by Gene Howington, Guest Blogger
“Words have a magical power. They can bring either the greatest happiness or deepest despair; they can transfer knowledge from teacher to student; words enable the orator to sway his audience and dictate its decisions. Words are capable of arousing the strongest emotions and prompting all men’s actions.” – Sigmund Freud
“One man’s ‘magic’ is another man’s engineering. ‘Supernatural’ is a null word.” – Robert A. Heinlein
Words are magic . . . or so it seems. Words can make people change their minds. Words can make others take actions even against their own best interests. Words can shape the world, determine the fate of nations and people, create and destroy. However, as Robert Heinlein noted, one man’s magic is another man’s engineering and in the modern world, propaganda is the most engineered form of communication possible.
Magica verba est scientia et ars es.
The magic of words is science and art.
The science is in the methodology and psychology of execution. The art is in making the message appealing. This is the essence of rhetoric. How is this so? Let us first consider the methodologies of propaganda as a form of rhetoric before we look at the psychology behind these tactics. Although the psychology applies to both negative (black), positive (white) and value neutral (grey) uses of propaganda, in the context of this portion of the discussion, the word “propaganda” should be viewed with its maximum possible negative value load, i.e. the kind of bad propaganda designed to get you to act against your best interests or to harm others. Why? Because many of these tactics favored modern political polemicists are rooted in logical fallacies and outright lies. Knowing “snakes” as a category isn’t as useful as knowing “pit vipers” as a sub-category when the survival of the species can be at stake so we’ll consider the dangerous kinds of propaganda first. Why? Because if you treat all snakes like they are dangerous, then you are less likely to get bitten.
Continue reading “Propaganda 104: Magica Verba Est Scientia Et Ars Es” →