The term ‘slogan’ has its roots in the Scottish Gaelic and Irish phrase ‘sluagh-ghairm, which translates to a battle cry or a rallying call used by clans. The word evolved from ‘sluagh’ meaning army or host, and ‘ghairm’ meaning cry. Over time, it was Anglicized to become slogan, which today refers to a memorable motto or phrase used to encapsulate and promote ideas in various contexts, including advertising, politics, and social movements.
Slogans are a double-edged sword. While they can be used to promote positive ideas and causes, they are also a tool for embedding disinformation into the public consciousness. Understanding the psychological underpinnings of why slogans are so effective in spreading false narratives is crucial for developing strategies to combat disinformation. Slogans are effective due to a combination of psychological principles that resonate with human behavior and cognition. Here are the key factors that contribute to their effectiveness: Brevity and Clarity; Emotional Appeal; Mnemonic Devices such as rhyme, rhythm, and alliteration; Imagery and Storytelling; Identification and Belonging; Aspirations and Ideals; and Ease of Comprehension and Memorability.
Slogans are designed to be catchy and memorable, making them a tool for embedding ideas into people’s minds. Their simplicity and ease of recall can simplify complex ideas, making them more accessible and more likely to be shared. This characteristic is useful in the realm of disinformation, where the goal is often to spread narratives widely and quickly. Disinformation campaigns leverage slogans to create a sticky message that can influence public opinion and behavior. The repetition of a simple, emotive phrase can reinforce false beliefs, even in the face of contradictory evidence. This is because slogans often bypass rational analysis and appeal directly to emotions. Availability bias, is a psychological effect which means that if information is more readily available, either because it can be recalled easily or it is seen in multiple channels, then it is more likely to be believed. Slogans are a way to take advantage of this effect.
The psychological phenomenon known as the “continued influence effect” (CIE) explains why disinformation, once absorbed, can be difficult to correct. Even after disinformation is debunked, its influence can linger, affecting future reasoning and decision-making. Slogans can contribute to this effect by encapsulating disinformation in a form that is easily remembered and emotionally charged.
Emotions play a significant role in the spread and persistence of disinformation. Slogans that evoke strong emotional responses, such as fear or anger, are more likely to be believed and shared. This emotional resonance can make disinformation more persuasive and resistant to correction. For instance, a slogan that damages the reputation of a political candidate can spark outrage, promoting the continued influence of the misinformation among those predisposed to believe.
Contemporary technology, especially social media, amplifies the reach of slogans in disinformation campaigns. The internet allows for tailored messages that can spread rapidly, reaching billions of individuals. This digital infrastructure enables disinformation to proliferate at an unprecedented scale, with slogans serving as the memorable hooks that keep false narratives in circulation.
To see the power of slogans, consider the following: Just Do It, Build the Wall, Yes We Can, Lock Her Up, and Take Back Control. Most people will have little trouble recalling them, or what they mean. This type of slogan is commanding and designed to be assertive and direct, often using imperative verbs to convey a message and a call to action. These slogans aim to capture attention, evoke emotion, and prompt a specific response from the audience leaving little room for interpretation. The complexity behind them is hidden and, sadly, but intentionally, forgotten.
