Reflections on Propaganda

I have stood in both the Kigali Genocide Memorial Centre in Rwanda and the Yad Vashem Holocaust centre in Jerusalem. In both places, the same question puzzled me: "how could this happen in contemporary times?” Maybe what I should have pondered was: “Where is this happening now and how?”

The how has become clearer to me over the years. It starts with a Latin word propagare - which means to spread or extend. (Likely I knew this back in high school Latin classes but it has sunk to the same depth where the periodic timetable now resides). Anyway, propagare gave rise to the English word propagate meaning to spread (as in dispense everything from seeds to ideas). The word served harmlessly for centuries until 1622 when it was corrupted by a Catholic organization, Congregatio de Propaganda Fide (“Congregation for the Propagation of the Faith”). This group was founded to spread the doctrine of Christianity. Over time, propaganda took on a broader—and more political—meaning: the spreading of ideas, often in a biased or misleading way.

As scholars such as Gregory Stanton have pointed out, propaganda plays a key role in the stages that precede and eventually enable violence and genocide. The path to genocide typically unfolds in stages, with each stage reinforcing the next. For this reason, wherever we reside in the world, it behooves us to become aware of incremental steps in the propaganda playbook that can lead to the exponential rise of mass indoctrination.

It often begins with the control of information. In Rwanda, I witnessed how the Hutu architects of the genocide used the radio to decide what information got amplified, ignored, or framed in a particular way. By selectively reporting or omitting facts, media can create a skewed version of reality.

Ideas are not enough. Propaganda relies on emotion more than logic. Media—especially visual platforms—can stir fear, pride, anger, or sympathy to sway public opinion. Here’s where repetitive emotional messaging (e.g. slogans, powerful imagery, loaded language) can deeply influence how people think or behave.

In the digital age, echo chambers and algorithms play their part. Social media platforms use algorithms that feed users content they already agree with, reinforcing beliefs and isolating them from opposing views. This makes it easier to push propaganda without pushback — people become more polarized and less critical. Modern media, especially digital, allows propaganda to spread instantly and globally. In this regard, fake news, doctored videos, or misleading headlines can go viral before they have been debunked. The damage is done and swiftly.

How and who delivers information can be critical to the acceptance of information or misinformation. When media appears professional or authoritative, audiences are more likely to accept its messages without scrutiny. Governments, corporations, or interest groups can use this trust to push their agendas subtly.

And don’t discount the dark magic of deflection or distraction. Sometimes propaganda works by distracting rather than convincing. If you flood media with trivial or sensational content you can draw attention away from critical issues.

Now we’re picking up momentum and the more sinister aspects emerge. For example, a particular group may be singled out and labeled as “other” through political rhetoric or media narratives. Differences (ethnic, religious, political, etc.) are emphasized to create division. Once this is established, the targeted group is associated with specific symbols, names, or physical characteristics. They may be forced to wear identifying markers (e.g., yellow stars in Nazi Germany). In Rwanda, the Tutsi were referred to as cockroaches by those planning the genocide.

Discrimination now leads to laws, policies, or social norms that restrict the rights of the targeted group, excluding them from economic, political, and social life (e.g., apartheid, Nuremberg Laws).  The targeted group is portrayed as less than human (vermin, disease, criminals, etc.), justifying mistreatment and violence. Hate speech and propaganda intensify. Genocidal actions are planned, often by the state, militias, or extremist groups. Armed groups are trained and supplied (machetes were distributed in Rwanda). 

As polarization ramps up, moderates who oppose violence are silenced, imprisoned, or killed. Victims are identified, rounded up, or forcibly relocated (e.g., ghettos, internment camps). Direct violence can now escalate through mass arrests, forced displacement, or concentration camps. Death lists may be created and large-scale, systematic killings begin. Often justified as a necessary security measure. Perpetrators will downplay, justify, or outright deny the genocide, destroying evidence, intimidating witnesses, or rewriting history.

While not all historical events follow this exact sequence, propaganda is usually a first step in preparing the population to accept, support, or participate in mass violence. Whenever I hear myself say, “This can’t happen here,” I transport myself back to the Genocide memorial centre and reframe the question as, “where am I seeing evidence of fragmentation and polarization already happening.”

Now is the time to propagate seeds that bear a different fruit.

🙏❤. GD