How Governments Use Design & Propaganda to Control You

Summary

This 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

00:00

🎨 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.

05:01

📜 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.

10:02

🪓 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.

15:04

🚫 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.

20:06

🛍️ 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.

25:07

🔥 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.

30:08

🖼️ 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.

35:09

🏛️ 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.

40:09

🌐 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.

Keywords

💡Propaganda

Propaganda is a form of communication that aims to influence the attitudes and opinions of a population towards a specific cause or position. It often uses symbols, slogans, and other persuasive methods to spread ideas that support a particular political group or cause. In the video, propaganda is discussed as a tool used throughout history to manipulate public opinion, from ancient times with scribes and handwriting to modern-day examples like the AR-15 and political campaigns.

💡Design

Design refers to the process of creating or planning the aesthetic and functional elements of objects, spaces, or systems. In the context of the video, design is used as a strategic tool for propaganda, influencing thoughts and behaviors through visual and functional aspects of everyday objects, architecture, and typography.

💡Authority

Authority refers to the power or right to give orders, make decisions, and enforce obedience. In the video, authority is closely linked to the use of propaganda and design, as it highlights how leaders and governments use these tools to assert their control and command respect from the populace.

💡Subtlety

Subtlety refers to the quality of being unobtrusive or not immediately obvious. In the context of the video, subtlety is a key aspect of effective propaganda, as it can influence thoughts and behaviors without drawing attention to the manipulative nature of the message.

💡Consumerism

Consumerism is a social and economic order that encourages the acquisition of goods and services in ever-increasing amounts. The video links consumerism to propaganda, showing how it can be fostered through design and advertising to shape societal values and behaviors.

💡Modernism

Modernism is a movement in art, architecture, and design that emerged in the late 19th and early 20th centuries, characterized by a rejection of traditional forms and a focus on functionality, simplicity, and the use of new materials. In the video, modernism is discussed as a design movement that unintentionally supported the consumerist culture and was used as a tool of propaganda during the Cold War.

💡Socialist Realism

Socialist Realism is an art movement that was promoted by the Soviet Union from the 1930s onwards, which demanded that artists produce works that depicted a bright and idealized future under communism. It was used as a propaganda tool to promote the government's political and social ideologies.

💡Cold War

The Cold War was a period of geopolitical tension between the Soviet Union and the United States and their respective allies, the Eastern Bloc and the Western Bloc, after World War II. It was characterized by political, economic, and military competition, as well as the use of propaganda to assert ideological dominance.

💡AR-15

The AR-15 is a semi-automatic rifle that has become a highly polarizing symbol in American politics and culture. It is often associated with issues of gun control, second amendment rights, and military-style weaponry in civilian hands.

💡Visual Symbolism

Visual symbolism refers to the use of visual elements, such as colors, shapes, and images, to convey meanings and ideas. It is a powerful tool in propaganda, as it can communicate complex messages quickly and impactfully, often tapping into subconscious associations and cultural meanings.

💡Edward Bernays

Edward Bernays was an Austrian-American pioneer in the field of public relations and propaganda, often referred to as the father of public relations. He authored the book 'Propaganda' and was instrumental in promoting consumerism as a means to manipulate public opinion and stabilize society.

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

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like the anti-propaganda company unlike

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Hensen shaving adopts a way more

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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