Digital Propaganda Techniques: The Specificities of Neo-Propaganda

Abstract

Propaganda has evolved from traditional methods to digital platforms, becoming a powerful tool for influencing public opinion. This study examines neo-propaganda, analyzing its techniques, historical roots, and contemporary implications. A systematic literature review of over 150 academic sources identifies five key dimensions: appeal to authority, emotional manipulation, repetition, generalizations, and artificial dichotomy. These dimensions adapt traditional strategies to modern tools, such as social media algorithms, microtargeting, and AI, creating challenges in differentiating legitimate information from manipulative tactics. Findings reveal the digital amplification of propaganda, emphasizing emotional appeals, repeated slogans, and polarization through binary narratives. Recommendations include media literacy programs, interdisciplinary research utilizing AI, and policies promoting transparency to counter manipulation. This study highlights neo-propaganda's role in shaping perceptions and calls for integrated efforts to mitigate its societal impact in the digital era.