Join the crowd." This technique reinforces
> people's natural desire to be on the winning side. This technique is used
> to
> convince the audience that a program is an expression of an irresistible
> mass movement and that it is in their interest to join. "Inevitable
> victory"
> invites those not already on the bandwagon to join those already on the
> road
> to certain victory. Those already, or partially, on the bandwagon are
> reassured that staying aboard is the best course of action.
>
> Obtain Disapproval. This technique is used to get the audience to
> disapprove an action or idea by suggesting the idea is popular with groups
> hated, feared, or held in contempt by the target audience. Thus, if a group
> which supports a policy is led to believe that undesirable, subversive, or
> contemptible people also support it, the members of the group might decide
> to change their position.
>
> Glittering Generalities. Glittering generalities are intensely
> emotionally appealing words so closely associated with highly valued
> concepts and beliefs that they carry conviction without supporting
> information or reason. They appeal to such emotions as love of country,
> home; desire for peace, freedom, glory, honor, etc. They ask for approval
> without examination of the reason. Though the words and phrases are vague
> and suggest different things to different people, their connotation is
> always favorable: "The concepts and programs of the propagandist are always
> good, desirable, virtuous."
> Generalities may gain or lose effectiveness with changes in conditions.
> They
> must, therefore, be responsive to current conditions. Phrases which called
> up pleasant associations at one time may evoke unpleasant or unfavorable
> connotations at another, particularly if their frame of reference has been
> altered.
>
> Vagueness. Generalities are deliberately vague so that the audience
> may
> supply its own interpretations. The intention is to move the audience by
> use
> of undefined phrases, without analyzing their validity or attempting to
> determine their reasonableness or application.
>
> Rationalization. Individuals or groups may use favorable generalities
> to rationalize questionable acts or beliefs. Vague and pleasant phrases are
> often used to justify such actions or beliefs.
>
> Simplification. Favorable generalities are used to provide simple
> answers to complex social, political, economic, or military problems.
>
> Transfer. This is a technique of projecting positive or negative
> qualities (praise or blame) of a person, entity, object, or value (an
> individual, group, organization, nation, patriotism, etc.) to another in
> order to make the second more acceptable or to discredit it. This technique
> is generally used to transfer blame from one member of a conflict to
> another. It evokes an emotional response which stimulates the target to
> identify with recognized authorities.
>
> Least of Evils. This is a technique of acknowledging that the course
> of
> action being taken is perhaps undesirable but that any alternative would
> result in an outcome far worse. This technique is generally used to explain
> the need for sacrifices or to justify the seemingly harsh actions that
> displease the target audience or restrict personal liberties. Projecting
> blame on the enemy for the unpleasant or restrictive conditions is usually
> coupled with this technique.
>
> Name Calling or Substitutions of Names or Moral Labels. This technique
> attempts to arouse prejudices in an audience by labeling the object of the
> propaganda campaign as something the target audience fears, hates, loathes,
> or finds undesirable.
>
> * Types of name calling:
>
> -Direct name calling is used when the audience is sympathetic or neutral.
> It
> is a simple, straightforward attack on an opponent or opposing idea.
> -Indirect name calling is used when direct name calling would antagonize
> the
> audience. It is a label for the degree of attack between direct name
> calling
> and insinuation. Sarcasm and ridicule are employed with this technique.
> -Cartoons, illustrations, and photographs are used in name calling, often
> with deadly effect.
> * Dangers inherent in name calling: In its extreme form, name calling may
> indicate that the propagandist has lost his sense of proportion or is
> unable
> to conduct a positive campaign. Before using this technique, the
> propagandist must weigh the benefits against the possible harmful results.
> lt is best to avoid use of this device.The obstacles are formidable, based
> primarily on the human tendency to close ranks against a stranger. For
> example, a group may despise, dislike, or even hate one of its leaders,
> even
> openly criticize him, but may (and probably will) resent any nongroup
> member
> who criticizes and makes disparaging remarks against that leader.
>
> Pinpointing the Enemy: This is a form of simplification in which a
> complex situation is reduced to the point where the "enemy" is
> unequivocally
> identified. For example, the president of country X is forced to declare a
> state of emergency in order to protect the peaceful people of his country
> from the brutal, unprovoked aggression by the leaders of country Y.
>
> CHARACTERISTICS OF CONTENT WHICH MAY BECOME
> EVIDENT WHEN NUMEROUS PIECES OF OUTPUT ARE
> EXAMINED
>
> Change of Pace. Change of pace is a technique of switching from
> belligerent to peaceful output, from "hot" to "cold," from persuasion to
> threat, from gloomy prophecy to optimism, from emotion to fact.
>
> Stalling. Stalling is a technique of deliberately withholding
> information until its timeliness is past, thereby reducing the possibility
> of undesired impact.
>
> Shift of Scene. With this technique, the propagandist replaces one
> "field of battle" with another. It is an attempt to take the spotlight off
> an unfavorable situation or condition by shifting it to another, preferably
> of the opponent, so as to force the enemy to go on the defense.
>
> REPETITION
>
> An idea or position is repeated in an attempt to elicit an almost
> automatic response from the audience or to reinforce an audience's opinion
> or attitude. This technique is extremely valid and useful because the human
> being is basically a creature of habit and develops skills and values by
> repetition (like walking, talking, code of ethics, etc.). An idea or
> position may be repeated many times in one message or in many messages. The
> intent is the same in both instances, namely, to elicit an immediate
> response or to reinforce an opinion or attitude.
> * The audience is not familiar with the details of the threat posed.
> Ignorance of the details can be used to pose a threat and build fear.
> * Members of the audience are self-centered.
> * The target can take immediate action to execute simple, specific
> instructions.
>
> Fear of change. People fear change, particularly sudden, imposed
> change
> over which they have no control. They fear it will take from them status,
> wealth, family, friends, comfort, safety, life, or limb. That's why the man
> in the foxhole hesitates to leave it. He knows and is accustomed to the
> safety it affords. He is afraid that moving out of his foxhole will expose
> him to new and greater danger. That is why the psychological campaign must
> give him a safe, honorable way out of his predicament or situation.
>
> Terrorism. The United States is absolutely opposed to the use of
> terror
> or terror tactics. But the psychological operator can give a boomerang
> effect to enemy terror, making it reverberate against the practitioner,
> making him repugnant to his own people, and all others who see the results
> of his heinous savagery. This can be done by disseminating fully captioned
> photographs in the populated areas of the terrorist's homeland. Such
> leaflets will separate civilians from their armed forces; it will give them
> second thoughts about the decency and honorableness of their cause, make
> them wonder about the righteousness of their ideology, and make the
> terrorists repugnant to them. Followup leaflets can "fire the flames" of
> repugnancy, indignation, and doubt, as most civilizations find terror
> repugnant.
>
> In third countries. Fully captioned photographs depicting terroristic
> acts may be widely distributed in third countries (including the nation
> sponsoring the enemy) where they will instill a deep revulsion in the
> general populace. Distribution in neutral countries is particularly
> desirable in order to swing the weight of unbiased humanitarian opinion
> against the enemy.
> The enemy may try to rationalize and excuse its conduct (terroristic), but
> in so doing, it will compound the adverse effect of its actions, because it
> can never deny the validity of true photographic representations of its
> acts. Thus, world opinion will sway to the side of the victimized people.
>
> Friendly territory. Under no circumstances should such leaflets be
> distributed in friendly territory. To distribute them in the friendly area
> in which the terrorists' acts took place would only create feelings of
> insecurity. This would defeat the purpose of the psychological operator,
> which is to build confidence in the government or agency he represents.