TOMMOROW BELONGS TO MEDIA

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

DISCLAIMER

This dissertation examines how propaganda was communicated through visual design inhistory and compares these strategies with those used in modern political campaigning andpersuasion. This dissertation is intended for academic purposes, focusing on designprinciples, 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’sbeliefs 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 Catholicismin non-catholic countries (Merriam-Webster 2025). The term initially conveyed in a positiveconnotation, it was during the 17th century the term started taking a negative meaning,especially in the pollical sphere. With the rise in modern warfare the use of propagandaspread and strengthened, with the most notable practises of propaganda being during theWorld Wars.The aim of propaganda is to manipulate beliefs, attitudes or actions. Propaganda can bespread through symbols such as words, music, banners etc. Propaganda exploitspsychological tendencies to manipulate people, which can result in a polarisation of society.This dissertation looks at historical propaganda and compares this to modern politicalcampaigning to show how persuasive design strategies have evolved over time. While fascistregimes used posters, typography and colour to influence mass audiences, today'scampaigning adapt similar techniques through social media, short form video andalgorithmic targeting. By analysing these different context side by side, this research aims toinvestigate whether there are continuities, shifts or new approaches in the role ofcommunication as a persuasive tool.

1.2 THEATRICALITY OF SPEECH

Linguistics have always been one of propaganda’s most powerful tool used to shape publicbeliefs. It is not just about what you say, it is how you say it. From Hitler’s orchestratedspeeches or the revolutionary words from Karl Marx’s ‘Communist Manifesto’, language hasshaped 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 ofsolidity to pure wind” (Orwell, G. 1946). This section looks at how Hitler used the spokenword 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 theserallies were carefully considered to maximise the exposure and favourness of the Nazis. Therallies 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 enrichedwith reminders of German Rootsroots. Sir Nevelle Henderson described the dramaticlighting effects as a “cathedral of ice” (Perry, J 2022). The whole user experience wascoordinated down to split-second timings, Hitler’s arrival timed for eruption, large masses ofpeople being arranged into Nazi symbols such as swastikas. The drill patterns and enormousbanners 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 tospread his ideas across the German public. His use of rhetoric brainwashed the public, howhe encompassed his expression, pauses, high and low notes changed their perception. Butwhat was it in his speeches that corrupted the German people?During Hitler’s rise to power, the German economy was in a terrible state following WorldWar I, largely due to the Treaty of Versailles. With widespread unemployment,hyperinflation and the Great Depression, the German people were desperate for a betterlife. This is when Hitler saw a great opportunity. He promised jobs, stability andreinstatement of the German Empire. He used the weakness and vulnerability of theGerman people as a motive to gain power. By using simple language that appealed to theworking class, offering clear solutions, even if they were built on lies and hatred, the peoplelistened (United States Holocaust Memorial Museum 2024). His speeches were deliberatelycrafted to be direct, dramatic and emotionally charged. Through the choice of bold, violentwords, it was aimed at the lowest intellect, those who could be influenced easily, as theyhad little political knowledge. They were the most affected by the crisis and least equippedto question the claims being made. By simplifying difficult economic and social issues, theideologyideologies became more digestiblebelievable (Thomson, O 1977).In Jenifer Liu’s ‘Breaking Down Hitler Magic’, the analysis explains how Hitler used “commonknowledge 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 anyreal 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 justifypositioning his audience as the enablers of his decisions, when in reality he was tricking theusersthem 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 ashared purpose (LiuJ. 2020).

2.1 MODERN COMMUNCIATION

Throughout history, politicians have used spoken word and public demonstrations as toolsto communicate authority and unity. In the 20th century, speeches were often accompaniedby large-scale displays of military strength, choreographed perfectly to project prideamongst the public. More recently, similar methods of communication have beenperformed, appearing in large-scale rallies or televised displays of power, such as DonaldTrump’s recent military demonstration, held in Washington. This included military parades,American troops, tanks, helicopters and historic military equipment, considered by TheConversation, “a grand spectacle” (Gammel, 2025). The parade displayed visually as apowerful 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 Americanpublic, seeing the soldiers marching evokes patriotism and allows the audience to feelemotionally uplifted, through the power of performance (Gammel, 2025).

2.2 SPEECH

By looking at the language used and the techniques that Trump used within his speeches,analysing how these techniques compare to those used in mass propaganda events in thepast is easy.The speech itself was only eight minutes long, however, it was full of declarative and stronglanguage, “we” and ”us” similar tactics to previous propaganda techniques, which againmake the viewers feel a part of something. It also creates an ‘us vs them” idea that increasestension with enemies (Gammel, 2025).He uses a quote which states, “There is no earthly force more powerful than the brave heartof the US military” (FOX 5 New York 2025), giving a sense of unity and shared identityamong his supporters. We see this in many of his campaigns and patriotic speeches, whereTrump says phrases such as “We are going to Make America Great Again” and “Ourmovement is about the people”. This language positions the audience as part of a collectiveeffort, building emotional connection, nationalism and loyalty. A very similar method ofpolitical communication that was used in history.Trump will often simplify the complicated political and economical issues into short,memorable phrases that audiences can understand and repeat. Phrases such as “Build theWall”, “Make America Great Again!,” and “Drain the Swamps” (Paulin-Booth, A 2016). Thesephrases), simplify bigger issues such as immigration, corruption and foreign policy into thesedirect slogans. This way, he communicates to all audiences, making it accessible for thosewho are not fully informed on politics. The simplicity of these messages gives the idea that these problems have clear solutions when actually, they are a lot more complex. Thisstrategy reflects the historical use of persuasive simplification in political persuasion.Modern Political figures also have many different ways to choose where they communicatefrom. Using Trump as an example again, he often uses his social media pages such as X orInstagram to make important statements. There is also the option for political figures to goon different shows and Podcasts to express personal views, again reaching a far wideraudience than ever before. Through these forms of media, political persuasion can be moreeffective, especially when reaching younger or less experienced audiences who may bemore easily influenced.Although the setting of the speeches has changed, the persuasive power of speech remainsconsistent. Hitler’s rallies used tone, rhythm and repetition to engage and corrupt thoselistening; these techniques are still being used in modern political communication, with theexample being Donald Trump and his rallies. Whether published through television,campaign rallies or short viral clips, spoken language continues to shape how the audiencethinks and feels. What has changed is how this communication travels, proving that whiletechnology advances, the spoken word remains at the forefront of political persuasion.

VISUAL

3.1 PROPAGANDA POSTERS

Visual communication has always been one of the most successful techniques inpropaganda. While spoken word can persuade audiences, graphics have the power to evokeemotions without words; the use of visual elements such as image and colour can have anpowerful effect on the user. Some of the most famous examples of successful, visualpropaganda can be seen in the former USSR (Schenker, M. 2018), which encouragedcommunism through its propaganda during World War 2. These posters heavily influencedthe Russian people and furthered the cause very effectively.There are very strong themes consistently throughout the Soviet Union posters. The bold,geometric influence throughout carries strong ideological messages. The sharp lines andrigid compositions reflect the discipline and structure of the new socialist state, just as theUSSR wanted the posters to be perceived. Comrade Gallery states, “the bold colours andstriking imagery became the visual backdrop of the revolution. From 1917 to 1991, theyreflected the evolving face of the Soviet Union, distilling ideology into instantly recognisableimages” (Comrade Gallery 2025).

3.2 VISUAL ELEMENTS

The posters frequently depicted labourers and soldiers, glorifying the idea of strength, unityand sacrifice that reflected communist ideology. If we look at many examples of theseTomorrow belongs to MediaChloe Lintonposters, we see hard-working Russians representing productivity and discipline, encouragingindividuals to see their personal labour as essential for the nation's progression. Thisimagery creates feelings of motivation and pride, while subtly pressuring the audience tocontribute to the collective goal. Russian people felt forced but obligated to serve thisvision. Similarly, using soldiers to reflect courage and loyalty, they act as the defenders ofthe public. Using these photos within the posters conveys a specific message by portrayingthese 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 Russiansdeliberately used specific elements to influence emotional response. Jim Aulich in his book‘Stealing the Thunder’ stated, “These heavy fonts were chosen to create tension andaggression the use of layered images grabs the individual's attention and gives a sense ofchaoticness” (Aulich. J 2012)Colour played a powerful role in the Leftist propaganda posters, which were used to evokeemotion and suggest an ideology. Red dominated as the colour of revolution, suggestingstrength and sacrifice. It also caught the user's attention, provoking fear and urgency. Blackcan be seen as representing the enemy, while white suggests purity and hope. Gold, used tosymbolise prosperity (Ren, K. 2020).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 tomanipulate the public, the elements themselves became the propaganda, shaping how thepublic perceived their nations subconsciously.

3.3 MODERN VISUAL COMMUNICATIONSIn modern politics, visual communication has evolved significantly in response totechnological advancements. There has been a decrease in the significance of printedposters as shifts in digital media consumption have been rising. Although they have notcompletely disappeared, for example, if we look at Obama’s “Yes We Can” campaign posterusing red, white and blue colours for patriotic appeal, it is not as impactful as those of(include a relevant examples such as Stalin, Lenin, Hitler, etc).however political images mostcommonly spread through digital platforms.The increased use of social media has transformed the way modern politics utilises visualcommunication. Political parties now maintain their own social media accounts,communicating directly with their followers, bypassing traditional communication.Concerningly, these platforms operate with little regulation, allowing anyone to postpolitical content regardless of its accuracy, fake news can spread quickly as it triggersemotions and gains attention. Algorithms favour engagement over accuracy, promoting the most reactive and divisive content to users encouraging the spread of misinformation/disinformation (Zoica, A. 2025). This access to content creation, whileallowing people to participate in political conversation, also enables a rapid spread of falseinformation and manipulated visual content that can be detrimental to a campaign.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 astrong 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 onusers’ feeds daily, most often in forms of memes or short video clips, appearingautomatically through algorithms rather than active searches. Around 75% of respondentsbelieved that this content was one-sided, either left 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 haveinfluence (Cole, N. 2024). This campaign integrated itself into everyday life, as thousands ofbuses went through cities and towns in the United Kingdom, making it unavoidable to miss.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 visualpersuasion, physical or digital, continues to manipulate public perception through designand emotional appeal.In conclusion, traditional methods of propaganda have shifted persuasive strategies, such asusing visual elements like colour, imagery or typography to evoke emotion, remainunchanged. However, as society has evolved, so too has the way in which politics iscommunicated visually. Modern politics still relies on design and emotion, whether it isthrough a mobile screen or on public transport. The speed digital platforms allowinformation to be spread instantly to a worldwide audience, without verification, isparticularly concerning. The survey illustrated that 100% of responders use social media astheir main source of political news, highlighting the shift in information consumption. Aquote from Evgeny Morozov, that summarises these findings well states “The internet hasmade it much more effective and cheaper to spread propaganda” (Kirby, S. 2023).

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