The Origin of the Term “Propaganda
The term “propaganda” originates from the Latin word propagare, meaning “to spread” or “to propagate.” In the 17th century, Pope Gregory XV founded the *Congregation for the Propagation of the Faith (Congregatio de Propaganda Fide), aimed at strengthening Catholicism and spreading Christian teachings among various peoples. Initially, this was a neutral term, simply denoting the dissemination of doctrine. The idea was to establish a structure that would attract people to the Catholic faith through education and active preaching, especially in countries where Protestantism threatened the dominant position of the Catholic Church.
With the rise of political movements, revolutions, and world wars in the 20th century, the term “propaganda” took on a new meaning and often became associated with manipulation, misinformation, and the subjugation of the masses to the will of a few. Today, propaganda is perceived as organized, targeted influence on people’s perceptions, attitudes, and behavior, often hiding its real goals or distorting the truth to achieve social, political, or economic objectives.
Historically, propaganda has always played a significant role in maintaining power, shaping public attitudes, promoting ideas, and motivating mass actions. Propaganda can influence public consciousness, unite people around common goals, and direct and adjust their behavior. Political leaders and ideologues have used it to maintain order, create images of enemies, suppress resistance, develop personality cults, and promote patriotic and revolutionary ideas.
But apart from propaganda, there are also concepts of persuasion and advertising. What’s the difference?
Persuasion – aims to achieve agreement through logic and argumentation without pressuring the audience, allowing freedom of choice.
Advertising – is focused on commercial interests and primarily seeks to create a positive attitude toward a product or brand. It doesn’t aim at widespread ideological change.
Propaganda – uses repetition, emotional impact, and psychological methods to change the perception, attitudes, and behavior of society according to specific ideological or political goals.
Ancient Origins: From Myths to Public Speeches
In ancient Greece and Rome, rhetoric was an art highly valued among the ruling elites. Politicians and philosophers used oratory skills to persuade and attract citizens to their side, shaping public opinion. For example, Demosthenes in Athens used his speeches to warn fellow citizens about the impending threat from Macedonia, using skillful rhetoric to convey his message.
In ancient Rome, the famous Cicero used oratory to shape perceptions and maintain order in society. He created images of enemies (like Catiline) to mobilize citizens against “internal threats.” These examples show how rhetoric and the art of persuasion became powerful, trusted methods of influence and were recognized as legitimate forms of impacting public consciousness.
Mythology was one of the earliest tools for managing mass consciousness. Myths in Greece, Rome, and other cultures were more than just stories about gods and heroes; they served to establish and reinforce cultural and ethical norms. For example, myths about Zeus or Hercules in Greece portrayed strength but also reflected societal values like courage and self-sacrifice. Common myths helped rulers shape cultural identity, foster social stability, and legitimize their power, portraying it as divinely sanctioned.
In ancient China, Confucian values and moral teachings played a central role in governance and maintaining order. Confucianism was taught as a foundational philosophy, promoting ideals of obedience to authority, loyalty, and moral living. Propaganda was implemented through education, adherence to moral norms, and stories about great rulers and sages passed down through generations, sustaining the traditional hierarchical system.
The Middle Ages and Religious Propaganda
In medieval Europe, the Catholic Church actively used propaganda to spread its ideas and engage society in the Crusades. Through religious images and messages, the concept of a “holy war” was created, offering peasants and nobility alike the promise of forgiveness for sins and salvation for their souls if they joined the campaigns. The Church crafted and promoted images of Christian heroes willing to sacrifice everything to save the Holy Land, convincing people of the necessity to take up arms and make sacrifices for a higher purpose.
The Church actively created images of enemies of the faith, such as Muslims, heretics, and witches. These images helped unite believers and strengthen their devotion, creating fear and hatred toward the “unholy.” Propaganda about “purity of faith” shielded the Church from opposition and reinforced its control over society.
