Propaganda
‘Information, ideas, opinions, or images, often only giving one part of an argument, that are broadcast, published, or in some other way spread with the intention of influencing people’s opinions.’[16]
The term ‘propaganda’ was first introduced in 1622, when Pope Gregory XV established the Sacred Congregation for Propagating the Faith (Congregatio de Propaganda Fide), which was an congregation responsible for missionary work related activities.[28] Later on, in the 4th century B.C.E., around 2,300 years ago, a Greek philosopher Aristotle wrote a treatise, known as On Rhetoric, which was comprised of his opinions and theories on the art of persuasion. According to Aristotle, in order to fully persuade someone, there are three categories also known as the ‘3 pillars of public speaking’.[29] These include:
The term ‘propaganda’ was first introduced in 1622, when Pope Gregory XV established the Sacred Congregation for Propagating the Faith (Congregatio de Propaganda Fide), which was an congregation responsible for missionary work related activities.[28] Later on, in the 4th century B.C.E., around 2,300 years ago, a Greek philosopher Aristotle wrote a treatise, known as On Rhetoric, which was comprised of his opinions and theories on the art of persuasion. According to Aristotle, in order to fully persuade someone, there are three categories also known as the ‘3 pillars of public speaking’.[29] These include:
- Pathos (Emotional): An emotional appeal to the audience. This can be done by using certain images or putting certain thoughts into the audience that provokes an emotional response, like attraction, fear, and envy.
- Ethos (Credibility): This category includes the use of a well known and respected speaker with good reputation such as celebrities, doctors and lawyers, who would be able to give good reviews and approval of the product to the audience.
- Logos (Logical): Straightforward reasons would be used, telling you exactly what the product is use for, how it works and what it is used for. This is usually the type of persuasion used for advertisements in newspapers. [30]
Bandwagon
This can be basically described as the appeal to follow the crowd. The objective of this technique is to make the audience believe that since most of their peers and idols have joined a group, or used a product, hence, it is believed that the product must be used. Therefore, the individual would be compelled to join the crowd, and be part of something, not wanting to stand on the sidelines and be left out.[32] This technique was used in wartimes, and can still be found in everyday life and marketing schemes. An example of such is fashion trends. They can be found everywhere, ranging from the group of friends across the streets, to the masses of women’s magazines in the bookstore, and even on advertisements that pop up on the television constantly, regardless of what channel you happen to be on. Women are now spending thousands of dollars, stumbling to keep up with each ‘trend’, whilst the clothes from the last ‘season’ are deemed ‘unwearable’ and thrown away.
Lesser of Two Evils
This technique convinces the audience to choose a certain idea, or proposal by presenting it with a worse option, making their idea look more preferable. The lesser of two evils was mostly used during wartime, to tear down the opponent, and in a way, making yourself more likable. This technique is also often seen in presidential elections and by politicians. In the recent USA presidential election, most citizens admitted that they were voting for the lesser of two evils, in which Huffington Post had even described Obama as ‘the lesser of two evils’.[33]
Using this technique, the Hong Kong government may even convince the citizens of Hong Kong to kill all birds, to prevent any more spreading of the recent avian flu H7N9, for the well-being of Hong Kong citizens. In which case, some may even agree to this testimony, for the safety of Hong Kong.
Using this technique, the Hong Kong government may even convince the citizens of Hong Kong to kill all birds, to prevent any more spreading of the recent avian flu H7N9, for the well-being of Hong Kong citizens. In which case, some may even agree to this testimony, for the safety of Hong Kong.
Why did Orwell choose to represent the event the way he did?
At the start of the book, Old Major had used numerous propaganda techniques in his speech, to both convince the rest of the farm animals to listen and make note of his teachings, but also to gather them together, to have a rebellion against Jones as one.
Orwell represented propaganda constantly throughout the book, as the Bolsheviks did, propaganda in leaflets, posters and film.
How successful was he?
He was successful, all the animals were persuaded by the use of various songs throughout the book. Squealer was also seen using propaganda techniques to convince animals such as bending the truth, when some of the commandments were ‘repainted’ throughout the book. Old Major’s choice of words such as ‘comrade’ and ‘we’ were also represented well, as the the media during the Russian Revolution had also attempted to bring togetherness and also provoked their audience to be more fond of their leaders.
What were the links between the evidence you have found and the text?
As seen from Old Major’s speech on page 9, “All men are enemies. All animals are comrades”, it shows his use of identifying the common enemy, in this case, is the humans, and his attempt to group and unite all of the animals with their one hatred towards humans. The “Beasts of England”, a simple, easy to remember song was also sung after the speech, to inspire the animals with his ideas, which would refresh their hatred towards humans.
The slogan “four legs good, two legs bad” introduced on page 29 was also a great appeal to the dimmer animals such as the sheep, hens and ducks. The slogan was easy to remember, and the sheep were able to bleat it for hours without getting tired.
In order to persuade the animals into accepting the fact that the pigs were to keep all the apples and milk, Squealer used several propaganda techniques, lying about his dislike for such foods, calling it a ‘fail in their duty’ if they do not eat the apples and milk, playing it off as if it was a hardship for themselves.
At the start of the book, Old Major had used numerous propaganda techniques in his speech, to both convince the rest of the farm animals to listen and make note of his teachings, but also to gather them together, to have a rebellion against Jones as one.
Orwell represented propaganda constantly throughout the book, as the Bolsheviks did, propaganda in leaflets, posters and film.
How successful was he?
He was successful, all the animals were persuaded by the use of various songs throughout the book. Squealer was also seen using propaganda techniques to convince animals such as bending the truth, when some of the commandments were ‘repainted’ throughout the book. Old Major’s choice of words such as ‘comrade’ and ‘we’ were also represented well, as the the media during the Russian Revolution had also attempted to bring togetherness and also provoked their audience to be more fond of their leaders.
What were the links between the evidence you have found and the text?
As seen from Old Major’s speech on page 9, “All men are enemies. All animals are comrades”, it shows his use of identifying the common enemy, in this case, is the humans, and his attempt to group and unite all of the animals with their one hatred towards humans. The “Beasts of England”, a simple, easy to remember song was also sung after the speech, to inspire the animals with his ideas, which would refresh their hatred towards humans.
The slogan “four legs good, two legs bad” introduced on page 29 was also a great appeal to the dimmer animals such as the sheep, hens and ducks. The slogan was easy to remember, and the sheep were able to bleat it for hours without getting tired.
In order to persuade the animals into accepting the fact that the pigs were to keep all the apples and milk, Squealer used several propaganda techniques, lying about his dislike for such foods, calling it a ‘fail in their duty’ if they do not eat the apples and milk, playing it off as if it was a hardship for themselves.