The power of propaganda in the recent local elections

Emily David

In recent years, the ability to control and manipulate public opinion has become a powerful political tool. The recent UK local elections were not just a test of party popularity, but were a case study in how propaganda can manipulate emotions and influence electoral outcomes. From the emergence of AI, to investment in social media, propaganda played a central role in party campaigning. As trust in traditional institutions declines, social media is becoming a primary source of news. To understand how we are being indoctrinated through propaganda, we must look into emotional manipulation, the emergence of AI-generated content and social media.

What is Propaganda?

Propaganda is the strategic use of information to promote a political cause or point of view. It often appeals to emotions rather than reason, using techniques such as exaggeration, repetition, or lying, which aim to influence the way people think and believe. While propaganda is often associated with war, it is becoming increasingly prevalent in the modern world, particularly during elections. 

Emotional Manipulation

One of the most effective forms of modern propaganda is emotional storytelling. In the recent election, this was evident in the rise of Reform UK, led by Nigel Farage. The party used a blend of left-leaning economic promises and right-wing cultural messaging to attract voters frustrated with the current politics.

Reform UK achieved notable success by tapping into public dissatisfaction with traditional parties. Their messages targeted specific emotions: anger at perceived government incompetence, fear of uncontrolled immigration, and nostalgia for a better past. By framing their message as the voice of the ‘common people’ against the elites, Reform UK tapped into the same populist propaganda strategies that have propelled movements across Europe and the US. The success of this propaganda is evident through gaining 677 of around 1,600 seats. 

At the local level, parties employed various strategies to influence voters. For example, the Sheffield Liberal Democrat councillors were asked to apologise for issuing leaflets that misrepresented the council's leadership, aiming to reduce Green party support and bolster Labour's position. Although they apologised for the propaganda scheme, it is likely that these leaflets still influenced voter decision-making.

The rise of AI 

A concerning trend in this election cycle was the use of AI-generated content to create and spread disinformation. Fake news articles, deep fakes, and fabricated social media posts were used to twist facts and smear candidates. It was also used openly by Reform UK in candidate vetting, as Farage claimed that ‘it’s much more efficient’. However, multiple Reform UK candidates were later found to have posted or shared islamophobia memes and posts calling for violence against migrants. These scandals embarrassed the party and undermined trust in AI, highlighting the limits of relying on technological propaganda.

Additionally, AI tools make it easier than ever to flood social media with misleading content and narratives about candidates and policies, reducing public confidence. Sophisticated AI can produce ‘news’ stories that appear credible at first glance, but are designed to mislead or confuse. When shared across platforms, this form of propaganda can have a multiplier effect, spreading misinformation. Despite efforts to detect and remove such content, the sheer volume and speed of content makes it nearly impossible to stop. This massively undermines public trust in legitimate news and creates questions as to what facts are reliable.

The role of Social Media 

Another effective form of propaganda has become social media. It has emerged as the front line of propaganda, as algorithms prioritise engagement, which promotes emotionally charged or controversial content, where propaganda thrives. 

In the local elections, memes, videos, and polarising posts went viral, often outperforming fact-based political messaging. Because users are more likely to interact with content that confirms their beliefs, propaganda campaigns use tailored messages to exploit confirmation bias. 

A PE teacher in the West Midlands provides a case where social media was manipulated, becoming propaganda. Cheryl Bennett was falsely depicted in a video canvassing for Labour, which added subtitles with racist slurs. The clip went viral and caused Bennett to receive threats, forcing her into hiding even after the police confirmed that the audio had been manipulated. This form of propaganda showcases how easily video manipulation can incite public outrage and damage political reputations within electoral campaigns.

Consequences 

A major consequence of modern propaganda is a growing distrust in democratic institutions and even elections themselves. According to a recent public survey, a significant number of voters are unsure of what information they can trust. Many are starting to feel that media outlets, politicians, and even elected officials are not doing enough to combat misinformation. 

This is dangerous. Democracy relies on voters being well informed and making rational choices. As we can see, propaganda is beginning to replace fact with fiction and evidence with emotion. Therefore, the very foundation of democracy is at risk from propaganda, which is creating misinformation and confusion.

While propaganda is not new, its reach and impact are greater than ever, and combating it requires a new approach. In 2022, the UK introduced the Elections Act to address growing concerns over online political advertising. This legislation requires most digital campaign material to display an imprint showing who paid for and produced it, increasing transparency. However, this does not include AI. With regulation, public awareness is beginning to improve, but there is still a long way to go. AI creates the potential for misleading voters, and governments must work together with platforms to create clearer rules for online political messaging to enforce consequences on misleading propaganda.

Conclusion

The recent UK local elections were not just about council seats or local services. They acted as a reflection of how deeply embedded propaganda has become in our political system. As the media evolves and political polarisation deepens, the battle to alter our emotions will increasingly be fought not just in debates, but in headlines. 

Understanding the power behind propaganda is the first step in resisting it and preserving the health of our democracy.