Every day, we are bombarded with messages designed not to inform, but to influence what we believe, how we feel, and even how we behave. At the heart of many of these messages is propaganda—communication designed to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that serves the interests of the propagandist. Propaganda is often designed to produce an emotional response, rather than a rational one, so the desired outcome for a propagandist is directed irrationality.
Over centuries, propaganda has evolved, adapting to new media and technologies that vastly amplify its reach and impact. Today, it poses a significant threat to rational discourse, deepens polarization, and erodes trust in institutions and credible sources of information. The Propwatch Project is dedicated to exposing and deconstructing these techniques, equipping individuals with the tools and knowledge they need to think critically and engage with information on their own terms.
By deconstructing propaganda, we break down complex techniques into clear, accessible explanations, equipping individuals with the critical tools to identify these tactics in action. This approach is grounded in inoculation theory, a psycholinguistic framework that draws an analogy to medical immunization. The theory maintains that when people are aware of how propaganda and disinformation exploit cognitive shortcuts, emotions, and biases, they are better prepared to recognize and resist these tactics when confronted with them.
By analyzing real-world examples and breaking them into their core components, we aim to not only better illuminate these tactics but also strengthen individuals' ability to evaluate claims, identify logical inconsistencies, and question the intent behind the messages they encounter. This process transforms passive consumers of information into active, discerning participants in public discourse.
To evaluate the project's effectiveness, we have developed a series of assessments to measure how this
inoculation-inspired methodology
impacts a viewer's ability to detect propaganda. Our first pilot study, conducted over a four-week period from May 17 to June 18, 2021,
demonstrated a significant improvement in participants' ability to detect propaganda, yielding a large effect size and
highlighting the treatment's potential for measurable impact. The findings were presented at the 108th National Communications Association Conference in 2022, and published
in The Journal of Communication and Media Studies in 2023.
This study was funded by a grant from the Hacks Hackers.
The pilot findings have provided the incentive for future research to incorporate a larger and more diverse sample. A follow up study is scheduled to be launched in January 2024.
The Propwatch Project is funded entirely through grants, charitable contributions, and the generosity of individuals who share our vision of a society grounded in rational, informed dialogue. We prioritize independence, avoiding advertising or external influences that could compromise our educational objectives. Every contribution directly supports our efforts to develop engaging resources and conduct innovative research, ensuring that our mission continues to reach and empower individuals with the tools to recognize and resist propagandist messaging.
This project was inspired by the pioneering work of the Institute for Propaganda Analysis (IPA). Founded in 1937, the IPA was created to educate the American public about propaganda and spark rational thinking, to help the public have well-informed discussions on current issues. The organization focused on domestic propaganda that might become a possible threat to the democratic way of life.
