TOMORROW BELONGS TO MEDIA

How has propaganda been communicated in history, and to what extent have these strategies informed modern political campaigns?

DISCLAIMER

This dissertation examines how propaganda was communicated in history and compares these strategies with those used in modern political campaigning and persuasion. This dissertation is intended for academic purposes, focusing on design principles, communication strategies and their impact. This is conducted from a neutral, academic standpoint and no personal opinions are expressed.

INTORDUCTION

1.1 HISTORY OF PROPAGANDA

Propaganda is biased or misleading information used to deliberately influence people’s beliefs and actions to promote a particular idea (Smith, B.L. 2024). The term “propaganda” was first used in the 17th century from the Catholic Chruch’s “Congregation for the Preparation of the Faith”, Pope Gregory XV created this congregation to spread Catholicism in non-Catholic countries (Merriam-Webster 2025). The term initially conveyed a positive connotation, but it was during the seventeenth century that the term started taking a negative meaning, especially in the political sphere. With the rise in modern warfare, the use of propaganda spread and strengthened, with the most notable practices of propaganda being during the World Wars.

The aim of propaganda is to manipulate beliefs, attitudes or actions. Propaganda can be spread through symbols such as words, music, banners, etc. Propaganda exploits psychological tendencies to manipulate people, which can result in a polarisation of society (Dictionary.com 2019). This dissertation looks at historical propaganda and compares this to modern political campaigning to show how persuasive design strategies have evolved. While fascist regimes used posters, typography and colour to influence mass audiences, today's campaigning adapts similar techniques through social media, short-form video and algorithmic targeting. By analysing these different contexts side by side, this research aims to investigate whether there are continuities, shifts or new approaches in the role of communication as a persuasive tool.

LINGUISTICS

2.1 THEATRICALITY OF SPEECH

Linguistics have always been one of propaganda’s most powerful tools used to shape public beliefs. It is not just about what you say, it is how you say it. From Hitler’s orchestrated speeches or the revolutionary words from Karl Marx’s ‘Communist Manifesto’, language has shaped the ideas of those who listen. According to George Orwell, “Political language... is designed to make lies sound truthful and murder respectable, and to give an appearance of solidity to pure wind” (Orwell, G. 1946). This section looks at how Hitler structured his rallies and used spoken word to communicate his views, aiming for those listening to follow.

The organisation of the Nazi Rallies was like a movie set. Every contributing factor of these rallies was carefully considered to maximise the exposure and favour of the Nazis. The rallies were considered a series of celebratory events, which were held annually from 1933, in Nuremberg (Thomson, O 1977). Nuremberg had a scenic backdrop, which was enriched with reminders of German roots. The whole experience was coordinated down to split-second timings, Hitler’s arrival timed for eruption, and large masses of people being arranged into Nazi symbols such as swastikas. Sir Nevelle Henderson described the dramatic lighting effects as a “cathedral of ice” (Perry, J, 2022). The drill patterns and enormous banners plastered with swastikas set the scenes and overall crowd atmosphere.

Whilst the design of the rallies played a big role in Hitler’s success, his speeches helped to spread his ideas across the German public. His use of rhetoric brainwashed the public, how he encompassed his expression, pauses, high and low notes changed their perception. But what was it in his speeches that corrupted the German people?

2.2 A VOICE AS A WEAPON

During Hitler’s rise to power, the German economy was in a terrible state following World War One, largely due to the Treaty of Versailles. With widespread unemployment, hyperinflation and the Great Depression, the German people were desperate for a better life. This is when Hitler saw a great opportunity. He promised jobs, stability and reinstatement of the German Empire. He used the weakness and vulnerability of the German people as a motive to gain power. By using simple language that appealed to the working class, offering clear solutions, even if they were built on lies and hatred, the people listened (United States Holocaust Memorial Museum 2024). His speeches were deliberately crafted to be direct, dramatic and emotionally uplifting. The majority of the German population at the time was working class, which made them Hitler’s primary target. Through his bold and forceful language, they could be easily influenced, as many had little political knowledge. The working class were also the most affected by the economic crisis, leaving them desperate for hope and more inclined to see Hitler as a saviour who could pull them from despair. This vulnerability made them less equipped to question the claims being made. By simplifying difficult economic and social issues, the ideologies became more believable (Thomson, O 1977).

In Jenifer Liu’s ‘Breaking Down Hitler Magic’, the analysis explains how Hitler used “common knowledge markers” during his speeches to manipulate his audience. Phrases such as “as we all understand” or “as you know” force his audience into agreement without offering any real evidence. The illusion of shared understanding created this false sense of community, making users feel apart of a collective truth. This technique allowed him to justify positioning his audience as the enablers of his decisions, when in reality he was tricking them into thinking they were familiar with his topics. Phrases such as “us” and “we” also allow users to feel like they are a part of something bigger, personally involved, with a shared purpose (Liu J, 2020).

2.3 THE EVOLUTION OF POLITICAL SPEECH IN MODERN MEDIA

Throughout history, politicians have used spoken word and public demonstrations as tools to communicate authority and unity. In the 20th century, speeches were often accompanied by large-scale displays of military strength, choreographed perfectly to project pride amongst the public. More recently, similar methods of communication have been performed, appearing in large-scale rallies or televised displays of power, such as Donald Trump’s recent military demonstration, held in Washington. This included military parades, American troops, tanks, helicopters and historic military equipment, considered by The Conversation, “a grand spectacle” (Gammel, 2025). The parade displayed visually as a powerful and strong event. The choice of location, the uniforms, marching, synchronisation, and machinery create a “persona and powerful collective presence” as Jennifer Craik writes (Craik, J. 2003). This visual alone creates a sense of pride and unity towards the American public, seeing the soldiers marching evokes patriotism and allows the audience to feel emotionally uplifted, through the power of performance (Gammel, 2025).

2.3 MODERN ORCHESTRATION OF PERSUATION