"Animal Farm": Propaganda Techniques in George Orwell's Novel

Introduction

Would you allow yourself to be ruled by a deceitful, manipulative, self-centered pig? In George Orwell's novel Animal Farm, the pigs employ propaganda to influence other animals. To explore the depiction of propaganda in Animal Frm, this essay will analyze the techniques pigs use to manipulate the other animals on the farm and enforce their own agenda. These techniques are euphemism, name-calling, and the bandwagon effect.

Propaganda in Animal Farm

Throughout the story, the pigs, namely Snowball and Napoleon, employ various forms of propaganda to influence the behavior and decisions of the other animals. Euphemism is one such technique used by Napoleon to convince the animals to comply with his peculiar rules and policies. When Boxer was gravely ill, Napoleon made arrangements to send him to a 'hospital' for treatment. Orwell writes, '...and he was already making arrangements to send Boxer to be treated in the hospital in Willingdon. The animals felt a little uneasy at this.' (Orwell 82) Despite the animals' initial unease, Napoleon managed to persuade them by using phrases like 'taking care of him,' which made them more inclined to agree with his ideas. Once Napoleon gained the support of a few animals, the rest followed suit, akin to how they would flock to someone holding an extra portion of the food they were no longer receiving in their rations. 'Once again all rations were reduced, except those of the pigs and dogs... For the time being, certainly, it had been found necessary to make a readjustment of rations.' (Orwell 76) Squealer utilized words like 'readjustment' to downplay the extent of the food cuts, creating the illusion that their portions were only slightly reduced. In reality, however, their rations were significantly diminished, leaving them susceptible to hunger since they had very little food on their plates. By employing euphemistic language and framing the situation as a necessary 'readjustment,' the pigs deceived the other animals into accepting their control and sacrificing their own well-being.

In addition to euphemism, the pigs also employed name-calling as a form of propaganda, primarily targeting Snowball. Napoleon and Squealer repeatedly blamed Snowball for any minor inconvenience on the farm. Even when Snowball was innocent, they still accused him and associated him with negative attributes. 'Suppose you had decided to follow Snowball, with his moonshine of windmills - Snowball, who, as we now know, was no better than a criminal.' (Orwell 39) Napoleon and Squealer resorted to name-calling to not only make Snowball and other animals feel guilty but also to serve as a warning to others who might consider dissenting from Napoleon's rule. By demonizing Snowball, they aimed to create fear and discourage any opposition to their authority.

The animals on Animal Farm often made their decisions based on what their peers chose. They would mimic rebellious actions or take sides in arguments simply because others were doing so. 'And among all the animals, let there be perfect unity, perfect comradeship in the struggle. All men are enemies. All animals are comrades.' (Orwell 7) Once a statement was made, it quickly became a mantra for the animals, deeply ingrained in their minds. 'All animals are comrades.' (7) This slogan influenced their behavior, as they blindly followed the sentiment expressed. When Napoleon sought to rally everyone against the humans, he devised a catchy phrase that stuck in everyone's minds and became a rallying cry. 'Four legs good, two legs bad.' (Orwell 23) Napoleon used such slogans to foster a sense of unity and to convince the animals that having four legs was superior to having two. Once he garnered widespread support, he felt a sense of superiority and assumed the role of a leader.

Propaganda takes on various forms in Animal Farm, including euphemism, name-calling, and the bandwagon effect. While the pigs utilize propaganda to manipulate the other animals into conforming to their desires, their efforts are not always successful, encountering occasional obstacles along the way.

Conclusion

In conclusion, George Orwell's Animal Farm demonstrates the power of propaganda as employed by the pigs to maintain control over the other animals. Through the use of euphemistic language, name-calling, and the bandwagon effect, the pigs manipulate and influence the animals, enforcing their own agenda. However, the novel also portrays instances where propaganda fails to achieve its intended outcomes. Despite the pigs' best efforts, resistance and skepticism persist among the animals, highlighting the potential for individuals to resist and question the tactics employed by those in power.