LEAP 3 Propaganda Analysis
This is the meme that I chose to use, which was found on Mind Over Media Propaganda Gallery.The source of this message is unknown, but was found in an article by GEN and was the user’s first post. We can infer that this meme was created by someone on the right wing due to the demeaning connotation behind it.
The meme uses several techniques to attract attention, such as a high contrast comparison that evicts emotions. The image depicts two political parties through two vastly different groups of people. It uses conventionally attractive and socially conforming people to represent the right wing, while representing the left wing with conventionally unattractive and socially non conforming people.
The message behind this image is that if you identify with the left wing then you’re choosing the out group. It suggests that left-wings are odd, and also that if you want to be cool or normal you should be part of the right wing. The caption says “Choose wisely. America depends on it”. I think this suggests that if you are part of the left wing you are bringing America down. Essentially the message is: left wing is bad for America and they’re weird; right wing is good for America and they’re normal.
The meme uses Maslow’s Hierarchy of Needs to sway our opinion and activate an emotional response. As much as we would like to tell everyone we don’t care what other people think, we do. The meme uses our desire to belong to make us feel that the right wing is the right choice. It also appeals to our desire for accomplishment by saying “America depends on it”. This makes the receiver of the message feel that if they choose the right wing then they are doing something good for their country.
The meme also creates a false dilemma by only showing us two options. You’re either a conventional, attractive, white-bread Republican or you’re a socially nonconforming, odd Democrat. This of course leaves out all the Independents, all of the conventional, attractive, socially conforming Democrats out there; and, it leaves out all of the odd, non conforming Republicans that exist. It also fails to perpetuate the stereotypes of the upper class, well educated, Ivy league liberal arts Democrat and the low class, uneducated, and often incestual stereotypes of deep South Republicans. To clarify, I am not suggesting that the meme should perpetuate either of those stereotypes nor do I believe them to be true. However I do think that the meme interestingly contrasts the stereotypes that Democrats often use. This is another reason why we can tell that this is propaganda against left-wingers and for right-wingers.
If we look at the poll of the meme, half of people thought the meme was entirely beneficial and the other half of people thought it was entirely harmful. No one thought it was in between, or slightly more harmful/beneficial. This is an interesting comparison, and shows that the different people can interpret the message differently. If you are a right wing identifying person then you are going to approve of the message and agree that it is beneficial. However, if you are a left wing identifying person then you will likely find the meme offensive and harmful. As an independent, I find the meme harmful. So there is a possibility that some people who don’t identify with either political party would also interpret the meme as harmful (or beneficial).
I haven’t personally seen this meme anywhere yet, but I wouldn’t be surprised if it spreads around quickly during the next election. We know that the meme is encountered by people through the internet, like the website I found it on and the website which it was published on. Likely it will reach social media platforms where it will be encountered by more people. Right now, I would say that is only being encountered by people who are looking for it (or something like it). For me, I encountered it looking for a propaganda meme to analyze. Other people who are doing something similar may also encounter the meme through the same channel I did. Once the meme spreads across other platforms, then it will be encountered by all sorts of people who are most likely not looking for it.
The genre of the message is political, so we can say it is a piece of spin propaganda which is any political communication. It uses all four characteristics of modern propaganda. The two most prevalent features are its use of attacking the opponent (which is the left-wing in this case) and appealing to the hopes, fears and dreams of its audience (which is to be accepted in this case). It also may activate strong emotions, either positive or negative depending on your political stance. And finally it does oversimplify the choices at hand. You don’t have to be an outcast or odd person if you are a Democrat, and just because you are a Republican does not mean you are cool or well adjusted. Also, it leaves out the other political parties such as independents and socialists.
It’s clear that Republican values are being represented here, and their point of view. They are representing, or rather misrepresenting, the entire left wing by generalizing it to one specific group. I think they are missing the broad spectrum of people that range on both sides of the political spectrum.
As we saw in the poll, 50% of people said the meme was beneficial and 50% said it was harmful. I think that this meme perpetuates Democrats’ feelings that Republicans tend to doggedly attack the character of the Democratic party and reduce them to broad generalizations and stereotypes. I think that it reinforces Republicans’ strong sense of loyalty to the group and their dislike of the Democrats. I think if you’re a Democrat it would be easy to reject this meme, however many Democrats may not want to outwardly address their issues with the meme because they may not want to alienate or offend other Democrats who identify with the depiction of the left-wing. Republicans are free to accept the meme, and most likely will. Some Republicans may see the meme as a form of bullying. Overall, though, both sides have the freedom to accept or reject it as they please.
Some of the reading from this semester relates very well to the analysis of this image. One quote that comes to mind is:
“Propaganda can also create feelings of status and belonging. If you create or share content that resonates with others, you can feel like an insider. You can belong to the group…Schadenfreude is enacted in such Internet subcultures, where creating harmful propaganda and disruption strengthens social bonds…People find many stupid forms of playful hate to be entertaining” (Hobbs).
The meme I chose is a great example of this quote. It creates a feeling of belonging by making the receiver feel that they belong to the greater good of America. It’s a piece of content that resonates with a certain group, and will be supported by that group. I think the creator of the meme felt a sense of belonging when making the meme, through social bonds. It plays into the hateful entertainment that Hobbs mentions in the quote above.
I think the main point of the meme isn’t actually to try to convert Democrats to Republicans, as it may seem. I think it’s actually geared more towards Independents or people who are only slightly more right wing than left. I think the goal is to persuade those who aren’t totally left wing to become more aligned with the right wing by activating their emotional responses. I also think it serves as a sort of “hype” image for the already Republicans because they tend to be very group-oriented and prideful in their political affiliation.
Sources:
Hobbs, R. (2020). Mind Over Media: Propaganda Education for a Digital Age. New York: W.W. Norton.
Hobbs, Renee. Media Literacy in Action: Questioning the Media. Rowman & Littlefield, 2021.
