Animal Farm Propaganda Essay

Nobody is safe from propaganda. George Orwell demonstrates this concept exceptionally in his novel, Animal Farm, with many examples. Even though the animals aim for a model community, a utopia where all animals are to be equal, there are still those hungry for power who manipulate speech. The pigs on the farm are the main figures that use propaganda, primarily with glittering generalities, testimonial propaganda, and hidden fears.

From the use of vague statements or concepts, to slogans and the changing of the Seven Commandments, the pigs auspiciously use glittering generalities. They often get themselves out of dilemmas by using sophisticated sounding concepts that the animals do not completely understand. For instance, when Napoleon decided

to implement the windmill plan he rejected not long ago, Squealer explains that it was merely “tactics”. The animals were not certain about the word’s meaning, yet since he presented with so much confidence, the animals accepted the idea without question. The pigs also use the concept of Animalism, a concept most animals did not fully understand. This made it easy for Napoleon pull the strings. He denounced luxuries such as electricity, hot and cold water, and three day weeks, all of which Snowball campaigned for, as ideas contrary to the “spirit of Animalism”, and stated that “The truest happiness lay in working hard and living frugally.” (Orwell, 129). However, nobody questions the fact that the pigs have luxuries like comfortable beds, food and drink, which conveniently do not go against Animalism and instead is a “necessity” to their health, nor that they do not pull their weight on the farm. The pigs cleverly create slogans, the most prominent one summarizing the Seven Commandments with “Four legs good, two legs bad”. The sheep are particularly fond of this maxim, tirelessly bleating it for hours. As a result, Napoleon has them cry it out whenever one threatens his positions. Yet do they truly think about the meaning of the slogan, or simply get used to the sound of it and accept it? By shortening the commandments, one forgets the other statements, and this leads to the pigs modifying them to their advantage. Even the most important concept about equality had been changed to “All animals are equal... But some animals are more equal than others”. Glittering generalities hide or twist the true meaning of concepts to make the audience approve and acclaim.

Testimonial propaganda is prevalent as well, with the animals always looking up to Napoleon, the “great” leader who is always correct.

Boxer, from the working class, adopted the maxim “Napoleon is always right”, as part of his personal motto. This statement backed up any doubtful information the pigs delivered. For instance, when they blamed Snowball a First Class Animal Hero, for the destruction of the windmill, the animals at first did not believe this. However, the tables were turned when it became apparent Napoleon firmly believed that Snowball was a traitor. Boxer gives in, despite his previous opinions. Since the animals respected and admired Boxer, Squealer uses his maxim to prompt the animals to work harder after Boxer’s tragic death. He lies by saying that Boxer’s last words were ‘’Forward Comrades!’ he whispered. (…) Long live Animal Farm! Long live Comrade Napoleon! Napoleon is always right” (124), even though these words never left Boxer’s lips. Also, it seems that the success of the farm is all credited to Napoleon. In the Battle of Cowshed, history was rewritten to make Napoleon the hero, and all of his errors are seen to be part of a strategic plan. After all, failure and Napoleon do not go hand in hand. All worship Napoleon. Minimus, the poet, even dedicated a poem, Comrade Napoleon, which highlights how godly and fatherly he is and how all must be loyal to him

(94).

Finally, we can see the fears of the animals being used to the pigs’ advantage- the fear of man’s cruel hands, being oppressed by them again, and slowly, fear of failure in achieving their goals. It begins with Old Major’s speech where he points out the slavery of man, how he drives animals until they have no freedom of their own, and the knife they will all meet in the end. Their hidden fear is this inevitable fate. The animals, however, fear most of losing all they have and going back to days of retention. So, the pigs grasp at this golden opportunity. Squealer uses the phrase “surely none of you would want to see Jones come back”, to reason out many of the pigs questionable actions, When they appeared to be hoarding the apples and milk, they said that it was crucial for a pig, and that their well-being would prevent Jones from coming back. Finally, the pigs use Snowball, their enemy, to their advantage, blaming him for anything that goes wrong. This was to ensure that the animals’ hidden fear of failure to keep their freedom does not arise. When the windmill, a symbol of the animals’ hard work, is destroyed, to avoid being accused themselves, the pigs blame Snowball. This propaganda may hit the animals the hardest, as fear is a strong emotion, and propaganda is targeted to appeal to emotion rather than intellect.

Gradually, the state of living for the animals worsen, while the pigs’ flourished, as a result of their way with words, including the use of glittering generalities, testimonial, and hidden fears. They convince the animals to approve of their concepts, look up to and obey their leader, all while keeping them in line by using their fears. Propaganda will always be used, and with a good orator, it can become as dangerous as any knife of man’s.