Proganda in its negative sense as we understand it
today refer to deceptive persuasive techniques. How do they deceive? A Common
way of deception is by diverting our attention to something else or evading the
issue. In logic, they are called fallacies or deceptive arguments, more
particularly, sophism or deceptive argument intentionally committed.
There are many ways of diverting our attention or
evading the issue in order to deceive us. One is name-calling, which in logic
corresponds to ad hominem arguments: arguments which evade the issue by
attacking the person, i.e calling him a terrorist, instead of what the person
said. For instance, when Marcos is called a plunderer or corrupt, his defender
will say, but those who oppose Marcos are also corrupt, instead of attacking
the argument as to whether or not Marcos is corrupt.
The bandwagon effect as well as glittering
generalities correspond to what is logic is called ad populum argument: an
argument that evades the issues and appeals to popular prejudices instead. One
for instance would campaign for a candidate because he is against corruption
which is popular, without showing if he has a clear program of government
against corruption. Our commercials, which dwell on popular interests like a
white skin or being tall use this kind of propaganda.
Plain folks techniques corresponds to what in logic
is called ad verecundiam argument: one that evades the issue and appeals to
misplaced authority instead. This is how movie stars win elections or advertise
products. A certain movie star for instance speaks of dental hygiene when he or
she has no competence on the matter, but which induce people to believe because
of their being good actors or actresses.
Propaganda may also be based on fear, which
corresponds to what in logic is called ad baculum argument: one that evades the
issue and appeals to fear instead. Misuari may say for instance that if you do
not agree with my proposal, then I will start a war.
Common among all propaganda is the appeal to
emotions. By appealing to our fear, respect for a certain person, popular
prejudices. They are deceptive, because they appeal only to emotions and not to
reason at all.
Contrary to propaganda is rhetorics, which is the
true art of persuasion. According to Aristotle, it has three (3) elements:
logos: appeal to reason; ethos: appeal to the credibility of the person and
pathos: appeal to emotions. This is propaganda taken positively: one that does
not only appeal to emotions alone but to reason as well. We have to appeal to
emotions to move people into action. But we have to appeal also to reason, to
truly convince and not to deceive. Finally, we must also look at who is
speaking. Is he credible or has competence in the field he is speaking on?
This is propaganda taken positively. That is why.
Rizal and the other reformers during the Spanish Regime were called
propagandists. They spouse the welfare of the people by appealing to the reason
of the Spanish authorities. Propaganda or rhetorics however will only succeed
if the listener is open to reasonable arguments, which the Spanish rulers were
not. Thus, reform failed and gave way to the revolution or armed struggle of
Bonifacio.
