SOME OBSERVATIONS ON PROPAGANDA

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SOME OBSERVATIONS ON PROPAGANDA

W i t h special reference t o " C u r r e n t A f f a i r s "

by JOYCE HARRIS

(-4 member of Transvaal Regional GVUHCU of the Black Sash) P R O P A G A N D A h a s a d o u b l e aspect. W h e n

c o n s i d e r i n g its a i m s a n d o b j e c t s , its suc- cesses a n d f a i l u r e s , it is necessary to r e m e m b e r t h a t t h e r e are two sides to t h e coin — t h a t of t h e p r o p a g a n d i s t a n d t h a t of the p e r s o n o r per- s o n s a t w h o m t h e p r o p a g a n d a is a i m e d .

F o r p r o p a g a n d a to succeed it is essential t h a t the p r o p a g a n d i s t conduct his campaign with ab- solute conviction, a d m i t t i n g of no doubts in his objectives, which a r e clearly defined in his own mind. H e will not a d m i t t h e existence o r validity of any other point of view, and the m a t e r i a l he p r e s e n t s will always be in t e r m s of his own convictions, with selection in presentation a n a -

t u r a l seqnitur*

His easy victim will be one who has no v e r y clear convictions of his own. The less convinced he is, the more muddled his thinking, the easier he will be to b r e a k down. Conversely, a person with s t r o n g convictions of his own will put u p a resistance to p r o p a g a n d a . However, i t can and does h a v e an insidious, repetitive effect which g r a d u a l l y undermines convictions, and does so more effectively if the convictions lack clarity of t h o u g h t .

An individual will n a t u r a l l y respond to propa- g a n d a in t e r m s of his own p a r t i c u l a r bias with his own built-in values and p a t t e r n s of reaction, and in t r y i n g to evaluate p r o p a g a n d a techniques and effectiveness i t is essential to recognize t h i s .

P r o p a g a n d a begins to succeed when the individual begins to doubt and question his own bias and his own values, and it is most successful when it manages to b r e a k down this bias and to con- v e r t . The only effective defensive weapon w i t h which an individual can be armed is a conviction and a clarity a s s t r o n g and a s sustained a s t h a t of the propagandist. Those who live in this coun- t r y , who do not a g r e e with the Government b u t who h a v e been bombarded with Government pro- p a g a n d a over the y e a r s , must realize the t r u t h

of this.

Fundamental Assumptions

Government p r o p a g a n d i s t s a p p e a r to s t a r t off with c e r t a i n fundamental assumptions. T h e basic one is t h a t the Government is always right, t h a t i t can do no wrong, and, a s a necessary corollary of t h i s , t h a t no criticism is valid and t h a t all criticism is nonsense. I t becomes worse t h a n non-

sense, in fact it becomes distinctly subversive.

when the f u r t h e r assumption is made t h a t the Government is South Africa, when the identity of the state itself is submerged in t h a t of the cur- rently r u l i n g p a r t y . Then criticism becomes " u n - South African", u n p a t r i o t i c , t r a i t o r o u s . So the second assumption is t h a t the Government is t h e country. A t h i r d assumption, and a n a t u r a l ad- dendum to the two preceding ones, is t h a t not only is the Government a l w a y s r i g h t a t home, it is a l w a y s r i g h t in i t s assessment of events elsewhere and in its diplomatic relationships w i t h other counti'ies. I t can, in fact, do no wrong.

These fundamental assumptions then become the essential objectives of its p r o p a g a n d a machine. I t b r i n g s all i t s g u n s to bear upon building u p its own p a r t i c u l a r b r a n d of patriotism, and the superiority of South Africa in all respects.

T h e r e is never any self-questioning, only self- justification, and events everywhere are inter-

preted from this" basic premise in o r d e r always to confirm and consolidate it.

One-sidedness and smear techniques

To achieve these objectives certain techniques are used. In his accusations a g a i n s t some sections of the Press, Ivor Benson gave a very clear definition of the technique of onc-sidedness, obviously used, too, by all propagandists. He said,

"All t h a t is missing is some portion of the news.

The editor of a newspaper, when he decides what is to be published and w h a t is to be left out, a u - tomatically operates his own system of news censorship*'. This is the automatic censorship of p r o p a g a n d a , and the accusation fits the accuser a s a p t l y a s i t does t h e accused.

He defined for us, too, the smear campaign. .It i s i n t e r e s t i n g to note t h a t he w a s a t t a c k i n g those who oppose the Government, but these same techniques a r e clearly in operation in Govern- ment propaganda. He said, " W h e n you cannot deal effectively with y o u r opponent's s t a t e m e n t s , t h e r e is only one remedy — and t h a t is to iden- tify him w i t h someone o r something disgraceful

— i n other words, to smear him". T h e r e a r e m a n y other techniques of s m e a r i n g — by insinu- ation, by d r a w i n g false analogies, by implication

— f o r instance, in the reaction to the a w a r d of a Gold Medal to t h e editor of the Rand Daily Mail, where t h e a w a r d w a s seen a s " a p a r t of a world-wide effort to discredit South African poli- cies and have them changed," and where M r . G a n d a r w a s associated with other leaders who

"seem so often to have had shifty feet".

The Black Sash^r August/October, 1965 H Die Swart Serp^s Augustus/Oktober^f 1965

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A n o t h e r aspect of t h e s m e a r c a m p a i g n has been the establishment of false premises, t h e plugging of these premises a s incontrovertible fact, and then t h e use of them a s undesirable labels, ''Com- m u n i s t " has been equated with " L i b e r a l " , also with "Capitalist P r e s s " , and "freedom" with

"licence". " L i b e r a l i s m " and " h u m a n i s m " a r e words which have been tainted and a r e now fre-

quently used a s weapons of criticism. O u r de- fences h a v e been breached- W e tend to forget t h a t these words have been given false meanings.

We a r e anti-Communist. When someone i s label- led a communist we tend t o condemn, and when someone h a s once been smeared it is e a s y t o inti- midate him and difficult for him to refute a s all definitions a r e so v a g u e .

The English P r e s s is smeared and discredited by accusations of Communist penetration. " T h e r e has been Communist penetration of t h e P r e s s . B u t in m a n y cases t h e P r e s s unconsciously, again like other sections of t h e community, carries t h e Communist ball for t h e m . "

Differences in emphasis

Difference in emphasis under t h e guise of facts i s a n o t h e r p r o p a g a n d a technique, for example t h e differences in t h e descriptions given of Mr.

Johnson and Mv. Goldwater d u r i n g t h e American Presidential election campaign, when it was quite clear t h a t t h e propagandists favoured Mr. Gold- w a t e r , t h o u g h t h i s w a s n o t actually said in s o

m a n y words. The presentation of h a l f - t r u t h s and of only one side of t h e picture is another aspect of this technique, such as in t h e review of U.N.O., and of activities of Equity, of t h e "Independence"

incident, of t h e donation by Holland t o t h e De- fence and Aid Fund. The t r u t h is told, b u t not the whole t r u t h , and only one point of view is offered. The implication is one of contempt for any other point of view, cither by failing t o men- tion it a t all or by failing t o enlarge upon it.

In discussing t h e labour shortage t h e possible contribution of non-White labour is ignored except in t e r m s of thtfir contribution to t h e i r own com- munities. Government policy is presented a s t h e only possible one, with no reasons given or need- ed. I t is simply stated as incontrovertible fact, and often in such a way t h a t j o b reservation, for instance, begins t o look a t t r a c t i v e to t h e African,

Events in A f r i c a

Events in Africa a r e used to emphasize t h e Tightness of Government policy, a s in t h e presentation of t h e Congo situation. The logical deduc- tions a r e difficult t o refute, b u t t h e analogies a r e often incomplete. Events in T a n g a n y i k a , t h e

P r o t e c t o r a t e elections, developments in t h e T r a n s - kei a r e used in the same way. So is t h e Indian question — where India's motives a r e questioned but this Government's actions t o w a r d s t h e local Indians a r e not mentioned. Events in other p a r t s of the world and signs of rethinking on certain issues t h e r e a r e given t h e same t r e a t m e n t , and The Black Sash, AnfjUfitfOctoher^t 1985

there is n o hesitation in misrepresenting t h e situation in South Africa if it can be made t o fit neat- ly into t h e context. " I n South Africa . . . t h e r e h a s been a firm belief in t h e possibility of steady progress, a t a n y r a t e f o r t h e B a n t u people . , . For t h i s it is held t h a t two conditions a r e neces- s a r y . One is political advancement of t h e B a n t u and t h e o t h e r is economic inter-dependence w i t h the white man which will keep t h e mm continuing

touch with Western s t a n d a r d s , methods and tech- nology.''

T h e r e is no embarrassment about inconsistency when t h e r e is capital t o be gained—for instance, court r u l i n g s a r e quoted t o prove a point regard- i n g t h e n a m i n g of co-conspirators d u r i n g t h e Sa- botage T r i a l s , and this despite t h e f a c t t h a t recent legislation does not hesitate t o by-pass t h e courts. They can be inconsistent in o t h e r ways too

—other countries may not voice t h e i r criticism of South Africa by introducing sanctions, b u t South Africa is perfectly justified in introducing them herself, for example a g a i n s t K.L.M. and t h e Ford Works. They a r e unswerving in t h e i r ends but not particularly fussy a b o u t t h e means employed.

Sanctimonious and self-righteous

South Africa herself is built u p by diminishing other achievements elsewhere in relation t o what is achieved here — for instance m i n i n g achievements a r e compared with Space developments.

Concrete examples a r e constantly quoted of w h a t the Government is doing about such m a t t e r s a s housing or t h e economy, LD.C., t h e a i r c r a f t indus- t r y , Safmarine, oil o u t p u t etc. The m a i n difficulty within t h e country itself a t present would a p p e a r to be t h e economy, and t h e public is constantly being exhorted to save. T h e r e is also much con- sternation about road safety.

"World Affairs" a r e always presented with orientation t o w a r d s t h e importance of South Af-

rica, such a s with t h e Simonstown issue or t h e production of gold in relation t o world monetary difficulties, or South Africa's solution t o its difficulties in relation t o t h e growing r a c e problems in Britain. South Africa is shown a s well-off relative to t h e rest of t h e world and b e t t e r able to cope, abltf, in fact, to teach t h e rest of t h e world and show- them t h e way. Kven an article on Churchill is used t o imply t h a t South African leaders fall into t h e same superior category. T h e propaganda is sanctimonious, pious and self- righteous, and numerous examples a r e quoted of the unfair t r e a t m e n t of South Africa by all and s u n d r y , such a s in t h e m a t t e r of t h e p r i c e o f

gold. She remains, however, long-suffering.

T h e r e a r e endless quotations from j o u r n a l s and articles t h a t confirm t h e South African point of view, sometimes in such a w a y t h a t a completely different emphasis is given in order to alter t h e implication of w h a t was said and make it look favourable to r a t h e r than a g a i n s t South Africa.

An example of this is t h e use made of a n article 12 Die Strttrt Serp^t AngtutuB/Oktober. 1905

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Propaganda on t a p

Rand Daily MaiL in The Economist called ' T h e Year of Verwoerd."

It is interesting: to note here, in passing and in all fairness, t h a t this misrepresentation could have been quite unconscious and merely the result of the propagandist's own bias when he read the article — an interesting example of how an individual takes what seems significant to him out of

w h a t he sees and h e a r s .

Useful knowledge and information about events and conditions in other p a r t s of the world is given, though always with reference to the South African context, such a s the comparison between Formosa and South Africa. This makes it more easily digestible t h r o u g h familiarity, b u t also lays i t open t o abuse. Highly complicated world problems a r e also simplified for easy consumption, for example Vietnam*

South A f r i c a "always r i g h t "

When local events a r e critically used to expose the weaknesses of Government policy by those who oppose it, the techniques of criticism a r e analyzed, answered and refuted by throwing them back upon themselves, as was done when

Sewgolum won a golf tournament.

The validity of criticism is discounted simply because it comes from persons known to be critics of the Government, the assumption being t h a t this logically makes i t invalid. Often such persons have previously been "smeared". No a t - t e m p t whatsoever is made to deal with the cri-

ticism a s such, for instance the criticisms from the British Council of Churches, or, more recent-

ly, the prisons exposure.

P r o p a g a n d a in South Africa is symbolized by the mailed fist in the velvet glove. I t is long- suffering and gently chastising, a s in its criticism of the " U n - S o u t h African Sta^\ South

Africa is always right, no-one can h a r m her, and even sanctions t u r n out to her a d v a n t a g e . This

is the fundamental objective of all these techniques, and probably many others as well, but t h e r e are o t h e r t r e n d s too.

The p r o p a g a n d a is anti-English Press. I t is anti-U.N.O., a n t i - the United S t a t e s and a n t i - G r e a t Britain, probably in t h a t order. There would a p p e a r to be a growing campaign a g a i n s t the United States. All these countries and org- anizations are controlled by the African States and need to return to sanity. I t is a n t i - the Af- rican S t a t e s and plays u p every difficulty t h e r e . It is anti-Communist all the way through, but often muddled in i t^s definition of Communism, j u s t a s it is anti-liberal and anti-humanism and

muddled here in the same way. It is very con- scious of the " S w a r t Gevaar."

It is obviously pro all Government policy which it plugs consistently. It is in f a v o u r of conser- vatism wherever it can find it. It is p r o - F r a n c e and de Gaulle, perhaps because he favours t h e gold s t a n d a r d and is antagonistic to the U.S.A.

It is pro-Rhodesian independence.

The importance of South Africa in the eyes of the Western world is built u p and emphasized.

She is important for her stability, economic and political, a s a bulwark against Communism, a s a

strategic base, the implication here being t h a t she need not worry herself unduly about criticism, because fundamentally she m a t t e r s too much, and in the long r u n will be proven r i g h t and the rest of the world wrong. Even though she h a s been ignored and ill-treated, she will come out on top.

World politics are viewed broadly a s a confron- tation between the U.S.A. and China, with Africa a s one of t h e prizes. South Africa generally a p - p e a r s a s a disinterested observer, but events a r e a l w a y s interpreted in her favour.

N e e d t o be vigilant

In all fairness one is obliged to admit t h a t the build-up of the South African image by t h e South African Government is justifiable, but t h e interpretation of numerous events both here and elsewhere in o r d e r to achieve this is questionable.

Whether p r o p a g a n d a is justified in building u p the South African Government a s perfection is

another m a t t e r . The propaganda machine is un- doubtedly achieving results, and from this point of view must be r e g a r d e d a s good p r o p a g a n d a . Whether or not you consider it good will depend upon what you yourself consider to be good, r i g h t and just. I t will depend upon w h a t your convictions were when you first began to be subject-

ed to it, and what h a s happened to them. But no-one is ever safe from propaganda, though those who a r e in happy a g r e e m e n t will not r e g a r d it a s an antagonist. F o r those who do, for those who still place some value on t h e i r r i g h t to t h i n k for themselves, judge for themselves and reach t h e i r own conclusions, it would be well to remem- ber t h a t t h e r e is no limit to the insidious power of the spoken and the written word. T h e r e is an ever-present need to be vigilant.

Die Swart Serp^f AuffUsUts/Oktober, 19':*) Tit* Black Sa*h^f Aug tut /October, 1995 13