대안적 현실에서 청중 참여 유도하기: 역사에서 얻은 교훈

저자는 인간의 감정을 이해하고 현대 기술을 활용해 진정한 관계를 형성함으로써 프로파간다에 맞설 수 있다고 믿습니다.

### 프로파간다와 대안적 현실의 시대에 시청자 참여 유도하기
* 🌍 대안적 현실에 자리 잡은 청중의 참여를 유도하려면 역사적, 현대적 맥락에서 볼 수 있듯이 **프로파간다와 청중의 심리적 관계**를 이해해야 합니다.
* 📜 우크라이나에서 진행 중인 분쟁과 개인적인 인연이 있는 연사는 NGO를 통해 전쟁 범죄를 기록하면서 **부차 같은 해방된 마을에서 벌어진 대량 학살**을 비롯한 충격적인 잔학 행위를 폭로합니다.
* 📞 러시아 친척들에게 연락을 취하려는 우크라이나 사람들의 노력에도 불구하고, 많은 사람들이 **선전에 기반한 냉담한 반응**을 보이며 국가가 통제하는 내러티브에 의한 심각한 단절을 보여주고 있습니다.
* 📺 연사는 **나치의 선전과 현대의 잘못된 정보 사이에 유사점**을 찾아내고, **선 델마와 같은 인물이 어떻게 강한 감정을 활용**하고 대안적 정체성을 만들어 그러한 서사를 전복하려 했는지를 강조합니다.
* 🔍 델마의 접근 방식에는 **분노와 유머를 사용하여 권위주의적 선전의 독점을 깨고, 국가 내러티브 외부에서 커뮤니티의 유대감을 조성**하며, 개인에게 힘을 실어주는 사실을 제공하는 것이 포함되었습니다.
* 💡 오늘날에는 감정적 유발 요인과 관련 사실을 파악하는 데 도움이 되는 고급 도구와 데이터 분석을 통해 **델마 당시보다 더 효과적으로 잘못된 정보에 대응**할 수 있는 방법을 제공하고 있습니다.
* 🛠 현대 기술을 활용하고 인간의 감정을 이해함으로써 관객의 공감을 불러일으키는 **설득력 있는 내러티브**를 만들어 그들의 확고한 믿음에 도전할 수 있습니다.
* ✨ 궁극적으로 이 도전은 벅찬 일이지만, 역사가 주는 교훈은 **대안적 현실에서 길을 잃은 사람들을 참여시키고 알리기 위한 혁신적인 전략**의 토대가 됩니다.

how can one engage audiences that seem to be living in an alternative reality? How do we reach people who seem smitten, booted with the propaganda of sadistic strong men? That's a sort of uh Happy stuff that I work on, that I write books about, that I um, that I research at University, and that has become very, very personal for me in the last couple of years um um. I was born in Ukraine, and since the full-scale invasion began, I've been going to Ukraine a lot to work with an NGO called the Reckoning project to document war crimes and to tell the truth about them to an often skeptical World um. I'm afraid there's a lot of atrocities that we document. I was in the town of Bua uh when it was liberated from Russian forces um. Entered the The Village uh um to see hundreds of bodies strewn around being placed in a mass grave um. And these people were killed not because like you know a missile landed on them by accident, they were just shot for fun by Russian soldiers.

just to prove they had the power over them. There was no military sense to this atrocity, and I remember talking to a Ukrainian General as we watched these dead bodies being piled into a grave. He was in shock. He'd liberated the village, but he was also in shock because he'd actually spent a lot of time in Russia itself. He'd actually studied to be a soldier there. He had lots of former students that he'd studied with there, former colleagues. And ever since the war had begun, he'd been calling them, saying, Please do something to stop this horrific war. And they just threw the phones down. And so many Ukrainians were calling their Russian relatives, their, well, now former friends, and saying, Please do something to stop this war. At least don't you stop your sons from going to fight in this war. And at the other end, they'd hear people who they'd known all their lives answering in the clichés of Russian propaganda, saying, You're making it up.

you've made some sort of mistake or saying, Ah, you know, probably your side just bombed itself by accident, or saying, It's all fake, you're making it all up. And on Russian TV at the time, you'd hear these increasingly absurd, you know, propaganda pieces about atrocities. Like Butcher, I'll give you one example. After the atrocities of Butcher were discovered to the world, mainstream Russian TV, 7 p.m., this is not some sort of kooky YouTube channel, mainstream Russian TV was claiming that the British secret services had engineered a fake atrocity in Bucher. The whole thing was staged. And you know why and how they knew it was staged by the British? Because the place was called Butcher, which in English sounds like butcher. And only the English, these very literary people, would concoct an atrocity in a place which sounded like the word butcher. And that was their proof. And people would, you know, repeat this absurd propaganda. And look, Russia is an extreme, horrific example of people not living in reality, but I've

been living in the US a couple of years, and I see quite a lot of it here. Tens of millions, maybe more, people who seem to genuinely believe that the last election was rigged, despite sort of court cases proving that it wasn't. So, what can we do about it? You know, I'm in a community of researchers, of academics, of journalists who've been trying many things for the last sort of decade, really. We've tried fact-checking, but we've also found that, you know, when facts challenge people's identity, they kind of just bounce off. We've found worthy journalism, you know, these great liberal newspapers lecturing people about how important it is to save democracy. I've written many columns like that myself, but I know that I'm preaching to the converted. I know that I'm within my own, you know, liberal echo chamber, basically. How do we get beyond that? How can we reach the people who are somehow under the sway of this propaganda and in a kind of despair? I started to turn to

history might there be something in history that gives us a clue about what we can do today, and that's how I discovered a very strange and somewhat forgotten story about a covert British operation to subvert Nazi propaganda. Perhaps the most, or one of the most, reality-denying, sadistic, dehumanizing propagandas ever—Nazi propaganda. And it was led by this man whose name was Seon Delma, a largely forgotten person but very, very famous in his day. Seon Delma kind of shared a lot of the frustrations that I have. He felt that, you know, at the start of the Second World War, liberal media—in his case, the German service of the BBC—or various kind of like exiled pro-democracy groups who were still trying to communicate with the German people, trying to persuade them not to follow Hitler into his genocidal wars. He felt that they were doing it all wrong. Yeah, they were lecturing people, a bit like we do today, about how democracy dies in darkness, how we must stop fascism. He felt all of that.

just like a lot of media today is trapped in its own echo chamber, preaching to the converted. He wanted to do something different, and he knew what he was talking about. He'd grown up in Germany. He was British, but he grew up in Germany. He'd then been a journalist in the 1920s inside Germany, and he got very close to the Nazi elites when they were still rising. He got to see their propaganda system from inside, and essentially, he could see that it was based on two or three principles which are really very common to strongman propaganda today. The first of these was identification with the leader. What do we mean by that? We often wonder, why do people follow leaders who are wildly narcissistic, sadistic, cruel, violent? You know, when people first saw Hitler appear, they thought he was, you know, some kind of freak. And yet, this freak had a huge following, and Delma worked out that these leaders were popular because they allow you, they allow their followers to be the

narcissistic, sadistic, cruel people that at some level many of them and maybe many of us would sometimes like to be. They were normalizing our most vile feelings. Yeah, their very attractiveness was their nastiness. Secondly, he could see how people could sort of sublimate their agency through these leaders. You know, these leaders could be their retribution. Yes, you were giving up a little bit of free will, but you could feel powerful through the leader. And thirdly, this propaganda and these leaders created a sense of community. Germany in the 1920s, a little bit like America today, was a place where the old economic order was being destroyed, where the old social norms were in chaos, where identities were in flux, even gender norms were being questioned. And in this time of exciting, for some people, for others very disturbing change, the Nazis said, We know who you are. You're true Germans. You're better Germans than all these immigrants over here. You're the true people, and we're part of one community. The Nazi

folk the Nazi people. We know who we are, and we're together. So, Delma realized that in order to subvert the connection between Nazi propaganda and its followers, you had to really climb into the dark operating of human desire, a place where fact-checking can't really go. And so, based at Wen Abbey, a rather fabulous British Country House near London, he gathered around himself psychiatrists, spies, soldiers, academics, a lot of exiled Cabaret artists from the German theater scene. He gathered them together there and created this kind of covert media Empire: dozens of radio stations broadcasting into Nazi Germany and the rest of occupied Europe, newspapers, leaflets, this whole kind of factory of psychological subversion. Now, we don't have sadly the recordings of all these radio shows; however, we do have the transcripts. And when I realized these transcripts were available, I went delicious and I started going through them. I actually spent a lot of time going through them, um, and they've been declassified from the British and the American archives. And as

I went through these hundreds and hundreds and hundreds of pages. I realized there was kind of a pattern to them. You know, they were experimenting like crazy, but there is, because this is a TED Talk, three CU. It's always three with TED Talks. There's three basic principles that I think Delma kind of landed on through experimentation. Number one: break the Monopoly authoritarian propaganda has on strong emotions. Yeah, that's the root of their power. So, DMA's media, his radio stations, which were many and different, but they were all a lot unlike the BBC or the New York Times or the Washington Post. They were full of vital anger, a lot of pornography. They were tapping into all the resentments that Germans were starting to feel about their leadership. They were full of these sort of like howls and laments about families that people were losing in the bombardment and then blaming the Nazis for not having provided the right air defense. Yeah, they talk about how, you know, the SS German sort of the Nazi sort.

of elite secret police type units. How they were living, you know, this corrupt life while normal German soldiers were suffering. Here's just a little sort of a little clip from one of the shows. The SS wear the German uniform, but they drag the German name in the mud. They should send them to the Eastern Front. There, everything else but their penis would get stiff. There, they would get an idea how hard the German Soldier has to fight for his good name, while the SS clerk does not give a about it. It was full of expletives as well. There were all these scenes. This is actually the most sort of like, you know, unex-rated bit of pornography I could find, which relates kind of like an orgy at an SS man's house. Like, SS man Tinan has a Polish lover at home who's personally in charge of the bamboo canes, twigs, thin and thick leather straps with which Tinan and his guests are strafing her fat and large buttocks. And I had to cut it there because it gets quiet. It

goes on, so you know there's a reason to this. Yeah, he wants to disrupt the emotional bond that people have to the Nazis. He wants to cover the Nazis in what he called a layer of filth and slime, as thick as the Nazis had covered the Jews. But his aim, once he's disrupted that, once he's sort of taken strong emotions back, is to create a space where you can introduce facts to people. He gave people advice about how to fake illness so that they could be sent home from the front. So, it wasn't just any facts; it's facts that gave people back their agency, made them less dependent on their leaders. And thirdly, he fostered alternative communities. Yeah, if the Nazis gave you a sense of identity, a common sense of being part of the people, the folk, Delma shows stressed the church, the army, family, as these alternative bonds that people had. There's a very important thing in his shows. Basically, most of the shows he created would claim to be German shows. Yeah, they would say, We Germans. Yeah, they

would be hosted by soldiers who just became PS with the British, but the audience was meant to understand perfectly well that these were the British, dressed up as Germans. Now, why did Delma do that? Firstly, it made it safe for people to listen to the shows. If the Gusto came along, you could say, I had no idea this was subversive. I thought this was German. It was psychologically safer. It was more comfortable for people to hear the word our soldiers, our boys than you Germans, you enemy. But even more so, he was saying something else. He was saying, Look, we're the English dressed up as Germans, and we understand you, your gripes, your anger, what matters to you better than the Nazis. And if we, your enemies, not in a cultural war but in a real war, can understand you better than your bosses do, do you really need them? Are they really looking out for you when they say they're going to be your retribution, or are they just thinking about themselves? 40% of German soldiers

that were surveyed by the British in these little sort of snap polls they did said they listened to this content. So how can we bring that all back to today, whether we're thinking about reaching Russians, whether we're thinking about reaching audiences caught up in what some academics called the farri echo chamber. If we take DMA's principles, they are much easier to activate today. We know far more from things like, I don't know, online sentiment analysis. We know far more about what makes people emotional, what things they react to in a visceral way. Delma was just kind of shooting stuff, or literally shooting stuff into the ether. We know that so much more from today's data when it comes to finding the facts that people care about. Delma had to do it through partisans, by opening up the letters of Nazi officials. Today, even in a country like Russia, we have non-stop leaks about the corruption of mid-level officials. We can use satellite imagery to understand essentially, you know, has a road been

fixed in a town, and you know, do a story about that. We have so much more data than Delma had, but do we know how to use it to give people the facts that actually matter to them? And when it comes to fostering communities, look, there are so many digital tools that we have today that can show how a media is responsive to its audience. I mean, there's a great project called Harkin, for example, which algorithmically collects what people care about in a town or in a topic, and then gets journalists to really focus on the things that they're worried about. And there's so many digital tools that we had, so if we put these things together, the visceral emotion, the data that tells us the facts that people really care about, the online use of communities, we can do something much more powerful than what Delma did. So look, I know it's easy to despair, it's easy to despair when you hear people denying atrocities, it's easy to despair when we hear vast swaths of the American population living in in

alternative reality. But before we give up, before we surrender, I think we can at least take some of DMA's lessons, fuse them with modern technology, and really, really try to reach them. Thank you.

How to Fight (and Win) an Information War | Peter Pomerantsev | TED

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대안 현실에서 청중 참여 유도하기

본격적인 침공 이후 우크라이나의 전쟁 범죄를 기록해 온 화자는 선전과 독재자의 영향을 받은 사람들에게 다가가는 것이 개인적으로 힘든 일이었습니다.

화자는 부차 마을에서 러시아의 잔혹 행위의 여파와 러시아에서 공부했던 우크라이나 장군의 충격을 목격하면서 끔찍한 경험을 공유합니다.

우크라이나 사람들이 러시아 친척들에게 감정적으로 호소했지만, 후자는 종종 진부한 선전으로 대응하여 깊은 분열과 현실에 대한 부정을 보여주었습니다.

프로파간다 전복: 역사에서 얻은 교훈

미국에서는 법원의 반대 판결에도 불구하고 상당수의 사람들이 지난 대선이 조작되었다고 믿고 있습니다.

사실 확인과 저널리즘을 통해 이러한 믿음에 맞서려는 노력은 개종자들에게 설교하는 경우가 많기 때문에 대체로 효과가 없었습니다.

연사는 나치 선전을 전복하기 위해 영국의 비밀 작전을 이끌었던 선 델마의 잊혀진 이야기를 통해 오늘날 선전에 영향을 받는 사람들에게 다가가기 위한 그의 접근 방식에서 교훈을 얻고자 합니다.

나치 선전의 전복: 델마의 은밀한 미디어 제국

델마는 가학적인 지도자의 매력과 혼란스러운 사회 변화 속에서 사람들의 주체성을 승화시켜 공동체 의식을 형성하는 능력을 알아차렸습니다.

그는 웬 수도원에서 다양한 그룹을 모아 라디오 방송국, 신문, 전단지를 이용해 나치의 선전을 심리적으로 전복하는 비밀 미디어 제국을 만들었습니다.

델마의 실험은 강한 감정을 자극하는 권위주의적 선전의 독점을 깨고, 독일 국민의 분노를 활용하고, 나치의 통제에 대항하는 서사를 제공한다는 세 가지 핵심 원칙으로 이어졌습니다.

독일의 나치 친위대는 일반 독일 병사들의 고통과는 대조적으로 부패한 생활을 했습니다.

쇼의 나치 친위대 묘사는 노골적인 장면을 포함하며 사람들이 나치에 대해 갖고 있던 감정적 유대감을 깨뜨리는 것을 목표로 했습니다.

프로그램 제작자는 사람들에게 주체성을 되찾아주고 나치의 영향력에 대항할 수 있는 대안 공동체를 육성할 수 있는 사실을 소개하고자 했습니다.

델마의 전복 전략: 독일군 복장을 한 영국군

델마는 독일군 복장을 한 영국 군인들과 함께 쇼를 진행하여 청중이 안전하게 들을 수 있는 공간을 만들었습니다.

이러한 접근 방식은 공유된 경험을 강조하고 실제 상사의 동기에 의문을 제기함으로써 사람들을 심리적으로 위로하는 것을 목표로 했습니다.

델마가 사용한 원칙은 오늘날에도 적용될 수 있으며, 최신 데이터와 도구를 통해 청중을 더 효과적으로 이해하고 다가갈 수 있습니다.

데이터와 디지털 도구를 사용하여 커뮤니티 참여 촉진하기

우리는 그 어느 때보다 많은 데이터를 보유하고 있지만, 이를 활용하여 사람들에게 중요한 사실을 제공하는 것이 과제입니다.

하킨과 같은 디지털 도구는 저널리스트가 지역사회와 관련된 이슈에 집중할 수 있도록 도와줍니다.

감성적인 스토리텔링, 관련 데이터, 온라인 커뮤니티 참여를 결합하면 이전보다 더 강력한 영향력을 발휘할 수 있습니다.