How is propaganda depicted in Animal Farm?

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Squealer is the chief propagandist on the farm. He is initially described as a “brilliant talker” who has a “very persuasive” way of arguing. He gains the reputation of being able “to turn black into white.” Before the Rebellion, Snowball, Napoleon, and Squealer formulate the principles of Animalism. After the animals’ victory is achieved, Squealer helps the other two paint the Seven Commandments on the wall.

As the pigs establish their privileges and authority, Squealer becomes their spokesperson. For example, he is the one who explains to the other animals that the pigs are taking the milk not because they like it but because they are “brainworkers” who need superior nutrition. And the other animals need the pigs if they want to keep Jones from returning.

After Snowball is expelled, it also falls to him to explain why Napoleon is in charge. Again, he brings up the vision of Jones returning, and again he insists that the special status is not enjoyable.

Do not imagine, comrades, that leadership is a pleasure! On the contrary, it is a deep and heavy responsibility. No one believes more firmly than Comrade Napoleon that all animals are equal.

As Napoleon consolidates his rule, a pig named Minimus joins the propaganda effort because he is very talented at writing songs and poems. When called upon to explain Napoleon’s changing position on the windmill, Squealer convinces them that he had only pretended to oppose it. Now his speeches are often supported by the dogs’ threatening presence.

Squealer spoke so persuasively, and the three dogs who happened to be with him growled so threateningly, that they accepted his explanation without further questions.

As the winter progresses and food grows short, Squealer frequently addresses the animals to convince them they are enjoying working so hard. As Napoleon grows less popular, he makes fewer appearances but leaves the public speeches to Squealer.

One of his greatest propaganda feats is rewriting history, as he makes the others believe that Snowball was not a hero of the Battle of the Cowshed; in fact, he was a traitor.

"Our Leader, Comrade Napoleon," announced Squealer, speaking very slowly and firmly, "has stated categorically—categorically, comrade—that Snowball was Jones's agent from the very beginning.”

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