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Deviprasad Goenka Management College of Media Studies

Propaganda as an announced Communication Strategy

By Dr. Aparna Khare

June 27, 2018 at 02:08 PM



Propaganda is information that is not unbiased and is used mainly to stimulate an audience with a defined purpose, with certain facts and building perceptions. Propaganda is a modern Latin word, the gerundive form of propagare, meaning to spread or to propagate.

In the twentieth century, the term propaganda has been associated with manipulative approaches. Propaganda uses the strategies of public practices to elicit a response. As brand focuses on experiences that bring customers coming back year after year to buy your products.

Propaganda is the material prepared by the activist or organization to draw instant attention, but in today’s media world does it have acclaimed position where brands would prefer to use it as an important means of communication tool.

The continuous media innovation has changed the form of propaganda today and has manipulative approach the earlier/ original format of the same.

“The most famous poster in the world, the I Want You poster which first appeared on the cover of Leslies Weekly on July 6, 1916 (as the United States was entering World War I) with the title, "What Are You Doing for Preparedness?" where the poster showed Uncle Sam pointing directly at the viewer, compelling them to action. It was THE persuasive message then, but in today times we are not able to see the brands able to draw similar kind of attention

When brands talk about bringing in innovation in communication strategy it is indeed a challenge for the creative person to curate some effective content to withstand the proliferated market. A propaganda message would certainly hold it good for the brand however there is a fine line between branding & propaganda.

The brands follow various creative styles of communication and most of them are out of one of the techniques of propaganda like bandwagon, lice of life, name calling, card stacking etc.

Therefore the thought which ponders is how the new media will incorporate the techniques of propaganda in the communication strategy. How the term would get appreciation, if yes whether it would be able to make the brands sail through the proliferated market.