Reexamining Propaganda: Beyond the Negative Connotation

The Power of Propaganda: Redefining a Misunderstood Tool

The term propaganda has long carried negative connotations, conjuring images of authoritarian regimes, manipulation, and deception. But according to Nathan Crick, a professor of rhetoric and philosophy at Texas A&M University, this understanding is incomplete and perhaps counterproductive.

In his new book “Propaganda: The Basics,” published earlier this year, Crick challenges readers to reconsider propaganda as “a value-neutral set of techniques for mass persuasion.” After teaching students about propaganda for two decades, he argues that these techniques permeate modern society, with most people both consuming and creating propaganda daily without recognizing it.

“The word propaganda is an amazingly effective tool for undermining the claims of your opposition, labeling it something that is not worth paying attention to, a fabrication,” Crick explains. The term originated with the Catholic Church as a positive concept related to propagating faith, but its meaning shifted dramatically after World War I, becoming associated with enemy tactics and deception.

Today, propaganda has become inescapable, largely due to the 24/7 social media environment. Crick points to how quickly cultural moments become branded and politicized. He cites a recent example where the education secretary confused artificial intelligence with A-1 steak sauce, which rapidly transformed into a political meme and merchandising opportunity. “I’ve automatically made this a political statement, which profits A-1 steak sauce and makes me funny, which is social currency,” he notes.

Rather than viewing propaganda as inherently negative, Crick highlights its historical role in positive social developments. “Modern democracy is a product of the printing press,” he argues, pointing to the Declaration of Independence as one of America’s first mass-produced political documents. “Benjamin Franklin was so powerful because he understood the power of this press. He was a printer. So democracy is a product of propaganda.”

This perspective challenges the assumption that propaganda is something done to passive audiences. Instead, Crick emphasizes that propaganda is also what we actively produce in response to events. He encourages his students to reflect on how they themselves employ propaganda techniques in everyday situations, from fraternity recruitment to family interactions.

Contemporary examples of propaganda are everywhere, crossing political and social boundaries. “When Jimmy Kimmel creates satirical videos mocking conspiracy theories, this is relying on propaganda to debunk such claims,” Crick points out. “It was a global campaign of state propaganda that encouraged mask wearing and vaccinations during COVID-19. Pride parades and rainbow flags were once considered agitation propaganda.”

Climate change activism represents another arena where propaganda plays a crucial role. Crick notes that the fossil fuel industry deployed sophisticated propaganda to spread doubt about climate science, while environmental advocates counter with their own messaging that oscillates between apocalyptic warnings and utopian visions of green technology.

“The propaganda of climate activism tends to be parasitic on current events,” he explains. “When the news is bad, it gasps ‘See? It’s happening!’ And when the news is good, it exclaims ‘See? It’s possible!’ These extremes are unavoidable, however, because a complex, scientific ‘middle ground’ may be more correct, but it is also ineffective propaganda.”

Crick also addresses the concerning rise of what he calls “fascist” propaganda on social media, describing it as “a self-augmenting, self-propagating rhetorical phenomena.” While technology has enabled greater democratic participation, it has simultaneously allowed for the efficient spread of divisive messaging that satisfies basic human needs for belonging, power, and blame assignment.

“In a technological society, social, political, economic, and religious identities all gradually fuse together until one ends up with just two basic antagonistic groups: ‘us’ and ‘them,'” he explains. This sectarianism happens organically, without necessarily requiring centralized coordination. “Leaders are really more like the conductors of orchestras. They simply take the ideas, biases, and connections already present and help them form a coherent whole.”

Despite these challenges, Crick remains cautiously optimistic. “The only way out of such a system is through it,” he says, suggesting that awareness and ethical engagement with propaganda are essential. He places his faith in the next generation of activists and influencers to develop “better propaganda that calls us to our better selves.”

By reframing propaganda as a tool that can be wielded for both harmful and beneficial purposes, Crick offers a nuanced perspective on a complex communication phenomenon—one that may help people recognize and respond more effectively to the persuasive messaging that shapes our daily lives.