With the rapid growth of the Internet and its audience advertisers now have a new medium at their disposal. The placement of the first banner ads in 1994 marks the birth of Internet advertising. Although the advertising industry at first hesitated to adopt the new medium, two facts brushed away their doubts:
Migrating Television Audiences: The increased use of the Internet led people to redistribute their time budget. Whereas some cut down on eating and sleeping, more than a third reduced watching television and instead uses the WWW.
Interesting Internet Demographics: While methodologies and approaches of research organizations studying the demographic composition of the Internet vary, the findings are relatively consistent: Internet users are young, well educated and earn high incomes.
Considering those findings, the Internet in the first place seems to become inevitable to be included in media planning, as part of the audience shifts from TV to the WWW, and secondly, because demographics of the Internet user population are irresistible for marketers.
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Media systems (especially broadcasting) can be classified in two different types:
Public Media Systems: Government control over broadcasting through ownership, regulation, and partial funding of public broadcasting services.
Private Media System: Ownership and control lies in the hands of private companies and shareholders.
Both systems can exist in various forms, according to the degree of control by governments and private companies, with mixed systems (public and private) as the third main kind.
Whereas public media systems are usually at least partially funded by governments, private broadcasting solely relies on advertising revenue. Still also public media systems cannot exclude advertising as a source of revenue. Therefore both types are to a certain degree dependent on money coming in by advertisers.
And this implies consequences on the content provided by the media. As the attraction of advertisers becomes critically important, interests of the advertising industry frequently play a dominant role concerning the structure of content and the creation of environments favorable for advertising goods and services within the media becomes more and more common.
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Although Internet advertising only really started in 1994, revenues showed a steady and fast growth. In 1997 US$ 906.5 million were spent on on-line advertising. Compared with advertising revenue for the television industry in equivalent dollars for its third year, the Internet was slightly ahead, at US$ 907 million compared to television's US$ 834 million. 1998 on-line advertising grew by 112 percent to US$ 1.92 billion in revenues, and is on track to hit US$ 4 billion in 1999, which would put Internet advertising at about 2 percent of the U.S. ad market.
Table: Spending on On-Line Advertising by Category
(first quarter 1999)
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Table: Types of On-Line Advertising
(first quarter 1999)
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Source: Internet Advertising Bureau (IAB).
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The advertising industry has always relied on media to transport their messages and disseminate them to the public. Depending on the product or service advertised and the audience targeted different media are used. Besides cinema and outdoor advertising (posters etc.) the huge majority of ads is placed within the classical media landscape, which includes TV, newspapers, magazines and radio.
Whereas in most cases only a relatively small fraction of advertising budgets is spent on cinema, outdoor and radio advertising, newspapers, magazines and TV account for more than two thirds of the money spent on ads. Still with the growing popularity of new media advertisers and marketers have recently also discovered digital networks and especially the Internet for their purposes.
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The advertising industry is dominated by three huge advertising networks, which offer their services throughout the world. Gross income of the three leading agencies is twice as much, as the one of places four to ten.
Table: World's Top 10 Advertising Organizations 1999
(figures in millions of U.S. dollars)
|
Table: Top 10 Global Marketers 1998
(figures in millions of U.S. dollars)
|
On the other hand the three biggest advertisers only spend about US$ 2 millions less than places four to ten together. Whereas money spent on advertising in traditional media comes from very diverse categories, companies offering computer hard- and software, peripherals or Internet services mainly pay for on-line advertisements.
Table: Top 10 Internet Advertisers 1998
(figures in millions of U.S. dollars)
|
Source: Advertising Age
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One of the most crucial issues in on-line advertising is the blurring of the line between editorial content and ads. Unlike on TV and in the print media, where guidelines on the labeling of advertisements, which shall enable the customer to distinguish between editorial and ads, exist, similar conventions have not yet evolved for Internet content. Labeling of online advertisement up to now has remained the rare exception, with only few sites (e.g.
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Although Web advertising becomes a significant portion of marketing budgets, advertisers are still unsure on how to unlock the potential of the Internet. Current findings show that:
- Consumer brands spend only a fraction of their advertising budget on on-line advertising.
- Technology companies spend five times more on advertising in the WWW.
- While banner campaigns are still popular, there is no standardized solution for on-line advertising.
- Ad pricing is based on CPM (costs per 1.000 visitors), rather than on results.
- Personalized targeting has not yet taken hold. Instead advertisers mainly target on content.
At the moment three dominant models are used for Internet advertising:
Destination Sites: They use entertainment, high production values and information to pull users in and bring them back again.
Micro Sites: Content sites or networks host small clusters of brand pages.
Banner Campaigns: Those include other forms of Web advertising like sponsorships.
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As within the traditional media landscape, Internet content providers have two primary means of generating revenue: Direct sales or subscriptions, and advertising. Especially as charging Internet users for access to content - with all the free material available - has proven problematic, advertising is seen as the best solution for creating revenues in the short term. Therefore intense competition has started among Internet content providers and access services to attract advertising money.
Table: Web-Sites Seeking Advertising
|
Source: Adknowledge eAnalytics. Online Advertising Report
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"Stealth sites" account for a particular form of hidden advertisement. Stealth sites look like magazines, nicely designed and featuring articles on different topics, but in reality are set up for the sole purpose of featuring a certain companies products and services.
"About Wines" for example is a well-done online magazine, featuring articles on food and travel and also publishes articles on wine, which surprisingly all happen to be from Seagram.TEXTBLOCK 9/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438657995
Attempts to dictate their rules to the media has become a common practice among marketers and the advertising industry. Similar as in the
Chrysler case, where the company demanded that magazines give advance notice about controversial articles, recent attempts to put pressure on content providers have been pursued by the Coca-Cola Company.According to a memo published by the New York Post, Coca-Cola demands a free ad from any publication that publishes a Coke ad adjacent to stories on religion, politics, disease, sex, food, drugs, environmental issues, health, or stories that employ vulgar language. "Inappropriate editorial matter" will result in the publisher being liable for a "full make good," said the memo by Coke advertising agency
McCann-Erickson. Asked about this practice, a Coke spokes person said the policy has long been in effect.(Source: Odwyerpr.com: Coke Dictates nearby Editorial.
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Corporate public relations and advertising are not only regularly criticized by intellectuals, scientists and writers, but also by cultural and artistic institutions and practitioners. Themselves using advertising and public relations approaches their products are artistic pieces and also caricature the advertising and public relations industry.
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With television still being very popular, commercial entertainment has transferred the concept of soap operas onto the Web. The first of this new species of "Cybersoaps" was
"The Spot", a story about the ups and downs of an American commune. The Spot not only within short time attracted a large audience, but also pioneered in the field of online product placement. Besides Sony banners, the companies logo is also placed on nearly every electronic product appearing in the story. Appearing as a site for light entertainment, The Spots main goal is to make the name Sony and its product range well known within the target audience.TEXTBLOCK 12/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658026
With new sponsorship models being developed, even further influence over content from the corporate side can be expected. Co-operating with
Barnes & Nobel Booksellers, the bookish e-zine FEED for instance is in part relying on sponsoring. Whenever a specific title is mentioned in the editorial, a link is placed in the margin - under the heading "Commerce" - to an appropriate page on Barnes & Noble. Steve Johnson, editor of FEED, says "We do not take a cut of any merchandise sold through those links.", but admits that the e-zine does indirectly profit from putting those links there.TEXTBLOCK 13/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658034
Looking at how public relations practitioners advertise their services, they do not primarily seem to be followers of the "social engineering" approach.
Burson-Marsteller, the worlds leading PR agency, for example sells itself as a specialist in "... public affairs, government relations, crisis communication, investor relations, environmental issues and marketing communications ... experienced at orchestrating effective campaigns, which motivate the right behaviors.". Porter Novelli, third largest international PR company, somewhat more aggressive promises, that their marketing-based public relations "... penetrate the consumer psyche - where - your target audiences work, learn, play or shop, through everything they read, hear and see.". While Porter Novelli seems to be specialized in psychological warfare, Fleishman-Hillard highlights its know-how and experience in government relations programs. "We have handled some of the nation's most challenging public policy issues, including issues affecting the environment, from clean air to agricultural chemicals; aviation safety; regressive taxes; international trade; and human rights.". To handle those difficult tasks, Fleishman-Hillard maintains "... an effective, professional lobbying team that includes registered lobbyists recruited from the Senate and the House."TEXTBLOCK 14/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658045
Often public relations are described as the effort to influence the public or relevant parts of it by representing self-interests to reach certain goals. This view of PR is most commonly found, when acting within the economic sphere. On the other hand organizations like the
PRSA (Public Relations Society of America) as well as several PR theorists and practitioners see themselves as social engineers, responsible for societal harmony. "Public relations help our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among institutions. It serves to bring public and public policies into harmony...", the PRSA announced in one of their official statements on public relations.TEXTBLOCK 15/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658047
Unlike in the United Kingdom, where members of the
PR Consultants Association are required to have an updated, published list of all clients, the U.S. Council of PR decided against a proposal for the disclosure of client lists. Therefore the worlds biggest PR agencies, which are mostly U.S. based, are still in the position to make a secret of their clients.Although public relations activity is mostly associated with marketing and issues management for corporate firms, also PR for nations, politicians and NGOs is common. Among the first to pursue PR for nations was
Edward L. Bernays, one of the founders of modern public relations. Besides his activity in the Creel-Committee, which was responsible for the American propaganda during World War I, he also worked as a PR consultant for Lithuania and India. With his engagement for United Fruit he was moreover actively involved in the Cold War - especially in the overthrow of the Guatemalan government of Guzman.TEXTBLOCK 16/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658049
"Attention Brokerage" is one of the latest developments in the field of online advertising. The first Web-site applying the concept of selling and buying attention is Cybergold. Users, who want to earn money have to register and then look at ads, which, of course, they have to prove by e.g. downloading software. Attention, according to this idea, represents a good, which is worth being paid for.
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Mabye the thorniest ethical problem in Web publishing are links. "We need some sort of universal designation for links that have been purchased as opposed to links that belong to traditional editorial... There's no other medium - with the possible exception of late-late-night television - where this sort of blurring of advertising and editorial is tolerated.", says Steve Johnson from FEED.
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Public relations usually is associated with the influencing of public opinion. Therefore it has subsequently been linked with propaganda. Using one of the many definitions of propaganda "... the manipulation of symbols as a means of influencing attitudes on controversial matters" (Harold D. Lasswell), the terms propaganda and PR seem to be easily interchangeable.
Still many authors explicitly distinguish between public relations, advertising and propaganda. Unlike PR, which is often described as objective and extensive information of the public, advertising and propaganda are associated with manipulative activities. Nevertheless to treat public relations and propaganda as equivalents stands in the tradition of PR.
Edward L. Bernays, one of the founders of public relations wrote "The only difference between propaganda and education, really, is the point of view. The advocacy of what we believe in is education. The advocacy of what we don't believe is propaganda."Also institutions like the
German Bundeswehr use the terms publics relations and propaganda synonymously. After a 1990 legislation of the former minister of defense Stoltenberg, the "psychological influence of the enemy" was ceased during peace time and the Academy for Psychological Defense renamed to Academy for Information and Communication, among other things responsible for scientific research in the field of public relations.TEXTBLOCK 19/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658084
Although it is generally hard to distinguish between public relations and propaganda,
Hill & Knowlton, the worlds leading PR agency, represents an extraordinary example for the manipulation of public opinion with public relations activities. Hill & Knowlton did not only lobby for countries, accused of the abuse of human rights, like China, Peru, Israel, Egypt and Indonesia, but also represented the repressive Duvalier regime in Haiti.It furthermore played a central role in the Gulf War. On behalf of the Kuwaiti government it presented a 15-year-old girl to testify before Congress about human rights violations in a Kuwaiti hospital. The girl, later found out to be the daughter of Kuwait's ambassador to the U.S., and its testimony then became the centerpiece of a finely tuned PR campaign orchestrated by Hill & Knowlton and co-ordinated with the White House on behalf of the government of Kuwait an the Citizens for a Free Kuwait group. Inflaming public opinion against Iraq and bringing the U.S. Congress in favor of war in the Gulf, this probably was one of the largest and most effective public relations campaigns in history.
Running campaigns against abortion for the Catholic Church and representing the
Church of Scientology, large PR firms like Hill & Knowlton, scarcely hesitate to manipulate public and congressional opinion and government policy through media campaigns, congressional hearings, and lobbying, when necessary. Also co-operation with intelligence agencies seems to be not unknown to Hill & Knowlton.Accused of pursuing potentially illegal proxy spying operation for intelligence agencies, Richard Cheney, head of Hill & Knowltons New York office, denied this allegations, but said that "... in such a large organization you never know if there's not some sneak operation going on." On the other hand former
CIA official Robert T. Crowley acknowledged, that "Hill & Knowlton's overseas offices were perfect 'cover` for the ever-expanding CIA. Unlike other cover jobs, being a public relations specialist did not require technical training for CIA officers." Furthermore the CIA, Crowley admitted, used its Hill & Knowlton connections to "... put out press releases and make media contacts to further its positions. ... Hill & Knowlton employees at the small Washington office and elsewhere distributed this material through CIA assets working in the United States news media."(Source: Carlisle, Johan: Public Relationships: Hill & Knowlton, Robert Gray, and the CIA.
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The public relations industry, the same as advertising, is concentrated in the hands of few dominant firms. Still, the striking element about corporate public relations is that PR firms are tightly related to advertising companies. Nine out of the ten biggest international PR agencies have close ties with the advertising industry. Also, looking at the largest acquisitions involving U.S. PR firms from 1997 to 1999 it is apparent that money coming from advertising agencies has played an important role.
Table: Top 10 PR Firms 1998
|
With many PR agencies sold to advertising companies, the advertising industry's influence further increases; enabling them to offer their clients not only advertising services, but also know-how in marketing, public opinion, crisis and issues management and political lobbying.
Table: Acquisition of PR Agencies (1997 - 1999)
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Source: Odwyerpr.com.
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Applied to on-line content the advertising model leads to similar problems like in the traditional media. Dependence on advertising revenue puts pressure on content providers to consider advertising interests. Nevertheless new difficulties caused by the technical structure of online media, missing legal regulation and not yet established ethical rules, appear.
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Advertising as referred to in most economic books is part of the marketing mix. Therefore advertising usually is closely associated with the aim of selling products and services. Still, developments like "branding" show a tendency towards the marketing of not only products and services, but of ideas and values. While advertising activities are also pursued by political parties, politicians and governmental as well as non-governmental organizations, most of the money flowing into the advertising industry comes from corporations. Although these clients come from such diverse fields, their intentions hardly differ. Attempting to influence the public, their main goal is to sell: Products, services, ideas, values and (political) ideology.
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New opportunities for online advertisers arise with the possibility of one-to-one Web applications. Software agents for example promise to "register, recognize and manage end-user profiles; create personalized communities on-line; deliver personalized content to end-users and serve highly targeted advertisements". The probably ultimate tool for advertisers. Although not yet widely used, companies like
Amazon.Com have already started to exploit individualized audience targeting for their purposes.TEXTBLOCK 24/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658450
The 1999
WTO (World Trade Organization) Conference in Seattle not only attracted a multitude of demonstrators, but also artistic and cultural activists like RTMark and Adbusters.Adbusters, well known as fighters against corporate disinformation, injustices in the global economy and "physical and mental pollution", timely for the WTO Conference purchased three billboards in downtown Seattle. Featuring an image with the text "System Error - Type 2000 (progress)", the billboards were meant to challenge "... the WTO's agenda of global corporate growth and expose what isn't reflected in the United State's GNP - human and environmental capital."
At the same time RTMark went on-line with its spoof WTO website http://gatt.org. Shortly after its release WTO Director-General Mike Moore accused RTMark of attempting to "undermine WTO transparency" by copying the WTO website's design and using "domain names such as `www.gatt.org` and page titles such as 'World Trade Organization / GATT Home Page' which make it difficult for visitors to realize that these are fake pages." http://gatt.org is not the first time that RTMark has used website imitation aiming at rendering an entity more transparent. RTMark has performed the same "service" for
George W. Bush, Rudy Giuliani, Shell Oil, and others with the principal purpose of publicizing corporate abuses of democratic processes.TEXTBLOCK 25/63 // URL: http://world-information.org/wio/infostructure/100437611652/100438658922
First of all disinformation can be explained as something that has to do with fears: it frightens us by taking away our individuality, as disinformation is not done for one single person. It is a manipulation; a manipulation the influenced persons did not ask for.
Disinformation is never the launching of one single information/message. Several - and in most cases many - different pieces make up a puzzle of deception. One single message can be called true or false, but only the combination of several and more informations makes up a system that has the power to influence opinions.
The purpose is what produces the disinformation, whereas a wrong information (even as a number of wrong informations) happening by accident represents simply a false information.
The person or group presenting a disinformation knows very well what he/it is doing. The aim is that the person who receives the disinformation gets influenced into a certain and well-planned direction. Therefore the wrong information has to reach the unconscious part of the mind, has to be integrated into personal thoughts.
A good way to reach that goal is to use a commonly known information, something familiar to reach the confidence of the recipient. The best is to use a quasi neutral message. Afterwards the real disinformation is woven into that other information. The mixture between truth, half-truth and lie is the most adequate method to get a disinformation into people's minds.
The knowledge about how to use material and how to slightly change it until the statement turns against someone or some idea, is a type of art to cope with words.
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"For propaganda is a communicative process of persuasion, and persuasion remains an integral part of human discourse in peace as well as in war. (...) propaganda is a process unique to human communication regardless of time, space and geographic location." (
Taylor, Munitions of the Mind, preface p. X)The word propaganda is coming from the Catholic Church. In the 17th century the word was used in the fights against the Protestant Reformation (see
Taylor, Munitions of the mind, p. 3).Propaganda is using words - of course. But it furthermore uses a huge variety of tools for putting through its purpose. Some of them are: hymns, marches, parades, flags, colors, uniforms, all the typical insignias of the military are pieces of propaganda. And it is no coincidence that the standardization of the uniforms for the army were an invention of
Louis XIV, for whom everything seemed to be theatre, a play, a game and all of that was taken into the huge propaganda-system that had to keep his prestige up high.Propaganda makes us think and act in a way we probably would not have chosen to without its influence. Still, in most cases the degree of influence is impossible to know. Studies proving the efficiency of propaganda are doing nothing else but guessing in big parts. But it is efficient, that we know for sure. This is true for commercial advertisements as well as for political propaganda. Short messages are the most effective form of propaganda, look at posters for elections or at advertisements for any product.
The best or most effective propaganda is that which is wanted by the people. If propaganda meets the needs of the people then it has good chances to be extremely effective. And of course those needs can be "educated", as Jacques Ellul mentioned already in 1957, in his book Propaganda: The Formation of Men's Attitudes.
Political will suffers from the urgency of spreading propaganda. The will to change something - even if it was for the better - is hopelessly lost, if their is no prestige or aura around an idea. A certain amount of disinformation and propaganda is the perfect tool to get ideas through.
So, actually, what is the difference between disinformation and propaganda?
One difference is that the first one is directed at reason whereas propaganda also touches emotions, most of the time even prefers to influence emotions.
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Disinformation is part of human communication. Thousands of years ago it was already used as a political medium. In the age of mass-communication and information its possibilities have grown tremendously. It plays an important role in many different fields, together with its "companion" propaganda. Some of these fields are: politics, international relations, the (mass-)media and the internet, but also art and science.
There is no evidence at all for a disappearance of disinformation. On this account it is important to understand where it comes from, what its tools are and how nations (democratic as well as totalitarian systems), international organizations and the media work with it or against it.
This report tries to give a short insight into this topic:
on a theoretical level
by demonstrating cases of disinformation, like the 2nd Chechnya War in 1999.
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Political and economic agendas change. People leave, get exchanged. Whereas one of the things that never seem to change is disinformation. Watching different kinds of cultures and regimes throughout history you will always find disinformation.
Its use is variable just like its tools. First of all it does not necessarily need words. It is possible to disinform in any kind of language (sounds, symbols, letters or with the help of the body). As it seems to have come into existence together with human communication, we need not even hope that it will disappear once in a while.
One could rather say: disinformation has always been there.
Instead of hoping to stop it we need to learn to live with it, detect it, restore it to consciousness. Even this will not be any insurance for not walking into the trap. It is an attempt, nothing else.
For detecting disinformation one needs to know what types of disinformation are possible and how they work. This site gives you some ideas about the history, tendencies and different types of disinformation, with the restriction that it will mostly be about the Western types of disinformation, as it is still harder to understand the media of disinformation in other cultures; and anyhow, many methods and tools run parallel in different cultures.
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A certain problem today is an inflation of disinformation-messages. If the people get used to them, it gets easier for them to detect the lies. In a way disinformation is a tool of social control, holding down revolutionary emotions and thoughts; but also the contrary can be true.
Disinformation spread on purpose can not only change thoughts but it might as well be able to transform history by changing the meaning and interpretation of past events.
Therefore confidence and authority play a special role. Without a certain degree of legitimization, disinformation will not work, as people need something to refer to when they get informed. Disinformation lives on the fact that one can hardly exist without trusting other people. Thus, the source to spread a disinformation with, has to be well elected. Choosing the wrong way/media can destroy an entire campaign
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Obviously, the existence of a totalitarian system is not the premise for disinformation. Democracies in a way praise disinformation. For example in the daily news: first the tragedies and catastrophes, afterwards the better stories, and finally the news end with something positive. This makes people satisfied and does not leave them with the feeling that everything is lost. The majority of politically uncomfortable news do not reach the light of the media at all.
Propaganda seems to work even better in a democratic society, as the population is not as suspicious as in a totalitarian system. Democratic systems tend to use disinformation especially during the times of elections. They use it while fighting against the others. The media decide which role they want to play in all that.
Already the selection of news can be disinformation.
"This system of thought control is not centrally managed, although sometimes the government orchestrates a particular propaganda campaign." (
Edward S. Herman, From Ingsoc and Newspeak to Amcap, Amerigood, and Marketspeak. An unpublished paper for the Conference on "1984: Orwell and Our Future" at the University of Chicago Law School, on Nov. 12th, 1999, p. 2)It is very common that political interests are criticized by the media. But as soon as the so-called national interest is in danger, it is most of all the government's strategy that molests them, but no longer the issue itself. Which U.S.-newspaper ever criticized the American participation in the Kosovo or the Gulf War with hard words? Wasn't it simply the way how propaganda was done that was criticized? But even this only got into the news after the war (and that in both cases).
And if the population doesn't want a certain war then there is always the excuse that it has to be done that way to secure the national interests. Who - especially in patriot nations like the USA or Great Britain - would want or dare (from a moral perspective) to speak against this?
"It is sufficient that people obey; what they think is a secondary concern." (
Noam Chomsky, Necessary Illusions, p. 48)The media are supposed to change information into public information. Out of this results that any lack of media-liberty means a lack of democracy as well.
Still, the instruments and rituals of democracy are never questioned officially.
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As soon as governments found out that newspapers were a fantastic and very often unsuspicious medium for supporting propaganda they tried to pull them to their side.
Two ways existed:
a) to have one's own newspaper, which implies that mostly friends of the government read it. Nothing is regarded as something neutral.
b) to keep a good relationship to the most powerful/most frequently read newspapers and then try to make one's opinion theirs.
Today mostly elected is b), trying to set up alliances.
CNN and the USA during the Gulf War demonstrated an example of that.TEXTBLOCK 32/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658170
If we look at history books we see the history of the winners, of men, of the rich and powerful ones. We read about a small part of the world's history - and very often we do not even realize this selective attitude. Those books disinform, telling us that they inform about what had happened in former times. Information turns into disinformation. Even being aware of this, we tend to live with it rather than change the system of selection.
Which means, we are accustomed to disinformation, as it is nothing new.
There is nothing like an exact history of disinformation, but the topic seems to have existed forever. With the help of disinformation, power and might can be prolonged, destroyed or gained. This is the secret of disinformation and its popularity.
Rumors were the first way of spreading news. Rumors tend to be interesting and they make people interesting: first of all the person who spreads the rumor and second the person who hears about it. Both of them think that they know something that others do not know yet - and this information advantage makes them special, at least for some moments, until the next rumor is spread or that one destroyed by some truth.
The "history" of disinformation is closely connected with the history of propaganda, though those two words do not mean the same thing. They are connected to each other and tend to influence each other in various ways.
What we tend to forget: everybody is disinforming sometimes, everybody is using propaganda. And persuasion is a common companion. The latter is less problematic though, as it uses less violence.
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Thinking of propaganda some politicians' names are at once remembered, like
Caesar, Napoleon, Adolf Hitler, Joseph Stalin or Saddam Hussein.The history of propaganda has to tell then merely mentioning those names:
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In the beginnings of Christianity most people were illiterate. Therefore the Bible had to be transformed into pictures and symbols; and not only the stories but also the moral duties of everybody. Images and legends of the Saints turned out as useful models for human behavior - easy to tell and easy to understand.
Later, when the crusades began, the Christian Church used propaganda against Muslims, creating pictures of evil, pagan and bloodcurdling people. While the knights and others were fighting abroad, people in Europe were told to pray for them. Daily life was connected to the crusades, also through money-collections - more for the cause of propaganda than for the need of money.
During the period of the Counter-Reformation Catholic propaganda no longer was against foreigners but turned against people at home - the Protestants; and against their publications/books, which got prohibited by starting the so-called index. By then both sides were using disinformation for
black propaganda about the other side.TEXTBLOCK 35/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658307
The Romans can be called the great inventors of myths with the purpose of propaganda. Think of
Caesar, Augustus or Nero. Caesar wrote his war-documentation by using incredible (e.g. the numbers of hostile soldiers) but he also emphasized the barbarity of the foe, creating images of hatred. People back at home had to believe these manipulative stories.Or Augustus: he reunited the Roman Empire; part of his power was due to huge efforts in propaganda, visible e.g. in the mass of coins showing his face, being sent all over the empire. He understood very well, that different cultures used different symbols - and he used them for his propaganda.
Politically the Roman army was an important factor. Propaganda in that case was used for the soldiers on the one hand, but on the other hand also for demonstrating the power of the army to the people, so they could trust in its strength. Even then security was an essential factor of politics. As long as the army functioned, the Roman Empire did as well (
Taylor, Munitions of the Mind, p. 48).TEXTBLOCK 36/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658320
Besides ordinary religious manipulation-tools the Egyptians were masters of using architecture for propaganda. In Egypt, most of all, architecture was used as a media to demonstrated power, whereas the Greek and Romans used other types of art, like statues, for political propaganda.
The pyramids, palaces, tombs became tools for power demonstrations. Paintings and carvings (like on obelisks) proved the might of the rulers.
All those signs of power were done to make people compare their ruling dynasty to gods and keep them politically silent, because religion was used for justifying mortal power. Marble, gold, jewelry and artists were the tools for those maneuvers. Whereas questions for the truth were not even asked or listened to.
Finally it was the masses who were used for propaganda, when they were not only forced to work as slaves on those signs of power but also were abused for those power demonstrations, when they had to accompany the dead king into his tomb - dying of hunger, thirst, lack of oxygen and in darkness. The more religious disinformation the more luxury. The more luxury the better. The more luxury the more power.
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Disinformation was seen as an appropriate tool of politics and rhetoric in ancient Greece. Most of all persuasion was used, which then was considered a type of art.
Religion was (and in many ways still is) the best disinformer or manipulator; prophecies were constructed to manipulate the population. The important thing was to use emotions and more than anything else fear as a tool for manipulation. If the oracle of Delphi said a war was to fight and would be won, then the Greek population - because of religious motives - was prepared to fight that war.
Propaganda was not only used in wars but also in daily life to bring people together and create a nation.
But poets, playwrights and other artists were manipulating as well. Their pieces of literature and plays were full of political messages with different ideologies behind. In the way how theatre at that time was part of life, it can be understood easily that those messages had not only entertainment's character but also a lot of political and social influence.
A different and very famous part of disinformation in ancient Greek history was the story of
Themistocles, who won the battle of Salamis against the Persians.TEXTBLOCK 38/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658386
The British set up a unique system for propaganda, involving GB, the USA and all the colonies. Most different agencies and civilians worked together, the civilians not always knowing about the machinery behind.
During the first years of the war the main goal was to achieve a U.S.-entry to the war on Britain's side of the battle. All propaganda was working on this, which meant to destroy Germany's reputation and create dark stereotypes about them, which was an easy task as the Germans were not only fatally unlucky but also very weak in propaganda. At the same time the U.S.-citizens' opinion about the war had to be influenced. The most promising way to do so was by starting with the men in power.
One of the most beloved tools at that time was the use of atrocity stories; and most popular among the masses were cartoons, furthermore posters, an element perfectioned by the USSR in World War I and II, and movies.
The particular thing was that British propaganda finally had an effect on the German population. Soldiers at the front and people at home received the disinformation messages, mostly pamphlets that had been dropped by aeroplanes or balloons.
Together with the development of the fightings turning against the Germans this kind of propaganda was able to discourage the people and make the German government lose its power of propaganda.
"Allied propaganda had caused a collapse of morale at home." (
Taylor, Munitions of the Mind, p. 188)After all this success it is hardly understandable that the British committed a huge error right after the war, an error that had bad consequences for the next war: being regarded as a tool of war and therefore regarded as inappropriate for times of peace, the propaganda institutions were closed. At about the same time similar ones were built up in Germany - first of all on paper, in
Hitler's book Mein Kampf, whose author was an admirer of the British propaganda machine in World War I and decided to perfect it in his own country.TEXTBLOCK 39/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658408
Whereas the British propaganda institution, called the Wellington House (situated in the USA) was working secretly, the U.S.- version, the CPI (
Taylor, Munitions of the Mind, p. 183) was not hiding at all. Its most important issue was to explain its own people why the USA was fighting that war in Europe. The idea spread was that it was a just war, a war that had to be fought to rescue all people, even the Germans, from their political system. For this issue the Germans were divided into two groups, the emperor and the soldiers on the one side, being portrayed as beasts, and the German people, presented as the victims of the first ones.Propaganda tends to be as effective as bombs in wartime. With words alone there is no way of winning a war but loosing by words or loosing because of a lack of propaganda-words is easy. See the German example in World War I.
Defamation is an important tool of disinformation, which is especially chosen for destroying the good reputation of a competitor or enemy. In this respect information can turn into a more destructive tool than ordinary weapons.
War needs propaganda for moral reasons (justification), too, for the soldiers in the battlefields (they need to feel that their nation is appreciating their sacrifice) and for nationalism.
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Supposedly the most famous British atrocity story concerning the Germans during World War I was the "Corpse-Conversion Factory"-rumor; it was said the Germans produced soap out of corpses. A story, which got so well believed that it was repeated for years - without a clear evidence of reality at that time. (
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With the invention of the printing press and - as a consequence - the distribution of information in masses (by then already mostly in the shape of propaganda), propaganda could change its methods. It could not only be produced but also reproduced and therefore spread widely.
The Protestant Reformation profited by this. The idea of translating the Bible into local languages was successful, because it got possible for many people to get a Bible, as books no longer were affordable only for the nobles and the Church.
Royalty and the Courts realized that prestige asked for propaganda and that it was impossible to reign over the people if their mood turned against the king. This gave the impetus for acting. Pamphlets were used for spreading royal messages; like the so-called "mazarinades" (
Taylor, Munitions of the Mind, p. 122), written in a very simple language and spread periodically and in big numbers.When - in
1896 - newspapers started being distributed in huge amounts, the access to propaganda and disinformation was opened extremely. Newspapers informed the mass - and disinformed them if it was considered as necessary (e.g. in war-times).From that time on propaganda and manipulation were carried out for the most different political ideas and nearly without frontiers. Censorship - a part of disinformation - seems to have been the only barrier then. Sometimes even the source of a message kept hidden, which was part of the disinformation process. It is easier to spread ideas against somebody if the own name is kept hidden; and speaking out some kind of laudation that the own party is better without mentioning that it was oneself who spread it and therefore claim that it was someone else who praised the very idea.
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With World War I an entire system of ideas how wars work collapsed. Suddenly it was no longer mostly soldiers who had to fight. War became an engagement of every day's life. Everybody got involved.
Propaganda therefore changed as well. The campaigns were no longer temporarily and recent but had to be planned for years. Who failed in organizing it or used the wrong keywords failed. Masters of modern propaganda became the British, whereas the Germans failed completely in the beginning.
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Cartoons' technique is simplicity.
Images are easier to remember than texts.
Frequently they show jokes about politicians, friendly or against the person shown. In the first decades of this century, cartoons were also used for propaganda against artists; remember the famous cartoons of
Oscar Wilde being portrayed as a criminal, aiming to destroy his popularity.As a tool in politics it had fatal consequences by determining stereotypes, which never again could be erased even if detected as pure disinformation. Most famous got the cartoons about Jews, which were not only distributed by Germans and Austrians but all over Europe; and already in the tens and twenties of our century. Most horrifying is the fact that many of those old, fascist and racist cartoons are coming back now, in slightly different design only.
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In the USSR manipulation of the population was one of the big tasks for the government. But manipulation got even further, for example when the English expert John Maynard came back from a visit in the Ukraine in 1933, he told about poverty but not about hunger. In fact he did not have seen anyone starving as the Soviets just showed him the things they wanted to show. Maynard was involuntarily used to spread Soviet disinformation. As a person from the West, the Western media tended to believe him.
A nearly humorous variety of disinformation was ordered by
Nicolae Ceausescu in the 1980s. It was a very cold winter and too little heating material was available. Therefore Ceausescu made a law that TV-forecasts-weather-forecasts were not allowed to talk about temperatures below 15° Celsius. Like this he hoped to keep the population quiet.TEXTBLOCK 45/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658512
To bandwagon is a form of persuasion by telling that one should do something as the others are doing the same thing.
for more informations see:
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Atrocity stories are nothing else than lies; the two words "atrocity stories" simply pretend to be more diplomatic.
The purpose is to destroy an image of the enemy, to create a new one, mostly a bad one. The story creating the image is not necessarily made up completely. It can also be a changed into a certain variable direction.
The most important thing about atrocity stories is to follow the line of possibility. Even if the whole story is made up it must be probable or at least possible, following rumors. Most successful might it be if a rumor is spread on purpose, some time before the atrocity story is launched, because as soon as something seems to be familiar, it is easier to believe it.
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How is democracy concerned with propaganda and disinformation?
"Democratic governments must tolerate a free press, regardless of criticism. It is a measure of their democracy." (
Taylor, Munitions of the Mind, p. 147)Disinformation is not at all the contrary of democracy.
The idea that democracy means a system to disclose disinformation or even to be the opposite of disinformation, is itself a disinforming message, because democracies themselves frequently use that tool, if it serves their purposes, like in war, economy and elections.
No (contemporary) political/ideological system is safe from propaganda and disinformation. All of them are using them if it seems necessary and appropriate. Democracy, always pretending to be the most liberal and most human system, is no exception.
For Military disinformation/propaganda see:
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Movies produced in Hollywood in 1918/19 were mainly anti-German. They had some influence but the bigger effect was reached in World War II-movies.
The first propaganda movie of World War II was British.
At that time all films had to pass censoring. Most beloved were entertaining movies with propaganda messages. The enemy was shown as a beast, an animal-like creature, a brutal person without soul and as an idiot. Whereas the own people were the heroes. That was the new form of atrocity.
Leni Riefenstahl was a genius in this respect. Her movies still have an incredible power, while the majority of the other movies of that time look ridiculous today. The combination of light and shadow, the dramatic music and the mass-scenes that resembled ballet, had its effect and political consequences. Some of the German movies of that period still are on the index.U.S.-President
Theodore Roosevelt considered movies the best propaganda-instrument, as they are more subtle than other tools.In the late twenties, movies got more and more important, in the USSR, too, like
Sergei Eisenstein demonstrated with his movies. Historic events were changed into symbolism, exactly the way propaganda should function. It was disinformation - but in its most artistic form, especially in comparison to most U.S.- and European movies of that time.TEXTBLOCK 49/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658547
"In wartime they attack a part of the body that other weapons cannot reach in an attempt to affect the way which participants perform on the field of battle." (
Taylor, Munitions of the Mind, p. 9)Therefore the demonstrated tools refer to political propaganda in the two World Wars.
Propaganda has the ability to change a war, a natural evil, into a so-called "just" war. Violence then is supposedly defense, no more aggression.
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Between the two World Wars the radio started becoming more and more important; as well in education (e.g.
Walter Benjamin and Bertolt Brecht) as for propaganda.By hearing unconsciously, without listening, while concentrating on something else, it is easy to spread ideas and emotions. This fact was taken advantage of.
The German Minister for Propaganda,
Josef Goebbels, imagined the radio to be the most effective tool for propaganda. In fact the radio turned out to be a method to reach all generations at the same time, even the illiterates. By sending propaganda music and interrupting programs for the latest news, mostly good ones, the radio became popular.Radio Moscow, which started working in 1922, tried to intervene in innerstate-affairs in Britain as well as in other countries. The radio was supposed to push ahead the idea of communism.
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No mass-media is more efficient in disinformation and propaganda than TV. And no one seems to be better in influencing that which is considered the truth. e.g. around 67% of the Austrian population in 1999 believe that TV is the most reliable information-media.
Opinion polls show that it is said to be the most realistic media, the only one worth trusting. History tells us the contrary. The combination of words and moving pictures, together with the documentary style of the news, looks sincere, while it produces images in our heads which start working on their own. The Vietnam war was only the first war performed on television ...
But: also watching the news is part of the entertainment show of the media. And therefore they are presented in an entertaining form. Manipulation of the contents of the news is part of the show.
One factor is the issue that news must be reported in a very short period. Several seconds for each catastrophe. Scarcity implies disinformation.
Ted Koppel's movie Revolution in a box demonstrates this:
When the TV-news showed pictures of the nuclear plant accident in Chernobyl, they showed pictures of another - still working - plant. The thought behind was to demonstrate that in this world nothing can stay undetected by the media, to show that still everything is observed and under control - at least in the West.
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White propaganda does not hide its source. The
Its contrary is the
black propaganda that was already commonly used in ancient Rome.TEXTBLOCK 53/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658569
Certainly propaganda needs positive aspects as well:
The art of circulating positive images even if the actual situation is unsuccessful, like in a war or before elections, when all opinion-polls are negative, is one which needs talent.
Napoleon obviously possessed this talent.Another master of this was
Adolf Hitler and the people working next to him. The way how he was portrayed as the father of the nation, the sensitive guide through that war - even at a moment when it should have been clear that there was nothing left to win for the Germans/Austrians in that war - is quite extraordinary and demonstrates a hard piece of work. But more than anything else it need the population's will to believe those propaganda-messages. And the Germans preferred to believe in Hitler than to look for another truth.TEXTBLOCK 54/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658570
After World War II the importance of propaganda still increased, on the commercial level as well as on a political level, in the era of the Cold War. The propaganda institutions of the different countries wanted their people to think the right way, which meant, the national way. In the USA the McCarthy-era started, a totalitarian system in struggle against communism.
McCarthy even managed to publicly burn critical books that were written about him; and every unbeloved artist was said to be a communist, an out-law.Cold War brought the era of spies with it, which was the perfect tool of disinformation. But the topic as a movie-genre seems still popular today, as the unchanged success of James Bond-movies show.
A huge net of propaganda was built up for threatening with the nuclear bomb: pretending that the enemy was even more dangerous than the effect of such a bomb.
And later, after the fall of the Iron Curtain, disinformation found other fields of work, like the wars of the 1990s showed us.
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Soon after the Bolshevik Revolution wall newspapers were hung up around Moscow to distribute ideological thoughts and to (dis-)inform the people. As many people were illiterate in the beginning of this century, posters were the most effective tool for propaganda in the USSR. The ways of production and their design were so special that they reach high prices today, as pieces of art.
However, German posters were produced without any aesthetic idea behind, but to manipulate by using open disinformation and propaganda. Several motives existed, each fitting to a certain political topic.
- Very often they turned out extremely racist.
- The motive could be PR for
Hitler. In this case only his face was shown, sometimes without neck, which gave him the expression of a spiritual.- The fight for each other, to work together in war times was another motive. In this case the presentation of different generations working together on the same project was important.
- Other posters were produced to make everybody save materials of daily life. The "Kohlenklau", the figure of an ugly thief of coal, was so popular that finally comics about him were sold. Everybody new the toon figure; a perfect and successful propaganda.
- A mixture between warning and propaganda were the posters talking about the enemy being everywhere and listening. In the beginning the enemy was portrayed as a shadow wearing a hat; a hostile person, hard to recognize. Later the figure seemed to fade away, was no longer really visible but still there, by then more mystic and frightening national security.
What is true for German propaganda posters can also be said about other political powers. And also today propaganda posters are used in pre-election periods. Style has changed, but the idea of presenting something simple that can't get forgotten easily, is still the same.
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Disinformation might also be welcome:
While the ones criticize disinformation and try to fight against it, others do nothing against it. And others again seem to enjoy getting disinformed. How this works? It is the result of a society that does no longer want to live under the pressure of doing and hearing everything at the same time. Acceleration of life seems too fast. The only way to get out is to refuse certain things/messages/truths. Receiving disinformation can be more comfortable than getting so-called correct information. This is especially true for the readers of the yellow press. The yellow press lives on that perspective, the commodity of getting light news, mostly wrong news and lies - but those being wrapped up in nice pictures and stories about those who seem to reign the world.
The aim is the escape out of reality.
A surplus of information, information terror, can produce disinformation. The profusion can get exploited for disinformation. This works in that way that in the mass of information the individual has no possibility to get an overview of the different ways of thinking and to reach a stage of objective knowledge.
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In 1870 the U.S.-American
C.R.Teed, inspired by the lecture of the bible and elder believers (like Edmund Halley in 1692), developed a new model of the world. In Germany the idea was published by Karl Neupert. In the 1930s the theory got famous, when it was published as the new world-vision. Though the theories differed slightly, all authors imagined the world as a ball, where human beings live inside. In the middle are the moon and the sun - and also God, sitting in the center. for further details see:
Those who believe in it, call it the truth, those who simply like the idea, may call it a parallel science. Others call it disinformation, asking for the reasons to spread it. The turning to the inside, where there is no way out, produces a different reality. It shows that realities are always produced.
Political conservatives and racists like
Hitler were fascinated by the idea and tried to present it as a new truth, a new reality, which was possible to make ideological use of. TEXTBLOCK 58/63 // URL: http://world-information.org/wio/infostructure/100437611661/100438658604
Through the internet a new form of vulnerability of governments is emerging. Hackers drive national and international governmental organizations crazy by changing their websites and offering disinfor-mation. Attacks of this kind happen several times a day and the technicians say there is nothing to stop them. The
Pentagon is one of the most popular victims. In the year 1999 the number of hacker-invasions (a series of them is called The Moonlight Maze and was coming from the server of the Russian Academy of Science - a fact that does not proof much) to the Pentagon could rise up till 20.000. Normally it takes several hours to repair the pages - from the moment of realizing that some hackers have entered the zone.The issue runs as a new form of terrorism. Laws are very strict and punishment high, a fact showing the fear of the authorities, as it is more than the disinformation campaigns that frightens them: Internationals Relations could be influenced.
See more about this on:
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Never before propaganda had been as important as in the 2nd World War. From now on education was one more field of propaganda: its purpose was to teach how to think, while pure propaganda was supposed to show what to think.
Every nation founded at least one ministry of propaganda - of course without calling it that way. For example the British called it the Ministry of Information (= MOI), the U.S. distinguished between the Office of Strategic Services (= OSS) and the Office of War Information (= OWI), the Germans created a Ministry of Propaganda and Public Enlightenment (= RMVP) and the Japanese called their disinformation and propaganda campaign the "Thought War".
British censorship was so strict that the text of an ordinary propaganda leaflet, that had been dropped from planes several million times, was not given to a journalist who asked for it.
Atrocity stories were no longer used the same way as in the 1st World War. Instead,
black propaganda was preferred, especially to separate the Germans from their leaders.German war propaganda had started long before the war. In the middle of the 1930s
Leni Riefenstahl filmed Hitler best propaganda movies. For the most famous one, "Triumph of the Will" (1935), she was the only professional filmier who was allowed to make close-up pictures of her admirer.Some of the pictures of fear, hatred and intolerance still exist in people's heads. Considering this propaganda did a good job, unfortunately it was the anti-national-socialist propaganda that failed at that time.
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Part of the disinformation-campaign of most Western states is the connection between the free market and democracy, pretending that the one entails the other. Development assistance is built on this false spiral. And the vision that the Westerners are needed, that they should intervene and influence, is a perpetuate misunderstanding on purpose. Those who earn money and a good reputation out of it, go on with this atrocity story.
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The internet can be regarded as a mirror of the variety of interests, attitudes and needs of human kind. Propaganda and disinformation in that way have to be part of it, whether they struggle for something good or evil. But the classifications do no longer function.
During the last years the internet opened up a new source for racism as it can be difficult to find the person who gave a certain message into the net. The anarchy of the internet provides racists with a lot of possibilities to reach people which they do not possess in other media, for legal and other reasons.
In the 1980s racist groups used mailboxes to communicate on an international level; the first ones to do so were supposedly the
Ku Klux Klan and mailboxes like the Aryan Nations Liberty Net. In the meantime those mailboxes can be found in the internet. In 1997 about 600 extreme right websites were in the net, the number is growing, most of them coming from the USA. The shocking element is not the number of racist pages, because still it is a very small number compared to the variety of millions of pages one can find in this media, it is the evidence of intentional disinformation, the language and the hatred that makes it dangerous.A complete network of anti-racist organizations, including a high number of websites are fighting against racism. For example:
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Still, disinformation and propaganda are nothing magic. They can change things, but supposedly only if those things/meanings/opinions are not fixed completely.
Galileo Galilee was not capable of changing people's opinion about the world being flat until some persons got suspicious that this long-believed-in truth was a mistake. The propaganda of his experiments which made him famous was not enough. On the other hand later all the propaganda of his enemies could not turn back the wheel of enlightenment, as people thought it was more logic to believe in a round world than in a flat one.It is never just a single idea that changes. Society is following the changes.
Thinking about disinformation brings us to the word truth, of course, and to the doubt that there is no definite truth. And truth can easily be manipulated to another truth. Just present some facts that seem to be logic and there you've got a new truth. And if the facts can supposedly be proved by empirical studies then the quality of the truth definitely rises.
That's what ideologies do all the time. And the media like to do the same thing - as a game with power or mere presentation of power?
But of course there also exist bits of disinformation which are more amusing than evil or dangerous:
- the theory of the celestro-centric world/"Hohlwelttheorie"
- the story of the German philosopher who invented an Italian philosopher, wrote books about him, even reprinted "his" texts, which had gone lost pretendedly 100 years ago - and finally lost his job and all his career when other scientists found out that everything had been made up.
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