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2005-03-02 - 1:59 a.m. I did some research on common propaganda techniques and I decided it's a waste to not share them here. Most of the stuff I got from the Institute of Propaganda Analysis, but it's amazing how much you can extrapolate with the Singapore situation. Oh, this post I dedicate to Jason. : ) Common Propaganda Techniques Semantics a) Name-calling The use of derogatory language or words that carry a negative connotation when describing an enemy. eg. LKY/PAP favourites include 'chauvinist’ (like Tang Liang Hong), ‘communalist’ (to describe a lot of 60's Chinese radicals), ‘yellow culture’ (colour is very suggestive! I don't know if it's unique to Singapore/Malaysia, but this phrase was used to describe Wesern decadence/degeneracy ie. counterculture, long hair, soft drugs), ‘black operation’ (used to describe Communist activities). Anti-gay rhetoric these days is full of the phrase ‘militant agenda’ b) ‘Glittering generalities’ Words that have different positive meaning for individual subjects, but are linked to highly valued concepts. When these words are used, they demand uncritical approval. eg. 'defending freedom' (How does one defend freedom? Can it mean impinging on someone else's freedom?), 'cherished values' (What are these values, how can you generalise everybody having the same values?). In Singapore, it's 'multiracial harmony'. We think it's a good thing. We were raised to believe it's a good thing. So good, in fact, that we're unqualified to make any comments that might destabilise it. So good that we should surrender all discourse on race and religion to the government. But the way the discourse has been propagated, we don't think of 'multiracial harmony' when we see the phrase, we think of 'multiracial fragility'. Off limits. A ticking bomb. No comments. c) Euphemisms eg. The Singapore government isn't 'anti-singles' it's 'pro-family'. Many military euphemisms: 'collateral damage', 'regime change', 'security contractors' (who are in reality, mercenaries, hired guns, soldiers of fortune), and the unbelievably absurd 'friendly fire'. My favorite though is how 'shell shock' evolved to 'combat fatigue' and finally 'post-traumatic stress disorder', a term completely divorced from the reality of war. False Connections d) Transfer An attempt to make the subject view a certain item in the same way as they view another item, to link the two in the subject's mind. eg. A common advertising example is to have a man in a white lab coat touting a product--that's transfer of scientific authority for you--a shorthand, you don't even have to look at his PhD. An eerie Singapore example, also involving costume, is the PAP people appearing in PAP white during National Day--the Nation is conflated with the Party, love for the country is also love for the PAP. Also, President appearing at the Singapore Idol finals, and Hsien Loong inviting 'ordinary Singaporeans' to witness his swearing in as new PM--all these gestures to orchestrate impression that this government rules through popularity and not intimidation. e) Testimonial Quotations or endorsements, in or out of context, which attempt to connect a famous or respectable person with a product or item. eg. Celebrity endorsements, the Devil quoting scripture. In Singapore, tourist testimonials are often highlighted, because the impression is that they are well-travelled, have seen the 'other side', and are thus extremely authoritative when they describe Singapore as 'clean, efficient' etc. However, testimonials by Singaporeans studying/living overseas are not as authoritative, because they are 'influenced' by 'Western' modes of thought; they are firing salvos from their cosy sanctuaries; they have lost touch with the 'sentiments on the ground'. Special Appeals f) Plain Folks An attempt by the propagandist to convince the public that his views reflect those of the common person and that they are also working for the benefit of the common person. eg. Politicians shaking hands with fishmongers, identifying with ‘bread-and-butter issues’. So we can forget, for a moment, how our politicians pocket million-dollar salaries and that we have a Transport Minister who doesn't take the MRT. g) Bandwagon An appeal to the subject to follow the crowd, to join in because others are doing so as well. Bandwagon propaganda is, essentially, trying to convince the subject that one side is the winning side, because more people have joined it. eg. 'You mean you don't want upgrading like the rest of Singaporeans?', 'National Day Parade tickets being auctioned on Ebay!', telecast of massive turnout at PAP rallies h) Fear Aiyoh, this one requires no explanation lah. Singapore's personal favourite. eg. ‘little red dot in a sea of green’, ‘re-merger possibility’, ‘the rise of China/India’, 'China-born students excelling in local schools', 'welfarism will drain Singapore's painstakingly built-up reserves', 'gambling on the opposition will undo all the good the PAP has done for Singapore' etc. Strongly associated with 'pinpointing the enemy', or 'inventing the bogeyman'. Rhetorical Techniques i) Either/or Fallacy Reducing an issue to an ultimatum, thus restricting the possibility of a common ground. eg: Bush's famous 'You're either with us, or you're against us', choose either the tudung or our sacred multiracial harmony, choose either repressive ISA or terrorists running rampant in the country. This technique is also popularly known as 'lesser of two evils'. j) Card-stacking Presenting information that is positive to an idea or proposal and omitting information contrary to it. Also known as 'selective omission'. eg. The typical case of describing Singapore as a true meritocracy, yet neglecting to mention how limited oportunities for Malays in SAF or monoethnic exclusivity of SAP schools undermine 'meritocracy'. The one that annoys me most is when the result of public opinion polls are paraded to justify censorship, but nobody did a poll on CPF cuts and GST hikes. This list isn't exhaustive, of course--there are more rhetorical techniques like 'faulty cause-and-effect', 'logical fallacies', 'false analogy' ('tenuous extrapolation'), and of course the mudslinger's favourite, 'argumentem ad hominen' (aka 'character assassination'--Steve Chia took nudies of his maid! Zulfikar Shariff of fateha.com is an Osama supporter! Devan Nair is an alcoholic!).
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