Yesterday I alluded to the fact that in creating their propaganda, the Nazis used market research. Some asked how they did that, so here's a quick summary. THREAD 1/ 
It's hardly Cambridge Analytics & Facebook-level data mining, but the Nazis *did* have the very clever idea of using the telephone book - that listed occupation alongside name & address - to create some basic models of the population. /2
Using the models provided by the telephone book and other data sources, the Nazis clearly identified many separate target markets to pitch material towards - urban, rural, church-going, housewives, youth, middle-class intellectuals, etc, etc... /3
Josef Goebbels, as head of the RPL, demanded regular reports - sometimes daily - from each region of Germany prior to elections of the early 1930s.
Party heads in each region were asked to have their members listening closely to conversation in public & attitudes collated. /4
Party heads in each region were asked to have their members listening closely to conversation in public & attitudes collated. /4
It wasn't the most scientific method of gauging public opinion, but it was light-years ahead of what other parties were doing.
In response, short films, posters and audio recordings could be micro-targeted to different regions, sometimes down to the neighbourhood. /6
In response, short films, posters and audio recordings could be micro-targeted to different regions, sometimes down to the neighbourhood. /6
After the Nazis came to power, market research was still important. Even the Reich Propaganda Ministry post-1933 conducted serious focus-testing, particularly on films, to make them appeal to as wide an audience as possible. /7
It was the focus testing and the regular reports collated by Nazi Party, and later the Reich Propaganda Ministry that revealed that emotive appeals resonated more than sober reasoning - that short, snappy slogans won hearts quickly and to dramatic effect. /8
Nazi market research and propaganda production was so successful, that several figures within the machine would go on to have successful careers in German and US advertising, post-'Denazification'. /9
Now, I'd never go about suggesting that politicians throwing millions into polling, market research and rigid analysis of the population were naturally fascists - that's absurd.
I will say, however, that the Nazis were the first to show how incredibly effective it was. /10
I will say, however, that the Nazis were the first to show how incredibly effective it was. /10
It's also very important to understand that the Nazis didn't just sit there telling the German people what to think.
In the constant questioning and data-analysis the Nazis conducted, the public told them what they wanted to hear. /11
In the constant questioning and data-analysis the Nazis conducted, the public told them what they wanted to hear. /11
One of the best books that covers how the Nazis targeted their marketing is 'The Third Reich: A History of Nazi Germany' by Thomas Childers. Worthwhile reading. /12 amazon.com/Third-Reich-Hi…
I hope you found that interesting. Obviously it's difficult to go into too much detail, so if there's any questions, please ask.
Only by looking how those in the past swayed populations can we fully understand how it's being done now. /FIN
Only by looking how those in the past swayed populations can we fully understand how it's being done now. /FIN
