Propaganda Techniques of German Fascism - Modern English Readings (1942)Anonymous
"WHAT is truly vicious," observed The New York Times in an editorial, September 1, 1937, "is not propaganda but a monopoly of it." This monopoly is seen most clearly in totalitarian states where all channels of communication are controlled by the government. The extent to which the propaganda machinery of a country has been brought under the control of one organization or a group of related organizations is a useful measure of the degree to which absolutism dominates it, of the extent to which democracy has been eliminated.
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The power of propaganda increases as its control becomes more centralized, as the trend to monopoly increases. In democratic countries this takes place when competing propagandists resolve their differences and agree upon one propaganda. This maneuver can be seen in amalgamations or agreements within political, economic, educational, and religious groups.
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Name Calling"Name Calling" is a device to make us form a judgment without examining the evidence on which it should be based. Here the propagandist appeals to our hate and fear.
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 brotherhood.
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.
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Something approaching deification of Chancellor Hitler is an outstanding example of this device. Nazi propagandists seek to establish him as a quasi-divinity and to transfer to him the religious feelings of the German people; then to transfer from him the "divine" sanction of the policies, practices, beliefs, and hatreds which he espouses.
TestimonialThe "Testimonial" is a device to make us accept anything from a patent medicine or a cigarette to a program of national policy.
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From the fact that "the Führer knows the goal and knows the direction," it follows that his is the supreme testimonial. No authority and no judgment which does not follow from or accord with his can be right. No specialist knows better than he, no recommendation can be better than his. He can deny even the authority of science.
Plain Folks"Plain Folks" is a device used by politicians, labor leaders, business men, and even by ministers and educators to win our confidence by appearing to be people like ourselves—"just plain folks among the neighbors."
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At the same time that the Führer is canonized, an attempt is made to transform him into a "man of the people." In this, the propagandists are greatly assisted by his habits; for he affects ordinary clothes, wears no medals other than his simple Iron Cross, eats plain food and that sparingly, and leads a quiet, secluded life. He is pictured as a man of the people meeting plain Folks in their ordinary walks of life, enjoying with them their simple work and pleasures.
But as previously indicated, Hitler wields an almost hypnotic power over an audience as he rushes excitedly through a speech. The simplest peasant and the most untutored servant girl feel that he is talking directly to them.
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.
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The misrepresentation of facts works in two ways. On the one hand there is a rigorously enforced censorship, backed by an elaborate spy system and the constant threat of concentration camps. By this means the régime can suppress facts, prevent discussion and expression of discontent and opposition. This largely accounts for the fact that many visitors on returning from Germany report that they heard no expression of discontent. On the other hand the régime has freedom to give publicity to falsehoods.
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The Reichstag fire(34) on February 27, 1933, one week before the last free election in the Weimar Republic, affords an example of effective Card Stacking. The records of the trial following the fire establish clearly that the firing was planned and executed with finesse, that Communists were immediately accused of the act, that preparations had been made for the arrest of Communists before the fire-calls had been sounded, and that the evidence submitted by the National Socialists against the accused Communists did not stand in court. But none of the significant facts behind the fire was submitted, although foreign observers were convinced that both the National Socialists and the court knew what they were. The falsity of the charge that the Communists burned the Reichstag buildings was never told the German people.
Band WagonThe "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 medicine show to dramatic spectacle.
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One of the great unifying principles adopted by the National Socialists is that of hate. Among the passages deleted from the English version of Mein Kampf, Hitler has written:(39)
"Hate is more lasting than dislike, and the thrusting power for the mightiest upheavals on this earth has at all times come less from scientific recognition than from a fanaticism that fills the souls of the masses and in a forward-driving hysteria" (vorwärtsjagenden Hysterie).
In accordance with this principle Jews, communists, liberals, and democrats, became objects of hatred and scapegoats which could be made to suffer for the people's distress. Unity is further encouraged by patriotic demonstrations, Typical in these are gigantic crowds of people, massed ranks of uniformed troops, bands playing patriotic and martial airs, voices declaiming from a hundred mechanical mouths, ecstatic marchers carrying flickering torches, their resinous smoke blending into the darkness, flags and swastikas everywhere.
http://www.maebrussell.com/Articles%20and%20Notes/German%20Propaganda.html---------------------------
Excerpts from a 1942 article, seeing the nazism fresh as it happened.
Aren't there a lot of these techniques in use today? Isn't there a divinized, yet 'folksy' figure, good at connecting to the plain and simple people, that today makes out as president of the US?
I hope to get away with exceeding the quoting rules as this is old material from 1942.