CHAPTER 6. Psychology of propaganda
and advertising in the media
Propaganda as a form of advertising
The term "propaganda" usually refer to a method of psychological impact on the population
through the media and communications. Since promotion is a method of exposure, fulfilling the
function of the value of regulation of consciousness and is based on psychological mechanisms
of comparison and evaluation, it should be seen as a form of advertising. Often, along with the
term "propaganda" used by another close term - "Agitation". Sometimes also used the phrase
Today circulated a differentiated approach to the promotion: distinguish commercial propaganda
and political advocacy. The significant difference of political propaganda from the commercial,
as well as traditional advertising is that it not only gives something positive assessment touts, but
it can be built on the negative evaluation that advocates giving their opponents and competitors.
Very often used in political propaganda techniques that could be called "ad vice versa." In
propaganda, relatively speaking, have their "advertised goods" - an opinion, representation,
stereotypes, lifestyles, style, behavior, etc. It promotes the policies of states, governments,
political parties, viewpoints and perspectives on certain events, etc . participates in the formation
of images, using both traditional beliefs and practices suggestive of exposure.
Russian specialist in the field of media, GS Miller believes that the conceptual definition of
propaganda can be reduced to several forms: advocacy - education (dissemination of useful
knowledge); propaganda - information, propaganda - Communications (the universal tool and a
process of communication between people and their interaction); propaganda - suggestion (a
process that includes psychological experiences and desire), propaganda - socialization (human
communion to culture).
Polish scientist Wojtasik L. (1981) finds that almost every writer, dealing with the problems of
propaganda, attempts to determine their views on this issue and give a proper definition of the
term. Fundamental differences in the definitions above all derive from his point of view of the
differences against the authors of a particular system of propaganda.
Attempts to use scientific psychology in the promotion began in the early XX century. One of
the first who began to conduct experimental research in this area was the famous German social
psychologist W. Mede (W. Moede). He developed a special program of research in the field of
political advocacy. Ideas of Medea (1920) have spread very widely, and were particularly
popular in the U.S.
. Professor W. Mede was also engaged in studying the psychology of the
traditional commercial advertisements.