It's a kind of communication that makes a case for a goal, bypassing reason.

它是一種越過原因，為目標提供充分理由的溝通方式。

So, what it does is, it's a method to urge you to mobilize towards something while concealing from you things that you reasonably should think, should consider.

它的用處是，作為一種手法，鼓勵你為某件事動員，但在同時向你隱藏了應該合理思考、考量的元素。

We have these irrational biases, and what propaganda does is, it takes notions like freedom, integrity, and it weds them to these irrational biases.

我們會有一些不合理的偏見，而宣傳手法所做的是，將自由、操守等概念與這些不合理偏見做聯結。

"Operation Iraqi Freedom" is what the Iraq War was called.

伊拉克戰爭曾被稱為「自由伊拉克行動」。

Why was killing hundreds and hundreds of thousands of Iraqis called "Operation Iraqi Freedom"?

屠殺數十萬名伊拉克人為何會被稱作「自由伊拉克行動」呢？

Because the idea was somehow⏤freedom is what Americans do.

因為想法在某種程度上是，美國人做的事都是要追求自由。

If we're doing it, it must be freedom.

如果是我們在做這件事，它一定是為了自由。

The word "propaganda" by itself is neither good nor bad.

「宣傳」這個詞本身不好也不壞。

Because we talk of abolitionist propaganda.

因為我們會提及主張廢除宣傳的人。

We talk about the propaganda that people use in social movements.

我們也會講到在社運中人們使用的宣傳。

Social movements need propaganda.

社運是需要宣傳的。

Martin Luther King Junior talked about the need for propaganda, 'cause you need to get people to reconsider their racist assumptions.

小馬丁・路德·金恩曾講到宣傳的必要性，因為你需要讓人民重新審視他們對種族歧視的臆斷。

If you're doing a social movement that's trying to change people's attitudes towards, for example, gay marriage, you're gonna have to use art.

假設你正在推行提倡嘗試改變人們對同性婚姻看法的社運，那你就會需要用到藝術。

You're gonna have to appeal to people's emotions to sort of undermine the biases they have.

你將必須觸及人民的情感才能夠削弱他們抱持的偏見。

And what other way do we have to undermine the biases they have?

而我們要打破他們的偏見，還有什麼其它方法呢？

By challenging those biases in often non-rational ways.

透過通常不理性的方式跳戰那些偏見。

You know, the goal in propaganda is to connect neutral words to other stuff.

宣傳的目標通常是將中立的字眼與其它事物聯結在一起。

Propaganda will always be here; our words always have these associations.

宣傳會一直存在，我們的語言也會一直有這些聯結。

Any word I have.

任何隻字片語。

When I talk about my cat, you get a warm, fuzzy feeling.

當我提及我的貓咪，你會有一股溫暖、舒心的感覺。

The propaganda campaign involves connecting our words to these things.

宣傳活動就牽涉到將我們的言語與這些事物做聯結。

It's inevitable that people have these associations between words and images.

人們對於文字與圖像之間有這些聯結是無可避免的。

Democracy involves having many such associations, having lots of different words, and lots of different discussions that are happening so we can kind of pick and choose among them.

民主涉及擁有諸多此類聯結、許多不同文字以及許多正在發生的不同討論，讓我們可以從中挑選。

When there's, like, two views standing off each other, when one group thinks that the conservatives are all fascists, and the other group thinks the liberals are all communists, well, then, democracy starts to disappear.

當有兩種對立想法──一個群體認為保守主義者都擁護法西斯主義而另一個群體則認為自由主義者都提倡共產主義時，那麼民主就會開始消失。

So, the goal should not be to talk in neutral ways.

所以目標就不應該是用中立方式發言。

The goal is to have lots of different ways of living and lots of different ways of thinking and to recognize that we're not a threat to each other.

其目標在於擁有許多不同的生活方式以及思考方式，並意識到我們對彼此不構成威脅。

That some of us can be Orthodox Jews and others of us can be deeply evangelical Christians, and others of us can be gay and Muslim or gay and Atheist.

有些人可以隸屬猶太教正統派、一些人可以是虔誠基督教福音派人士，而其他人則可能是信奉回教的同性戀者或是無神主義的同性戀者。

That we can have lots of different ways of living, and they don't threaten each other.

我們可以有無數種不同的生活方式，而它們不會互相威脅。

But our goal shouldn't be to, sort of, disassociate our words with life because all of our words are embedded in life.

但我們的目標不應該是切開語言與生活的連結，因為我們的一言一語都與生活息息相關。

Get smarter faster with videos from the world's biggest thinkers.

利用全球領先思想家的影片更快地變得聰明。

And to learn even more from the world's biggest thinkers, get Big Think+ for your business.

如果想要從全球領先思想家身上學習到更多資訊，請為企業訂閱 Big Think+。