How Governments Use Design & Propaganda to Control You
Summary
TLDRThis video script delves into the intricate relationship between design and propaganda throughout history, illustrating how visual symbols, fonts, and even everyday objects have been strategically employed to manipulate public opinion and assert political power. From ancient Rome to modern-day America, the narrative reveals how design choices in currency, architecture, and advertising subtly reinforce authority and shape societal beliefs, often blurring the lines between art and persuasion. The script also explores the impact of propaganda on personal freedoms and the critical role of design in both reflecting and shaping cultural and political ideologies.
Takeaways
- 🌾 Currency design is a subtle form of propaganda, with symbols like wheat ears representing prosperity and authority.
- 🎭 Historically, leaders' faces on currency immortalize them and reinforce state power and authority subconsciously in the public's mind.
- 🖋️ Ancient scribes developed intricate handwriting styles as a form of government branding and to prevent imitation, serving as early propaganda tools.
- 📜 Fonts and typography have been used strategically throughout history to convey authority and establish a visual language of power.
- 🖌️ Propaganda is distinct from regular marketing in that it aims to influence thoughts and beliefs rather than just consumer choices.
- 🏛️ Architecture and public spaces can be designed to manipulate behavior and perceptions, as seen in the Palazo Barasci facade under Mussolini's rule.
- 🔫 Weapons on national flags and emblems tap into base instincts of fear and security, unifying people under a collective strength symbol.
- 📚 The spread of ideas through propaganda supports specific political groups or causes, often blurring the lines between truth and fiction.
- 🎨 Art can be a powerful tool for propaganda, as seen in the use of modernist design to promote consumerism and American values during the Cold War.
- 🔍 Critical thinking and curiosity are essential to see beyond propaganda's facade and discern the underlying narratives and intentions.
- 💡 Designers and artists must be aware of the impact their work can have on shaping public opinion and the responsibility that comes with it.
Q & A
How does design serve as a tool for propaganda?
-Design is used as a tool for propaganda by conveying messages and ideas through visual symbols and aesthetics. It can subtly influence thoughts and beliefs, often going beyond the power of words to shape public opinion and support for political groups or causes.
What is an example of currency being used for propaganda?
-Coins and banknotes often feature designs that promote certain ideologies or symbolize state power and authority. For instance, the presence of a national leader's face on currency can serve to immortalize them and subconsciously remind citizens of the government's authority.
How did ancient scribes contribute to the spread of propaganda?
-Ancient scribes played a crucial role in spreading propaganda by developing intricate writing styles that were difficult to imitate. This ensured that only authorized documents, such as the king's commands, could be accurately reproduced, thereby reinforcing the authority of the ruling elite.
What is the difference between propaganda and regular marketing or advertising?
-While both propaganda and advertising use similar techniques, advertising primarily aims to influence consumer purchasing decisions, whereas propaganda is designed to shape public opinion and beliefs, often to support a specific political agenda or cause.
How did the King's Roman font reflect the authority of the French monarchy?
-The King's Roman font was a unique typeface commissioned by French King Louis XIV. It took over 50 years to complete and was designed using a mathematical grid system, reflecting the monarchy's commitment to order and technological advancement. The font embodied the authority of the French monarchy and was used as the official Royal font for over 150 years.
What was the role of the constructivist movement in post-World War I Russia?
-The constructivist movement in post-World War I Russia aimed to create social change through art and design. The constructivists sought to represent a fair and just socialist utopia, using art as a practical tool to reshape society with technology, and their designs often conveyed strong political messages.
How did the design of the AR-15 become a powerful symbol of propaganda in the United States?
-The AR-15's design, both in terms of its visual aesthetics and functionality, made it a powerful symbol of propaganda in the United States. Its military-style appearance and association with the U.S. military in the Middle East, along with its ease of use and customization, contributed to its perception as a symbol of power, freedom, and in some cases, violence and massacre.
What is the significance of the Palazo Baraschi facade in Rome in the context of propaganda?
-The Palazo Baraschi facade in Rome, featuring Mussolini's face and the word 'Yes' repeated multiple times, is a stark example of how design and architecture can be used as instruments of power and propaganda. The design was intended to manipulate public action and instill a sense of fear and obedience during the 1934 elections.
How did the Hensen safety razor serve as an example of anti-propaganda in the video?
-The Hensen safety razor was presented as an example of anti-propaganda because, unlike typical corporate marketing tactics, the company focused on creating a high-quality, well-designed product rather than using manipulative advertising strategies to influence consumer behavior.
What is the role of design in shaping narratives and hiding truths?
-Design plays a significant role in shaping narratives by providing a visual language that can convey complex ideas and emotions. It can also be used to hide truths by creating a facade that distracts from reality, allowing for the manipulation of public perception and the promotion of certain ideologies or political agendas.
How did the US government use mid-century modern design as a tool for Cold War propaganda?
-The US government used mid-century modern design as a tool for Cold War propaganda by promoting it as a symbol of American values, such as freedom and creativity. This design movement, characterized by its simplicity and functionality, was showcased globally, indirectly supporting the American vision of consumerism and capitalism over communism.
Outlines
🎨 The Art of Propaganda: Designing Authority and Influence
This paragraph discusses how design is utilized as a tool for propaganda, influencing public perception of authority and government. It uses the example of a coin's design, highlighting the symbolic representation of prosperity and state power. The paragraph delves into historical instances where handwriting styles and fonts were crafted to reflect and reinforce the authority of rulers, emphasizing the subtle yet powerful nature of propaganda in shaping thoughts and beliefs.
📜 Historical Propaganda: Scribes, Fonts, and Social Control
The paragraph explores the role of scribes and unique fonts in historical propaganda, illustrating how different handwriting styles were used to signify authority and prevent forgery. It discusses the King's Roman font, commissioned by French King Louis XIV, as an example of design used to convey the monarchy's power. The paragraph also touches on the concept of propaganda versus regular marketing or advertising, highlighting the subtlety and pervasive nature of effective propaganda.
🪓 The Hidden Messages in Design and Propaganda
This section examines the impact of design on shaping narratives and hiding truths, using the example of a seemingly ordinary government form that masked the sinister reality of unjust incarceration. It discusses the role of design in normalizing oppressive processes and reducing human lives to data points. The paragraph also reflects on the constructivist movement in post-WWI Russia, which aimed to use art and design for social change, and how it was eventually co-opted by the state for propaganda.
🚫 The Dark Side of Propaganda: Manipulation and Control
The paragraph delves into the darker aspects of propaganda, discussing how it can be used to manipulate and control the masses. It highlights the work of Edward Bernays, the father of modern propaganda, who advocated for the use of consumerism to engineer public consent. The paragraph also touches on the role of design in promoting consumerism and planned obsolescence, as well as the unintended consequences of modernist design in facilitating a consumer-driven society.
🛍️ Consumerism as Propaganda: Shaping Identity and Values
This section examines how consumerism is used as a form of propaganda, with products becoming symbols of identity and values. It discusses the shift from building character to buying it, and how consumer goods are marketed to address societal issues like environmental concerns or political activism. The paragraph also explores the role of design in consumerist culture, blurring the lines between advertising and propaganda, and how products can serve as symbols of political ideologies.
🔥 The AR-15: A Polarizing Symbol of Propaganda
The paragraph focuses on the AR-15 as a powerful symbol of propaganda, discussing its design features that make it visually striking and intimidating. It explores how the weapon's association with the military and its ease of use have contributed to its popularity and controversial status. The section also examines the role of design in elevating an object to a political icon and how the AR-15's design has made it a subject of intense debate and symbolism in American politics.
🖼️ Art as Propaganda: The Power of Visual Storytelling
This section discusses the use of art as a form of propaganda, highlighting the work of John Heartfield and his counter-propaganda art against the German regime. It examines the use of visual contrast and symbolism to convey complex messages and evoke strong emotional responses. The paragraph also explores the ethical implications of using shocking imagery and oversimplification in propaganda, questioning the balance between impact and integrity.
🏛️ The Architecture of Propaganda: Shaping Public Perception
The paragraph explores the role of architecture in propaganda, using the example of the Palazzo Barberini facade in Rome to illustrate how design can manipulate public perception and behavior. It discusses the use of visual tactics to enforce compliance and the psychological impact of design in creating a sense of authority and control. The section also reflects on the legacy of such designs and the importance of questioning the narratives they present.
🌐 The Legacy of Propaganda in Design and Art
In this final paragraph, the video script reflects on the enduring impact of propaganda in design and art, emphasizing the responsibility of creators to understand the power of their work. It discusses the potential for propaganda to distort reality and the importance of curiosity in discerning fact from fiction. The paragraph concludes with a call to action for viewers to look beyond the facade and seek truth in the face of manipulated narratives.
Mindmap
Keywords
💡Propaganda
💡Design
💡Authority
💡Subtlety
💡Consumerism
💡Modernism
💡Socialist Realism
💡Cold War
💡AR-15
💡Visual Symbolism
💡Edward Bernays
Highlights
Design is used as a tool for propaganda, with subtle influences on thoughts and beliefs.
Currency design choices, like wheat ears and leaders' faces, indicate state power and authority.
Ancient handwritten documents and scribes played a crucial role in conveying government authority.
The King's Roman font was commissioned to embody the authority of the French monarchy.
Fonts have a significant impact on propaganda and can shape public opinion and attitudes.
Propaganda is different from regular marketing as it aims to influence thoughts, not just purchases.
Government forms and documents can be designed as propaganda to normalize oppressive processes.
The constructivist movement in post-WWI Russia used design to convey political messages and promote social change.
Socialist realism was a propagandistic art style used by the USSR to convey a state-approved version of reality.
Mid-century modern design, while promoting consumerism, became a tool in Cold War propaganda for the United States.
The AR-15's design has made it a powerful symbol of propaganda, representing both independence and lethal force.
Propaganda often uses shock and high contrast visuals to demand attention and manipulate perceptions.
Political regimes use design to project an image of unquestionable power, hiding vulnerabilities.
Artists and designers must be aware of the power of their creations and the narratives they serve.
Propaganda can distort truth through art and design, as seen in Napoleon's portrayal in Jacques-Louis David's painting.
The Palazo Barasci facade demonstrates how design and architecture can manipulate and control public behavior.
The most powerful weapon against propaganda is curiosity to look beyond the facade and question what lies beneath.
Edward Bernays' theories on propaganda aimed to harness base instincts for consumerism and social stability.
The Tate Gallery was unable to fund exhibitions of avant-garde artworks, but Julius Fleischman, with links to the CIA, stepped in.
The US government's promotion of mid-century modern design made it a pawn in the game of Cold War propaganda.
The AR-15's popularity started with its effective design, but sales skyrocketed as gun control debates intensified.
Transcripts
check out this coin it's a master class
in how design is used as a tool for
propaganda the wheat ears represent
Prosperity a symol from ancient Roman
times none of us even think about
currency as propaganda which is exactly
why it's so effective Lincoln's face on
the coin is part of an age-old tradition
of immortalizing leaders on currency
these design choices are clear
indicators of state power and authority
every time we handle change in our
pockets we're subconsciously reminded of
the government's Authority this video
will uncover all the tools and tricks
that designers artists and Architects
use when trying to influence your
thoughts with crafty
propaganda every single day the designed
objects around you subtly influence your
thoughts about governments and policy
you see it in the products you use in
the architecture of your cities in art
that is state funded and in the graphic
design of public service announcements
propaganda is the spread of ideas to
influence public opinion it's often to
support a specific political group or
cause so how is propaganda different
from regular marketing or advertising
well they use the same techniques but
basically advertising is meant to
influence what you buy propaganda is
meant to influence what you think a lot
of the most effective propaganda is
subtle check out these ancient
handwritten documents Emperors didn't
just use scribes for recordkeeping
scribes were a crucial part of The
Emperor's power different handwriting
Styles Mark different kingdoms or
functions notice the elaborate detail in
these scripts that's not just for
artistic flare it's a strategic Choice
scribes developed intricate writing
styles because they were difficult to
imitate so that other people couldn't
copy the king's commands scribes would
spend years refining a distinctive
writing style that reflected the
authority of the royalty that they
served documents written in the French
maravian script or English Chancery hand
was proof that it was the royalty's
undeniable command this is one of the
earliest examples of design being used
as a tool to convey government Authority
or to put it more bluntly it's one of
the earliest forms of government
branding and propaganda remember a lot
of the most effective propaganda is
quiet it's subtle you want to embed
displays of power in the National
subconscious without calling any
attention to it government institutions
and royalty were all keenly aware of the
power of visual symbolism this isn't
just fancy handwriting or a national
code of arms these are all exclusive
marks of the ruling Elite this horse for
example which you know obviously horses
aren't real but it's a symbol of the
government's far-reaching surveillance
capabilities ancient surveillance
technology was way too big to go up in
bird drones like the ridiculous Birds
aren't real people say but I digress
even today almost all banknotes are
ornately decorated and feature prominent
leaders the reasons mirror those of
ancient scribes with their complex
handwriting to show Authority and to
prevent counterfeiting these symbols
carry incredible weight if you don't
believe me try copying a US dollar bill
and deposit it at a bank see what
happens it's not going to go well even
fonts play a major role in propaganda
going back hundreds of years governments
and monarchies recognized the power of
the printed word and they began
commissioning unique fonts check this
one out this is way more than just a set
of letters It's called The King's Roman
font and it was commissioned by French
King Louis the 14th it took over 50
years to complete so you might be
wondering why would it take so long
first off rather than taking roots in
calligraphy or writing by hand this was
one of the first type faces that used a
hyper rational mathematical grid system
developed by a committee at the French
Academy of Sciences the designer and
Mastermind behind the type face Philipe
Gran then spent the next couple of
decades hand cutting every single letter
for every single font size into metal
that's 21 different font sizes both bold
and metallic that's 82 different font
Styles and
4,264 individual letters in both capital
and lowercase and that's not even
counting the punctuation marks each
letter was crafted with the sole purpose
of embodying the authority of the French
monarchy the project started in 1692 but
gr Jean passed away in 1714 before he
could finish his Masterpiece his
Apprentice Jean Alexander and later
Alexander's nephew Louis Renee loose
finished the project in 7
1945 is that wild the king's Roman font
was the official Royal font for over 150
years it was a statement of Royal
Authority crafted into every last letter
the French monarchy wanted to control
the narrative and create a visual
language that spoke of power and
authority in today's world we're used to
seeing Precision the letters on your
screen the device you're using to watch
this and pretty much everything else in
our modern world is all crafted with
machined perfection that can make it
easy to overlook how impactful the
king's Roman font was in its time with
its mathematical exactness when you
compare it to other fonts from a similar
period you see some major differences
the king's Roman is a clear example of
how design can influence beliefs and
attitudes through the very structure of
our written language every meticulously
designed letter mirrored the monarchy's
commitment to order and technological
advancement the monarchy took this very
seriously by the way in 16 50s France
printing a public letter without the
permission of royalty was punishable by
execution no one was allowed to use the
type face except for the French Royal
printers there's actually a royal
history hidden in the fonts that you use
every day popular type faces like gaman
doo and bodoni all have Royal or even
religious Origins Johan Batista bodoni
created his self-named custom type face
for the Catholic Church here's where it
gets interesting though this
organization he was designing for was a
political arm of the church called the
congreg de propaganda sorry for the
butchering Italians but anyway look
while the concept of propaganda has been
around for as long as civilization has
existed the word propaganda became more
commonly known because of the Catholic
church in the 1600s the word propaganda
has its roots in propagating the
Catholic faith the implications of
propaganda are about to get a lot more
serious but before I do that I want to
talk to you about the Hensen safety
razor I actually bought a Hensen Razer
with my own own money way before they
ever reached out to me about this
sponsorship and I really liked their
product I specifically chose to talk
about them in this video because they're
like the anti-propaganda company unlike
typical manipulative corporate marketing
Hensen shaving adopts a way more
straight forward approach they just make
a really good product that's welld
designed and built to last in the 6
months I've been using the razor I have
nothing but good things to say about it
no skin irritation no cuts no razor
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razor each one of these blades only cost
about 10 cents each but actually if you
click the link in the description below
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a no-brainer to just get a Hensen when I
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be harder to use but it's been smooth
sailing for the last 6 months for me the
razor is miled out of aluminum and the
thing just feels really solid and
comfortable in the hand if you buy this
thing it's going to last you for decades
bottom line I highly recommend Henson go
click the link in the description or use
code design Theory to get your first 100
blades free back to the video there's a
good reason why fonts were taken so
seriously words have power and the
design of those words shapes their
influence as soon as a social group gets
bigger than about 150 people you need a
cohesive story or myth to establish
social order propaganda is the social
glue that provides a common framework
for millions of people design is the
perfect tool for propaganda because it
conveys meaning in symbolic abstract
terms that goes Way Beyond just words
modern financial and legal documents
today still carry this Legacy they're
designed to look trustworthy with
consistent legible typography that just
screams official modern documents have
evolved of course incorporating elements
like RFID chips barcodes but they Echo
the design principles seen in ancient
tablets and custom type faces let's
shift our Focus to the seemingly
ordinary government form at first glance
you might not even consider this design
or propaganda but the most dangerous
propaganda often comes disguised as
something ordinary and unremarkable this
particular form tells a harrowing story
these are the unjust incarceration
documents of haa benan a woman who was
polish and Jewish in 1940s Germany she
was forced into a ghetto and later
transferred to an internment camp where
she was forced to work as a seamstress
like many European Jewish people
throughout the 1940s the details of her
ultimate fate remain unknown consider
the design of this document it almost
doesn't look designed at all but I think
it's intentionally designed to look
ordinary and unremarkable in order to
hide its vicious intent the design
strategy serves an important yet
chilling function it normalizes the
process of Oppression making the
unthinkable a routine administrative
task the boringness of this design masks
a Sinister reality making participants
in this system Overlook the human
tragedy behind each form Mass
imprisonment is designed to look as
ordinary as filling out a shopping list
or a class attendance sheet the true
horror lies in its ability to reduce a
human life ha's life to Mere data points
physical features a name a number these
cold impersonal details on paper hide
the gravity of the situation German
propaganda of this time was incredibly
meticulous and deliberate they left
nothing to Chance in their design and
documentation efforts this is propaganda
at its most subtle and most devastating
think about the implications of a design
like this how many times have we
overlooked the power of design in the
documents we encounter every day this
story of haa is a stark reminder of the
role design plays in shaping narratives
often hiding brutal Truths Behind the
Veil of ordinary boring bureaucracy
David Graber discusses the inherent link
between bureaucracy and violence it's
unseen but it's always present
bureaucracy leaves no room for
negotiation even today a misc court date
or an unpaid bill can quickly escalate
to police intervention all in the name
of State Authority let's move to postor
War I Russia to talk about the
constructivist movement it was a highly
experimental and very modern approach to
design and art most importantly these
abstract bold designs are actually meant
to convey a strong political message
after the Horrors of World War I Russian
constructivists wanted to create social
change through Art and Design at their
core the constructivist goal was to
create art that represented a fair and
just socialist Utopia they believed in
the power of art as a practical tool to
reshape Society with technology as the
key to making their Creations resonate
with the masses you can really see that
energetic revolutionary spirit and all
of the intersecting lines bold color
contrast and visual tension there's just
a lot of energy here the constructive
would also use state-of-the-art
materials and processes in their work
which demonstrated their focus on
modernity and the future machines
factories and mass production were seen
as the saviors of humanity knowing what
we know now about sweat shops and
exploitative working conditions it's
pretty easy to see how misguided they
were but you got to respect the
optimistic attitude Russian
constructivism was very impactful and
that was potentially its biggest
downfall once Stalin came into Power the
Communist Party felt that there was no
room for abstract work in the revolution
they wanted to depict everyday life of
Everyday People realistically
constructivist Art and Design was
labeled fanciful and decadent now if you
look at a lot of the constructivist
architectural concepts of massive
Monumental buildings they do kind of
have a point it is a little bit decadent
but you got to admit it's kind of cool
maybe I'm just falling for the
propaganda though but why did the state
suddenly turn their back on these
radical futuristic design movements well
here's the thing you got to understand
about propaganda a lot of it is about
unifying and constraining thoughts all
dictators understand the power of Art
and Design and they know that creative
expression can undermine their regime
constructivism and other Avant guard
movements were outlawed by the Russian
government when Stalin came to power
from that point on all artistic
expression in the USSR was purely meant
to act as a vehicle for propaganda the
association of artists of revolutionary
Russia set the tone demanding a heroic
realism to depict their version of
reality the Russian State didn't want
artist arti who challenge the Norms it
needed artists who could create a
unified conforming narrative that
conveyed public support of their
government this propagandistic art style
was called socialist realism socialist
realism as the name implies was all
about conveying things simply and
realistically as it actually happened
there was no room for experimentation or
abstraction it was a pretty conservative
style the idea was to keep the message
simple and straightforward now to be
clear the term socialist realism is a
little bit misleading the government
didn't want to show what actual reality
was like in the USSR instead their goal
was to propagate their distorted state
approved version of reality design and
art was the perfect tool for unifying
and constraining beliefs propaganda
really isn't about the truth it's more
about conveying a simple unifying Vision
it's a theme you'll see throughout this
video artists are at the mercy of their
supporters whether it's Michelangelo
doing commissions for the church or
modern designers tailoring their work to
suit their corporate clients in each
case the underlying goal is to craft a
narrative that resonates with the
Patron's objectives blurring the line
between artistic expression and
persuasive messaging what made the USSR
unique was how far they took things in
today's world not meaning a client's
expectations might cost you your job but
many Russian avanguard artists and
designers were imprisoned exiled from
the country or worse a lucky few found a
new home in the USA But even this
Freedom was tinged with propaganda
American design influenced by these
immigrant artists would later become a
tool in the Cold War showcasing the
freedom of the West as opposed to the
oppression of the East while the USSR
was very open about creating a unifying
propaganda message the United States was
a lot more sneaky if you think you know
mid-century modern design brace yourself
because its role in American propaganda
is pretty crazy but first we got to talk
about the father of modern propaganda
Edward bernes he wrote the book on
manipulating public opinion with
propaganda like he literally wrote the
book and it's called propaganda Beres
thought that humans were were driven by
Bas instincts and animal desires he felt
that the horrors of the world wars were
proof of Humanity's irrational and
dangerous behaviors his solution to our
irrational nature was to harness these
base instincts and redirect them toward
something less destructive consumerism
he focused on creating inner desires
within people through advertisements and
propaganda then corporations would sell
a product to satisfy that inner desire
bernes called this method the
engineering of consent even President
Hoover embraced Bern's plan and
consumerism became Central to American
life this entire strategy was to keep
people docile and distracted so that
Society remained stable and aligned with
the government's broader agenda now
obviously it didn't always work out but
it was the key to economic success in
America bernes believed that the
American public was just a herd that
could be directed through propaganda if
this sounds like some weird wacky
conspiracy go ahead read berne's books
he's shockingly open about his plans
even though American and Russian ideals
were completely different from each
other they both used design and art to
unify and guide their citizens like I
said before propaganda is about creating
a unifying message you want to control
the narrative from a design standpoint a
few factors allowed Beres to engineer
consent towards consumerism first was
efficiency in mass production here are
two Ford Model T's these might look
really similar but this 1909 Model T
would take 12 12 hours to manufacture by
1914 they were making one car every 93
minutes it was less than half the price
of the 1909 model too this is the
efficiency that would fuel consumerism
in everything from Cars to toasters to
radios Ford discovered new found
efficiencies
in F you Ford discovered new found
efficiencies in mechanical assembly when
he reverse engineered a government horse
drone fun fact when hores Nay it's it's
actually the muffled releasing of excess
steam when the crew inside was getting
too hot these days horses are not
mechanical at all they're actually just
Advanced genetically mutated weird dogs
some people have picked up on this but
many people aren't aware but anyway back
to what enabled berne's strategy of
engineering consent through consumerism
the second thing that enabled it was
there was this modernist design movement
that was focused on making good design
accessible to everyone design needed to
be simple functional and most
importantly cheap to manufacturer while
the modernist designers intentions were
good they accidentally served Rene's
vision of consumerism these affordable
Mass Appeal designs were exactly what
was needed for the plan of engineered
consent to work especially through
consumerism in a consumer-driven economy
you need a continuous cycle of buying
and throwing away and it's easier to
throw away less expensive products this
is called planned obsolescence products
are designed to be almost disposable to
encourage constant upgrading it seems so
much longer than last last year it is
nearly 4 in longer in some
models
oh monor design was definitely not the
only contributor to planned obsolescence
but its cost- effective manufacturer and
minimalist Aesthetics naturally
supported consumerist strategies it
keeps production costs low and
encourages cheap replacement this is
still happening today with smartphones
that are impossible to repair being a
prime example smartphones have not
really changed very much in years they
just Implement stupid features like
rounded edges then sharp edges then
rounded edges again to seem like they're
new or they have the Revolutionary
features like Dynamic Islands it's like
it's a total gimmick ironically the
modernist designers original aim was to
democratize design what they didn't
realize was that they were crafting a
visual language of consumerism their
pursuit of universal appeal
unintentionally flattened cultural
diversity creating a homogenized basic
aesthetic it was about producing the
least offensive most universally accept
able objects it enabled mass production
and it was about making designs that
were scalable and inoffensive it was
basically like the design version of
elevator music if mid-century modern
design was a color it would be beige by
the way I know that everything around me
is beige and I have mid-century modern
furniture but that's because I have no
choice it was also before I realized how
much I hated this design movement I
think that the ideals of modernism were
very Noble but what it has become is
just so boring there's no cultural
diversity no design diversity
everything's just a bunch of boring
beige rounded rectangles the bottom line
is that good design even with the best
intentions can become a tool of
questionable propaganda the propaganda
forced upon the American people was
about glorifying consumerism and
futuristic product designs products
became a way of life a way of being
rather than creating an identity for
yourself and building character you
could just buy an identity off the shelf
this still happens today you don't need
to to work out and practice good
nutrition it's way easier to just look
sporty by buying a pair of Nikes don't
stress over complicated environmental
supply chain issues just show everybody
how much you care about the environment
by buying some guilt-free allbird shoes
avoid the hassle of political activism
just buy some rebellious looking doc
Martins for the low price of$ 149 now to
be clear it's not like this was all bad
there's nothing wrong with expressing
yourself through the things that you buy
necessarily and this consumerist culture
did have its intended effect of boosting
the American economy it's impossible to
prove but it's hypothesized that without
this consumer demand we would have
struggled even more than we did in the
Great Depression of the 1930s the fact
that I'm even allowed to talk about this
stuff freely is proof that we still have
it way better than a lot of other
countries I mentioned in the beginning
of the video that advertising is meant
to influence what you buy and propaganda
is meant to influence what you think but
this consumerist culture kind of blurs
the lines a lot of times between
advertising and propaganda it kind of
Blends corporate with political goals
but even the objects that were
advertised and sold were still used as
symbols of government propaganda it got
so extreme that the American Department
of State actually funded several
exhibits at the Museum of Modern Art
this wasn't just about showing
well-designed products to the world
these designs were used as a diplomatic
propaganda tool showcasing the American
Vision of consumerism America was trying
to assert cultural dominance and
superiority of capitalism over communism
it painted consumerism as a hallmar of
progress transforming mundane everyday
product designs into icons of American
values while Soviet design was marked by
its nationalistic undertones American
design stood as a proud display of
creativity and individuality
realistically they both had strong
nationalistic undertones in the end the
US government's promotion of mid-century
modern design made it another Pawn in
the game of Cold War propaganda and this
American propaganda extended Way Beyond
design it even made its way into modern
art rumors swirled that the US
government was indirectly funding
abstract expressionist artists like
Jackson Pollock and there is some truth
to that the Tate Gallery was unable to
fund exhibitions of these avantgard
artworks but Julius fleschman was an
American millionaire and he stepped in
he was the president of the farfield
foundation which funded the Art Exhibit
and showed it all through Europe that
Foundation had Financial links to none
other than the US Central Intelligence
Bureau while the US government didn't
directly sign the checks their
fingerprints were all over the operation
and the Museum of Modern Art in New York
was in on it too showcasing abstract
expressionism in exhibitions that toured
globally so why would the state
department and Central Intelligence
Bureau of the United States care about
Modern Art honestly the government
bureaucrats probably didn't understand
the art at all they probably just saw it
as a way to advance their political
agenda abstract expressionism didn't
follow typical conventions or rules of
painting it was the perfect symbol of
American individualist values it was
about freedom and creativity now not
everyone was a fan of Modern Art but
that was exactly the point this art was
a stark contrast to the art scene in
Soviet Russia where the government
strictly enforced socialist realism as
the only acceptable style Art and Design
are far more than just Creative
Expressions it can be powerful tools of
propaganda by showcasing the freedom and
non-conformity of the American Art and
Design these movements subtly
broadcasted a message of American
cultural fre fre these strategies
highlight how design can serve as a
strategic tool in global politics and
ideology ever notice how many national
flags and emblems fature weapons there's
a good reason for that propaganda often
unifies Us by tapping into our base
instincts particularly fear weapons on
Flag symbolize Collective Strength
acting as an antidote to that fear
swords Shields and Firearms reassure us
against the threat of an unnamed enemy
uniting people by promising Safety and
Security this FOC focus on weapons
suggests that the nation's strength can
overcome fear but in the world of
weapons few designs have sparked as much
debate as the AR-15 it's a weapon that
divides a nation on one side of the
political Spectrum the AR-15 symbolizes
Independence and second amendment gun
ownership rights on another side it's
seen as a tool of unnecessary force a
weapon designed not for sport or defense
but for lethal assault so how did it
become such a powerful symbol of
propaganda and how did a gun that was
originally designed for combat make its
way into millions of American homes a
lot of it has to do with its design both
looks and function so let's talk about
the looks first all over television
through the 2000s we'd see US soldiers
in the Middle East using weapons that
visually looked very similar to the
AR-15 this was basically free
advertising several firearm companies
took advantage of this fact marking the
AR-15 as the rifle of Heroes and it
worked during the early 2000s when sales
of other Firearms were decreasing the
AR-15 was selling like crazy it stood
out because of what the head of sales of
one firearms company referred to as the
wannabe Factor people WN to be the
special forces guy propaganda is very
much about looks and symbolism the
jagged lines the dark materials
everything about this weapon just
screams power and intimidation have you
ever noticed how the bad guys in
superhero or fantasy movies usually have
Jagged angular armor and weapons spiky
Jagged things are scary to us and this
makes sense from an evolutionary
perspective I mean thorns on Plants
teeth on Predators Stingers on insects
they're all angular and pointy now look
at the AR-15 it's got all sorts of
jagged angular lines and spiky
protrusions this is not your grandpa's
wooden stock deer hunting rifle just
compare the Silhouettes now obviously a
hunting rifle is not exactly warm and
fuzzy looking but the wooden stock and
the much smoother silhouette makes it a
lot less intimidating just aesthetically
one looks like it's designed for hunting
deer and the other looks like it's
designed for Waging War next let's talk
about the function the AR-15 is very
easy to shoot with other rifles when you
fire them they kick back really hard to
the point where they can even bruise
your shoulder but when you shoot an
AR-15 it uses the gas from the bullet
firing to help push back and reload the
next bullet this combined with a smaller
caliber bullet lowers The Recoil and
makes it more comfortable to use it also
has a ton of accessories and things that
can be easily matched to whatever weird
thing that you're interested in now the
AR-15s popularity started with its
effective design but that was just the
beginning it sales really began to
Skyrocket as the debate around gun
control intensified some see the AR-15
as a symbol of violence and Massacre for
others it was a symbol of the right to
bear arms Grover norquist an anti-tax
activist on the NRA board said that
people who never planned to buy one went
out and got one he said it was an Fu to
the left many republican politicians
even wear pins of the weapon on their
lapel it's also led to some really ugly
t-shirt designs as of late 2021
Americans own over 20 million AR-15
style weapons that's 50 times more
AR-15s than there were 25 years ago now
would the AR-15 be as polarizing if it
had a wooden stock and more of a
traditional hunting field definitely not
it also wouldn't have sold as well and
it would not have become nearly as much
of a political symbol there are other
rifles out there that are actually
somewhat similar to the AR-15 in terms
of functionality but they use a wooden
stock and have a more traditional design
they don't face anywhere near as much
judgment the AR-15 is banned in many
states but the Ruger mini1 14 a
functionally similar rifle I know that
gun nuts are freaking out about me
saying that but it's similar enough okay
just calm down it's still legal in all
50 states at least at time of publishing
the AR-15 shows how design can Elevate
an ordinary object to a political icon
one that's admired despised and
endlessly debated objects gain meaning
beyond their physical forms highlighting
the role of design in shaping
perceptions politics and National
beliefs maybe the biggest reason why the
AR-15 was such a popular tool of
propaganda is the fact that it's
visually shocking shock demands your
attention this is a major theme that you
see in a lot of other propaganda as well
check out this World War I poster for
example this poster may not seem
shocking to you now but you have to
consider the time illustrated full color
posters like this were cutting edge Tech
the composition is also very jarring
because the artists use the differential
rotation effect which basically means
that the Man's eyes and his pointing
finger feel like they're following you
no matter what angle you look at the
poster compared to a modern person like
us the average person was far less
accustomed to propaganda during this
period so these posters had a really
strong impact our attention spans are
completely destroyed from too much
screen time now so I'll put some fun
animations in the corner to mimic what
someone from the early 20th century must
have felt looking at this the man in the
picture is Lord kitner the British
Secretary of State for war the idea of a
well established leader pointing his
finger directly at you and giving you a
command must have been shocking at the
time the fact that this poster has been
copied so many times is a testament to
that the American Uncle Sam poster is
the most well-known imitation but there
are literally dozens of others this was
also around the time when propaganda
started showcasing more horse
surveillance drones ever wonder why
Kentucky and Maryland have lots of
horses it's because the US government
wanted to monitor separatist factions
and former Confederates after the
American War there are more horses in
the countryside because they wanted to
keep tabs on potential militia movements
and uprisings sorry sorry I got off top
again back to propaganda posters during
the rise of fascism in Germany one
artist shocking counter propaganda stood
out Landing him as number five on the
German gestapo's most wanted list he
channeled his disgust toward the events
in 1930s and 1940s Germany into a
powerful weapon against the regime by
turning their shock tactics against them
John hartfield's counter-propaganda Art
became a beacon of resistance marking
him as a significant threat to the
German F movement Hartfield used
shocking photo montages to ensure his
political messages were not only seen
and understood but felt his Mastery in
conveying complex messages through a
single striking image set his work apart
making it impactful and immediate take a
look at this photo montage it depicts
the wealthy Elites as hyenas preying on
the devastation of War symbolizing how
they profit from the suffering that
conflict brings the most important
aspect of any propaganda especially one
that is designed to shock is contrast
visually the areas of highest contrast
the area where the darkest dark touches
the lightest light is right here there's
the opulent Black Top Hat against the
brightly lit almost white face of the
vicious hyena same thing with the white
teeth against the black mouth this draws
the viewer's eye to the menacing nature
of the creature and the elite that it
represents below the Hyena's neck is a
medallion resembling the Prussian Blue
Max medal awarded for exceptional German
achievement often in combat rather than
the metal being inscribed with for merit
like usual it said for profit the dark
metal set against a light sky framed by
two bold lines one from the ribbon above
and another from the debris below
emphasizes the incentives at play but
the contrast isn't just visual it's also
conceptual there's a contrast and how
the wealthy Elite hyena is perfectly
fine despite all of the destruction it's
created hartfield's choice to depict the
wealthy as hyenas out of anything else
also carries pretty obvious symbolism
hyenas are viewed as scavengers and they
become a direct metaphor for the rich
Elite who scavenge for profit through
the suffering of others turning the
enemy into animals is a very common
tactic in propaganda there are dozens of
examples but they're way too offensive
to put on YouTube by dehumanizing the
enemy it gives you moral authority over
over them which is really harmful more
on that later harfield also uses
contrast in scale the exaggerated figure
of the hyena is huge completely
overshadowing the visually smaller human
toll beneath it this visual exaggeration
makes the threat even more menacing once
again we're not just understanding these
messages we're feeling them think of all
the information we just covered harfield
was able to capture that complex
narrative in a single striking image and
you emotionally understood the weight of
what you were viewing right away
probably not not consciously but
definitely subconsciously John Hartfield
was a master of creating
counter-propaganda that shocks us into
attention hartfield's work while
visually shocking and arresting also
poses important moral questions it's not
just the art that's high contrast black
and white he strips away the nuan gray
areas of human conflict presenting
ethical and moral dilemas in Stark black
and white good versus evil no in between
this simplification of complex issues
into a binary good versus evil compels
us into action and unifies us into
fighting against oppressors but at what
cost in our quest for shocking Clarity
do we risk oversimplification depicting
adversaries as subhuman scavengers takes
all Nuance out of the discussion
hartfield's counter-propaganda was
fighting the most evil authoritarian
regime of the modern era but it brings
up an interesting question does copying
the enemy's tactics even in the service
of Truth tarnish our cause
there's a constant battle between the
effectiveness of propaganda in rallying
support and the potential harm in
oversimplifying complex issues
normalizing manipulative tactics and
undermining critical thinking
hartfield's work serves as a mirror for
our present day dilemmas in an age where
images are weapons and Truth is
surrounded by lies his legacy challenges
us to question the balance between
impact and integrity the truth is a lot
of propaganda has no interest in the
truth at all you may remember Napoleon
is one of the best military strategists
of all time but what you may not know is
that he was also an absolutely masterful
propagandist check out this painting by
jacqu Louie David of Napoleon it depicts
him heroically crossing the Alps in
pursuit of victory over Austria just as
Napoleon wanted to be remembered but
this painting is a perfect example of
how Art and Design can become propaganda
straying from the historical truth like
all good propaganda the artwork uses
contrast to sell the narrative
Napoleon's poise confident pose is in
sharp contrast to his horse's anxious
demeanor his deep blue uniform stands
out against his golden cloak these
complimentary colors enhance the visual
contrast and make Napoleon the focal
point the dramatic lighting illuminates
Napoleon's face set against a drab
background emphasizing him further the
painting's dynamic movement emphasized
by diagonal lines along with Napoleon's
impressive military attire all convey
strength and Authority Napoleon's
indifference to truthfulness was made
Crystal Clear when he dismissed the
artist David's suggestion for a detailed
study to capture Napoleon's likeness for
this painting Napoleon objected and said
it isn't the exactness of the features
which gives the resemblance it is the
character that dictates what must be
painted nobody knows if the portraits of
the Great Men resemble them it is enough
that their genius lives there very
modest guy right this quote captures the
essence of propaganda emphasizing
impression over Precision VI over
accuracy plus Napoleon's name is
deliberately associated with legendary
figures like Hannibal and Charlemagne in
the painting highlighting his desire to
be remembered as one of the great
conquerors to cross the Alps of course
as you'd expect the truth is far less
glamorous Paul Del Ro painted his
version of the event revealing a more
accurate depiction of Napoleon's Alpine
Crossing instead of being at the
Forefront of his army Napoleon probably
followed several days behind them rather
than riding on a horse which obviously
isn't real he shown on a mule he didn't
lead the charge but instead was led by a
servant and he wasn't wearing a bright
military uniform but instead wore a dull
coat this contrast between the Grandeur
of David's painting and the mundane
reality depicted by Del Ro served as a
reminder of how propaganda can distort
truth through Art and Design so I've
saved the worst for last let's talk
about how visceral emotion plays an
important role in political narratives
authoritarian regimes use designed to
transform flawed ideologies into C
activating visions that can warp an
entire population's Collective psyche
these designs are powerful tools that
Target our Primal instincts this is one
of the most visceral displays of power
I've been able to find the facade of
Italian authoritarian ruler Bonito
musolini at the palat barasi it's so
absurd it almost looks cartoonishly evil
unfortunately this was no joke it was
very very real musolini was Germany's
most loyal European Ally throughout
World War II so you might be wondering
why why is melini's face plastered on a
facade and why does it say C over and
over again c means yes in Italian but
yes to what it all started in the
1934 elections now I use the term
election Loosely because everything was
mostly predetermined voters could choose
yes or no to approve or disapprove the
list of deputies nominated by the grand
Council of fascism but they didn't get
to choose who was on the ballot so let's
go through this imagine you're going to
vote in this election you walk up to to
the facade and you see the repeating
word yes over and over again this design
Choice strips away any Nuance focusing
our attention towards the severity of
the message a clear manipulation of
design to force obedience making it feel
like you're being watched by the
dictator himself the black onwhite
lettering stands out in high contrast
the uniform and orderly arrangement of
the letters is a Showcase of
authoritarian order the hypnotic
repetition of the word yes almost strips
it of its meaning transforming it more
into a pattern that luls you into
hypnotic submission designed to direct
public action without any real thought
the lack of detail in the face paired
down to Stark facets and a very severe
expression leaves no room for nuance or
empathy only the cold directive vote Yes
or else now here's where it gets really
crazy you walk into the voting booth and
see your options yes and no the yes
option is in patriotic colors of the
Italian flag and the no option is in
this nondescript ugly brown paper
finally you don't just anonymously
submit your vote you have to hand your
color-coded voting choice to an election
official they'll know if you voted yes
or no maybe you're not a f but you think
about the giant facade you just saw
outside and say you know what maybe I
should keep my dissenting opinion to
myself voters were presented with a
choice that was really no choice at all
and of course it worked 15,000 people
voted no you know how many people voted
yes 10 million people in endorse the new
fascist government that's 99.84% who
voted yes now of course with the deck
this stack against actual democracy it's
very possible that the election wasn't
even real but honestly with that kind of
designed intimidation they probably
didn't need to rig anything remember
propaganda is about unifying and
musolini was unfortunately very
successful in achieving that this
analysis of The Palazo baras facade
reveals how design and architecture are
instruments of power meticulously
crafted to shape perceptions and dictate
Behavior it's a stark reminder of how
spaces and symbols can be designed to
manipulate and control leaving a
permanent mark on the collective
Consciousness in the shadow of this
facade we find not just a story of
subjugation but a call to resist the
Allure of Simplicity in the face of
complex truths this is the legacy of the
Palo barasi a challenge to look beyond
the facade to question and to seek death
beyond the surface governments and
political leaders use design to project
an image of an unquestionable power
regimes will spend decades developing
custom type faces and currencies they'll
make shocking posters they'll attach
political significance to ordinary
objects it's a veil that hides their
vulnerability from public view I was
talking to my friend Kyle about this and
he said that all political regimes are
fragile like an eggshell a single crack
no matter how small can lead to its
complete unraveling design and
propaganda exists to make you forget
that all powerful Nations eventually
fall history shows us that artists and
designers have often found themselves at
the mercy of their patrons whether they
be Kings corporations or governments we
have to be careful Edward bernes
mentions in his exploration of
propaganda propagandists can lose their
sense of reality because in their
Universe the truth is whatever the
client wants the world to think is true
in this video I've shown how propaganda
has influenced and constrained people's
expression throughout history this is
still happening today as recently as
December 2020 there were attempts to
mandate neoclassical architecture for
government buildings in the United
States the US government wanted to
narrow the scope of cultural and
intellectual discourse luckily we didn't
let it happen this time design and art
is so effective as a tool for propaganda
because it allows you to express what
cannot be said it hints at ideas that
are far too sinister to be said out loud
with words it can manipulate reality
hiding evil ideas behind visual
spectacle the grander the visuals the
easier it becomes to elevate logically
and morally indefensible ideas
now propaganda isn't necessarily bad and
design and art can also show things that
are too beautiful and pure to express
with words but there's a responsibility
to understand the power of our creations
and the narratives they serve if you're
not a designer or artist it can be hard
to discern fact from fiction especially
when it's intentionally hidden from us
in the end the most powerful weapon
against propaganda isn't more propaganda
it's in our curiosity to look beyond the
facade thanks to all of my friends and
patrons for helping me with this video I
have entire sections of this video that
never made the Final Cut and you can
read about it on my patreon so if you
want to get that extra content and you
want to support me I'd really appreciate
it go check out my patreon in the link
below have a great day
everyone
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