In another article on this blog, we looked at the important role played by Ivy Lee, the father of public relations and lobbying, whose objectives at the time were often mixed up with those of propaganda, particularly when he agreed to cooperate with the Nazi regime in this area, an initiative that his American colleagues did not forgive him for.
But propaganda didn't start with Ivy Lee, far from it. Already in ancient times, leaders, in different forms, knew how to manipulate public opinion.
Introduction to the definition of propaganda
Propaganda, a technique of persuasion and a word derived from the Latin propagare meaning to propagate, to spread, is the action of making information known, but also, more insidiously, of gaining acceptance for a doctrine or an idea...
Â
To govern is make people believe
Machiavelli, The Prince, 1513
Â
In other words, the aim of propaganda is to orientate, or even shape, public opinion, by using censorship (which suppresses information that those in power do not want the public to know), fake news (see our article), which is widely used in the 21st century, and confusion or diversion.
Propaganda has been around for a long time, and we all suffer its effects without necessarily realizing it... It is present in our religions (spreading the good word to reach distant populations), in politics (the word propaganda, defined by Condorcet, was already in use during the French Revolution), in economics, in the military (during wars to dehumanize the enemy), in the media and in advertising.
Propaganda in Greek and Roman antiquity
Propaganda manifested itself in a variety of ways, mainly through art, the written word, politics and the spoken word. It should be pointed out first of all that although the notion of propaganda did not exist as we understand it today, the rulers and elites of these civilizations did use similar techniques to influence and shape public opinion, thereby consolidating their power and legitimizing their authority.Â
In Ancient Greece, orators such as Demosthenes (384-322) and Pericles (495-429) used oratory to manipulate public opinion by rallying the population to specific causes, particularly during wars (the Peloponnesian War, for example). Speech played a particularly crucial role in supporting specific policies or military actions.
Plays, whether tragedies or comedies, also played their part in disseminating ideological messages designed to shape people's thinking on issues of morality, social order, justice or war.
Propaganda also came to life through sculptures and monuments. Under the fascist regimes of the 20th century, this architecture came to be known as totalitarian architecture. The Parthenon in Athens and the statue of Zeus in Olympia reinforced the idea of the greatness of Athens. Public sculptures of gods, heroes or military victors celebrated their exploits and at the same time reinforced the power of a ruler.
In Ancient Rome, the Romans developed more sophisticated forms of propaganda, particularly in connection with the expansion of the Empire and the consolidation of the imperial dynasty.

Here too, as in Greece, architecture and sculpture played important roles in propaganda: Roman generals organized triumphs, which were large processions in which captured wealth and prisoners of war were displayed. Monuments such as the Triumphal Arches (Titus or Trajan) commemorated the victories that glorified the emperor and made them eternal.
Likewise, imperial coins were used to spread their image and messages (slogans glorifying their reign) to the farthest reaches of the Empire, providing an effective means of asserting their authority.
To further reinforce their power in the eyes of the people, Roman emperors published decrees and inscriptions on public monuments engraved with their military and political successes. (See our blog post on Roman communication).

Finally, public speeches and eulogies, known as panegyrics, were often delivered by writers or orators, extolling the virtues and successes of the emperor. One surviving example is a panegyric in praise of the emperor Augustus, highlighting his reforms and the pacification of the Empire.
Positive and negative propaganda
The Greeks and Romans were the first to use negative propaganda against their enemies, portraying them as bloodthirsty, barbaric and tyrannical invaders (for example, the Greeks portrayed the Persians). On the other hand, they also used positive propaganda when they propagated the idea that their expansion underlined a mission to civilize and bring peace and order to the conquered barbarians.
The cult of personality (found in the twentieth century with Hitler) was also part of the propaganda techniques used by the emperors, who pulled out all the stops when it came to representing themselves on statues, portraits on coins, public monuments, etc. This cult further strengthened the emperor's legitimacy in the eyes of the citizens.

In conclusion
Even if the forms and objectives of propaganda in Greek and Roman antiquity differed according to political, social or cultural contexts, it must still be said that ancient propaganda was used to influence the population in order to justify the power of the rulers.
The visual, oral and written arts played a key role in the propaganda process, creating a visual and discursive language that left its mark on ancient civilizations.

Comentarios