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What's the difference between consumer marketing and propaganda?

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uicGoogle harlem shake
uicGoogle harlem shake

To call something "propaganda" is to connote a laughably unsubtle attempt at mind control, from the kind of nasty stereotypes mocked in BioShock Infinite to a hilariously redubbed North Korean propaganda video that many thought was real — precisely because we expect such attempts to be ham-fisted and idiotic. At The Guardian, Eliane Glaser argues that we should be looking instead at how behavioral science, advertising, and even memes can nudge us in certain directions. "The notion that propaganda is always a state-run, top-down affair provides a cloak for our complicity," she writes. "Social media's veneer of openness and people-power exemplifies western propaganda's habit of masquerading as its opposite."