Propaganda in Power
Anyone that has worked in renewable energy, entrusted a company with their land, supported a project, been an interested bystander, or attended thanskgiving dinner in the last 10 years has heard misinformation about renewable energy. No form of energy is inherently political but making energy political is part of business. Groups you see like The Empowerment Alliance (and ones you don’t see) are bent on dividing Americans with a heady mix of memes, AI slop, misinformation, and fear. They know that information (accurate or not) wielded correctly taps into the right kinds of emotions to divide or unite a community around an issue. Information or misinformation is weaponized into propaganda by using one of seven distinct techniques - some more common than others.
The way to fight back against propaganda is by learning to recognize the techniques and relentlessly work to replace propaganda with the truth. We will share resources, break down examples of each propaganda technique, expose particularly egregious groups, and shine the light on examples of where communities are breaking through the noise to make clearheaded decisions about proposed energy projects.
Propaganda Seven Ways
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Name Calling
This technique links a person, group, or idea to a negative symbol or label, aiming to create prejudice against the target without providing evidence. It relies on emotionally charged words like "radical," "extremist," or "traitor" to provoke fear or anger in the audience.
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Glittering Generalities
This technique links a person, group, or idea to a negative symbol or label, aiming to create prejudice against the target without providing evidence. It relies on emotionally charged words like "radical," "extremist," or "traitor" to provoke fear or anger in the audience.
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Transfer
This approach projects the authority, prestige, or respect associated with one idea or person onto another. For instance, it might use a patriotic symbol (like the national flag) to promote an unrelated cause, linking the two in the audience’s mind.
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Testimonial
In this technique, a respected figure or authority endorses an idea or product, lending their credibility to it. This can be done using celebrities, experts, or average citizens whose perceived honesty boosts trust in the message.
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Plain Folks
Here, the speaker presents themselves as an average person to gain trust and show they share the audience’s values. By using everyday language and relatable imagery, they foster a sense of connection and authenticity.
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Card Stacking
This method involves selectively presenting only positive information (or only negative, depending on the goal) to create a misleading impression. It deliberately omits facts or viewpoints that would provide a more balanced perspective.
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Bandwagon
The bandwagon technique encourages people to act or think a certain way because “everyone else is doing it.” It leverages social pressure and the fear of missing out to create a sense of urgency and conformity.
