Propaganda is a form of persuasion which favors a specific cause or person to the detriment of another cause or person. It is harmful and often derogatory or provides undue praise and uses emotional triggers in the hope that people will not give the thing being proposed too much thought before agreeing to it or being caught up in its power. It is a powerful political tool, where suggestion is often enough and evidence becomes secondary as the power of rumor and word of mouth is sufficient.
George Orwell makes good use of propaganda in Animal Farm and uses the "bandwagon" technique very effectively. Being vague confuses the animals and thinking that their own actions may be contrary to the spirit of Animalism ensures that they ask few questions. Boxer inadvertently promotes bandwagon propaganda with his work ethic and because he always strives to "work harder." He maintains that, "if Comrade Napoleon says it, it must be right."
Squealer is the pig designated to ensure support for Napoleon and his system of control as he gradually withdraws benefits from the other farm animals (the milk is a good example) and, despite the seven commandments, improves the pigs' circumstances in an effort to make the pigs more comfortable (such as sleeping on beds), while the other animals continue to live in accordance with the laid down "Commandments." The concept of some animals being "more equal than others," becomes very prevalent.
Bandwagon propaganda persists as animals only agree to changing Commandments or ideals because the other animals do. Mollie wonders whether she will be able to have sugar and wear her precious ribbons after the Rebellion. Snowball tells her that they signify "slavery," and she therefore accepts this, offering no resistance, although she never believes it. This is an example of bandwagon propaganda but is short-lived for Mollie. She will later run away, as the promise of sugar is just too much for her.
Even Snowball exercises propaganda in agreeing, despite his initial concerns, to tell the animals that milk is "brain" food for the pigs and so cannot be shared. He has become a victim of bandwagon propaganda, being persuaded that there is a need for the pigs to enjoy special treatment, as Squealer says:
"You do not imagine, I hope, that we pigs are doing this in a spirit of selfishness and privilege? Many of us actually dislike milk and apples. I dislike them myself. Our sole object in taking these things is to preserve our health. Milk and apples (this has been proved by Science, comrades) contain substances absolutely necessary to the well-being of a pig. We pigs are brainworkers."
If Snowball really thought about it, he would realize that he is being unduly influenced and his own influence is then influencing others.
The sheep show their support for Snowball in building the windmill but soon change to chanting at Napoleon's bequest never realizing the effects of their actions which lead to the expulsion of Snowball, as the dogs chase him off the farm. Ultimately, this results in the end of any real hope of fairness and equality.