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Propaganda Techniques

Personality Enhancement

Alternative names: glittering generalities, shiny phrases, content-free adjectives, positive vagueness

Definition

Linking a person, institution, or idea with positively sounding words without specific content — 'great', 'good', 'sincere', 'fair', 'solid', 'successful'. These phrases evoke agreement but say nothing concrete about actual traits or qualities.

Example usage

'We stand for sincere and fair politics, support families, create prosperity for all.' (Sounds nice, but content-wise empty statements — what does it specifically mean?)
Source
https://www.e-bezpeci.cz/medialnivychova/listy/

Related techniques

Propaganda Techniques

Common People Argument

The speaker presents themselves as a representative of ordinary people and distinguishes themselves from the so-called elites. They use coll...

Also: common man, plain folks, folksiness

Propaganda Techniques

Common People Argument

The speaker presents themselves as a representative of ordinary people and distinguishes themselves from the so-called elites. They use colloquial language, share everyday concerns, and create the illusion that their opinions reflect the 'common sense' of the majority. However, this technique serves to gain trust, not to make substantive arguments.

Example usage
"I’m just an ordinary guy from the countryside, I know how normal people live. Those politicians in Prague have no idea what we deal with in the villages." (Argument about personal background instead of substantive issues.)

Also: common man, plain folks, folksiness, common sense argument

Full detail Source
Propaganda Techniques

Patriotism Argument

Justifying opinions, actions, or policies by appealing to national sentiment, the homeland, 'our interests' or 'our values'. An appeal to pa...

Also: flag-waving, patriotic appeal, appeal to patriotism

Propaganda Techniques

Patriotism Argument

Justifying opinions, actions, or policies by appealing to national sentiment, the homeland, 'our interests' or 'our values'. An appeal to patriotism bypasses substantive discussion, and anyone who disagrees is labeled as unpatriotic.

Example usage
"Whoever is against this law is against the Czech Republic." Or: "In the interest of our homeland, we must adopt these measures — there is no time for doubt."

Also: flag-waving, patriotic appeal, appeal to patriotism, national argument

Full detail Source
Propaganda Techniques

Appeal to Tradition

The claim that something is right or true simply because it has always been done that way or has always been the case. The length of traditi...

Also: appeal to tradition, argumentum ad antiquitatem, argument from tradition

Propaganda Techniques

Appeal to Tradition

The claim that something is right or true simply because it has always been done that way or has always been the case. The length of tradition, however, is not an argument for its correctness — historically, many things that we now view as wrong (slavery, discrimination, etc.) were practiced 'always'.

Example usage
"Women shouldn't vote, it's always been that way." Or: "Our family has always supported this party, so I will vote for it too."

Also: appeal to tradition, argumentum ad antiquitatem, argument from tradition, it's always been that way

Full detail Source
Propaganda Techniques

Demonization

Labeling a person, group, or idea as evil, dangerous, or outright 'satanic'. Often involves false accusations of the worst acts (betrayal, c...

Also: demonizing, satanization, dehumanization

Propaganda Techniques

Demonization

Labeling a person, group, or idea as evil, dangerous, or outright 'satanic'. Often involves false accusations of the worst acts (betrayal, collaboration, planning evil) and dehumanizes the opponent. The goal is to create an absolute moral chasm between 'us' and 'them'.

Example usage
'These people are traitors who want to sell our country to foreign powers.' Or: 'They are demons in human form.'

Also: demonizing, satanization, dehumanization, traitors

Full detail Source
Propaganda Techniques

Labeling

A simplified, expressive name for an opponent or their group — often derogatory, dehumanizing, or mocking. Instead of a factual discussion,...

Also: labeling, name calling, dehumanizing language

Propaganda Techniques

Labeling

A simplified, expressive name for an opponent or their group — often derogatory, dehumanizing, or mocking. Instead of a factual discussion, the audience receives a label that is easy to remember and evokes an emotional reaction. The labeled person becomes a caricature, not a full-fledged discussion partner.

Example usage
“Sunshine lovers”, “Welcomers”, “True patriots”, “Russian cockroach”, “Olomouc lizard” — terms intended to evoke disgust or ridicule before the audience is familiar with the opponent's arguments.

Also: labeling, name calling, dehumanizing language, expressive naming

Full detail Source
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