Squealer convinces the other animals to accept whatever Napoleon decides in a number of different ways. First and foremost, he resorts to propaganda, which he uses to considerable effect. Squealer is an expert propagandist who knows the power of a well-turned phrase or slogan to convince. The other animals on the farm aren't all that intelligent, which makes them all too easy to manipulate and control.
Squealer knows all too well that the animals don't have any alternative sources of information on the farm; all they know is what Squealer tells them. And Squealer uses—or rather abuses—his privileged position to construct an alternative reality which is based on nothing more than a pack of lies.
One such lie is the ludicrous notion that Snowball is some sort of traitor, a counter-revolutionary hell-bent on handing over the farm back to Mr. Jones. Although there's absolutely no evidence whatsoever for such a ridiculous conspiracy theory, Squealer knows that if he repeats it often enough, then eventually the animals will start to believe in it.
Squealer's denigration of Snowball's actions during the Battle of the Cowshed is a classic example of gaslighting, making the animals question the truth of their own senses. The animals saw with their own eyes just how heroically Snowball conducted himself during the battle. But thanks to Squealer's shameless gaslighting, they come to believe that Snowball really is a traitor after all and is responsible for all the many things that go wrong on the farm.
Further Reading
Squealer acts as Napoleon's mouthpiece in Orwell's classic novella Animal Farm and uses effective propaganda techniques to manipulate the animal's perception of Napoleon and influence them to passively accept his authoritarian policies. Squealer is depicted as a persuasive, articulate speaker, who the others say "could turn black into white" through his speech. Squealer also recognizes the animals' greatest fears and desires, which allows him to form seemingly logical arguments and portray Napoleon in a positive light. In order to effectively influence the masses, Squealer relies on various propaganda techniques. Squealer is known for using euphemisms to mislead the animals and uses name-calling propaganda to depict Snowball in a negative light.
Squealer cleverly uses Snowball as a scapegoat to direct attention away from Napoleon's mistakes, which also contributes to Snowball's negative portrayal. He also helps establish Napoleon's cult of personality by depicting him as their courageous, selfless savior. He also manipulates the animal's greatest fears by reminding them of Mr. Jones's return and uses bandwagon propaganda to teach the sheep certain slogans that favor Napoleon's regime. Squealer also makes minor changes to the Seven Commandments to align with Napoleon's actions and continually rewrites history to confuse the other animals. Overall, Squealer's eloquence and use of effective propaganda techniques allow him to persuade the other animals to support Napoleon and accept his oppressive policies.
Squealer's role in Animal Farm is to disseminate propaganda which makes the animals accept whatever Napoleon tells them. To do this, he uses a number of propaganda techniques. Here...
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are some examples.
Firstly, Squealer uses scapegoating. Whenever something goes wrong on the farm, you'll notice that he blames Snowball instead of admitting the truth. By doing this, he shifts blame and responsibility from Napoleon, thereby increasing Napoleon's prestige.
Secondly, Squealer also uses false science. When he justifies the pigs' theft of the milk and apples, for example, Squealer claims that it is scientifically proven that pigs need to eat milk and apples because they are good for the brain. The animals do not question the arguments of scientists, thereby enabling the pigs to continue their theft.
Thirdly, he also uses distraction techniques. Notice how whenever Squealer is justifying something that Napoleon has done, he is always moving around. When he is denying that Boxer has gone to the "knacker's," for example, Squealer is described as skipping from side to side and whisking his tail. By doing this, he ensures that the animals are not focusing on his words, but are instead focusing on his movements.
Squealer uses a number of time-honored propaganda techniques to convince the animals of whatever Napoleon desires.
The first is simply the fact that he is an eloquent speaker. He is described as having a smooth tongue and being able to convince anyone of anything if he puts his mind and his mouth to it.
The second is his creative ways of explaining events that the animals see but cannot understand perfectly. He can call the glue-wagon that picks up Boxer an "ambulance" because the animals cannot read or verify the destination in any way. He can also explain away the changes to the commandments that seem to favor the pigs more and more as time goes on.
A third and very important technique is the modification of the past. Because the animals have no way of keeping accurate records, he can change what happened simply by saying that it changed.
Because he also has the protection of the dogs, the animals feel even more compelled to accept his explanations because they know that any strenuous resistance will be met by violence.
We learn from the start that Squealer is a persuasive speaker who "could turn black to white" (convince the animals of anything). He is a "brilliant talker." With this talent, Squealer becomes the chief propagandist for the pigs. After he takes on the role as spokesperson for Napoleon, he will often go to the animals and "explain" to them, for example, that Napoleon had never really opposed building the windmill. The animals, we are told, don't always understand what Squealer is talking about. They don't grasp what he means, for instance, when he says "tactics, tactics, tactics" to explain why Napoleon "pretended" to oppose the windmill, but he speaks "so persuasively" and the dogs growl so threateningly, that the animals come to accept what he says. Squealer will usually travel around the farm with dogs accompanying him. Their growls and the threat they might do harm, along with Squealer's tendency to ask confusing questions and provide smooth rationalizations for what Napoleon wants, keeps the animals off balance. Their confusion allows Napoleon to seize more and more power. We learn too that Squealer makes "excellent speeches." He represents the role of propaganda and doublespeak--saying the opposite of what you mean--in allowing a dictator to maintain control.