The Enduring Relevance of Goebbels’ Principles of Propaganda
The 11 principles of propaganda established by Joseph Goebbels, the Nazi Minister of Propaganda, have been studied for decades. Although they originated in a specific historical context, their structure and functionality remain highly relevant in contemporary political communication and marketing. These principles are still consciously or unconsciously applied in today’s strategies by political parties of all ideologies and in advertising campaigns. Let’s explore how these concepts echo in modern Europe and the global marketing world.
Note to the reader: The following analysis provides concrete examples of these principles without intending to criticize or attack the political actors or companies mentioned. The goal of this article is not to judge the motives behind the examples, but simply to illustrate how these principles can be employed by any politician or communication expert to promote their own narrative.
Like any weapon, these 11 principles can be used defensively or offensively, for peace as well as for war.
1. Principle of Simplification and the Single Enemy
This consists of adopting a single idea or symbol and individualizing the adversary as a single enemy.
Creating a clear enemy is a recurring tactic in contemporary politics. In Europe, right-wing populist parties like France’s National Rally (formerly National Front) have used immigrants as the “enemy” threatening national identity. Marine Le Pen has blamed refugees for economic and security problems, simplifying complex debates into a binary “us versus them” narrative. On the other hand, left-wing parties like Podemos in Spain have pointed to “economic elites” as the sole adversary oppressing the working classes.
In marketing, this strategy is seen in corporate rivalries. Apple, for example, created a clear antagonist in its historic campaigns against Microsoft, portraying PC users as outdated and inefficient.
2. Principle of the Method of Contagion
The objective is to group various adversaries into a single category or individual; “the adversaries” must become a single sum.
Grouping diverse adversaries under one category is a powerful tool for polarizing debates. In the UK, during the Brexit campaign, supporters of leaving the European Union presented EU institutions, immigration, and multiculturalism as a conglomerate of threats to “British sovereignty.”
In marketing, companies like Nike have used this principle in reverse, uniting their consumers as a community around ideals like personal achievement and social justice, as seen in their campaign with Colin Kaepernick.
3. Principle of Transposition
The idea is to project your own errors or flaws onto the adversary, responding to attack with attack. “If you can’t deny the bad news, invent others to distract.”
The strategy of accusing the opponent of your own faults has been especially visible in Hungarian politics. Viktor Orbán and his Fidesz party, accused of promoting authoritarian practices, have responded by accusing the opposition and the European Union of threatening Hungarian democracy. This approach diverts attention and neutralizes criticism through counterattack.
In business, brands facing criticism for unethical practices have applied this principle. For example, major fast-food chains have accused local businesses of failing to meet quality standards, thus shifting focus from their own issues.
4. Principle of Exaggeration and Distortion
Simply turn any anecdote, no matter how small, into a serious threat.
Exaggerating threats has been a common tool in political campaigns. In Italy, Matteo Salvini, leader of the League, has used isolated incidents involving immigrants to exaggerate the scope of the “migration crisis.” This transforms individual cases into systemic problems that fuel fear and justify restrictive policies.
In marketing, this is seen in digital security ads that turn rare risks, like account hacking, into imminent threats for all consumers.
5. Principle of Vulgarization
All propaganda must be popular, adapting its level to the least intelligent individuals it targets. The larger the mass to convince, the smaller the mental effort required. The receptive capacity of the masses is limited and their understanding scarce; moreover, they forget easily.
Goebbels emphasized the need to simplify messages to reach the masses. This is reflected in today’s politics in slogans like “Make America Great Again” or Brexit’s “Take Back Control.” While both come from the Anglo-Saxon context, they echo across Europe: parties like Vox in Spain have adopted simple messages such as “Spain First” to resonate with the general public.
In marketing, brands have taken a similar approach. Coca-Cola’s “Open Happiness” campaign simplifies its message to connect with basic emotions.
6. Principle of Orchestration
Propaganda should be limited to a small number of ideas and repeated incessantly, presented again and again from different perspectives but always converging on the same concept. No cracks or doubts. Hence the famous phrase:
“If a lie is repeated enough, it becomes the truth.”
Constant repetition of a message is a widely used technique. During the COVID-19 pandemic, the British government used phrases like “Stay home. Protect the NHS. Save lives” in all communications. This repetition reinforced the message in the public’s mind.
Similarly, brands like McDonald’s repeat their slogans, such as “I’m Lovin’ It,” across all channels, ensuring the audience associates those words with their experience.
7. Principle of Renewal
Constantly issue new information and arguments at such a pace that when the adversary responds, the public is already interested in something else. The opponent’s responses should never be able to counter the rising tide of accusations.
The speed of generating new arguments is also seen in the tactics of leaders like Emmanuel Macron, who frequently introduces new topics into public debate before opponents can respond to previous ones. This prevents the opposition from controlling the narrative.
In marketing, companies like Amazon constantly launch new features or services, making it difficult for competitors to keep up.
8. Principle of Plausibility
Build arguments from diverse sources, using trial balloons or fragmentary information.
Using fragmentary information to build narratives is a common strategy. In politics, it’s frequent to see various attacks flood the public arena, creating a sense of distrust and affecting public perception even in the face of overwhelming evidence. “Where there’s smoke, there’s fire.”
In advertising, this is used when products are presented as “clinically proven” without specifying studies, leveraging the perceived authority of science.
9. Principle of Silencing
Remain silent on issues where you lack arguments and conceal news that favors the adversary, also counterprogramming with the help of friendly media.
This is an obvious tactic in authoritarian regimes and requires significant economic or political power. In Russia, the narrative about the war in Ukraine has been controlled through direct censorship and the promotion of alternative topics in official media.
In the corporate world, some brands use similar strategies. For example, when big tech companies face ethical controversies, they often publish ads about green initiatives or inclusion to divert attention, using their economic power to compel media complicity in their silencing efforts.
10. Principle of Transfusion
Propaganda generally operates from a pre-existing substrate, whether a national mythology or a complex of traditional hatreds and prejudices; the aim is to spread arguments that can take root in primitive attitudes.
This is common in global politics. In Poland, the Law and Justice party has exploited historic nationalist sentiments to justify conservative policies, and in Bolivia, the Spanish conquest has been invoked to push for expropriation policies and even diplomatic decisions like expelling ambassadors.
In marketing, companies like Harley-Davidson and other car manufacturers evoke a rebellious spirit deeply rooted in American culture to maintain their brand identity.
11. Principle of Unanimity
This may be the most important and hardest to achieve. The principle of unanimity is about convincing people that “everyone thinks the same,” creating the impression of unanimity.
Creating the impression that “everyone thinks alike” remains a powerful tactic. We often hear that polls are rigged or that results can be bought, since creating the impression of a dominant idea pressures the undecided in that direction. As social beings, people seek to fit in, especially when they are not deeply invested in a particular issue.
Recently, in the US elections, media aligned with the Democratic Party insisted that Trump had no chance of winning, yet he won across the board: the Senate, Congress, and the popular vote. This strategy can be very effective, as outside the US, most people were convinced a Republican victory was impossible.
In commerce, this translates into campaigns as simple as “Best Seller” or “9 out of 10 dentists recommend this toothbrush.” So-called “social proof” is a decisive factor in individual decision-making. People trust the opinions of ordinary people more than those of interested parties.
Although they arose in a dark context, Goebbels’ principles of propaganda remain alive in politics and marketing. Whether to mobilize an electorate or sell products, these principles demonstrate the power of strategic communication. Recognizing their application not only helps us better understand our current environment but also develops our critical thinking toward the messages we consume daily and offers insight into human nature.
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