Set-up
What propaganda is, and reading the audience you make for.
How to use this book
Read, Build, Test
The book teaches the craft of making propaganda: choosing an aim, reading an audience, and building messages that move people toward a chosen response.
How each chapter is arranged
Five parts, every time
Each chapter opens with the skill in one line. Then it gives five parts. Why it works sets out the studies behind the skill. When to use it names the moments to reach for it. How to do it lays out the steps. What it captures says what the skill gets from the audience. The source path lists the studies to read.
How to work through it
Build one skill at a time
Read a chapter, then make one small thing with the skill it teaches. Fix the aim first, from chapter one, because every other skill serves it. Read the audience next, from chapter two, because word choice, framing, and symbol all depend on what the audience already holds. Then take the message chapters in any order the work needs.
The order of the book
Where each skill sits
The message
The seven devices, framing, words, slogans and symbols, and the three appeals.
People and belief
Fear and the enemy, the credible source, the story, and the myth.
Handling truth
Card stacking, the half-truth, and the flood.
Form
The image, the meme, and repetition over time.
Limits
How audiences resist, and where the craft fails.
Use the complete edition
Open the complete edition and use your browser’s print command for a paper copy. Each chapter can also print on its own.