The best propaganda is that which the target audience does not recognize as overtly propagandistic in nature. Other forms of propaganda work, but they are often dispersed with heavy-handed tactics. For instance, the Bush administration has a habit of using euphemistic phrases repeatedly in statements and press briefings. “Weapons of Mass Destruction” is a good example of this. It is a phrase that is non-specific in meaning, yet quite emotionally evocative when placed in the carefully crafted context of a political speech. And although people can clearly see that it is a contrived catchphrase, the consistent appearance of the phrase in the media impacts people over time.

The overt approach to propaganda arguably works best on an audience that is already inclined to be receptive to the message. However, when trying to influence an audience where there is some resistance to the message, a more subtle strategy is possibly more effective.

Take the case of Christianity in the Arab world. In the early 20th century, missionaries recognized that it was almost futile to try to convert Muslims with standard overt tactics. Preaching “the Gospel” simply did not work. So missionaries chose instead to work with Muslims in charitable and humanitarian efforts in an effort to lead by example and possibly win hearts and minds that way.

In today’s modern world, this more subtle approach has been adopted as policy by the U.S. government. In the wake of 9/11, an effort was made to establish radio broadcasts in the Middle East that would carry not only Arab and American pop music, but also news reported with a pro-American slant.

The private sector, whether intentionally or unintentionally, has aided in this media effort; for it is the private sector that brings American culture into the homes of Muslims by the millions in the Arab world through satellite television. In this way, American values, as espoused on shows such as Friends, Will & Grace and Buffy the Vampire Slayer can be covertly smuggled into a region that might otherwise reject such values in an overt forum.

A recent example of this subtle media-driven campaign for the spread of American pop culture occurred via the Showtime satellite network. In the Arab world, Showtime broadcasts a consistent stream of popular films, just as it does in the United States . But in addition to these films, it also broadcasts short segments of entertainment news and special features about the making of new movies.

One recent feature examined the special effects technology used in the film Megiddo: The Omega Code II. The segment ran for approximately 15 minutes and highlighted the manner in which explosions and other audience pleasing effects were created. In all, the feature looked much like any other “making of” special.

What audiences weren’t told, however, is that Omega Code II is a Christian evangelical film produced by 8X Entertainment.

In the United States , the movie received only passing recognition from the media. The press it did get, focused on the fact that it, along with its first installment, The Omega Code, were two of the first attempts at professional film production by the evangelical Christian movement. It was always made clear in America that these films were intended to win hearts and minds for this Christian movement.

No such information was provided in the Showtime special broadcast to largely Muslim Arab audiences. Omega Code II was instead spun as a simply an “apocalyptic” film, a genre not uncommon in the film industry these days.

So unsuspecting audiences who may have seen the special segment and felt spurred to purchase the film or watch it when broadcast on television, would receive a Christian message without realizing that was the intent of the film. Such is the best type of propaganda.

It is unclear whether Showtime meant to omit key background information about Omega Code II for its Arab Muslim audiences. Indeed, the omission may have been unintentional. But it is suspicious that a film of such marginal box office performance and limited critical acclaim would even receive a cursory mention anywhere in the Muslim world.

 

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