A Democratic Response to the Hostile Propaganda of Dictators and Demagogues

1. A Democratic Response to the Hostile Propaganda of Dictators and Demagogues Anthony R. Pratkanis University of California

2. Why is the audience hostile? • Enemy combatants in battle (Response: psychological warfare) • Realistic conflict (Response: “Getting to yes;” peace-building; diplomacy) • Hostile propaganda: A demagogue (attempting to gain power) or dictator (has power) uses propaganda (playing on emotions & prejudices) to convince a people or nation to hate someone

3. The seeds of hostile propaganda and the Road to Wigan Pier • Orwell was right: • Hostile propaganda thrives when people feel relatively deprived & frustrated • Frustration leads to feelings of inadequacy & fear and a desire for an explanation & solution • The successful dictator & demagogue • uses frustration as the basis of propaganda by providing “explanations” for the feelings, “solutions,” and self-esteem boosts • may create frustration & fear with imaginary “threats” to the group (ala Jim Jones in Guyana)

4. The nature of hostile propaganda and how to counter it • An historical analysis of the propaganda of demagogues and dictators shows a surprising pattern of the same tactics used over and over again • A democratic response requires • Countering the propagandist’s tactic • Providing positive influence to establish a positive relationship and democracy

5. Some Common Hostile Propaganda Tactics of Demagogues and Dictators

6. Fixation on a phantom goal • A phantom is an unavailable option that is made to look real • Juche is an advanced ideology that will free world of US & Japanese imperialism • Islamist brings the City of God on earth • Powerful tactic because • Gives hope & meaning to replace frustration • Motivates the faithful to achieve the phantom • Social control (enemies don’t want phantom) • Makes alternatives look unattractive and the regime important

7. Counters to phantoms • Offer real hope (after listening to what the target audience wants) • A vision of what can be • A reasonable plan to get there • Demonstrate progress to obtain the goal • Point out (indirectly) the weakness of the demagogue’s phantom (such as publicizing internal complaints)

8. Of god & history (leader credibility) • Leader creates myth of personal divinity/ordained by history • Kim can stop rain, bring Spring in the fall, and turn the sea into fertile land • Bin Laden’s flight out of Saudi Arabia compared to Mohammed’s flight from Mecca; speeches laced with “Allah willing;” fatwa’s; release of sweet odor of martyrs’ body after death • Powerful tactic because it is hard to disobey “god;” extreme behavior is acceptable • Leader provides a solution to frustration (escape from freedom)

9. Counters to leader credibility • Publicize people’s criticism of leader • Support multiple leaders and alternatives • Use subtle communications to undermine leader’s grip (e.g. body of martyrs did not smell sweet) • Do not strengthen the leader’s position by playing into leader myths

10. Granfalloon with scapegoating • Use or create a superior in-group identity (Aryans, Islam, Juche in N. Korea) and an inferior out-group (Jews, Americans) • Powerful tactic because • Cue to what is truth • Induces conformity (to be in the group) • Provides excuse (scapegoat) for frustration and leader’s failures • Couple with other tactics results in moral disengagement

11. Counters to granfalloon • Use superordinate identities whenever possible (us humans, God-fearing) • Use other’s identity to promote own message (“Islam says;” Khatami, 1998) • Don’t reinforce granfalloon boundaries • Use jigsaw method to reduce intergroup conflict (Marshall plan) • Humanize the out-group/scapegoat (RFE & Jews) • Promote multiple, flexible identities

12. Projection & innuendo • Projection: blame an enemy for your misdeed • Innuendo: false rumor or slur • Kim Jong-Il: US is planning to invade the Korean peninsula • bin Laden: America is seeking to control Saudi Arabia • Do not underestimate the power of these tactics • Can be used on internal foes to remove alternatives to the regime

13. Counters to projection & innuendo • Damn it, refute it, damn it, replace it • Inoculation (if you know it is coming) • Stealing thunder (if there is some truth to it) • Admit mistakes immediately

14. Commitment via rationalization trap • Commitment is created via escalating actions moving from small to increasingly more difficult • Attend rally, give money, join group, wear distinctive garb, etc. Viet Cong asked villagers for small favors • Changes the nature of thought and action from rational to rationalizing and the true believer

15. Counters to commitment trap • Frontal attacks rarely work; creates defensiveness • Small hypocrisies • Aum leaders eat sushi • bin Laden kills Muslims; Muhammad: “To insult a brother-Muslim is sinful, to kill him is unbelief.” • Use foot-in-the-door to create commitment to United States interest

16. Agenda setting and control • Media discuss only a small set of issues that can favor one side or the other • US is out to get our oil • Crusade against Islam • Should there be an attack in Ramadan? • Terrorism as agenda control • Works because • As long as these are the issues being discussed others cannot be discussed • Repetition = Truth & Liking

17. Counters to agenda setting • Select a message and stay on message • Counter specific criticisms and then get back on message • Find ways to get on the media ala a political campaign • Develop relationships with foreign reporters

18. Censorship & self-censorship • Complete control of the media, arts, education in totalistic regimes (North Korea, Islamist schools) • Self-censorship of thought • Rote-like chanting of responses to political and other questions • Outside thought is from “imperialist” Americans who want to control the world

19. Counters to censorship • Create alternative communication channels if need be • Find alternative sources for message other than US (exiles, local clerics, friendly regimes) • Point out small but important hypocrisies as opposed to frontal attacks • Remember: Any dissent is better than no dissent in breaking the censorship spell

20. Some Positive Influence Tactics for Creating Democratic Persuasion

21. Goals of democratic influence • Ralph K. White in 1952: “candor, respect for the target of the communication, and assure others that US is not belligerent or domineering” • Listen to the other to find out how they think and feel (RFE gathered extensive info on audience) • Not just “brand America” (positioning) but relationship marketing – create trust • Build self-confidence of target that democracy can be accomplished as a counter to frustration

22. Getting attention and building rapport • Establish physical means of communication • Embedded message within communications that attract attention and begin to establish trust • Entertaining (RFE’s rock ‘n roll in Hungary) • News (RFE’s news about the target country) • Advocate for those abused by dictator & demagogue (RFE’s criticism of abusive communists) • Provide information, dialog, debate that cannot be obtained elsewhere

23. Building trust • Be perceived as empathetic, warm, and genuine • Conspicuous candor – admit mistake as “yes but” • Get the target to do a favor for you • Agree with the target (when you can) • Show liking for the target • Don’t seem perfect (pratfall effect) • Constant praise loses its effect (gain-loss) • Reciprocating self-disclosures • Limit perceptions of self-serving motives • Don’t lie. Actions = words.

24. The altercast • Altercasting is placing the target in the role needed to produce influence • Expert snare & tidy 5th graders • Inadvertently place others in negative social roles • “We are here to help” (implies dependency) • Bully-coward • Select role sets that promote positive relationship • Friends • Democratic citizens

25. Self-generated persuasion • The most effective influence tactic is to have the person persuade him or herself • Lewin’s sweetbread study • Examples of use • Marshall plan had participants come up with own rebuilding plan to obtain grants • Ask target to come up with own plan for a common goal with US

26. Set expectations for confidence building • Expectations determine perceptions of success and thus confidence • Goebbels and lowering expectations • Give people realistic expectations of what can be accomplished and then meet and exceed those expectations

27. Create pro-American action involvement • Find small things that people can do to begin the foot-in-the-door process • Exchange programs; help an American • Identify small objectives to create self-efficacy • Equal status contact with a superordinate goal • Jigsaw classroom • The Marshall plan

28. Goals for democracy • Co-participation of citizens to discover solutions (not predetermined by elite) • System of checks & balances on power • Decentralized communication structures • Flexible group boundaries • Minority opinion encouraged (toleration) • Agenda & goals set by citizens • Persuasion as debate, discussion, & argument