One of the most effective and invidious types of communication comes in the form of propaganda. I watched the Democratic debate from South Carolina last night, and each candidate made use, to some degree, of propaganda techniques. As the political primary season continues, take note of the campaigns which rely on standard propaganda tactics to get their messages across and to strike out at the other candidates.

Here are the commonly accepted types of propaganda:

* Join the Bandwagon: establish the value of joining the crowd. (e.g. When the media asserts that all the delegates are going towards Obama’s candidacy)
* Card-stacking: Build a one-sided case for your position. (When McCain, Huckabee and Romney build an argument around the quality of health care instead of talking about a lack of affordable health care insurance.)
* Glittering generalities: Use power words to evoke emotions. (When Obama talks about “change we can believe in.”; or read this article from last year’s Salon magazine on Republican power words.)
* Name-calling: just like it sounds. (When Clinton talks about Obama’s inexperience; When the Republicans call the Democrats “soft on immigration.”)
* Plain folks: Making the leader seem ordinary increases trust and credibility.
* Testimonial: The testimony of an independent person is seen as more trustworthy.
* Transfer: Associate the leader with trusted others. (e.g. when McCain links himself with President Bush’s war policies; when Clinton links herself with her husband’s economic legacy).

I could spend another hour on filing in those blanks above, but I’d encourage our enterprising communication students to help me out!

Wikipedia has a good summary of propaganda examples.