Effectiveness of International Propaganda

Abstract

Propaganda is persuasive communication, as are advertising, education, and political campaigning. Propa ganda differs from the latter in source, purpose, and target. Most of the international activity that goes by the name of propaganda, however, is not persuasive communication but is what the author refers to as facilitative communication. The latter is effective if and when it opens up channels of communi cation with a potential audience. Persuasive communication, which comprises a minute part of the activity of modern propa ganda agencies, is effective only to the extent that it achieves an articulable objective. To accomplish this, the propagandist must not only have control of the propaganda vehicle but must be able to predict the outcome of his activities. Unfortunately, although a great deal of research has been done on the effects of communication and a fair amount of theory has been de veloped, the propagandist is still shooting in the dark.