In 1937 Clyde Miller and others founded the Institude for Propaganda Analysis.  In an article ‘How to Detect Propaganda’, seven devices were described.

I describe these seven devices below, largely following the summary found here.  I have attempted to provide some examples of my own (in italic) that might be relevant to the modern-day preacher.

1. Name calling – The propagandist conjures hate or fear by attaching unattractive labels “to those individuals, groups, nations, races, policies, practices, beliefs, and ideals which he would have us condemn and reject.”

Examples: ‘fascist’, ‘Nazi’, ‘extremist’, ‘fundamentalist’.

2. Glittering generalities – The propagandist associates his or her program with “virtue words” such as “truth, freedom, honor, liberty, social justice, public service, the right to work, loyalty, progress, democracy, the American way, Constitution defender.” As with name calling, the idea was to make people form a thoughtless judgment under the influence of an emotional impression.

Other examples: ‘love’, ‘unity’, ‘inclusion’, ‘diversity’.

3. Transfer – Here “the propagandist carries over the authority, sanction, and prestige of something we respect and revere to something he would have us accept.” Typical were efforts to establish identification between a political project and the audience’s reverence for national or religious symbolism.

Examples: various TV shows have exploited the credibility of their leading characters in order to persuade viewers of the truth (or untruth) of some aspect of religion.  ‘Till Death Us Do Part’ had its anti-hero, ‘Alf Garnett’, speak in support of Mary Whitehouse, leader of a ‘clean up TV campaign’.  ‘Alf Garnett’s’ prejudice thus became transferred to Mary Whitehouse.  The leading character in ‘The Vicar of Dibley’ probably contributed more to the cause of women’s ordination than any theological argument.

4. Testimonial – Here the propagandist links an idea or program to some specific, favored person or institution. For instance, a point in a labor-management dispute might be linked to ideas put forth by the C.LO.

Examples: consider the persuasive power of a quotation introduced with the words, ‘As Churchill said…’; ‘as Ghandi said…’; ‘as Mother Teresa said…’.  Compare with a quotation prefaced by, ‘As Adolf Hitler said…’, ‘As Mussolini said…’.  Of course, such testimonials can work both ways: a supposed truth might sometimes be supported by, ‘As even Stalin said.’, or words to that effect.

In a Christian context, some would be regarded as ‘Hurrah names’ in some circles, but ‘Boo names’ in other circles.  For example: Calvin, Luther, Jonathan Edwards, Arminius.

5. Plain folk – Persuaders and leaders present themselves as “just plain folks” to establish an identity with ordinary people. Through language and action, elites give them-selves the common touch with the objective of conveying a favorable impression about their ideas and proposals.

Today’s preachers are often urged to use ‘We’ rather than ‘You’ language.  There are some good reasons for doing this.  But for the preacher to constantly strive to communicate to his hearers, ‘I’m just like you, really’ runs the risk of losing sight of the preacher as herald.

6. Card stacking – The propagandist uses overemphasis and underemphasis to put a calculated spin on his or her ideas or proposals. Distortions and omissions throw up a smoke screen such that the audience forgets inconvenient information and embraces half truths.

It may be assumed most preachers will know more about a Bible passage of subject than most of his hearers.  But this can lead to the risk that certain uncomfortable truths might be ignored or glossed over.  Some versions of the lectionary, for example, omit Bible passages that are judged to be unhelpful or upsetting to today’s hearers.  But Holy Scripture is thereby cernsored, domesticated and distorted.

7. Band wagon – Here the propagandist works to have people “follow the crowd,” to accept an idea or plan because “everybody’s doing it.” Focus often is on appealing to ties of nation, religion, race, region, sex, or occupation.

Examples: ‘Everyone knows that…’; ‘No reasonable person would deny that…’

Concluding comment

My point in drawing attention to these ‘propaganda devices’ is not to suggest that they are always and completely to be eschewed.  Rather, I think that today’s preachers need to cultivate the skill of persuasion.  But in doing so they need to recognise some of the perils and pitfalls.