Peculiarities of political propaganda technologies

Keywords: political propaganda, technologies, mythology, virtualization, manipulation, symbolization


Understanding the technological dimension of political propaganda is one of the main objectives of its research. It is this dimension that makes it possible to define propaganda as a system of methods, techniques and technologies aimed at forming the context of perception of political reality that is desirable for its subject. In the context of the Russian aggression on the Ukrainian lands, which is accompanied by unheard of propaganda influence on the consciousness and behavior of the citizens of our state, the study of political propaganda in the technological aspect is certainly useful and relevant. Propaganda technologies focus on the introduction into the mass consciousness of the necessary stereotypes, patterns, opinions and ideas aimed at consolidating and forming a sense of psychological unity. These technologies may involve various messages, including advertising or entertainment ones. At the same time, the central part of propaganda technologies is the creation of cognitive schemes that allow to impose a certain interpretation of events, and the main task of propaganda content is to diffuse ideas about political reality, focus on a certain mode of action. The subjects of political propaganda may be the state, political parties and movements, public organizations, as well as opinion leaders, but in any case these subjects must have certain resources of power in order to influence the objects of propaganda. The typology of propaganda technologies depends on the criteria chosen. So, in accordance with the basis of the method of action there can be identified technologies of direct or indirect effects. In the first case, there is a direct communication of the subject with the object of propaganda through the organization and conduct of mass events: meetings, demonstrations, pickets, meetings, concerts. In the second case, the presence of the mediator is mandatory. Its role can be played by various social actors – media, opinion leaders, public organizations, as well as other tools of mass communication. The main dominant feature of modern propaganda technologies is manipulation. Within the propaganda process, manipulation can be considered as the use of illegitimate influence by means of discourse: manipulators make others do what is in their interests and contrary to the interests of those who are objects of manipulation. Propaganda technologies are institutional in nature, they operate continuously and rely on propaganda mechanisms. If the propaganda technique is a simple reference to the culprit of a certain problem, a solution and a response, for example, in elections, any propaganda technology creates ideology, symbolism and imagination of interaction between the roles of the enemy, friend, their supporters and assistants. As a result of the propaganda technology another imaginary reality is created. The impact of technology is the creation of a special world. The author comprehends the peculiarities of such propaganda technologies: framing, priming, symbolization, ritualitization, mythologization, political mocking, virtualization, image-making, public relations, psychological, value-mobilizing, norm-setting and manipulative ones.


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How to Cite
Pavlov, D. M. (2018). Peculiarities of political propaganda technologies. Grani, 21(2), 141-149.