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.
1.2 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.
1.3 AIMS AND OBJECTIVES 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 posters, typography and colour were used to influence mass audiences, today’s campaigning adapts similar techniques through social media, short-form videos 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.
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, the pauses, high and low notes changed their perception. But what was it in his speeches that corrupted the German people?
In Jenifer Liu’s ‘Breaking Down Hitler’s 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 position 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 D.C. 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).
2.4 MODERN ORCHESTRATION OF PERSUATION By analysing the language and techniques used, a strong comparison can be made between modern day political speeches and political speeches from other historical figures.
Trump uses a quote which states, “There is no earthly force more powerful than the brave heart of the US military” (FOX 5 New York 2025), giving a sense of unity among his supporters. We see this in many of his campaigns and speeches, where Trump says phrases such as “Our movement is about the people”. This language positions the audience as part of a collective effort, building emotional connection, nationalism and loyalty. His speeches are full of declarative and strong language, such as “we” and “us”, which are similar tactics to previous propaganda techniques, which make the viewers feel a part of something. It also creates an ‘us vs them” idea that increases tension with enemies (Gammel, 2025).
Trump often simplifies complex political and economic issues into short, memorable phrases that audiences can understand and repeat. Phrases such as “Build the Wall”, “Make America Great Again!,” and “Drain the Swamps” (Paulin-Booth. A, 2016), simplify bigger issues such as immigration, corruption and foreign policy into these direct slogans. This way, he communicates to all audiences, especially making it accessible for those who are not fully informed on politics. The simplicity of these messages gives the idea that these problems have clear solutions, when in fact they are much more complex. This strategy reflects the historical use of persuasive simplification in political persuasion.
In the modern-day political sphere, there are many more ways of spreading your political views and messages than there has ever been before. Political parties can maintain their own social media accounts, communicating directly with their followers, bypassing traditional communication. Using a recent example, in the New York elections, Zohran Mamdani utilised social media pages, such as TikTok or Instagram, to communicate and help spread his ideology. There is also the option for political figures to go on different talk shows and podcasts to express personal views, reaching a far wider audience than ever before. Through these forms of media, political persuasion can be more effective, especially when reaching younger audiences who may be more easily influenced. Although the setting of the speeches has changed, the persuasive power of speech remains consistent. Hitler’s rallies used tone, rhythm and repetition to corrupt those listening; these techniques are still being used in modern political communication, with the example being Donald Trump and his rallies. Whether published through television, campaign rallies or short viral clips, spoken language continues to shape how the audience thinks and feels. What has changed is how this communication travels, proving that while technology advances, the spoken word remains at the forefront of political persuasion.
3.1 THE ART OF INFLUENCE Visual communication has always been one of the most successful techniques in propaganda. While spoken word can persuade audiences, graphics have the power to evoke emotions without words; the use of visual elements such as image and colour can have a powerful effect on the user. Some of the most famous examples of successful visual propaganda can be seen in the former USSR (Schenker, M. 2018), which encouraged communism through propaganda during World War 1. These posters heavily influenced the Russian people and furthered the cause very effectively.
There are very strong themes consistently throughout the Soviet Union posters. The bold, geometric theme throughout carries strong ideological messages. The sharp lines and rigid compositions reflect the discipline and structure of the new socialist state, just as the USSR wanted the posters to be perceived. Comrade Gallery states, “the bold colours and striking imagery became the visual backdrop of the revolution. From 1917 to 1991, they reflected the evolving face of the Soviet Union, distilling ideology into instantly recognisable images” (Comrade Gallery 2025).
3.2 ELEMENTS OF AN IDEOLOGY The posters frequently depicted labourers and soldiers, glorifying the idea of strength, unity and sacrifice that reflected communist ideology. If we look at many examples of these posters, we see hard-working Russians representing productivity and discipline, encouraging individuals to see their personal labour as essential for the nation’s progression. This imagery creates feelings of motivation and pride, while subtly pressuring the audience to contribute to the collective goal. Russian people felt obligated to serve this vision. Similarly, using soldiers to reflect courage and loyalty, they act as the defenders of the public. Using these photos within the posters conveys a specific message by portraying these figures as heroic, reinforcing that everyone has a vital role in protecting the state (Thomson, O 1977).
The visual elements of these posters play a huge role in the overall outcome. The Russians deliberately used specific elements to influence emotional response. Jim Aulich in his book ‘Stealing the Thunder’ stated, “These heavy fonts were chosen to create tension and aggression the use of layered images grabs the individual’s attention and gives a sense of chaoticness” (Aulich. J, 2012).
Colour also played a powerful role in the communist propaganda posters, which were used to evoke emotion and suggest an ideology. Red dominated as the colour of revolution, suggesting strength and sacrifice. It also catches the user’s attention, provoking fear and urgency. Black can be seen as representing the enemy, while white suggests purity and hope. Gold, used to symbolise prosperity (Ren, K. 2020).
Another important aspect of these posters was the use of symbolic imagery, which helped communicate ideas clearly. Symbols such as the hammer and sickle, red stars, and industrial machinery appeared repeatedly, each carrying a specific message that the public could recognise instantly. The hammer and sickle represented the unity between workers and peasants and farmers, reinforcing the idea that everyone had a shared responsibility within the nation, while machinery and factories symbolised progress and industrial strength. The red star often acted as a symbol of communist leadership and power. These symbols created a visual language that made the posters easy to understand, even without text. Their repeated use helped normalise the values the Soviets wanted people to follow, shaping how the public viewed their role within the state.
Ultimately, the visual elements were used to provoke pride and trust in the Soviet ideology. These elements were not just used for decoration- it was a deliberate psychological tool to manipulate the public, the elements themselves became the propaganda, shaping how the public perceived their nation subconsciously.
3.3 THE DIGITAL CANVAS OF CONTROL In modern politics, visual communication has evolved significantly in response to technological advancements. There has been a decrease in the significance of printed posters as shifts in digital media consumption have been rising. The increased use of social media has transformed the way modern politics utilises visual communication. Social media platforms, such as TikTok, play a significant role in shaping political understanding. With videos that use dramatic or trending music, cuts scenes, and captions to create an emotional reaction in a very short time. These elements combine to make content highly persuasive without the audience realising it. The quick, repetitive nature of these videos mimics historical propaganda techniques, especially repetition and emotional appeal, but now operates at a much faster speed (National Centre for Social Research 2025).
Concerningly, these platforms operate with little regulation, allowing anyone to post political content regardless of its accuracy. Fake news can spread quickly as it triggers emotions and gains attention. There has been a rise in the use of AI-generated images and manipulated visuals, for example, deepfakes and edited media make it hard to distinguish what is real and what is not, making it difficult for content online to be trusted. These visuals can be used to depict politicians doing or saying things that never happened, spreading so quickly and widely that corrections can never be made, and users believe what they are seeing. With the accessibility of editing tools, anyone can create convincing visuals that appear truthful, contributing to a growing environment of confusion and misinformation.
3.4 MEDIA CONSUMPTION AND MISINFORMATION Algorithms favour engagement over accuracy, promoting the most entertaining, reactive and divisive content to users encouraging the spread of misinformation/disinformation (Zoica, A. 2025). Politics has increasingly become a form of entertainment, with dramatic headlines, memes and scandals often being prioritised over factual content. Audiences may engage more with this content as it is amusing or humorous, rather than informative.
To assess this, a survey examines how young individuals consume political news today, looking at the relevance that social media has. Based on the findings, the survey revealed a strong reliance on social media, such as TikTok, as a main source of political information, with 100% of participants stating they use it for political news. Political content appeared on users’ feeds daily, most often in forms of memes or short video clips, appearing automatically through algorithms rather than active searches. Around 75% of respondents believed that this content was one-sided, either left-wing or right-wing perspectives. Finally, every participant acknowledged that what they see online influences their political ideology, yet only 25% expressed confidence in their ability to identify disinformation (Linton 2025).
By contrast, Brexit’s Vote Leave campaign’s slogan, “We send the EU £350 million a week – let’s fund our NHS instead”, shows how traditional, physical propaganda can still have influence (Cole, N. 2024). This campaign integrated itself into everyday life, as thousands of buses went through cities and towns in the United Kingdom, making it unavoidable. The bold red design and direct messaging made this statement memorable and trustworthy, although it was later proven to be misleading (Cole, N. 2024). This highlights how visual persuasion, physical or digital, continues to manipulate public perception through design and emotional appeal.
In conclusion, traditional methods of propaganda have shifted in the modern world, such as using posters with visual elements to evoke emotion. However, as society has evolved, so too has the way in which politics is communicated visually. Modern visual communication operates across platforms that blend entertainment, news and politics. Still relying on design and emotion, whether it is through a mobile screen or on public transport, what has changed is the speed digital platforms allow information to be spread instantly to a worldwide audience, without verification, which is particularly concerning. The survey illustrated that 100% of responders use social media as their main source of political news, highlighting the shift in information consumption. A quote from Evgeny Morozov, that summarises these findings well, states “The internet has made it much more effective and cheaper to spread propaganda” (Kirby, S. 2023). Another thing to mention from the survey is how Politics now, is becoming increasingly consumed as a form of entertainment rather than in a serious manner due to social media. Political debates, campaigning, and scandals are provided as entertainment and viral content, blurring the line between entertainment and political informing. This shift encourages audiences to digitally engage with politics for the drama and forgetting that political decisions have real impacts on their everyday life.
4.1 MINDS UNDER SIEGE Control has been a very effective tool for maintaining political power. Particularly in the 20th century, political leaders recognised that having control over the flow of information in society meant they could subtly have influence over people’s thoughts and ideas (Bahr, B 2024). This control of information was attained by censorship. In Nazi Germany, Joseff Goebbels was the leader of the Ministry of Propaganda, who controlled media such as newspapers, radios, art, cinema, books and had power over educational services (BBC Bitesize 2013).
Anything that did not support the Nazi regime was banned, and everything that was allowed was infiltrated with Nazi ideology. An example of this was “The Eternal Jew” movie, filled with Nazi ideas like Anti-Semitism. Creating an environment where alternative ideas could not exist. By being in control of what the public is consuming, they created a unified nationalist mindset. Any form of media that came from outside of Germany was banned or heavily monitored, therefore they had no access to alternative perspectives. By isolating people from the outside world, leaders could shape reality and ideology of the public (Gillum, F. 2022).
4.2 THE IRON GRIP Similarly, in the Soviet Union, control was through state-run communication and individualistic regulation. Posters, literature, music, film and education were designed to express the leftist ideology. As the Library of Congress states, “the communist party, including Lenin and Stalin, made it their mission to have absolute dominance, not tolerating even the slightest expression of local initiative, or political unorthodoxy” (Library of Congress 2019). Stalin ruled the USSR through fear tactics, to limit dissent, having power over laws and the state meant that people could be arrested with no evidence of a crime, placing them in labour camps or executed for opposing communist ideology. This resulted in Russians complying with communism due to an instilled feeling of fear. No one wanted to oppose the idea for fear of their safety (Wade, Z. 2025).
In Nazi Germany and the Soviet Union, both regimes understood that shaping the minds of young people would encourage long term loyalty. Hitler Youth taught children Nazi values from an early age, the classroom became a space dedicated to spreading the regime’s ideology. Similarly, Soviet schools rewrote history textbooks and implemented Soviet ideology into everyday education. This meant propaganda was not only in adult media, but also in daily life from childhood. Controlling education ensured that children grew up believing there were no other valid political systems.
4.3 ALGORITHMIC AUTHORITY Control in the digital age has changed dramatically from governments directly censoring information to digital platforms shaping what users see through controlled algorithms. To support this, Oxford University found “Social Media manipulation of public opinion is a growing threat to democracies around the world, according to the 2020 media manipulation survey” (University of Oxford 2021). Social media platforms such as Facebook, X, TikTok, and Instagram have complex algorithms that decide what content appears on their feeds. These algorithms are designed to keep people engaged and keep scrolling but can result in echo chambers that reinforce existing beliefs or repeated ideas and limit exposure to opposing viewpoints.
Algorithmic design creates a new form of political control. When a user engages with a certain type of content, the algorithm provides similar posts, aiming for another interaction, which eventually creates a one-sided environment. The algorithm uses each social media post’s metrics and individual user browsing data to decide what content each person sees (Junqueira, H. 2023). When an individual is surrounded by a particular ideology, this can lead to increased polarisation. This algorithm can be exploited by political campaigns by targeting highly specific groups with persuasive messages and manipulating public perception. This is how propaganda can be communicated in today’s digitally aware society. This communication is highly addictive, with posts usually in short-form content, creating a cycle of “dopamine hits” that conditions users to seek constant stimulation, reducing the capacity to engage with slower content. Making it even harder for the user to stop this cycle (Janssen, T. 2024). The Cambridge Analytica Scandal in 2016, including the Trump US election and Brexit Leave campaign, was one of the biggest data breaches of all time and are prime examples of how this control has evolved (Harbath, K. 2023). A whistleblower saying, “the company had utilised 50 million Facebook Profiles to do their modelling” (Graham-Harrison, E. and Cadwalladr, C. 2018). The scandal collected personal data of Facebook users by the British Consulting Firm, Cambridge Analytica. The data was used to build detailed psychological profiles of voters, which were then used to target them with personalised political advertisements, without informed consent. This scandal resulted in serious concerns for data privacy and consent. 4.4 DIGITAL DOMINANCE Unlike previous forms of propaganda, digital control is hard to recognise. Operating through interactions such as likes, comments, and shares that direct attention. The result is a control system that is based on engagement rather than censorship, where people willingly continue to narrow their own perspective without realising. In this form of propaganda, the algorithm takes the role of the political leader, controlling the public in a new form of psychological manipulation, only this propaganda has an endless scroll of personalised content, that is constantly feeding the user a one-sided argument.
In contrast, propaganda techniques are still being used traditionally, such as in China. Similar to the USSR or Nazi Germany, the Chinese Government’s control over media is “so intense that arguably every flow of information in and out of the state’s mainstream news was propagandistic”, states Veronica Ma in Propaganda and Censorship (Ma, V. 2016). Control is so prevalent, the Chinese were only provided and made aware of state-sponsored forms of entertainment, which pushed the Chinese Government’s ideas. However, due to the rise of technology it is not as easy to censor information as it is available on the internet at the click of a button. The Chinese Government have implemented methods such as ‘The Great Firewall’ and deletion to control the access to this information, also replacing worldwide social media platforms like YouTube with state-mandated apps that have censorship standards. But there is only so little they can do to stop users from looking up what their government is trying to hide from them. Ultimately, traditional methods of propaganda are not as effective as they once were (Ma, V. 2016). Another example of modern persuasion is Putin, similarly to Stalin, has laws in place which are used to control the media by criminalising any reporting that contradicts the government’s official account of events, disseminating only what he wants the public to see and therefore believe (Inskeep, S. and Maybes, C. 2022).